Today
 Purpose
of advertising
of ads
 Writing ads
 Advertising appeals
 Advertising formats
 Web advertising
 Types
Advertising
 Objective
of marketing is to sell.
job is to communicate -to a defined audience -- information
and a frame of mind conducive to the
buying action.
 Advertising is paid for and is
controlled in terms of content, timing
and media placement.
 Advertising’s
Purpose of ads??
Audience analysis
 To
 Advertisers
persuade!!!
 Get
attention.
 Hold attention.
 Create impression of a problem related to the
function of the product or service presented.
 Plant idea that the problem can be solved only
by using the product or service.
 Finish with strong emotional, logical, or ethical
appeal to motivate audience to take action.
Types of advertisements
 Commercial
-- paid for.
 PSA (public service announcement) –
“free” for nonprofit organizations.
 Promo -- promotes the station or a
program.
seek audiences who are
most likely to buy their products or
services.
 Demographics and psychographics
(lifestyles, primary interest, attitudes,
beliefs)
Public service announcements
(PSA)
 Short
message used on radio and TV.
 Develops awareness for activity or
event.
 Provide as much detail as possible.
 Where
 When
 Who
 How
much
number
 Phone
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Public service announcements
(PSA)
 Write
style.
radio, usually read “live” to fill time.
 “The Tiger Glee Club will sponsor a hay
 On
ride Saturday night, starting at 7. Tickets
are $3. Proceeds benefit the student
scholarship fund. For more information
call here at KUFG, Central Florida’s
choice for news.”
Writing the ad
 Use
 Pay
Writing the ad
in a readable and conversational
clear, simple English.
attention to verbs.
 Avoid
“to be” verbs.
 Use
personal pronouns when
appropriate (especially “you”).
 Inspire confidence in the product and
the advertiser.
 Few
 Ad
“rules” in writing ads.
copywriting formula: A-I-D-A
 Attention:
grab attention
keep interest
 Desire: create desire for product
 Action: stimulate consumer to some action
 Interest:
Appeals
 Ethical
appeal -- well-known
person does a testimonial.
 Logical appeal -- persuasion based on
the facts. Few done strictly this way.
 Most
stereo systems emphasize styling, size and
decibel count rather than quality, construction,
durability.
 Emotional
appeal -- nonlogical,
nonintellectual aspects of the viewer’s
personality.
 Driving
Formats
    The straight sell -- clear
statement about the product or
service. (Hair Club for Men.)
The testimonial -- given by a
celebrity. Status is higher than
that of the average viewer.
Emotional appeal of prestige,
power and good taste.
Humor -- effective attentiongetter, but to be successful, it
must reflect humorous trends
of the time.
Music -- use of jingles.
at ultrahigh speeds.
Ads in programs = product
placement
 Which
network TV programs in the first
quarter of 2008 had the most product
placements?
 How many product placements were
made in these shows?
 <<Top 6>>
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Web advertising
Web advertising
 Click
 Ad
ads
 Skyscraper or tower ads – down the
side.
 Wallpaper – background ads
 Pop-outs – spring from the borders
 Trend is 18-34-year olds that are more
affluent and well-educated.
placement measured by cost per
thousand (CPM), cost per click (CPC), cost
per lead (CPL) or cost per sale (CPS).
 CPM:
based on impressions and charges for
website billboards on a cost-per-thousand basis.
More profitable ones not only catch the eye but the
hands.
 Click-through (CPC) Web sponsors pay more if
viewers click on the link of the banner ad.
Web advertising
 Ad
placement measured by cost per
thousand (CPM), cost per click (CPC), cost
per lead (CPL) or cost per sale (CPS).
 CPL:
gauged by the number of times someone
sees the banner logo and clicks through to a link
on the website and then begins to fill out a form.
This is a LEAD. No money has changed hands,
no products purchased, but a potential customer
has given personal data online.
 CPS: measured by actual e-commerce sales.
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