2. Advertising
Main purpose…
- present message so well that customer will buy the
product or accept the idea.
Gives people essential information…
- identifies the product and its special features
- gives its price
- tells where it can be found
- when the business is open
3. • Print Media
- newspaper
- magazine
- direct mail
- outdoor
- directory
- transit
Directory
(Yellow Pages)
- inexpensive
- found in every home
- printed yearly/can’t
change
Transit
(buses, taxis)
- wide audience
- defined urban market
- subject to defacement
Print Media
8. Specialty Media
• Relatively inexpensive novelty items with
an advertiser’s name on them.
(key chains, calendars, bottle openers, pens,
Frisbees, etc.)
- distribution is limited to smaller area
- given to uninterested people
9. Types of Advertising
Purpose of Advertising
1. Inform
2. Persuade
3 Remind
Types
1. Organizational – promote ideas, images, and
issues associated with a company or organization
2. Product Advertising – used by organizations to
sell specific products.
10. Creative Formats for Advertising
• Slice-of-Life
(everyday people)
• Fantasy
(Calvin Klein)
• Musical
(song about product)
• Technical Expertise
(car quality)
• Testimonial
(celeb endorsement)
• Lifestyle
(trucks/cowboys)
• Mood or Image
(Hallmark cards)
• Character
(Keebler Elves)
• Scientific Evidence
(Medicine)
