paid communication sponsor is identified advertisers control where the message is seen and heard and...
TRANSCRIPT
• Paid communication• Sponsor is identified• Advertisers control where the
message is seen and heard and how often repeated
• Average person exposed to over 2000 ads per week
PROMOTIONALGoal of selling the item being
promoted
INSTITUTIONALGoal of developing goodwill or
a positive image
PRINTBROADCASTINTERNET/SOCIAL MEDIAOUTDOORTRANSIT
NewspapersMagazinesDirect MailOutdoor AdvertisingStation Posters- TransitStadium Signage
Headline Copy Illustration Signature
Can You Identify the Four Elements of This Print Ad?
• Phrase or sentence that attracts attention• Must convince reader to continue reading the
ad• Research show most effective include words
such as you, your, how, and new• Be brief- seven words or less• Stress benefits- make a promise, ask a
questions, pose a challenge or use testimonial• Develop with needs of target market in mind-
based on research
• Use Twists on Familiar Sayings: Morton Salt- “When it Rains is Pours” IMB- “I think, therefore IBM”
• Use Opposites: Clairol- “Does She or Doesn’t She?” Fiat Strada- “Handbuilt by Robots”http://www.mortonsalt.com/heritage/vintage_ads.html
• Sells the message• Details how product
or service meets the need identified in the headline
• Based on objective of ad campaign(i.e. introduce, attract new customers, sales to existing customers
Photo or drawing or other graphic elements
Attract and hold attention
Encourage action Along with
headline, should motivate reader to continue reading the ad
Also called logotype or logo
Distinctive identification symbol for a business
Should get instant recognition
Slogan- catchy free to identify product or company
•Select a product or service that is produced by the company that you researched for the Super Bowl.
•Create a print ad for this company and product that encompasses the marketing mix.
•Also, all four elements of a print ad must be included using the tips from this PPT and other information that you research on the Internet regarding how to create an effective print advertisement.
•The ad must be completed in an attractive manner that would be presented as a proto-type to an ad agency who would then complete the work for you.
•Word Processor OR color markers/pencils must be used to complete the project.
•Students work individually on this assignment. 50 Point Assignment
•Television Networks
•Radio Networks
•Cable
Advertise your business on Google No matter what your budget, you can display your ads on Google
and our advertising network. Pay only if people click your ads.
•Banner ads on other company websites•Business owned websites with promotions•Social Media•Apps
Billboards Banners Flags Props
Identify your target market Research and compare the various
types of media Select the media that will reach the
largest percentage of your target market
Must fit within your advertising budget
Mobile Marketing Social Media Webinars and Virtual Events Video E-Mail Blogs Digital Billboards
Using the Internet and classroom resources, research and compare the benefits and disadvantages of the various types of media. Record your answers on the chart provided by your marketing teacher. (or click HERE to view and print the Media Comparison Chart)
Divide into groups of 2-3 students per group. Research current and emerging technology
and tools that are used to market products and services.
Prepare a PPT presentation to deliver to the class that identifies the your choice of the top 3 technology tools that businesses should embrace in marketing products and services.
Your presentation should educate the audience on those tools and identify their benefit.