Marketing communications

SECTION 20.1
What You'll Learn
How advertising campaigns are developed
The creation of advertising headlines
The preparation of advertising copy
The selection of advertising illustrations
The significance of advertising signatures
Essential Elements of
Advertising

SECTION 20.1
Why It's Important
In order to understand how successful advertising campaigns help sell products, you need to know how essential advertising elements are used to develop effective advertisements.
Essential Elements of
Advertising

SECTION 20.1
Key Terms
advertising campaign
advertising agencies
headline
copy
illustration
clip art
signature
slogan
Essential Elements of
Advertising

Promotion is any form of communication a business or organization uses to inform, persuade, or remind people about its products.
Promotional mix is a combination of the different types of promotion. A business decides on the promotional mix that will be most effective in persuading potential customers to purchase its products.
The Concept of the Promotional Mix

Types of Promotion
There are four basic types of promotion:
personal selling
advertising
sales promotion
public relations

Advertising is any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor. Advertising is either promotional or institutional.
Promotional advertising is designed to increase sales. It introduces new products and businesses, encourages an interest in products, and explains products and service features.
Institutional advertising attempts to create a favorable impression and goodwill for a business or an organization by providing positive information about a business.
Advertising and its Purpose

While there are advantages to advertising, it does have its drawbacks. Advertising can:
fail to focus on individual needs
be expensive
be wasteful when it is seen by people who are not potential customers
lack depth
Advertising Drawbacks

Steps to a coordinated Advertising Campaign
Conduct
Marketing
Research
Establish
Objectives
Establish
the
Budget
Make
Media
Decisions
Create
the
Messages
Coordinate
Promotional
Elements
Evaluate
Results

An advertising campaign involves the creation and coordination of a series of advertisements around a particular theme to promote a product. Advertising agencies work with businesses to develop advertising campaigns.
Depending on the scope and size of the advertising campaign, agencies can serve in a full-service or limited-service capacity.
The Advertising Agency

Full-service agencies perform advertising research, media selection, copy development, and artwork for an advertising campaign.
Limited-service agencies specialize in one aspect of the campaign, such as creative services.
In-house agencies provide full or limited advertising services based upon the size of the company.
The Advertising Agency

Advertising agencies are usually organized into four service departments:
client
creative
research
media
Agency Organization

Client service departments work with agency groups and individual businesses to identify opportunities for advertising. Account executives look at client needs, create advertising plans, and coordinate advertising with other promotion activities.
Creative service departments develop the advertising messages and produce the ads. Graphic artists, copywriters, commercial designers, and art directors work together to create advertisements.
Agency Organization

Research service departments study the target markets, the attitudes of potential customers, and their buying behaviors. This department helps determine the type of message that will have the greatest appeal for a particular market segment.
Media service departments advise clients on their media choices. This department suggests an advertising budget for television, radio, newspapers, magazines, and other forms of advertising, such as billboards and direct mail. This department also coordinates the timing, placement, and frequency of various advertisements.
Agency Organization

Advertising experts predict that the following new models for advertising agencies will be used in the future:
creative boutiques
project team agencies
virtual agencies
New Models for Advertising Agencies

A creative boutique is a specialized service agency where creative production is sent outside the business, but copy is provided by the business. This results in faster layout and production.
Project team agencies provide copywriting, creative execution and media placement without larger agency overhead. Teams work together on projects.
Virtual agencies provide services coordinated by an individual who works with a network of experienced freelancers.
New Models for Advertising Agencies

Print advertisements must contain four key elements:
headline
copy
illustration
Signature
Some ads also include the company’s slogan, presented with or near the signature. Each of the key elements enhances the overall theme of a product promotion.
Developing Print Advertisements

The headline is the saying that gets the readers' attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad. Many experts consider them the most important part of an advertisement.
Headline

The purposes of a headline are to:
Attract readers' attention—effective words are new, now, and free.
Select an audience—project an image toward a specific type of customer.
Provide a benefit to the reader—promise something that matches a need or want.
Lead to the illustration and copy.
Purposes of a Headline

Purposes of a Headline
Purposes
of a
Headline
Lead to the
Illustration
and Copy
Provide a
Benefit to
the Reader
Attract
Readers'
Attention
Select an
Audience

Effective headlines should:
be brief—seven words or less
be cleverly and effectively worded
have a single focus or main idea
Writing Effective Headlines

The following are some popular headline-writing techniques:
Alliteration uses repeating initial consonant sounds.
A paradox is a seeming contradiction that could be true.
Rhyme employs words that correspond in sound.
A pun is the humorous use of a word that suggests two
or more of its meanings.
A play on words uses the same word in different senses or words similar in sound used in opposition to each other.
Writing Effective Headlines

The copy is the selling message in a written advertisement. It should directly expand on the information in the headline or the product shown in the illustration. It should also stress the benefits and features of the product advertised.
Copy

Good advertising copy:
is simple and direct
is noticeable or dramatic
should appeal to the senses
tells the who, what, when, why, where, and how of the product
uses words such as compare, introducing, now, price, save, easy, and new
provides a call to action
Copy

The illustration is the photograph or drawing used in a print advertisement. Its primary function is to attract attention, and to encourage a purchase of the advertised product. It should also tie into the headline and copy.
Illustration

Clip art is any ready-for-production image, stock drawing, or photograph, often provided by suppliers, manufacturers, or trade associations for print advertisements. Clip art is inexpensive, quick, and easy to use.
When stock art work is not sufficient, professionals may be hired to photograph situations or products.
Sources of Illustrations

The signature, or logotype (logo), is the distinctive identification symbol for a business.
In national ads, the signature is the name of the firm, and sometimes the corporate symbol and slogan.
In local ads, the signature usually includes the business's name, hours, address, telephone number, or slogan.
Signature

A slogan is a catch phase or small group of words that are combined in a special way to identify a product or company.
Slogans create a distinct image for the company, its products,
or its corporate mission. Headlines frequently become the slogan for an advertising campaign.
Slogan

Top Slogans of the 20th century
These advertising slogans were judged to be some of the best of the 20th century. Why do you think these slogans have been so effective?
Diamonds are forever. (DeBeers)
The pause that refreshes. (Coke)
Good to the last drop. (Maxwell House)
Does she…or doesn't she? (Clairol)
Where's the beef? (Wendy's)
Let your fingers do the walking. (Yellow Pages)
Just do it. (Nike)
We try harder. (Avis)
Breakfast of champions. (Wheaties)
When it rains, it pours. (Morton Salt)
Look ma, no cavities. (Crest)
We bring good things to life. (GE)

Reviewing Key Terms and Concepts
1. How are advertising campaigns developed?
2. Why are headlines considered by many to be the most important part of print advertisements?
3. What is the main purpose of advertising copy?
4. What should illustrations show about a product?
5. What is the signature in an advertisement?

What is a problem with a well-designed ad that does not have a signature?
Thinking Critically

SECTION 20.2
What You'll Learn
The importance of advertising layouts
The principles of preparing an ad layout
The advantages and disadvantages of using color in advertising
How typefaces and type sizes can be changed to add variety and emphasis to print advertisements
How to check advertising proofs
Ad Layouts

Why It's Important
Since print advertisements have only a few seconds to reach a reader, you’ll want to learn how to develop an advertising layout that will attract your target audience.
SECTION 20.2
Ad Layouts

Key Terms
ad layout
advertising proof
SECTION 20.2
Ad Layouts

An ad layout is a rough draft that shows the general arrangement and appearance of a finished ad. It is the same size as the final advertisement and clearly indicates the position of the headline, illustration, copy, and signature.
Developing Print Advertising Layouts

When designing advertisements, pay careful attention to where the reader's eyes will be directed. The best ads contain lines of force that guide the reader to the copy through illustrations.
Developing Print Advertising Layouts

Color makes an advertisement stand out on the printed page.
Color newspaper ads can increase the reading of copy by as much as 80 percent over black-and-white ads.
Because of the response rates, full-color ads are usually more cost effective than two-color ads (black plus a color).
Using Color in Print Advertisements

The size of the type and the typefaces should be distinctive yet appropriate for the business and target audience. In general, print advertisers should use one typeface for headlines and prices and another typeface for copy. Add variety and emphasis by using different sizes, italics, and boldface.
Selecting Typefaces and Type Sizes
for Print Advertisements

The advertising proof shows exactly how an ad will appear in print. It is sent to the advertiser for review and approval. Advertisers should ensure that the ad was created correctly and that all prices are accurate and brand names are spelled correctly.
Checking Advertising Proofs

Before giving final approval to a written advertisement, the advertiser should perform an evaluation of the ad based
on the following five criteria:
Is it bold enough to stand out on a page, even if it is placed next to other ads?
Does the overall layout look clean, uncluttered, and guide the reader through the copy?
Are typefaces and type sizes easy to read?
Is the signature plate apparent and distinctive?
Is the message and image projected appropriate for the target audience?
Checking Advertising Proofs

Reviewing Key Terms and Concepts
1. What is an ad layout?
2. Why is color important in print advertisements?
3. How can variety be added to the type selected for print advertising?
4. What is the purpose of an advertising proof?
5. What should an advertiser review before submitting an advertising proof to a newspaper?

In what ways are online banner ads similar to print advertisements?
Thinking Critically