CHAPTER
24
Advertising
Section 24.1
ADVERTISING CAMPAIGNS
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Objectives
After completing this section, you will be able to
• define advertising.
• explain the steps for developing a successful
advertising campaign.
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Key Terms
advertising campaign
lead time
reach
frequency
pretesting
posttesting
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What Is Advertising?
• Advertising is any nonpersonal communication
paid for by an identified sponsor
• Advertising can change beliefs and attitudes about
products and help people make buying decisions;
may create positive or negative feelings about a
product or a company
– Main purpose of advertising is to persuade receivers to
buy a product or accept an idea
– Can also inform customers about product and services
and remind them to take action
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Develop a Successful
Advertising Campaign
• An advertising campaign is a coordinated series
of linked ads with a single idea or theme; media
used depends on the product and target market
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Develop a Successful
Advertising Campaign (Continued)
• Set campaign goals: should be measurable
• Select the target audience: gather data about the
target customers and how to reach them
• Establish the budget: set the budget before
choosing the media
• Identify the media; based on budget, lead time,
reach, and frequency
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Develop a Successful
Advertising Campaign (Continued)
• Create the message: unique selling proposition
(USP) should be at the heart of the campaign
• Measure the responses: measurement method
depends on media used
• Evaluate results: how to measure ROMI
– New-customer metrics
– Customer-retention metrics
– Product metrics
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Develop a Successful
Advertising Campaign (Continued)
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Section 24.2
CREATING EFFECTIVE ADS
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Permission granted to reproduce for educational use only.
Objectives
After completing this section , you will be able to
• describe how an advertisement is created.
• explain how advertising benefits society.
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Permission granted to reproduce for educational use only.
Key Terms
advertising agency
creative plan
headline
hook
copy
action word
typography
typeface
weight
art
layout
white space
signature
Advertising SelfRegulatory Council
(ASRC)
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Creating the Advertisement
• Who creates the ads usually depends on the size
of the company and the marketing budget
– Smaller companies may use freelancers
– Most large companies use an advertising agency
• A creative plan outlines the goals, primary
message, budget, and target market for different
ad campaigns
• The classic structure for an ad has four elements:
headline, copy, graphics, and the signature
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Permission granted to reproduce for educational use only.
Creating the Advertisement (Continued)
• Headline consists of the words designed to grab
attention so viewers will read the rest of the ad;
may be the ad’s hook
• Copy is ad text that provides information and sells
the product; good copy should
– Create intrigue, arouse interest and desire
– Appeal to the senses through descriptive words
– Sound newsworthy: answer the who, what, when, where,
why, and how of the product/service
– Use action words to encourage a response
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Creating the Advertisement (Continued)
• Advertising graphics provide visual interest; often
the first part of the ad readers notice
– Typography is the visual aspect of the words printed on
a page (typeface and weight)
– Art is all of the elements that illustrate the ad’s message:
drawings, photos, charts, graphs, logos, shapes behind
print, and abstract images/designs
– Layout is the arrangement of the headline, copy, and art
on a page; make good use of white space
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Creating the Advertisement (Continued)
• The signature of an ad identifies the person or
company paying for it
– Usually includes the company name and logo
– May also include the company slogan or tagline
– May also include location and contact information, such
as website, phone number, and street address
– The ad signature completes an advertisement much like
a signature ends a letter
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Creating the Advertisement (Continued)
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Advertising and Society
• Advertising can
– Help increase employment to keep up with demand for
advertised products
– Stimulate competition among businesses so they offer
the best products at the lowest prices
– Encourage consumers to seek a higher standard of living
– Speed up the acceptance of new products
– Inform consumers and businesses about product
choices
– Provide revenue to pay for broadcast programming and
print vehicles
– Help people learn about health and social issues
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Advertising and Society (Continued)
• Many laws govern the advertising industry
• It is the responsibility of marketers to know the
laws and regulations for their businesses
• The Advertising Self-Regulatory Council
(ASRC) establishes the policies and procedures for
advertising self regulation
• Advertising ethics follow the rules of truth and
accuracy at all times
• Advertisers have a social responsibility to give
back to their communities, which can take place
through advertising
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Review
• What are the three main advertising media types?
Answer: Broadcast, print, and electronic media
are the three types of media.
• What is the function of a headline?
Answer: The headline uses text to grab the
attention of the reader.
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Permission granted to reproduce for educational use only.