How to Create Effective Advertising Draw 5 Lines
- Slides: 37
How to Create Effective Advertising
Draw 5 Lines
Draw 5 Lines
• Set Own Limitations • Develop New Thinking • Creative Opportunities • Re-evaluation
Learn How to: • Be More Effective • Maximize Investments • Save Money
The Mystery of Advertising Solved üBe Focused üDefine Purpose and Goals üDuplication or New Niche? üMeasure + Track = Evaluate
The Purpose of Advertising. . . • To Presell the customer. An investment into your business, not an expense. . .
• To Presell the customer. Unawareness Comprehension Conviction Awareness
The Contents of Ads: • Parts of an Ad • Rules of the Road • Appropriate images • Selling Features • Consistency • The Message
Parts of an Ad Headline Grabs Reader Subhead helps clarify D Headline Caption for Images Store Name Logo
How Changes In Titles Affect Response Book Title Copies Ordered The Mystery of the Man in the Iron Mask 30, 000 The Mystery of the Iron Mask 11, 000 Pen, Pencil and Poison The Story of a Notorious Criminal 5, 000 15, 800 An Introduction to Einstein's Theory of Relativity Explained 15, 000 42, 000 Markheim's Murder almost 0 7, 000
Parts of an Ad Headline Grabs Reader Subhead helps clarify Subhead D Body Copy Image & Caption for Images (Special Offer) Logo Store Name Logo
Rules of the Road • IF YOU BUY AN EXPENSIVE AD AND DON’T WANT ANY ONE TO BE ABLE TO READ IT…. THEN TYPE IT IN ALL CAPITAL LETTERS LIKE THIS.
Rules of the Road Use a Really decorative typeface that no one can read.
Rules of the Road • Reverse type is harder to read Than dark type on a light background
Rules of the Road Drop Cap letters can increase readership 10% This is an example of a drop capital letter used at the beginning of a paragraph of text. It works best when used with a lot of body copy such as an article, press releases, or editorial story. It draws the readers eye into the story.
Rules of the Road • USE ALL CAPITAL DECORATIVE LETTERS ON A BLACK BACKGROUND!
Use Appropriate Images Cat
Selling Features “What’s in it for me? ” Benefits & Advantages: • Store Hours Convenience Better Selection • Exclusive Products Premium Service • Trained Staff
Be Consistent. It’s YOU Again!
The Message Primary message Secondary message
If there is no need for a tuxedo, you cannot create one. (Unless you have a magic wand. . . )
When is the Best Time to Reach Customers?
Hit and Run
SUN MON TUE WED THU FRI SAT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 Hit and Run
SUN MON TUE WED THU FRI SAT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 SUN MON TUE WED THU FRI SAT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 Show 20 21 22 23 27 28 24 25 26 SUN MON TUE WED THU FRI SAT 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 PR Radio Ads Show Mail Call It’s YOU Again!
Plan, plan and then follow your plan. Budget planning is a result of schedule planning.
e n v i ng ca t i a s e n e e r r g o u i C sit ssa os t. c p e a o x P r m r e mp i u u o o d y y n f e p l o el d h n a
Laser Beam or Flashlight?
Media Choices: ¥ s w o h S rs l e a p d i a r p B s w e N l o o h c S s r e p a p News on i s i v e l Te
Media Choices: CPM= 83. = $ per thousand Total Cost x 1, 000 Total Audience 2, 000. x 1000 24, 000 Circ. $
Flashlight Approach • More people = lower CPM • Waste factor • Reach people you may have missed with more targeted methods • to announce a new product • store location or move • promote an event
Laser Beam Approach • Extremely Targeted • Fewer People = High CPM but NO WASTE
Media Choices: • Direct Mail /Telemarketing • Broadcast - Radio/ TV • Fashion Shows • Newspapers (Special Sections) • Magazines (Bridal) • The World Wide Web (Internet)
New Choices: • World Web / Internet • Commerce • Resources & Information
The End