Essential Elements of Advertising

Essential
Essential Elements of Advertising

SECTION 20.1 ACTIVITY

To help illustrate your understanding of the

key concepts in this chapter (and teach
others) you will be creating a graphic
organizer.
You will break into groups and be given
specific objectives for your finished product.
You will work together to design and create
your graphic organizer. Finally, your team
will present it to the class, as part of this
lessons powerpoint presentation

Essential Elements of Advertising

Key Terms
advertising
campaign
advertising
agencies
headline
copy
illustration
clip art
signature
slogan

Objectives
Identify the main
components of print
advertisements

Marketing Essentials Chapter 20, Section 20.1

Group
1
advertising
campaign
A group of
advertisements,
commercials, and
related
promotional
materials and
activities that are
designed as part
of a coordinated
advertising plan
to meet the
specific goals of
a company.

The Advertising Campaign

An advertising campaign X is a
group of advertisements,
commercials, and related promotional
materials and activities that are
designed as part of a coordinated
advertising plan to meet the specific
goals of a company.
An integrated campaign involves the
creation and coordination of a series
of advertisements around a particular
theme.

Marketing Essentials Chapter 20, Section 20.1

Group
2

Developing Print Advertisements

Print advertisements have four key elements:

Headline
Copy
Illustrations
Signature
Some ads also include a company slogan.

Marketing Essentials Chapter 20, Section 20.1

Headline
headline
The phrase or
sentence that
captures the
readers
attention,
arouses their
interest, and
entices them to
read the rest of
the ad.

Group
3

The headline X is the phrase or

sentence that attracts the
readers attention to a product
or service. A headline should
also lead readers into the ads
illustration and make them want
to read the copy.

Marketing Essentials Chapter 20, Section 20.1

Headline
Before writing a headline, a copywriter must
know the needs of the target market, including
matters concerning:
Price
Delivery
Performance
Reliability
Service
Quality
Marketing Essentials Chapter 20, Section 20.1

Headline

Effective headlines are brief. They

identify a benefit of the product or
service and stress those benefits by
making promises, asking questions,
posing challenges, or using
testimonials.

Marketing Essentials Chapter 20, Section 20.1

Copy
copy
The selling
message of a
written
advertisement.

Group
4

The copy X is the selling

message of a written
advertisement. It details
how the product or service
meets the customer needs
identified in the headline.

Marketing Essentials Chapter 20, Section 20.1

Copy
Good copy should:
Be personal and friendly
Be simple and direct
Appeal to the senses
Answer questions about the
product using facts
Add desire and urgency to
the ad
Provide a call to action

Marketing Essentials Chapter 20, Section 20.1

illustration
The photograph,
drawing, or other
graphic elements
used in an
advertisement.
clip art
Images, stock
drawings, and
photographs
used in print
advertisements.

Illustration
The illustration X is the photograph,
drawing, or other graphic elements
used in an advertisement. It should
attract and hold attention and
encourage action. The illustration
should transmit a message that would
be hard to communicate with words
alone.
Clip art X takes the form of images,
stock drawings, and photographs. Clip
art is often used for print
advertisements because it is
inexpensive, quick, and easy to use.
Marketing Essentials Chapter 20, Section 20.1

Illustration
What elements in this
ad entice the viewer
or the reader to take
a look pay attention?
An ads illustration
should attract and
hold the readers
attention and be
integrated with the
headline.
Marketing Essentials Chapter 20, Section 20.1

Signature
signature
The distinctive
identification for
a business; also
known as
logotype or logo.

slogan
A catchy phrase
or words that
identify a product
or company.

Group
5

The signature X, or logotype

(logo), is the distinctive
identification symbol for a
business. A well-designed
signature gets instant
recognition for a business.
A slogan X is a catchy phrase
or words that identify a product
or company.
Marketing Essentials Chapter 20, Section 20.1

Signature
Here are some techniques copywriters use when
developing slogans:
Alliteration uses repeating initial consonant
sounds.
A paradox is a seeming contradiction that could be
true.
Rhyme uses rhyming words or phrases.
A pun is a humorous use of a word that suggests
two or more of its meanings or the meaning of a
similarly-sounding word.
A play on words cleverly uses words to mean
something else.
Marketing Essentials Chapter 20, Section 20.1

REVIEW

1. Why are headlines considered by

many to be the most important part
of print advertisements?
2. What is the main purpose of
advertising copy?
3. What should illustrations show
about a product?
4. What is the signature in an
advertisement?

Elements of TV commercials

Elements in TV Commercials
Objective of TV commercials:
Result that ads want to achieve
E.g. Informative, Reminder, Persuasive
Message Delivery:
The way how ads message is delivered
Execution Format:
Techniques used in TV commercials
E.g. Fantasy, Humor, Horror

Objective of
advertising :
Trial
Trial

Why?
Without that first trial of a product
by customers, there will not be any
repeat purchases.

Purpose:
1.Encourage
customers to
make an initial
purchase of a
new product

2.Promote product
awareness
(how the
product works,
provide
information on
pricing, and
build product
and brand
awareness

http://www.examstutor.com/busines
s/resources/studyroom/marketing/a
dvertising/2-

Case studies-Vanilla flavored Cola

Type

Vanilla flavored Cola

Manufacture
The Coca-Cola Company
r
Introduced

April 2002

Promotional
gimmick

Reward Your Curiosity

Result of promoting a new product

Vanilla Cokes sales in Hong Kong exceeded
expectations by 60 per cent in just one month,
according to a report on Coca-Colas global website.

With well over 250 million cases sold,

Vanilla Coke and Diet Vanilla Coke have
been significant contributors for three
years, said Bayne.(2005)

Message Delivery
Invited the celebrities (Kenny and
Anthony Wong Chau-sang )to be the
actor ,WHY?

. Young consumers reported that

they were more likely to buy
products recommended by
entertainers or famous athletes
sales
(Lafferty andIncrease
Goldsmith,
1999).

volume

Execution Format

Technique : Create a scene of curiosity

Why?
The curiosity of Kenny

the curiosity of audience

Awareness of the
NEW VANILLA COKE

Encourage customers
to try the GOOD TASTE

Reminder Advertising
For products that have gained acceptance and
are in mature stage of their life cycle
Build customer loyalty
Existing customers are targeted
Encourage continuous usage of products
Sometimes provide new and different
information about the product

Example Coke

Yip Ka Nang, Rex

09239202d

Coke objectives
Developing customers
loyalty
Not promoting any new
product
Remind customers about
the brand
Strengthening the
existing image

Coke message delivery &

execution format
Use a song to catch
audiences attention
Use celebrities
Give a warm feeling to
target customers
Emphasize on the image
as Coke and party go
together

http://www.vitasoy.com.hk/chi/product/soya001.html

Yip Ka Nang, Rex

09239202d

Olay
http://www.youtube.com/watch?v=bWaAAze
Inio&feature=related

Olay
Objective
Informative advertising
-Stress products benefits
Present a problem to which you have the
solution

customers

Products benefit

Advertisers

Olay
arise customers
problems :
pimple
black mark
spot on face

http://www.youtube.com/watch?v=bWaAAzeInio&
feature=related

use Olay to solve the

problems:
spots have gone
skin is feeling
soften
feel relax
give younger
looking skin

Olay
However it is a
dynamic
advertisement?
How to make an
advertisement more
memorable?
Enhance reliability
- include statistic supporting

Symbolize the brand

- Spokesperson or celebrity

Immediate attention
- famous music

Olay
reliability

Ordinary
Memorable
Advertisment
Advertisement

symbolize

immediate
attention

Elements of TV advertising
Objectives

Specific communication task to be

Accomplished with a specific target

TV
advertising

Execution
forma

By how
commercials
gain
attention and
communicate
well through
message
Message
delivery

Techniques and styles

used to capture the
target
Markets attention and
interests

Reminder Advertising
(Continuity)
Advertisements
Advertisements of
of Airtel
Airtel is as Reminder Advertising
Advertising
Try to remind the needs of the product
Try to keep consumers thinking about the product
Try to encourage people to repurchase
Try to keep it in mind during off-seasons
Try to maintain its top-of-mind awareness

Advertising appeals through

Message delivery

Meaningful

believable

Distinctive

Use of execution format

Used format

Slice of life

Unused format
Lifestyle
Fantasy

Mood or image

Personality symbol

Musical

Scientific evidence

Technical expertise
Testimonial evidence
Endorsement

Key terms of successful

TV advertisements
let audience involve in it
solve the customers problem
through message
single-minded (focus on
only one idea)
grab the viewers
attention at the first 5-10
seconds

Assignment!
Please conceive a TV commercial for
a product Pen
Duration: 30 Sec
Scope: Cover all the elements of TV
advertising
Presentation: 27 Feb 2016
Note: All commercial to figure group
members only as cast.