Promotions
Chapter 17   Promotional Concepts and Strategies   <ul><ul><li>Section 17.1  Promotion and Promotional Mix </li></ul></ul>...
Promotion and Promotional Mix  <ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Explain the role of promotion in business...
Graphic Organizer In a chart like this one, take notes about the five elements of the promotional mix and give examples fo...
The Concept of Promotion   <ul><li>Promotion   is  persuasive communication .  </li></ul><ul><li>The goals of promotional ...
<ul><li>An attempt to inform, persuade or remind to buy goods & services </li></ul>Promotions:
<ul><li>Personal Selling </li></ul><ul><li>Advertising </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Public Relatio...
<ul><li>Personal Selling </li></ul><ul><ul><ul><li>Hired salespeople actually promote the business, product, or service th...
<ul><li>Advertising </li></ul><ul><ul><li>Non-personal promotions that are: </li></ul></ul><ul><ul><ul><li>Paid for </li><...
<ul><li>Direct Marketing </li></ul><ul><ul><ul><li>Directed to targeted group of prospects (rather than to mass) </li></ul...
<ul><li>Public Relations </li></ul><ul><ul><ul><li>Efforts to influence public opinion </li></ul></ul></ul><ul><ul><ul><li...
<ul><li>Publicity </li></ul><ul><ul><ul><li>Tactic – that PR professionals use to bring news to public’s attention </li></...
<ul><li>Sales Promotions </li></ul><ul><ul><ul><li>Trade Shows, Displays, Games, Samples, Give-Away’s, Coupons etc... </li...
<ul><li>Writing News Releases </li></ul><ul><ul><ul><li>An announcement that is sent to the appropriate media outlets </li...
<ul><li>1 st !!! Pick a Theme    (or Slogan) </li></ul><ul><ul><li>AT&T = </li></ul></ul><ul><ul><li>US Army = </li></ul><...
<ul><li>1 st !!! Pick a Theme or Slogan </li></ul><ul><ul><li>AT&T = “Reach out and touch someone” </li></ul></ul><ul><ul>...
Campaign Musts: Identify Target Market Careful, Well Timed Promotions Good Mix of Promotions
<ul><li>Combination of strategies </li></ul><ul><li>Use more than 1 type of promotion </li></ul><ul><li>Which mix will be ...
Promotional Budget <ul><li>Dictated by revenue & includes operating costs </li></ul><ul><li>Generally a percentage of sale...
<ul><li>Demographics: </li></ul><ul><ul><li>Characteristics that we use to find our target market </li></ul></ul>
<ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Race </li></ul><ul><li>Income Level </li></ul><ul><li>Geographic Lo...
<ul><li>A  Paid  Public Announcement </li></ul><ul><li>TYPES OF ADVERTISING: </li></ul><ul><li>Brand …. Focus on rememberi...
<ul><li>CONSUMER NEEDS vs WANTS </li></ul><ul><li>CONSUMER …. Someone who uses the product </li></ul><ul><li>NEED …. Somet...
<ul><li>HOW DO YOU LOOK? </li></ul><ul><li>Women are tall & thin  --  Men are tall & athletic </li></ul><ul><li>Avg Female...
<ul><li>EDUCATES THE CONSUMER VS.  BIASED INFO! </li></ul><ul><li>RAISES STADARD OF LIVING  VS.  NOT FOR ALL – could ruin ...
<ul><li>Pricey Super Bowl advertising can lead to a wealth of exposure for companies and their products. This past year, (...
<ul><li>BRAND RECALL </li></ul><ul><li>REPETITIONS, SLOGANS & JINGLES </li></ul><ul><li>BRAND PREFERENCES…. FEEL GOOD & HU...
Advertising Colors
Best Colors <ul><li>Best colors are those that make people comfortable or stimulate their senses.  </li></ul><ul><li>Warm ...
Hot Colors <ul><li>Commonly used in fast food </li></ul><ul><li>Bright red and yellow are hot colors, indicative of fire, ...
Cool Colors <ul><li>Colors like green and blue are some of the best colors for advertising when it comes to over the count...
B & W <ul><li>Two of the best colors for advertising </li></ul><ul><li>Used to signify power and create a sense that the c...
Colors <ul><li>Colors and Women </li></ul><ul><ul><li>Women tend to be at ease with and trust those who wear blue.  </li><...
<ul><li>Color in your home </li></ul><ul><ul><li>Cool shades for your bed sheets can help create a calming, stress-free zo...
<ul><li>Color & clothes </li></ul><ul><ul><li>For casual wear that commands attention, choose red or green shirts.  </li><...
<ul><li>Color & cars </li></ul><ul><ul><li>A black car suggests a desire for anonymity. </li></ul></ul><ul><ul><li>Certain...
COLOR IN YOUR PROFESSIONAL LIFE <ul><li>Wear a power suit in dark gray, black or deep navy, and you'll be perceived as suc...
RED <ul><li>Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determinati...
Orange <ul><li>Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the...
Yellow <ul><li>Yellow is the color of sunshine. It's associated with joy, happiness, intellect, and energy.  </li></ul><ul...
Green <ul><li>Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emot...
Blue <ul><li>Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, l...
Purple <ul><li>Purple combines the stability of blue and the energy of red. Purple is associated with royalty.  </li></ul>...
White <ul><li>White is associated with light and goodness. </li></ul><ul><li>It is considered to be the color of perfectio...
Black <ul><li>Black is associated with power, elegance, formality, death, evil, and mystery. </li></ul><ul><li>Black is a ...
Broadcast Ads: <ul><li>Formats: </li></ul><ul><ul><li>Use a Skit </li></ul></ul><ul><ul><li>Use a Narrative </li></ul></ul...
Broadcast Ads <ul><li>Recall/ Retention is Key: </li></ul><ul><ul><li>Be Crazy, Excited, Funny, or Serious </li></ul></ul>...
The color red… <ul><li>Is used to promote medicine </li></ul><ul><li>Is used to promote fast food </li></ul><ul><li>Is use...
The color blue is <ul><li>Used to calm people </li></ul><ul><li>Used to increase the heartbeat </li></ul><ul><li>Used to d...
In the media, the neighborhood is played as: <ul><li>Nice, Perfect and Green </li></ul><ul><li>Run down </li></ul><ul><li>...
The color Black symbolizes <ul><li>Mysterious </li></ul><ul><li>Luxury </li></ul><ul><li>Death </li></ul><ul><li>All of th...
Which is not a promotion? <ul><li>Public Relations </li></ul><ul><li>Publicity </li></ul><ul><li>Sales Advertising </li></...
Parts of a Print Ad:
Headline Graphic Logo Copy Tagline Price
Layouts S O Z
Arrange Elements use sensible proportions use white space/ borders Use optical center Make coupons noticeable
 
 
 
 
 
 
 
 
Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
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Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
 
 
 
 
 
 
Arrange Elements use optical center make coupons noticable use sensible proportions use white space/ borders
<ul><li>Does it have a catchy headline? </li></ul><ul><li>Does your copy include price, materials, quantity, etc…? </li></...
Print Media Facts <ul><li>Five times as many people read the headlines as read the body copy </li></ul><ul><li>Unless your...
Newspapers <ul><li>Most timely </li></ul><ul><li>85% of advertising is placed by local media </li></ul><ul><li>Sections at...
Two Types of Newspaper Ads <ul><li>Display Ads </li></ul><ul><ul><li>Range in size  </li></ul></ul><ul><ul><li>Most includ...
Magazines <ul><li>Consumer Magazines </li></ul><ul><ul><li>General interest </li></ul></ul><ul><ul><li>TV Guide, Time, New...
Direct/Junk Mail <ul><li>Advertising sent through the mail </li></ul><ul><li>Popular with large and small businesses </li>...
Outdoor Ads <ul><li>Aimed at anyone passing by </li></ul><ul><li>Only accounts for about 1% of ad dollars Used for things ...
Outdoor Ads <ul><li>Billboards </li></ul><ul><ul><li>Similar to large posters </li></ul></ul><ul><li>Transit Advertising <...
Direct/Junk Mail <ul><li>Most selective form of advertising </li></ul><ul><li>Few or millions </li></ul><ul><li>Extremely ...
Direct/Junk Mail <ul><li>One of the fastest growing areas of advertising </li></ul><ul><li>Almost 20% of ad dollars are sp...
<ul><li>Does it have a catchy headline? </li></ul><ul><li>Does your copy include price, materials, quantity, etc…? </li></...
<ul><li>Short Copy </li></ul><ul><li>Short Words </li></ul><ul><li>Large/ Legible Type </li></ul><ul><li>Forget “White Spa...
Billboards
Transit Advertising Benefits of Transit Ads: *Varied audience *Captive audience * Product Recall
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Promotions Ch 17.1

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  • Red brings text and images to the foreground. Use it as an accent color to stimulate people to make quick decisions; it is a perfect color for &apos;Buy Now&apos; or &apos;Click Here&apos; buttons on Internet banners and websites. In advertising, red is often used to evoke erotic feelings (red lips, red nails, red-light districts, &apos;Lady in Red&apos;, etc). Red is widely used to indicate danger (high voltage signs, traffic lights). This color is also commonly associated with energy, so you can use it when promoting energy drinks, games, cars, items related to sports and high physical activity.
  • To the human eye, orange is a very hot color, so it gives the sensation of heat. Nevertheless, orange is not as aggressive as red. Orange increases oxygen supply to the brain, produces an invigorating effect, and stimulates mental activity. It is highly accepted among young people. As a citrus color, orange is associated with healthy food and stimulates appetite. Orange is the color of fall and harvest. In heraldry, orange is symbolic of strength and endurance.
  • Use yellow to evoke pleasant, cheerful feelings. You can choose yellow to promote children&apos;s products and items related to leisure. Yellow is very effective for attracting attention, so use it to highlight the most important elements of your design. Men usually perceive yellow as a very lighthearted, &apos;childish&apos; color, so it is not recommended to use yellow when selling prestigious, expensive products to men – nobody will buy a yellow business suit or a yellow Mercedes. Yellow is an unstable and spontaneous color, so avoid using yellow if you want to suggest stability and safety. Light yellow tends to disappear into white, so it usually needs a dark color to highlight it. Shades of yellow are visually unappealing because they loose cheerfulness and become dingy. getter, which is the reason taxicabs are painted this color. When overused, yellow may have a disturbing effect; it is known that babies cry more in yellow rooms. Yellow is seen before other colors when placed against black; this combination is often used to issue a warning. In heraldry, yellow indicates honor and loyalty. Later the meaning of yellow was connected with cowardice.
  • It is the most restful color for the human eye; it can improve vision. Green suggests stability and endurance. Sometimes green denotes lack of experience; for example, a &apos;greenhorn&apos; is a novice. In heraldry, green indicates growth and hope. Green, as opposed to red, means safety; it is the color of free passage in road traffic. Use green to indicate safety when advertising drugs and medical products. Green is directly related to nature, so you can use it to promote &apos;green&apos; products. Dull, darker green is commonly associated with money, the financial world, banking, and Wall Street.
  • You can use blue to promote products and services related to cleanliness (water purification filters, cleaning liquids, vodka), air and sky (airlines, airports, air conditioners), water and sea (sea voyages, mineral water). As opposed to emotionally warm colors like red, orange, and yellow; blue is linked to consciousness and intellect. Use blue to suggest precision when promoting high-tech products. Blue is a masculine color; according to studies, it is highly accepted among males. Dark blue is associated with depth, expertise, and stability; it is a preferred color for corporate America. Avoid using blue when promoting food and cooking, because blue suppresses appetite. When used together with warm colors like yellow or red, blue can create high-impact, vibrant designs; for example, blue-yellow-red is a perfect color scheme for a superhero.
  • According to surveys, almost 75 percent of pre-adolescent children prefer purple to all other colors. Purple is a very rare color in nature; some people consider it to be artificial. Light purple is a good choice for a feminine design. You can use bright purple when promoting children&apos;s products.
  • You can use white to suggest simplicity in high-tech products. White is an appropriate color for charitable organizations; angels are usually imagined wearing white clothes. White is associated with hospitals, doctors, and sterility, so you can use white to suggest safety when promoting medical products. White is often associated with low weight, low-fat food, and dairy products.
  • Black gives the feeling of perspective and depth, but a black background diminishes readability. A black suit or dress can make you look thinner. When designing for a gallery of art or photography, you can use a black or gray background to make the other colors stand out. Black contrasts well with bright colors. Combined with red or orange – other very powerful colors – black gives a very aggressive color scheme.
  • Promotions Ch 17.1

    1. 1. Promotions
    2. 2. Chapter 17 Promotional Concepts and Strategies <ul><ul><li>Section 17.1 Promotion and Promotional Mix </li></ul></ul><ul><ul><li>Section 17.2 Types of Promotion </li></ul></ul>
    3. 3. Promotion and Promotional Mix <ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Explain the role of promotion in business and marketing </li></ul></ul><ul><ul><li>Identify the various types of promotion </li></ul></ul><ul><ul><li>Distinguish between public relations and publicity </li></ul></ul><ul><ul><li>Write a news release </li></ul></ul><ul><ul><li>Describe the concept of the promotional mix </li></ul></ul>Marketing Essentials Chapter 17, Section 17.1
    4. 4. Graphic Organizer In a chart like this one, take notes about the five elements of the promotional mix and give examples for each. Marketing Essentials Chapter 17, Section 17.1
    5. 5. The Concept of Promotion <ul><li>Promotion is persuasive communication . </li></ul><ul><li>The goals of promotional activities are summarized by the phrase AIDA : </li></ul><ul><ul><li>Attract A ttention </li></ul></ul><ul><ul><li>Build I nterest and D esire </li></ul></ul><ul><ul><li>Ask for A ction </li></ul></ul>Marketing Essentials Chapter 17, Section 17.1
    6. 6. <ul><li>An attempt to inform, persuade or remind to buy goods & services </li></ul>Promotions:
    7. 7. <ul><li>Personal Selling </li></ul><ul><li>Advertising </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Public Relations </li></ul><ul><li>Sales Promotions </li></ul>Types of Promotions
    8. 8. <ul><li>Personal Selling </li></ul><ul><ul><ul><li>Hired salespeople actually promote the business, product, or service themselves </li></ul></ul></ul><ul><ul><ul><li>Typically takes place as a result of other promotional activities </li></ul></ul></ul>Types of Promotions
    9. 9. <ul><li>Advertising </li></ul><ul><ul><li>Non-personal promotions that are: </li></ul></ul><ul><ul><ul><li>Paid for </li></ul></ul></ul><ul><ul><ul><li>Hits a Mass Media </li></ul></ul></ul><ul><ul><ul><li>One-way communication </li></ul></ul></ul>Types of Promotions
    10. 10. <ul><li>Direct Marketing </li></ul><ul><ul><ul><li>Directed to targeted group of prospects (rather than to mass) </li></ul></ul></ul><ul><ul><ul><ul><li>Printed mail </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Electronic direct mail </li></ul></ul></ul></ul>Types of Promotions
    11. 11. <ul><li>Public Relations </li></ul><ul><ul><ul><li>Efforts to influence public opinion </li></ul></ul></ul><ul><ul><ul><li>Cultivate media relations with reporters </li></ul></ul></ul>Types of Promotions
    12. 12. <ul><li>Publicity </li></ul><ul><ul><ul><li>Tactic – that PR professionals use to bring news to public’s attention </li></ul></ul></ul><ul><ul><ul><li>Advantages: free and news is more trusted source than advertisement </li></ul></ul></ul><ul><ul><ul><li>Disadvantages: content is not easily controlled </li></ul></ul></ul>Types of Promotions
    13. 13. <ul><li>Sales Promotions </li></ul><ul><ul><ul><li>Trade Shows, Displays, Games, Samples, Give-Away’s, Coupons etc... </li></ul></ul></ul>Types of Promotions
    14. 14. <ul><li>Writing News Releases </li></ul><ul><ul><ul><li>An announcement that is sent to the appropriate media outlets </li></ul></ul></ul><ul><ul><ul><li>About products, operations, earnings, employees, events etc </li></ul></ul></ul>Types of Promotions
    15. 15. <ul><li>1 st !!! Pick a Theme (or Slogan) </li></ul><ul><ul><li>AT&T = </li></ul></ul><ul><ul><li>US Army = </li></ul></ul><ul><ul><li>7 Up = </li></ul></ul>Set up a PROMOTIONAL campaign!
    16. 16. <ul><li>1 st !!! Pick a Theme or Slogan </li></ul><ul><ul><li>AT&T = “Reach out and touch someone” </li></ul></ul><ul><ul><li>US Army = “Be all you can be” </li></ul></ul><ul><ul><li>7 Up = “Make 7 - up yours” </li></ul></ul>Set up a PROMOTIONAL campaign!
    17. 17. Campaign Musts: Identify Target Market Careful, Well Timed Promotions Good Mix of Promotions
    18. 18. <ul><li>Combination of strategies </li></ul><ul><li>Use more than 1 type of promotion </li></ul><ul><li>Which mix will be effective? </li></ul><ul><li>Elements of mix must be coordinated </li></ul>
    19. 19. Promotional Budget <ul><li>Dictated by revenue & includes operating costs </li></ul><ul><li>Generally a percentage of sales </li></ul>
    20. 20. <ul><li>Demographics: </li></ul><ul><ul><li>Characteristics that we use to find our target market </li></ul></ul>
    21. 21. <ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Race </li></ul><ul><li>Income Level </li></ul><ul><li>Geographic Location </li></ul><ul><li>Interest/ Hobbies </li></ul><ul><li>Religion </li></ul><ul><li>Nationality </li></ul>Demographic Characteristics:
    22. 22. <ul><li>A Paid Public Announcement </li></ul><ul><li>TYPES OF ADVERTISING: </li></ul><ul><li>Brand …. Focus on remembering the brand, not a specific product </li></ul><ul><li>Informative …. Teach about the benefits (Commercials for medicine) </li></ul><ul><li>Comparative …. Comparing 2 similar products (Tide vs. Era) </li></ul><ul><li>Defensive …. In response to comparative (Our Brand is better because…) </li></ul><ul><li>Persuasive …. Rely on emotional appeal (celebrities…feed the children) </li></ul>ADVERTISING
    23. 23. <ul><li>CONSUMER NEEDS vs WANTS </li></ul><ul><li>CONSUMER …. Someone who uses the product </li></ul><ul><li>NEED …. Something you can’t live without </li></ul><ul><li>WANT …. Something you would like BUT you CAN live without it! </li></ul><ul><li>CONSUMER BEHAVIOR: “What’s in it for me?” </li></ul><ul><li>Can be functional OR emotional </li></ul><ul><li>* AMERICAN’S SPEND 98% OF THEIR AFTER-TAX DOLLARS </li></ul><ul><li>* BANKRUPCY IS AT IT’S HIGHEST RATE SINCE THE DEPRESION! </li></ul>ADVERTISING
    24. 24. <ul><li>HOW DO YOU LOOK? </li></ul><ul><li>Women are tall & thin -- Men are tall & athletic </li></ul><ul><li>Avg Female Mannequin= 6’ 2” </li></ul><ul><li>Avg female= 5’ 4” Avg man= 5’ 9” </li></ul><ul><li>Models weigh 23% less than the average woman </li></ul><ul><li>Disabled people are rarely seen although 43 million disabled Americans </li></ul><ul><li>HOW DO YOU LIVE? </li></ul><ul><li>Houses are large, sunny, spotless -- Neighborhoods have huge lawns, friendly neighbors </li></ul><ul><li>HOW DO YOU THINK? </li></ul><ul><li>Stereo Typing… Women & Racial Minorities </li></ul>ADVERTISING IMAGE… WHAT DO YOU SEE IN ADVERTISMENTS? As you are OR as you WISH YOU WERE!!!
    25. 25. <ul><li>EDUCATES THE CONSUMER VS. BIASED INFO! </li></ul><ul><li>RAISES STADARD OF LIVING VS. NOT FOR ALL – could ruin it </li></ul><ul><li>PROMOTES THE GOOD LIFE VS. Contributes to MATERIALISM </li></ul><ul><li>SUPPORTS THE MEDIA VS. INFLUENCED/distorted MESSAGE </li></ul>ADVERTISING PRO’s CON’s
    26. 26. <ul><li>Pricey Super Bowl advertising can lead to a wealth of exposure for companies and their products. This past year, (2007) the average 30-second Super Bowl commercial cost roughly $2.8 million but reached 95 million U.S. viewers.” </li></ul><ul><li>HOW MUCH DO COMPANIES SPEND? </li></ul><ul><li>AVERAGE OF 10% OPERATING BUDGET </li></ul><ul><li>U.S. BUSINESSES SPEND $200 BILLION/ YEAR </li></ul><ul><li>WORLD BUSINESSES SPEND $425 BILLION/ YEAR </li></ul>ADVERTISING PRICES
    27. 27. <ul><li>BRAND RECALL </li></ul><ul><li>REPETITIONS, SLOGANS & JINGLES </li></ul><ul><li>BRAND PREFERENCES…. FEEL GOOD & HUMOR </li></ul>ADVERTISING EFFECTIVENESS
    28. 28. Advertising Colors
    29. 29. Best Colors <ul><li>Best colors are those that make people comfortable or stimulate their senses. </li></ul><ul><li>Warm colors encourage people to linger, leading restaurants to choose deep burgundy, burnt orange, and similar colors. </li></ul><ul><li>When people relax over dinner, they are more likely to enjoy a leisurely dessert or a nice cup of coffee, thus spending more money. </li></ul>
    30. 30. Hot Colors <ul><li>Commonly used in fast food </li></ul><ul><li>Bright red and yellow are hot colors, indicative of fire, and they stimulate excitement. </li></ul><ul><li>Warm and hot colors will encourage people to eat more, which translates to revenue. </li></ul><ul><li>Virtually all logos, advertisements and menus of fast food chains feature these colors, which is no accident. </li></ul>
    31. 31. Cool Colors <ul><li>Colors like green and blue are some of the best colors for advertising when it comes to over the counter medicines and other health products. </li></ul><ul><li>Blue is associated with tranquility, and also represents water, a life force. </li></ul><ul><li>The color blue can actually slow a person's heart rate, and it reduces appetite </li></ul>
    32. 32. B & W <ul><li>Two of the best colors for advertising </li></ul><ul><li>Used to signify power and create a sense that the company is highly professional </li></ul><ul><li>Often a splash of color, such as red, is included to accent the starkness, but the main colors are black and white. </li></ul>
    33. 33. Colors <ul><li>Colors and Women </li></ul><ul><ul><li>Women tend to be at ease with and trust those who wear blue. </li></ul></ul><ul><ul><li>Send red roses to a lady as a sign of love and passion. </li></ul></ul><ul><ul><li>Use yellow as a warning that it's a &quot;just friends&quot; relationship. </li></ul></ul><ul><ul><li>Paint one of your living room walls a bold, rich shade like deep red to give your lady friends the impression that you are strong. </li></ul></ul><ul><ul><li>Dark green walls in the bedroom can suggest youthfulness and nature. </li></ul></ul>
    34. 34. <ul><li>Color in your home </li></ul><ul><ul><li>Cool shades for your bed sheets can help create a calming, stress-free zone and improve your sleep patterns. </li></ul></ul><ul><ul><li>Deep purple cushions on a neutral couch will give the impression of strength and wealth and can also stimulate the imagination. </li></ul></ul>
    35. 35. <ul><li>Color & clothes </li></ul><ul><ul><li>For casual wear that commands attention, choose red or green shirts. </li></ul></ul><ul><ul><li>Wearing a dark blue shirt or sweater may denote dependability. </li></ul></ul><ul><ul><li>Scrap your gloomy all-gray sweatsuit and choose a sweatshirt in a darker or lighter color to boost your mood. </li></ul></ul><ul><ul><li>Dressing all in brown may look stylish but could be perceived as drab and boring. Add warm or cool colors like yellow, gold or green to brighten up your image and your thought processes. </li></ul></ul>
    36. 36. <ul><li>Color & cars </li></ul><ul><ul><li>A black car suggests a desire for anonymity. </li></ul></ul><ul><ul><li>Certain shades of blue and red suggest a showy driver. </li></ul></ul><ul><ul><li>Yellow and orange demonstrate that you're a sporty person. </li></ul></ul><ul><ul><li>Choosing a silver or gold car can give the impression of wealth. </li></ul></ul>
    37. 37. COLOR IN YOUR PROFESSIONAL LIFE <ul><li>Wear a power suit in dark gray, black or deep navy, and you'll be perceived as successful, knowledgeable and serious. </li></ul><ul><li>A crisp, white shirt commands respect and gives the impression of formality. </li></ul><ul><li>A beige or off-white shirt gives a less conservative look. </li></ul><ul><li>Business cards and letterheads are best in neutral colors. White or beige is always easier to read than colored stock. </li></ul><ul><li>Pale blue walls are more inviting and relaxing than stark white. </li></ul><ul><li>Rich burgundy or deep-purple upholstery can conjure up visions of richness and royalty. </li></ul>
    38. 38. RED <ul><li>Red is the color of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love. </li></ul><ul><li>Red is a very emotionally intense color. It enhances human metabolism, increases respiration rate, and raises blood pressure. It has very high visibility, which is why stop signs, stoplights, and fire equipment are usually painted red. </li></ul><ul><li>Light red represents joy, sexuality, passion, sensitivity, and love. </li></ul><ul><li>Pink signifies romance, love, and friendship. It denotes feminine qualities and passiveness. </li></ul><ul><li>Dark red is associated with vigor, willpower, rage, anger, leadership, courage, longing, malice, and wrath. </li></ul><ul><li>Brown suggests stability and denotes masculine qualities. </li></ul><ul><li>Reddish-brown is associated with harvest and fall. </li></ul>
    39. 39. Orange <ul><li>Orange combines the energy of red and the happiness of yellow. It is associated with joy, sunshine, and the tropics. </li></ul><ul><li>Orange represents enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation. </li></ul><ul><li>Dark orange can mean deceit and distrust. </li></ul><ul><li>Red-orange corresponds to desire, sexual passion, pleasure, domination, aggression, and thirst for action. </li></ul><ul><li>Gold evokes the feeling of prestige. The meaning of gold is illumination, wisdom, and wealth. Gold often symbolizes high quality. </li></ul>
    40. 40. Yellow <ul><li>Yellow is the color of sunshine. It's associated with joy, happiness, intellect, and energy. </li></ul><ul><li>Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity, and generates muscle energy. </li></ul><ul><li>Yellow is often associated with food. Bright, pure yellow is an attention Dull (dingy) yellow represents caution, decay, sickness, and jealousy. Light yellow is associated with intellect, freshness, and joy. </li></ul>
    41. 41. Green <ul><li>Green is the color of nature. It symbolizes growth, harmony, freshness, and fertility. Green has strong emotional correspondence with safety. Dark green is also commonly associated with money. </li></ul><ul><li>Green has great healing power. </li></ul><ul><li>Dark green is associated with ambition, greed, and jealousy. </li></ul><ul><li>Yellow-green can indicate sickness, cowardice, discord, and jealousy. </li></ul><ul><li>Aqua is associated with emotional healing and protection. </li></ul><ul><li>Olive green is the traditional color of peace. </li></ul>
    42. 42. Blue <ul><li>Blue is the color of the sky and sea. It is often associated with depth and stability. It symbolizes trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven. </li></ul><ul><li>Blue is considered beneficial to the mind and body. It slows human metabolism and produces a calming effect. Blue is strongly associated with tranquility and calmness. In heraldry, blue is used to symbolize piety and sincerity. </li></ul><ul><li>Light blue is associated with health, healing, tranquility, understanding, and softness. </li></ul><ul><li>Dark blue represents knowledge, power, integrity, and seriousness. </li></ul>
    43. 43. Purple <ul><li>Purple combines the stability of blue and the energy of red. Purple is associated with royalty. </li></ul><ul><li>It symbolizes power, nobility, luxury, and ambition. It conveys wealth and extravagance. </li></ul><ul><li>Purple is associated with wisdom, dignity, independence, creativity, mystery, and magic. </li></ul><ul><li>Light purple evokes romantic and nostalgic feelings. </li></ul><ul><li>Dark purple evokes gloom and sad feelings. It can cause frustration. </li></ul>
    44. 44. White <ul><li>White is associated with light and goodness. </li></ul><ul><li>It is considered to be the color of perfection. </li></ul><ul><li>White means safety, purity, and cleanliness. </li></ul><ul><li>As opposed to black, white usually has a positive connotation. </li></ul><ul><li>White can represent a successful beginning. </li></ul><ul><li>In advertising, white is associated with coolness and cleanliness because it's the color of snow. </li></ul>
    45. 45. Black <ul><li>Black is associated with power, elegance, formality, death, evil, and mystery. </li></ul><ul><li>Black is a mysterious color associated with fear and the unknown (black holes). </li></ul><ul><li>Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious color (black tie, black Mercedes). </li></ul>
    46. 46. Broadcast Ads: <ul><li>Formats: </li></ul><ul><ul><li>Use a Skit </li></ul></ul><ul><ul><li>Use a Narrative </li></ul></ul><ul><ul><li>Voice Over a Song </li></ul></ul><ul><ul><li>All action/ Only Text </li></ul></ul><ul><li>Components: </li></ul><ul><ul><li>Use a testimonial </li></ul></ul><ul><ul><li>Repetition!!! Repeat Main Points </li></ul></ul><ul><ul><li>Make Important Info Easy To Remember </li></ul></ul><ul><ul><li>Use Sound Effects! </li></ul></ul>Hook 'em!
    47. 47. Broadcast Ads <ul><li>Recall/ Retention is Key: </li></ul><ul><ul><li>Be Crazy, Excited, Funny, or Serious </li></ul></ul><ul><ul><ul><li>But whatever you pick -- Emphasize it! </li></ul></ul></ul><ul><ul><li>The element of surprise is priceless!! </li></ul></ul><ul><ul><li>Kids & Animals have a tendency to steal the show! </li></ul></ul><ul><li>Finish with a Jingle or Trailer! </li></ul>“
    48. 48. The color red… <ul><li>Is used to promote medicine </li></ul><ul><li>Is used to promote fast food </li></ul><ul><li>Is used to promote cars/auto </li></ul>
    49. 49. The color blue is <ul><li>Used to calm people </li></ul><ul><li>Used to increase the heartbeat </li></ul><ul><li>Used to demonstrate death/sickness </li></ul>
    50. 50. In the media, the neighborhood is played as: <ul><li>Nice, Perfect and Green </li></ul><ul><li>Run down </li></ul><ul><li>Middle of the road </li></ul>
    51. 51. The color Black symbolizes <ul><li>Mysterious </li></ul><ul><li>Luxury </li></ul><ul><li>Death </li></ul><ul><li>All of the above </li></ul>
    52. 52. Which is not a promotion? <ul><li>Public Relations </li></ul><ul><li>Publicity </li></ul><ul><li>Sales Advertising </li></ul><ul><li>Personal Selling </li></ul><ul><li>Advertising </li></ul><ul><li>Sales Promotion </li></ul>
    53. 53. Parts of a Print Ad:
    54. 54. Headline Graphic Logo Copy Tagline Price
    55. 55. Layouts S O Z
    56. 56. Arrange Elements use sensible proportions use white space/ borders Use optical center Make coupons noticeable
    57. 65. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    58. 66. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    59. 67. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    60. 68. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    61. 69. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    62. 70. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    63. 71. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    64. 72. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    65. 73. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    66. 74. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    67. 75. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    68. 76. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    69. 77. Enter question text... <ul><li>S </li></ul><ul><li>O </li></ul><ul><li>Z </li></ul>
    70. 84. Arrange Elements use optical center make coupons noticable use sensible proportions use white space/ borders
    71. 85. <ul><li>Does it have a catchy headline? </li></ul><ul><li>Does your copy include price, materials, quantity, etc…? </li></ul><ul><li>Did you include a logo? </li></ul><ul><li>Is there something in the focal point to draw you in? </li></ul>Checklist:
    72. 86. Print Media Facts <ul><li>Five times as many people read the headlines as read the body copy </li></ul><ul><li>Unless your headline sells your product, you’ve wasted 90% of your money! </li></ul>
    73. 87. Newspapers <ul><li>Most timely </li></ul><ul><li>85% of advertising is placed by local media </li></ul><ul><li>Sections attract advertisers whose products relate to the editorial content </li></ul>
    74. 88. Two Types of Newspaper Ads <ul><li>Display Ads </li></ul><ul><ul><li>Range in size </li></ul></ul><ul><ul><li>Most include illustrations </li></ul></ul><ul><li>Classified/Want Ads </li></ul><ul><ul><li>Advertise many things </li></ul></ul><ul><ul><li>Only a couple lines long and contain no illustrations </li></ul></ul>
    75. 89. Magazines <ul><li>Consumer Magazines </li></ul><ul><ul><li>General interest </li></ul></ul><ul><ul><li>TV Guide, Time, Newsweek </li></ul></ul><ul><li>Trade Magazines </li></ul><ul><ul><li>Provide information about a specific, specialized field </li></ul></ul><ul><ul><li>Advertising Age, Wire Technology </li></ul></ul>
    76. 90. Direct/Junk Mail <ul><li>Advertising sent through the mail </li></ul><ul><li>Popular with large and small businesses </li></ul><ul><li>Includes letters, postcards, folders, brochures, catalogs, and house organs </li></ul>
    77. 91. Outdoor Ads <ul><li>Aimed at anyone passing by </li></ul><ul><li>Only accounts for about 1% of ad dollars Used for things you buy frequently </li></ul><ul><li>Used for things that can be shown life-sized (Ex: autos) </li></ul><ul><li>5-7 words </li></ul>
    78. 92. Outdoor Ads <ul><li>Billboards </li></ul><ul><ul><li>Similar to large posters </li></ul></ul><ul><li>Transit Advertising </li></ul><ul><ul><li>Smaller displays </li></ul></ul><ul><ul><li>Inside airport/train/bus terminals </li></ul></ul><ul><ul><li>On vehicles like busses or taxis </li></ul></ul>
    79. 93. Direct/Junk Mail <ul><li>Most selective form of advertising </li></ul><ul><li>Few or millions </li></ul><ul><li>Extremely low return rate </li></ul><ul><li>Measurable advertising </li></ul>
    80. 94. Direct/Junk Mail <ul><li>One of the fastest growing areas of advertising </li></ul><ul><li>Almost 20% of ad dollars are spent here </li></ul><ul><li>Can be addressed to “Occupant,” “Current Resident,” or be personalized </li></ul>
    81. 95. <ul><li>Does it have a catchy headline? </li></ul><ul><li>Does your copy include price, materials, quantity, etc…? </li></ul><ul><li>Did you include a logo? </li></ul><ul><li>Is there something in the focal point to draw you in? </li></ul>Checklist!
    82. 96. <ul><li>Short Copy </li></ul><ul><li>Short Words </li></ul><ul><li>Large/ Legible Type </li></ul><ul><li>Forget “White Space” </li></ul><ul><li>Use Bold Colors </li></ul><ul><li>Use High Contrast </li></ul><ul><li>Make small Objects BIG </li></ul>BILLBOARDS
    83. 97. Billboards
    84. 98. Transit Advertising Benefits of Transit Ads: *Varied audience *Captive audience * Product Recall

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