Forms and Techniques in Advertising

Sports and Entertainment Marketing

Think About It!!

2

What is the

difference between

mass advertising

and target

advertising?

Objectives of Advertising

Build brand awareness

Increase awareness of product/service

Increase sales/attendance

Enhance company image

3

Types of Media

4

Print Media

Online Media

Broadcast Media

Broadcast Media

Advertising

using

television and

radio

5

Broadcast MediaTelevision Advertising

Advantages• Most effective medium for

demonstrating product use

• Offers color, music, sound• Market specific

Disadvantages• Highest production costs• DVR and online viewing• Very short message 6

Broadcast MediaRadio Advertising

Advantages• Reaches consumers on the go

– captive audience• Target specific market• Low cost

Disadvantages• Products can’t be seen• Very short message• Distractions while listening

7

Print Media

Advertising that

is written for the

market to read

and interpret

8

Print MediaMagazine Advertising

Advantages• Reaches large market• Can be very targeted• High quality print• Long life span

Disadvantages• High production cost• Long lead time

9

Print MediaDirect Mail

Advantages• Very selective target

market• Personal approach• Can use color, samples,

etc.

Disadvantages• A lot of waste• Expensive for large

mailings• Considered “junk mail”

10

Print Media

Outdoor Advertising

Advantages• 24-7 visibility• Cheapest media• Seen by large audience

Disadvantages• Very brief message• Can’t select audience• Distractions when

viewing

11

Online Advertising Quickly becoming the

most popular form of media

Reaches consumers through mediums such as social networking sites, email, pop up advertisements, and videos

12

Online Media

Online AdvertisingAdvantages• Reaches consumers real

time• Can be very targeted• Tracking cookies

• Reaches a large market

Disadvantages• Seen as “spam” –

annoying

13

How do you know if it worked?

Did the advertisement increase awareness, attendance or sales?

How can a business get feedback?

Social media

Customer surveys

Press coverage

14

Pop-Quiz: Let’s See What You Know

15

1. Identify the four types of media.

2. What advertising media is growing more rapidly than others? Why?

3. Which specific media has the most waste?

4. Which type of media is best for product demonstration?

Elements of a Print Ad

Headline

Copy

Illustration

Signature

16

Headline

The saying that gets the readers attention

Usually the largest font

Contain 7 words or less

80% of readers ONLY read the headline

17

Headline

Often uses catchy techniques to attract customers

Alliteration: Repeating initial consonant sounds

Paradox: A seeming contradiction that could be true

Rhyme: “The Quicker Picker-Upper!”

Pun: A humorous use of a word that suggests two or

more of its meanings

Play on Words: “For Soft Babies and Baby Soft Hands” 18

Copy

The selling message or “fine print”

Clarifies and expands on the Headline

Should be simple and direct

19

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 – recipes, ways to utilize the product

Testimonials – third party sharing positive experience

Endorsements – paid celebrity or company recommendation

Action – asks customer to act immediately

20

Illustration

The picture that attracts the customers attention

Photograph, drawing, graph or chart

Should project an appropriate image for the product

21

Signature/Identification

Distinctive identification for a business

Name, logo, slogan

Contact information

Web address, phone number, street address

22

Sample Print Advertisement

23

Identification

CopyHeadline

Illustration

Sample Print Advertisement

24

Copy

Headline

Identification

Illustration