Advertising

Advertising

Advertising is the paid-for promotion of a business’s good

and services over a variety of mass media to target market of

consumers

Publicity is media information about a business that the

business doesn’t pay for. It can be positive or negative, and is

often more believable than advertising.

Public relation firsts try to influence the media to use only

positive stories about their clients. They will often release

positive stories about the businesses they release, hoping the

media will use them.

Are the following good or bad ads?

Why?

Creating Good Advertising

No magic forumla

Advertisers are looking for ads that consumers

will see and remember (the brand name in

particular)

There are 4 main rules for creating good

advertising:

Advertising

Rules for

creating good

advertising: 1. Attract attention

2. Gain interest 3. Build desire

4. Get action

Good headlines (less then 7 words is best!)

Broadcast ads use various methods:

Sound

Unusual visuals

An attractive person

A famous celebrity (endorsements)

Hilarious moments

Less then 60 seconds to hold attention

1. Attract attention

Print ads should be simple and easy to read

Keep message clear and to the point

New ads should avoid humour

“a picture is worth a thousand words”

Make people want to read (or watch, or listen)

to your ads

2. Gain interest

Connect sales to visual message

Help consumer want your product

Set up a problem that your product solves or put

the product in a situation with which the

customer identifies

Need to remind consumers that they need to

quench their thirst, and the best way to do that

is with a cold Coca Cola!

3. Build desire

Always ask for the sale

Summarize the reason to buy

Be sure to have logo, slogan, brand name, and

contact info

Limited time offers are effective ways of

providing a reason to “buy now”. All ads should be

about buying now.

4. Get action

Types of Advertising

Where do we see ads?

Examples:

Types of Advertising

Direct-to-home – comes directly to your home (flyer or

catalogue). Ads on the internet are also considered to be

direct-to-home ads. Consumers do not pay or ask for direct-

to-home ads, and they will often be ignored or thrown out.

Out-of-home – any advertising message that the consumer is

supposed to receive while not at home. Found on billboards,

buses, transit shelters, etc. These ads attract consumers’

attention during commutes.

Radio – Effective radio ads skillfully use words and sound

effects to draw us in.

Types of Advertising Television – Extremely effective advertising medium, but very

expensive. It has a large audience and can reach a target audience or a general audience.

Newspapers – Can advertise in local or national newspapers, depending on the cost a business wants to pay.

Magazines – Offers more advantages over newspapers. Ads can be in color, specialty magazines target specific audiences and demographics.

Internet – Company websites (attracts those interested in the product to begin with and can convert action into sales), banner ads (target consumers to direct them to another website), and email advertising (subscriptions and like-minded mailing lists target specific consumers. Spamming is annoying).

Comparing types of Advertising

•Reach –The number of people

exposed to the message

•Frequency –The frequency at

which the ad is played over a time

•Selectivity – ability for medium

to focus on a target audience

•Durability – how long the ad lasts

(ex: TV – 30 secs, Newspaper – 1

days)

•Lead-time – How fast it can be

ready to run (production vs. print)

•Mechanical requirements –

Complexity to create ads

•Clutter – Competition for

audience’s attention.

•Costs – accumulated costs of

running ads (prep and cost to run

in medium).