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Advertising Techniques

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by

Mr Gibb

on 6 October 2014

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Transcript of Advertising Techniques

Advertising
A combination of, or all techniques can be used when creating an advert.
Techniques used:
Create DESIRE for the product
Advertising Techniques
Target Audience
This is WHO the advert is aimed at. Is it aimed at:

Children or adults
Men, women or both?
What age range?
What kind of economic income?
Memorable slogan
Word play (“match”)
Colour
Target audience
Logos
Striking image
Comedy
“cute” image
Type size
Celebrity advertising it
Adverts should make their target audience WANT the product.
It should make out that this product will make their lives better.
They should feel they NEED the product.
Memorable slogan
Word play (“match”)
Colour
Aimed at men
Colour
logos
Striking image
Comedy
Colour – product stands out
People’s vanity
Beauty
Striking image
Type size
Supermodel (famous people)
People’s fears (safety)
Logo
Type size
Colour
Sentence structure
Memorable slogan
Comedy
Specific character
Memorable Slogan
This is important because your audience should be able to easily remember it. Hearing the words, makes you recognise the product:

"Just do
"I'm lovin' it"
Word Play
This is when puns are used, or words can have more than one meaning. Clever word play is another way to help your target audience remember - and identify - your product:

Guinness + rugby = the perfect MATCH
Colour
Colour is important when designing an advert. Have it fit in with your brand (eg. Guinness is black and white, so the advert is also black and white).

Bright colours are used to attract children

Red makes us hungry (THINK - McDonalds, KFC, Burger King... They all have the colour red in them!

Gold and silvers are usually associated with luxurious producrs.
Target Audience

Children or adults?
Men, women or both?
What age range?
What kind of economic income?
Logos
Important because it allows people to easily recognise your brand. Pepsi, McDonalds, KFC all have recognisable logos.
Should be unique to your product and not look like any other brands.
Striking image
An image which easily sticks in the person's mind is important.
Think about the lime and the Pepsi can!
Make it stand out and memorable.
Comedy
Can simply be used to make people laugh or smile when they see it.
Also will help them to remember the advert.
"Cute" image
Something that is soft and furry (like a kitten, polar bear, puppy dog etc).
Anything which makes the customer think "awwwww"!
Again, helps poeple to like - and therefore - REMEMBER the advert.
Type Size
The size of writing that is used.
Big writing can draw attention to the brand, but also make the advert lose its MEANING.
CAPITAL LETTERS MAKE IT LOOK LIKE YOU'RE SHOUTING!
Sometimes small lettering (like the VolksWagen advert) can be very effective (because the car is small, so is the type size).
Celebrity Endorsement
Is effective as it makes fans of the celebrity think "I must have this if Britney Spears/Messi/Rihanna/ Ronaldo has it!" etc.
People associate the product with the celebrity and the celebrity with the product
Today's Task
Make sure your group has someone from each year group in it and is between 3 to 4 people.

MAKE SURE AT LEAST ONE MEMBER OF YOUR GROUP HAS MADE SOME NOTES ON THIS PREZI.
PLEASE SHARE TECHNOLOGY SO THAT EVERY GROUP IS ABLE TO SEE THIS PREZI IF THEY NEED TO.

You are to create your own product - it can be anything you like - to sell to 11-14 year olds.
You need to have met two focus groups before finalising your product.
You are then to create EITHER a poster-based advert or a prezi or powerpoint, using the techniques taught in this prezi.
This should hopefully then be presented to the rest of the class at the end of the day.
Your group's advert MUST use the techniques learnt in this prezi.
Focus Groups
You are to meet with two other groups (one after the other), ask THREE questions and note down their answers.

These questions should be:
thoughtful
be 'open questions', which mean they have more than a "yes" or "no" answer.
eg - "When buying a new mobile phone, what is more important: the price being really cheap or the quality of the finish?"
ALWAYS ask "why" or "how" to get groups to expand their answers.
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