3 03 Explain Components of Advertising WHY ADVERTISE

3. 03 Explain Components of Advertising

WHY ADVERTISE? Advertisements all aim to: – Attract attention – Arouse interest – Create desire – Stimulate action 6 Elements of Ads: 1. 2. 3. 4. 5. 6. Headline Illustration Identification Copy Layout White Space

HEADLINES and IDENTIFICATION HEADLINE: Most important element-usually only part people read • Purpose: Get attention, reach target audience, large text size • Approach: Announce new product, solve a problem, make a claim, promise a benefit, create curiosity • Example: "Are you guilty of these 7 common dating Sins? " (Creates Curiosity) IDENTIFICATION: Identify the product/business being advertised – Purpose: Identify business/product name, logo & contact information – Approach: Used to encourage action: • Contact & buying information, Hours of operation, “Credit Cards Accepted”

ILLUSTRATION and COPY ILLUSTRATION: Image in an ad. Noticed first – Purpose: Convey a message, educate, attract attention – Approach: Appeal to reader (“bling”, cute pets), focus on product’s features, benefits or use COPY: Text of an ad. Sales message. – Purpose: Keep your attention, point-out product features and benefits – Approach: Encourage Action, Intimidate, Guarantees, Repetition

Copy Techniques • Intimidate – limited quantities are available • Qualification Needed – Only a select few will qualify • Guarantees – Money back guarantee if you’re not satisfied • Repetition – “Relieve back pain forever” and then later say “Eliminate back pain permanently”

LAYOUT and WHITE SPACE LAYOUT: Visual Format the elements are arranged in – Purpose: Organize elements to direct the reader’s eye through the ad – Approach: Elements must relate & make sense • WHITE SPACE: Blank Space between the elements

COORDINATING ALL ELEMENTS Headline, Illustration, Copy and Identification MUST be COORDINATED to create best impact Example: Headline identifies a problem- the copy should then show the product will solve the problem