SEM1 3.03A - Promotion

• PE – Understand the use of an advertisement’s components to communicate with targeted audiences

• PI - Explain Components of Advertising

Elements of AdvertisementsTerms, Purpose & Approach

• Headline – Most important element of an ad– Purpose: get attention, select an audience, and deliver a complete message – Approach: announce new or improved, solve a problem, make a claim or

promise a benefit• Illustration – Image within an advertisement

– Purpose: convey a message, educate, attract attention – this is often noticed first by readers

– Approach: appeal to reader even if unrelated or focus on product’s features, use or benefits

• Identification – Identify a product, advertiser or business– Purpose: to identify the advertisers name, symbol or logo & buying

information (website, phone #, tag line, etc.)– Approach: used to encourage action by including contact & buying

information; credit cards accepted, hours, etc.

Headline Examples

• "Are you guilty of these 7 common dating Sins?" (Creates Curiosity)

• "How to get your cooking bragged about“ (Curiosity)

• Quick Relief for Tired Eyes“ (Precise Solution)• How to save over 15% on auto insurance

before Nov 20th“ (Incentive to Act)

• Identify the advertising elements we just talked about:

• Headline• Illustration• Identification

• Identify the advertising elements we just talked about:

• Headline• Illustration• Identification

Elements of AdvertisementsTerms, Purpose & Approach

• Copy – Text of an advertisement that delivers the sales message– Purpose: Catch and hold attention, encourage action, point out product

features or uses (feature/benefit) – Approach: a single or combination of elements may be used to create

desire and action of readers (claims, endorsement, etc.)• Layout – The arrangement of the design, size, color scheme,

graphics, illustration, and text placement in an ad– Purpose: Organize information in an effective & logical order – direct the

readers eye through the ad– Approach: The headline depends on the layout to deliver the message,

(new product: the copy should have the same theme)• White space – the blank space between the elements

– Purpose: balances design and helps rest your eyes– Approach: depends what your intended message is

Copy Techniques

• Intimidate– limited quantities are available

• Qualification Needed– Only a select few will qualify

• Guarantees– Money back guarantee if your not satisfied

• Repetition– “Relieve back pain forever” and then later say

“Eliminate back pain permanently”

Layout Examples

Using Illustrations to Focus Attention

http://www.electronista.com/articles/12/10/04/entertainment.weekly.and.cn.network.take.print.advertising.digital/

Choose an advertisement for a sport/event product, and identify each of its elements and the way that each of the

elements has been used to achieve the objectives of the advertisement.

Write 4 -6 sentences on the effectiveness of the advertisement’s elements

Dissecting an Advertisement

• http://ezinearticles.com/?Creating-the-Perfect-Advertising-Headline&id=544676

• http://www.bhatnaturally.com/advertising/making-headlines-19-print-ads-with-attention-grabbing-copy/

• How to write good headlines/copy – create 1