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Marketing - Chapter 20 - Print Advertisements

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by

Kevin Krizan

on 2 April 2015

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Transcript of Marketing - Chapter 20 - Print Advertisements

Chapter 20 - Print Advertisments
An advertising campaign is a group of advertisements, commercials, and related promotional materials and activities that are part of coordinated advertising plan
Broadcast, print, Internet, outdoor, and specialty ads all organized around a particular theme
Steps to planning an advertising campaign:
1. Identify the target audience
2. Determine objectives
3. Establish the budget
4. Develop the message
5. Select the media
6. Evaluate the campaign
Advertising Agencies - independent businesses that specialize in developing ad campaigns and crafting the ads for clients
Types
Full-Service
: plan entire advertising campaign
Limited-Service
: specialize in one aspect of the campaign (media buying, creative services, etc.)
Creative Boutique
: develops the message and copy, but outsources the design and production
Project Team
: provide research, copywriting, creative execution, and media placement
Virtual Agency
: one individual coordinates the work of a network or freelancers
Print Advertisements
Headline
Copy
Signature
Illustration
Headline
- phrase or sentence that captures the readers' attention, generates interest, and entices them to read the rest of the ad
Effective Headlines:
Are attention getters (free, new, now & your)
Target an audience
Benefit the reader
Lead to the copy and illustration
Brief (most 5-15 words)
Stress benefits by making a promise, asking a question, posing a challenge, or using a testimonial
A majority of award winning headlines used one of these techniques:
Familiar saying with a twist (32%)
Making use of opposites (23%)
The National Pork Board's campaign that gives some popular phrases hammy endings:

* "I scream, you scream we all scream for pork loin."
* "Buy me some peanuts and pork kabobs."
* "One potato. Two potato. Three potato. Pork."
* "Gentlemen, start your pork chops."

The pork board hopes to boost sales and revive the industry's 15-year-old slogan:
Pork. The Other White Meat.
Eat Gravel, Sips Fuel (Silverado Trucks)
Copy
- the selling message of a written advertisement
Detail how product meets the customer's needs
Effective copy:
Personal, friendly style; conversational
Simple and direct
Appeal to the senses (descriptions)
Specific information (who, what, when, where, why, how)
Generate interest, encourage awareness, create desire
Call to action (Get yours before there gone)
Illustration
- photograph, drawing, or other graphic elements that is used in an advertisement
Send a message that is hard to communicate with words alone (show product, how it works, safety features
Signature
- name of the advertiser
Logo - distinctive identification symbol for a business (name for business)
Slogan - catchy phrase or words that identify a product or company
Signature
Logo
Slogan
Slogan Techniques
Alliteration-repeating initial consonant sound

Paradox-statement that is a contradiction that could be true

Rhyme-rhyming worlds or phrases

Pun-humorous use of a word that suggests two or more of its meanings or the meaning of another word similar in sound

Play on words-cleverly uses words to mean something else
The taste you love to hate - Listerine mouthwash
Welcome to the World Wide Wow - AOL
Give a hoot, don't pollute - United States Forest Service
Time to Re-Tire - Fisk Tires
Let your fingers do the walking - Yellow Pages
Ad layout
- a sketch that shows the general arrangement and appearance of a finished ad (rough draft)
Should be prepared in the same size as final ad
Clean look - not cluttered
Typeface should be easy to read
Color ads are more realistic and appealing but add to the cost (up to 35% for adding another color)
Many typefaces (look, appearance, and design of the type) are effective
Font - complete set of letters in a specific size and typeface
Important to use type that is large enough for entire target market to read
Types of typefaces:
serif - typeface that has short crosslines at the upper and lower ends of the letters (Times Roman; Palatino)
sans serif - without any crosslines (Arial; Helvetica)
Advertising Proof
- a presentation of an ad that shows exactly how it will appear in print
Bold on page (stand out); clean look; easy to read; distinctive signature; appropriate message for target audience
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