The document discusses key aspects of advertising such as definitions, objectives, types, elements and what makes an advertisement effective. It defines advertising as any paid, non-personal presentation of ideas, goods or services by an identified sponsor. The main objectives of advertising are to inform, persuade, generate buzz, induce demand, remind, reinforce, change perception and build relationships. Common advertising media include television, newspapers, magazines, radio, internet, social media and email marketing. The document also outlines the main text, illustration, graphic and layout elements that make up an advertisement. It concludes by stating that an effective ad must create an impression for a product, influence a response and differentiate the product from competitors.

1. Advertisements
Presented by:
Myra S. Candol

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14. Answers:
ADIDAS
ADOBE
SONY ERICSON
LACOSTE
TOYOTA
WIKIPEDIA
UNILEVER
HISTORYC HANNEL
ROLEX
MICROSOFT
SHELL
KFC

15. Definition:
advertising is any paid form of
non-personal presentation of
Ideas
Goods
Services by an identified sponsor

16. What is a Brand?
 It is a product whose producer
has made every effort to make
it uniquely desirable to
potential buyers, consistently
using every element in its
presentation to do so.

17. Role of advertising
 Simply put: Advertising exists to help
to sell things.
 It is mainly about brands
 It is mainly designed to create and
strengthen consumer impressions of
the brand.
 Exception is public service advertising

18. Objectives:
 To inform.
 To persuade.
 To generate buzz.
 To induce demand.
 To remind, reassure, reinforce.
 To change perception.
 To build relationships.
 To change attitude.
 To differentiate.

19. The AdvertisingPlan
Targeting the Audience:
Whom you are trying to reach
Message Strategy:
What do you say to them
Media Strategy:
Where and when will you reach them

20. Types of advertising
Product advertising—tries to sell a
specific product to final users or channel members
Pioneering advertising builds primary demand
Competitive advertising builds selective
demand
Corporate/institutional
advertising—tries to promote an
organization’s image, reputation or ideas—rather
than a specific product

21. Major advertising media
Word of mouth Yellow Pages
Cinema
Television Newspapers and Magazines Radio
Outdoor Advertising Event Marketing
Internet
Display Ads- It means buying ad space on sites that are of interest to your target demographic.
Social Media Ads-. Paid social media ads focuses on reaching your target audience with how
much you pay adjusted to how many see it and engage with it.
Organic social media ads generates lots of word-of-mouth. Say you post something to your
business Facebook page that offers a free product if followers click Like and tag a friend — that is
free to post and makes people aware of what you have to offer.
Email Marketing- involves them signing up for promotional sales or newsletters focused on your
brand
Direct Mail and Personal Sales- The art of sending a compelling sales letter by snail
mail to
your target audience.

22. A. Text Elements- Information in word form or
wording in the advertisement.
Copy-actual text of an ad; particular claims are
usually made and specific persuasive words are
used
Elementsof Advertisement

23. Headline – The attention grabbing copy or leading
sentence usually placed at the top.
Elementsof Advertisement

24. Subhead- A sentence usually placed above or
below the headline.
Body- the main textual element of the ad.
Tag line/ Slogan- A short catchphrase that helps
to established an image or increase recall for the
brand and product;
usually motivating
and empowering;
rarely change

25. B. Illustration and Graphic Elements
Image – any drawing, photograph, illustration,
chart, or other graphic designed to affect the
audience in a purposeful way

26. Logo – unique design symbol that helps identify
the company visually; sometimes the company
name is written distinctively and used as the logo

27. C. White space
Empty areas of the ad, use to help
emphasize other parts of the ad. for
some applications

28. D. Layout
The layout is the way you put all
the elements together and it is
where each of the parts of the ad
are positioned.

29.  1. If it creates an impression for a product
or brand
 2. If it influences people to respond in
some way
 3. If it separates the product or brand from
the competition in the mind of the
consumer
What makes an Ad
effective?

30. In creating an Advertisement for a
common object
 Be reminded of the following:
 the product
 company name
 the purpose of the ad
 the target audience
 copy
Headline, slogan, body
 Graphics
Image, logo
 White space
 layout

31. Identify the company/brand
Think Different
Apple

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The Power of Dreams

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Because you’re
worth it

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Connecting People

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Life’s Good

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Just Do It

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Just Do It

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I’m loving it