ADVERTISING

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What’s up with it?

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What is it?• Advertising is a message designed to

promote a product, a service, or an idea.• The purpose of advertising is to sell products

or services.

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Characteristics of Advertising

a. A paid form of communicationb. Non-personal communicationc. Using mass media to communicate a messaged. To persuade a particular audience.e. Reach as many audiences as possible

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STEPS IN ADVERTISING

1. Setting goals or targets (Mission)

2. Set advertising budget (Money)

3. Set messages to be delivered (Message)

4. Assign media to be used (Print, TV, Internet, etc)

5. To evaluate the results achieved (Measurement of Return on Investment ROI)

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Advertising Media• Advertising reaches people through various forms of mass

communication. • These media include newspapers, magazines, television, radio, the

Internet, direct mail, outdoor signs, transit signs, window displays, point-of-purchase displays, telephone directories, novelties.

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A-I-D-A• Advertising is designed

to inform, influence, or persuade people.

• To be effective, an advertisement must first Attract attention and gain a person’s Interest. It may then build Desire for a product and provide a method for them to take Action.

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Advertising TechniquesAdvertisers research the unique features of the product to determine the USP (unique selling proposition) and the big idea—the simple message that will be used to communicate the USP to the target audience.

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Advertising TechniquesAdvertisers use a variety of techniques to create effective advertisements.

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1. BASIC APPEALS• Biological

– Focus on consumer’s basic needs for health and security

• Emotional– Focus on the consumers’ feelings (love,

romance, pride)• Rational

– Focus on the consumer’s reasoning abilities (cost, safety, convenience)

• Social– Focus on the way that social pressures

influence consumer behaviour (odour, weight, acne, fashion)

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2. Attention-getting headlines • A successful

headline leads a person into reading the rest of the ad.

• Some headlines attract attention by promising the reader a personal benefit, such as savings or improvement in physical appearance.

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3. Slogans• Short phrases that a company uses

over and over in its ads. • Good slogans are easy to remember

and stick in people’s minds.

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4. Testimonials• Advertisements in

which a person endorses a product.

• The person may be someone who looks like the average user of the product or it may be a movie or TV star, athlete or other celebrity.

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5. Product Characters• Fictional people and cartoon

animals or characters used in advertisements over a long period of time.

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6. Comparison of products• Used most frequently to sell products that

compete heavily with other brands. • Advertisers compare their product with

similar brands and point out the advantages of using their brand.

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7. Repetition• One of the most basic techniques advertisers use to get

their message across, whether it is a commercial broadcast several times a day or an ad published frequently.

• Repetition can help build or reinforce a company’s reputation. Advertisers also believe that the more people see or hear an advertisement, the more likely they are to accept the message and want the product. 

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8. Humor• Humor is a popular and highly successful

means to get people to REMEMBER A PRODUCT OR SERVICE

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Types of Humor• Parody: Imitating something else for comic effect

• Juxtaposition: Two unlikely, and funny because of it, things brought together

• Personification: attributing human characteristics to things without them

• Exaggeration: Extending or stretching the reality of a given situation or

characteristic to over emphasize a particular point or point of view

• Sarcasm: the use of irony to mock or convey contempt.

• Silliness: Humor out of a ridiculous or farfetched situation or occurrence

Old Spice campaign:Kmart, Ship your pants

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Anatomy of an Ad

Headline

Product

Logo

Slogan

Strong, centralimagery

Body copy

Repetition can help build or reinforce a company’s reputation. Advertisers also believe that the more people see.

Team Collaboration

The Pitch!

Your Team

Member1

Member2

Member3

Written ideas

Rough drafts

Final designs