KOSSA Standard OF 5 Identify the advantages and

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KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Advertising KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of

Advertising KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

What you’ll learn. . . • The concept and purpose of advertising • The

What you’ll learn. . . • The concept and purpose of advertising • The different types of advertising media KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Advertising and Its Purpose • Advertising is any paid form of nonpersonal promotion of

Advertising and Its Purpose • Advertising is any paid form of nonpersonal promotion of ideas, goods, or services by an identified sponsor • Advertising is everywhere! KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Types of Media are the agencies, means, or instruments used to convey advertising messages

Types of Media are the agencies, means, or instruments used to convey advertising messages to the public. • • Print Media Broadcast Media Online Advertising Specialty Media KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Print Media Written advertising that may be included in everything from newspaper and magazines

Print Media Written advertising that may be included in everything from newspaper and magazines to direct mail, signs and billboards. They are among the oldest and most effective types of advertising. KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Newspaper Advertising • Local (Salt Lake Tribune) or National (USA Today) • Daily or

Newspaper Advertising • Local (Salt Lake Tribune) or National (USA Today) • Daily or weekly • Shopper – Little editorial content – Delivered free KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Magazine Advertising • Classified as – Local, regional, or national – Weeklies, monthlies, and

Magazine Advertising • Classified as – Local, regional, or national – Weeklies, monthlies, and quarterlies – Consumer or business (trade) KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

A billboard gets right to the point

A billboard gets right to the point

Transit Advertising • Uses public transportation facilities • Commuter trains, taxis and buses, station

Transit Advertising • Uses public transportation facilities • Commuter trains, taxis and buses, station posters near or in subways and in railroad, bus, and airline terminals KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Broadcast Media • Includes radio and television • The average person will spend nearly

Broadcast Media • Includes radio and television • The average person will spend nearly ten years watching TV and almost six years listening to the radio over a 70 year lifetime. KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Television Advertising • Communicates with sound, action, and color. • Prime time is between

Television Advertising • Communicates with sound, action, and color. • Prime time is between 8 and 11 p. m. • Is appealing to large companies with widespread distribution. KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Radio Advertising • Radio reaches 96 % of people over 12 yrs which makes

Radio Advertising • Radio reaches 96 % of people over 12 yrs which makes it very effective • Best times are “drive times” – morning and late afternoon/early evening KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Online Advertising • Placing advertising messages on the Internet • Banner ads – created

Online Advertising • Placing advertising messages on the Internet • Banner ads – created with rich media technology that uses the strategy of popping up and interrupting the readers search KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Specialty Media • Relatively inexpensive, useful items with an advertisers name printed on them

Specialty Media • Relatively inexpensive, useful items with an advertisers name printed on them • Given away with no obligation attached • Calendars, magnets, pencils, memo pads, and key chains KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Other Advertising Media • Businesses are constantly creating innovative means of transmitting their messages

Other Advertising Media • Businesses are constantly creating innovative means of transmitting their messages • Sports arena billboards, ads in movie theaters, hot air balloons and blimps, skywriting, etc. KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Parts of a Print Advertisement

Parts of a Print Advertisement

Print Advertisements • Any type of advertising that is in written format, such as:

Print Advertisements • Any type of advertising that is in written format, such as: • • Newspaper ad Magazine ad Billboards (outdoor advertising) Transit ads (buses, bus stations, bus stops, taxis, trucks)

Main Parts of a Print Ad • Headline • Illustration • Body Copy •

Main Parts of a Print Ad • Headline • Illustration • Body Copy • Signature

Headline • A strong statement which includes the major selling point • Must grab

Headline • A strong statement which includes the major selling point • Must grab the reader’s attention • Must be short (no more than 7 words) • Example: EAT MOR CHIKIN

Illustration • Reinforces the headline • Shows how your product works or what it

Illustration • Reinforces the headline • Shows how your product works or what it looks like • Must grab the reader’s attention • Example: Chick-Fil-A Cows

Body Copy • Text that persuades the reader to buy your product • Must

Body Copy • Text that persuades the reader to buy your product • Must be interesting • Must tell the reader something that he/she wants to know.

Tag-Line • Summarizes your product or the philosophy of your company • It should

Tag-Line • Summarizes your product or the philosophy of your company • It should encourage the reader to act, i. e. to go and find out more and buy the product.

Company Details • • • Name Address Telephone numbers Fax E-mail address Logo

Company Details • • • Name Address Telephone numbers Fax E-mail address Logo

AIDA An ad will only have a few seconds to influence someone, so a

AIDA An ad will only have a few seconds to influence someone, so a good ad uses the following formula: • A - Attention (Awareness): attract the attention of the customer. • I - Interest: raise customer interest by demonstrating features, advantages, and benefits. • D - Desire: convince customers that they want and desire the product or service and that it will satisfy their needs. • A - Action: lead customers towards taking action and/or purchasing.

Spoiling Ads • Clutter – If you fill the space full of words and

Spoiling Ads • Clutter – If you fill the space full of words and pictures, people will be put off reading it. Small writing is difficult to read. • Jargon – Difficult words and long sentences put people off • Facts & Figures – No one wants to read a boring load of facts and figures. Use the minimum to get people interested.

c AFLAC When AFLAC when 10 years old, only 13% of U. S. recognized

c AFLAC When AFLAC when 10 years old, only 13% of U. S. recognized AFLAC Old ads: “warm and fuzzy” similar to other insurance ads Goal: break through advertising clutter 1999: AFLAC developed the “duck” campaign to enhance brand awareness Incredibly successful: name recognition is now 91%; sales growth of 30% each year campaign has run

Comparative advertising can be extremely persuasive 16 - 29

Comparative advertising can be extremely persuasive 16 - 29

Media planners for Absolut vodka work with creatives to design ads targeted to specific

Media planners for Absolut vodka work with creatives to design ads targeted to specific audiences. The ad at left appears in theater playbills. 16 - 30

Marketers are increasingly using alternate forms of media to reach their target markets. What

Marketers are increasingly using alternate forms of media to reach their target markets. What other examples can you think of besides those shown below? 16 - 31

Reddi Wip is one product whose media strategy includes heavy ad expenditures prior to

Reddi Wip is one product whose media strategy includes heavy ad expenditures prior to Thanksgiving. What types of products would benefit from a media flighting strategy? Flighting term for a timing pattern in which commercials are scheduled to run during intervals that are separated by periods in which no advertising messages appear for the advertised item 16 - 32

Definition Public Relations: § Building good relations with the company’s various publics by obtaining

Definition Public Relations: § Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. 16 - 33

Public Relations Functions Press Relations Product Publicity Public Affairs Lobbying Investor Relations Development 16

Public Relations Functions Press Relations Product Publicity Public Affairs Lobbying Investor Relations Development 16 - 34

Public Relations Role & Impact of Public Relations § Advantages: Strong impact on public

Public Relations Role & Impact of Public Relations § Advantages: Strong impact on public awareness at a lower cost than advertising v Greater credibility than advertising v § Publicity is often underused § Good public relations can be a powerful brand-building tool 16 - 35

Public Relations Tools News Speeches Corporate Identity Materials Mobile Marketing Special Events Written Materials

Public Relations Tools News Speeches Corporate Identity Materials Mobile Marketing Special Events Written Materials Audiovisual Materials Public Service Activities 16 - 36

vs. According to textbook which is the better print ad? KOSSA Standard OF 5:

vs. According to textbook which is the better print ad? KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

Which Samsung ad grabs your attention? Why? KOSSA Standard OF 5: Identify the advantages

Which Samsung ad grabs your attention? Why? KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

KOSSA Standard OF 5: Identify the advantages and disadvantages of each type of advertising

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- any activity designed to create a favorable image of a business, its products,

- any activity designed to create a favorable image of a business, its products, or its policies. 42