SEM1 3.03A - Promotion

PE – Understand the use of an advertisement’s components to communicate with targeted audiences

PI - Explain Components of Print Advertising

WHY ADVERTISE?

Advertisements all aim

to:

Attract attention

Spark interest

Increase

desire/demand

Call for action

6 Components

of Ads:1. Headline2. Illustration3. Identificatio

n4. Copy5. Layout6. White Space

Components of Advertising

Headline – Most important component of an ad Purpose:

get attention, select an audience deliver a complete message

Approach: make an announcement new or improved solve a problem make a claim or promise a benefit

Headline Examples

"Are you guilty of these 7 common dating Sins?" (Creates Curiosity)

"How to get your cooking bragged about“ (Curiosity)

“Quick Relief for Tired Eyes“ (Precise Solution)

“How to save over 15% on auto insurance before Nov 20th” (Incentive to Act)

Components of Advertising

Illustration – Image within an advertisement Purpose:

convey a message, educate, attract attention – this is often noticed first

by readers Approach: appeal to reader

focus on product’s features, use, or benefits

Using Illustrations to Focus Attention

Components of Advertising

Identification – Identify a product, advertiser or business Purpose:

identify the advertisers name, symbol or logo provide buying information (website, phone #,

tag line, etc.)

Approach: encourage action include contact & buying information explain types of payment (credit cards

accepted!) display dates, times, and store hours

Identify advertising components:

Headline Illustration Identification

Identify advertising components:

Headline Illustration Identification

Components of Advertising

Copy – Text of an advertisement that delivers the sales message Purpose:

Catch and hold attention Encourage action Explain product features or uses (feature/benefit)

Approach: to create desire and action of readers (claims, endorsements)Repeat message

Copy Techniques

Intimidate limited quantities are available

Qualification Needed Only a select few will qualify

Guarantees Money back guarantee if you’re not

satisfied Repetition

“Relieve back pain forever” and then later say “Eliminate back pain permanently”

Components of Advertising

Layout – The arrangement of the design, size, color scheme, graphics, illustration, and text placement in an ad Purpose: Organize information

Effective and logical order Direct the reader’s eye through the ad Balances Advertisement

Approach: Layout helps to deliver the message

Components of Advertising

White space – the blank space between the other components

Purpose: balances design and helps rest your eyes

Approach: depends what your intended message is

Example

Example

Example

Example

Activity

1. Choose an advertisement for a sport/event product.

2. Identify each of its components.3. Identify the way that each of the

components has been used to achieve the objectives of the advertisement.

4. Examine the effectiveness of the advertisement’s components.

5. Be ready to present your findings & support your opinion.

Dissecting an Advertisement

http://ezinearticles.com/?Creating-the-Perfect-Advertising-Headline&id=544676

http://www.bhatnaturally.com/advertising/making-headlines-19-print-ads-with-attention-grabbing-copy/

How to write good headlines/copy – create 1