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SER Marketing

SER Marketing

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Advertising Advertising Presentation Transcript

  • Elements of Print Advertisements
    Sports and Entertainment Marketing
  • Elements of Print Advertisement
  • Elements of Print Advertisement
    A headline: the saying that gets the readers’ attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad
    Effective headlines select an audience
    Must be attention-getters
    More than 80 percent of the people who look at print advertisements just read the headlines
    Headlines should be contained to seven words or less
    Usually set in larger type and are often set apart
    View slide
  • Types of Headlines
    Offer something new and improved
    Solve a problem
    Promise a benefit
    Arouse curiosity
    View slide
  • Type of Headlines
    Direct headlines are straightforward and informative in terms of the message they are presenting
    Indirect headlines are not straightforward about indentifying the product or service or getting to the point
    Usually more effective at attracting readers attention
  • Elements of Print Advertisement
    A headline can use several techniques:
    Alliteration: repeating initial consonant sounds
    Paradox: a seeming contradiction that could be true
    Rhyme: “The Quicker Picker-Upper!”
    Pun: A humorous use of words that suggest to or more of its meanings
    Play on words: “For soft babies and baby soft hands”
  • Elements of a Print Advertisement
    Subheadline:
    Immediately below the headline in smaller type
    Clarifies the headline
  • Elements of a Print Advertisement
    Copy: The selling message in a written advertisement.
    • Expands on the information in the headline or the product shown in an illustration.
    • Should stress the benefits and features of the product advertised.
    • Should be simple, appeal to the senses and be direct
    • Should provide a call to action
    SELLING THE MESSAGE
  • Types of Copy
    • Features – physical characteristic
    • Benefits – advantage the feature offers
    • Claims – saying your product does something w/o factual proof
    • Comparisons – between product with competitors product
    • Uses – ways to utilize the product
    • Testimonials – third party sharing positive experience
    • Endorsements – paid celebrity or company recommendation
    • Action – asks customer to act immediately
  • Feature Print Advertisement
  • Benefits Print Advertisement
  • Claims Print Advertisement
  • Comparison Print Advertisement
  • Use Print Advertisement
  • Testimonial Print Advertisement
  • Celebrity Endorsement Advertisement
  • Call to Action Advertisement
  • Elements of a Print Advertisement
    Illustration: Photograph, drawing, graph or chart
    • Primary function is to attract attention and encourage
    a purchase
    • Should show the product, how the product works
    • Should project the appropriate image of product
  • Types of Illustrations
    Product itself
    Products features
    Product in an appropriate setting
    Product in use
    Benefits of using the product
  • Elements of a Print Advertisement
    Identification: Distinctive identification symbol for a business
    • Name of business
    • Logo/Slogans
    • Internet address
    • Street address
    • Telephone/toll free numbers
    • Hours of operation
    • Map
    • Credit cards
  • Headline
    Illustration
    Copy
    Identification
  • Headline
    Illustration
    Copy
    Identification