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Advertising

Channels

Television Advertising

TV Ads

Commercials

Commercials

Must air when & where target market is watching

Popular -- people like audio & visual together

Average 10 to 30 seconds; 15 second most popular

Decide what can/cannot be in an ad

Cannot lie in a commercial

Governed by the Federal Trade Commission (FTC)

Price varies based on:

Ex. Superbowl = prime; ads cost $5 million and up

Station it is aired on

Time it is aired

Commercial Time Length

Types/Strategies

Types/Strategies

Comedic

Comedic

INFORMATIONAL

Informational

Tell a story

Tell A Story

adventurous

Adventurous

fear

Fear

feel good

Feel GOOD

appeal to senses

Appeal To Senses

May fall under a mix of strategies....

Multiple Types

Story boards

Storyboards

Storyboards

A sequence of drawings, typically with some directions and dialogue, representing the shots planned for a movie or television production.

Storyboards

Used to plan & organize ideas

Visual representation

Must be clear & simple

Storyboards

Frames must be in order

Should include foreground, mid-ground, and background in illustrations

Should have notes about music & dialogue under each frame

Storyboards

Storyboards

Frames may consist of different shot angles

Billboard

Advertising

Billboard ADS

BillboardS

Billboards

Mostly found in high traffic areas; ex. roadsides & city centers

Vary in size; average is 14 feet by 48 feet

Name derived from “billing board”

Billboards

Can be print or digital

If digital, you can timeshare with other companies

Billboards

Can be 2D

Or can be 3D

Billboards

Recommended 6 words or less; aim to be visual

Examples

Examples

https://www.canva.com/learn/billboard-advertising/

Pros Vs. Cons

cons

pros

con Billboard

Pro Billboard

Hard to pinpoint specific demographic

Mostly where there are delays

Rent & upkeep costs (usually monthly)

Large audience reach

May become redundant; always seeig your add may be a turnoff

Impact on consumers who see it repeatedly on a commute

RADIO ADVERTISING

radio ads

early radio

early

radio

Early days...

Families would sit around & listen to broadcasts

Early 1922

AT&T sold toll advertising

First radio advertising broadcast

Could sponsor a broadcast and have your name mentioned

LATE 1922

First paid advertisement for Hawthorne Court Apartments

WEAF = first station to have advertising

Early 1930's to late 1940's

The golden age of radio

Example

radio today

radio

today

Radio TODAY

Reach a large # of people fast

More opportunities – now on streaming services (Pandora, Spotify, etc.)

Lots of AM & FM stations

Radio TODAY

Focus on:

Build relationships with stations

Reach = # of different people who hear an ad

Frequency = # of times your ad is heard by the average person in a week

Consistency = advertise consistently over a long period of time

Radio TODAY

Do not put all your eggs in one basket

Need to hear an ad at least 3 times a week to be memorable

Advertise on multiple stations

Radio TODAY

Considered lower cost as compared to TV

Lower cost for air time

Lower production costs -- no sets etc. just scripts

Radio TODAY

Don’t give too much info. – most people listening are doing a task/driving

Allows for personal creativity

Audience have freedom to perceive message in their own head

Radio TODAY

Can advertise through the radio hosts

Do not only need to buy commercial space

Have them talk about/promote a company or product

More expensive, but better results in return

examples

COKE

KFC

Kars For Kids

multiple examples

print advertising

print ads

Questions

When was the last time you read a newspaper?

What was your motivation for reading it?

Which one was it?

What ads did you see in it?

When was the last time you picked up a magazine?

Which one was it?

What was the ad for?

When have you stopped to look at a poster or print ad hung up?

Where did you see it?

Print Channels

Print Advertising

Any form of advertising that uses physically printed media

Must pick the form that will best reach you target market & fit your budget

Print Advertising

channels

Magazines

Print Advertising

channels

News Paper

Print Advertising

channels

Posters & Flyers

Print Advertising

channels

Catalogs

Print Advertising

channels

Direct Mail

Print Advertising

channels

Billboards

Costs

Costs

Pay more for more colors to be printed

Pay for number of ads printed

Pay more or less depending on size of ad

Costs

Pay more for popular or prestigious newspapers as well

Magazines rated with a “rate card” – pay more for more prestigious ones

Costs

Direct mail & catalogs – must pay shipping costs & for consumer info. to reach target

PRINT VS. DIGITAL

Print vs. digital

http://www.mediaspacesolutions.com/blog/will-print-advertising-still-work-in-2018

Print vs. digital

Print readers pay more attention; digital have short attention span

Seen as more credible than digital

Print vs. digital

Work with a human during purchasing process; not an online algorithm

Can better target audience

Print vs. digital

Can lead people to a digital ad

Examples

ExampleS

Strategies

Print Marketing Strategies

#1 Keep it simple

Appropriate fonts & colors

No clutter

Easy to see pictures & text

Clear & simple message

#2 consider flow

Eyes move from top left...

to bottom right

#3 highlight benefits

Benefits will hook audience more than features

#4 halo effect

Ads in respected publications will be blanketed by that respect as well

Advertising mistake

ADVERTISING MistakeS

New Coke

new coke

https://www.cbsnews.com/news/30-years-ago-today-coca-cola-new-coke-failure/

new coke

What channels of advertising were used?

What should coke have done differently?

new Coke Today

Advertising mistake turned around?

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