This document provides an overview of key considerations for developing an effective advertising campaign. It discusses selecting the appropriate media to match the message, audience, and coordinating different media. Various advertising media like television, radio, magazines, newspapers, internet and specialty advertising are described. The document also covers principles for developing visuals, writing ads for different media like television, radio and print, using logos and colors effectively in advertising.

1. Advertising Campaigns
•Marketers must select the right
media for presenting an advertising
message.
•An advertising campaign features
a primary medium and one or more
support media.
•These media should match the
message, audience, and each other.
•There are several forms of media to
consider for an advertising campaign.

2. Advertising Media
•Television (global medium;
includes visual & sound; can be
costly to make and to place)
•Radio (relies on listener’s
imagination; difficult to reach wide,
general audience)
•Magazines (precise target markets;
high-quality photos; expensive)
•Billboards (must be short;
placement important)

3. Advertising Media
•Newspapers (local audience;
smaller companies; promotional
coupons; shorter “shelf life”)
•Internet (worldwide reach; updates
quick & inexpensive; difficult to
reach target audience)
•Specialty advertising (mall kiosks,
brochures, clothing, Yellow pages,
trailers in movies)

4. Media Mix
•The media mix is the combination of media that an
advertiser chooses for a campaign.
•Ads on TV & Internet have greatest reach in America.
•Advertisers must adjust ads to language and culture of
target audience.
•International ads must make sure message is presented as
company intends.
•In Mexico, Chevy model Nova could be mistaken for the
Spanish phrase “no va” which means “don’t’ go.”

5. Visuals
•A key element in developing
advertisement is developing
visual message.
•This applies to both print & TV
advertising.
•Use simple images (too much
background distracts;
components should be easily
recognizable)
•Make instant connections (visual
stereotypes)

6. TV Advertising
•Show the product (can be alone,
in use, or in comparison)
•Sell benefits, not ingredients
(good ads tell consumers how
product or service will benefit
them)
•Complement art with headlines
(some present news like
“introducing…”, others play on
emotions, & others promise
helpful information)

7. TV Ad Approaches
•Humor (difficult to write)
•Slice of life (mini-drama
representing situation anyone
might experience)
•Testimonials (show loyal users)
•Demonstrations (show
performance – Bounty)
•Problem solution (show
problem then show how to fix it
with product)

8. TV Ad Approaches
•Talking heads (pitchman
introducing new product)
•Characters (becomes symbol of
product - Tony the Tiger)
•Rationale (reason why product
should be bought/used)
•News (new way to use something -
Cheerios helps lower cholesterol)
•Emotion (nostalgia, charm,
sentiment; usually include rationale)

9. Radio Advertising
•Radio doesn’t allow for the use of
images, so the verbal message must
do all the work (>100 words)
•Good writing is important!
•Typical radio ad lasts 10 seconds
(25 words), 20 seconds (45 words),
30 seconds (65 words), or 60
seconds (125 words); therefore,
brevity is important.
•Most ads directed towards drive
time (6 – 10 AM and 3 – 7 PM)

10. Radio Ad Techniques
•Four common techniques are used
in radio advertising:
•Slice-of-life (as previously seen)
•Interviews (person that represents
target audience is interviewed –
testimonial)
•Jingles (catchy musical tunes
conveying product message)
•Coca Cola
•Slogans (catchy phrases that
usually consist of 5 – 7 words)

11. Print Advertising
•The basis of developing print
advertising can be narrowed down
to 5 components: attention,
interest, desire, credibility, &
action.
•Attention is needed to
communicate message to audience.
•Use a headline & visual design
•Repetition is key

12. Print Advertising
•Interest compels audience
to seek more information.
•After grabbing attention,
explain soon after.
•Desire explains how
audience will benefit from
product or service.
•Explains why it is
needed & convinces
consumer it is necessary

13. Print Advertising
•Credibility must
eliminate
misunderstanding.
•Be specific, concrete,
& direct
•Action is what you want
audience to take.
•Buying product,
telling others, etc…

14. Logos
•Logotypes or logos are
often used in print
advertising.
•It helps the consumer
identify the company or
product.
•It is usually large type at
bottom of advertisement.
•It can be name of company
or perhaps a symbol.

15. Successful Logos
•Successful logos become popular
& memorable because they:
•Differentiate
•Are timeless
•Evoke emotions
•Are malleable (look good
wherever)
•Are simple
•Have exposure (find it all
over)

16. Writing Ads
•Be clear and concise.
•Be specific and detailed.
•Make it believable.
•Use one thought per ad.
•Make it memorable (make it
stick)
•Use strong narration (anecdotes and metaphors)
•Avoid generalizations (must convince consumer)

17. Colors in Advertising
•Colors must be considered when
creating an ad campaign.
•Colors seem to stimulate or calm
our nervous system.
•It is important to understand
what colors are associated with
what characteristics and
emotions.
•By choosing the wrong color for a
product, you can sabotage sales.

18. Colors
•Warm colors (reds, yellows) are
associated with heat, fire, & sun.
•Red is a power color associated
with aggression, passion, success,
& impulse.
•Yellow is often associated with
health, well-being, & optimism
(found on food packages).
•Orange is considered bright,
happy, & festive.

19. Colors
•Cool colors (greens & blues) associated with sky, sea, &
wilderness.
•Blue is associated with tradition, orderliness, & stability.
•Light blue is associated with cleanliness.
•Dark blues appear to have calming effects.

20. Colors
•Light green is associated with
nature, regeneration, & self-
preservation.
•Green is associated with
money.
•Purple associated with royalty,
elegance, expensive.
•Violet associated with intimacy
•White is color of purity and
innocence.

21. Colors in Advertising
•Black is unusual since it is
considered mourning, but also
ominous, as well as elegant.
•Keep in mind that colors have
different meanings in different
cultures.
•For example, in U.S. teachers
tend to grade in red ink.
•In Asian colors, this is
considered highly offensive.