Advertising
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+ Elements of Print Advertisements Sports and Entertainment Marketing
description
SER Marketing
Transcript of Advertising
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Elements of Print AdvertisementsSports and Entertainment Marketing
+Elements of Print Advertisement
Advertisement
Illustration
Identification
Headline + copy
+Elements of Print Advertisement
A headline: the saying that gets the readers’ attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad Effective headlines select an audience Must be attention-getters More than 80 percent of the people who look at print
advertisements just read the headlines Headlines should be contained to seven words or less Usually set in larger type and are often set apart
+Types of Headlines
Offer something new and improved
Solve a problem
Promise a benefit
Arouse curiosity
+Type of Headlines
Direct headlines are straightforward and informative in terms of the message they are presenting
Indirect headlines are not straightforward about indentifying the product or service or getting to the point Usually more effective at attracting readers
attention
+Elements of Print Advertisement
A headline can use several techniques: Alliteration: repeating initial consonant sounds
Paradox: a seeming contradiction that could be true
Rhyme: “The Quicker Picker-Upper!”
Pun: A humorous use of words that suggest to or more of its meanings
Play on words: “For soft babies and baby soft hands”
+Elements of a Print Advertisement
Subheadline:Immediately below the headline in
smaller type
Clarifies the headline
+Elements of a Print Advertisement
Copy: The selling message in a written advertisement.
¨ Expands on the information in the headline or the product shown in an illustration.
¨ Should stress the benefits and features of the product advertised.
¨ Should be simple, appeal to the senses and be direct
¨ Should provide a call to actionSELLING
THE MESSAGE
+Types of Copy
o Features – physical characteristico Benefits – advantage the feature offerso Claims – saying your product does something w/o factual
proofo Comparisons – between product with competitors producto Uses – ways to utilize the product o Testimonials – third party sharing positive experienceo Endorsements – paid celebrity or company
recommendation o Action – asks customer to act immediately
+Feature Print Advertisement
+Benefits Print Advertisement
+Claims Print Advertisement
+Comparison Print Advertisement
+Use Print Advertisement
+Testimonial Print Advertisement
+Celebrity Endorsement Advertisement
+Call to Action Advertisement
+Elements of a Print Advertisement
Illustration: Photograph, drawing, graph or chart
¨ Primary function is to attract attention and encourage
a purchase
¨ Should show the product, how the product works
¨ Should project the appropriate image of product
+Types of Illustrations
Product itself
Products features
Product in an appropriate setting
Product in use
Benefits of using the product
+Elements of a Print Advertisement
Identification: Distinctive identification symbol for a business
¨ Name of business
¨ Logo/Slogans
¨ Internet address
¨ Street address
¨ Telephone/toll free numbers
¨ Hours of operation
¨ Map
¨ Credit cards
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Headline
Copy
Illustration
Identification
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Headline
Illustratio
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Copy
Identification
