SELLING
Advertising
THE ART OF SELLING
Product, Place, Price &
Promotion
• We need to always keep in the back of our
mind the goals and tasks of promotion.
• In product promotion our job is to ultimately
target the customer so that they can make a
purchasing decision.
Goals of Promotion
Inform – Persuade – Remind
INFORM
– Increasing awareness of a new
product
– Explain how the product works
– Suggest new uses for a product
– Building a companies image
Persuading
– Encouraging the consumer that they are
making the right decision / encourage
brand switching (Pepsi vs. Coke)
– We can change the customers perception
of product attributes (generic brands)
– Encourage customers to buy NOW!
Remind
– Letting others know our product may be
needed in the near future
– Where to buy the product and when to get
it (seasonal stores)
– We maintain awareness
– Let others know our product may be needed
in the near future
– We maintain awareness
Inform-Persuade-Remind
• Informing
WELL WATER
A.A.
• Persuading
SEX-SELLS GREAT-WALL
FLU
SEATBELT
• Remind
B.K.
Q-POUNDER
McDonalds
Inform – Persuade –
Remind
When we create
advertisements we should
consider (always) informing /
persuading and reminding our
audience of our product.
When we create advertisements we
should have: AIDA
Attention
Interest
Desire
Action
Attention
• As advertisers we have to capture interest of
potential consumers.
• We have to remember that once we have
someone's attention we need to have them
remember the product to.
NOT SO BRIGHT
Interest
• After attention comes Interest.
• Making someone aware of the product does
not automatically create interest
• We have to create Interest this can be done
by offering samples, coupons, discounts to try
the product, introductory price offers.
KABOOM!
SNUGGY
Desire
• Once Attention and Interest are
acquired we then create Desire.
• Consider desire as the final push, it is
what might push the consumer into
making a buy.
• This is done by promoting extra
features that may appeal to the
consumer. (easy to open, value for money, taste...
WENDYS
Action
• We have created Attention, Interest,
and desire, now Action
• Here we actually have made the
consumer make a purchase!
• Coupons, premiums and trial packages
may be ways to have a consumer make
that final sale.
AIDA
THE BEST AD SO FAR ASPRAY
• To Inform is to tell
about a product
• Attention
• To Persuade is to “buy
my brand, not my
competitor’s”
• Interest
• To Remind is to keep
my name in the public
eye
•
advertiser creates attention,
grabs your attention?
•
Maintaining your interest?
•
If you had money would you be
encouraged to make a
purchase?
Desire
• Action
•
Force you into action?
Snuggie vs Slanket
A story about how advertising using AIDA turns
nothing products into a multi-million dollar industry.
Informercial Assignment
• Your task, in a group of three or four, is
to create an infomercial to sell a
product of your choice. Your
infomercial will be shown in class and
should demonstrate all of the steps of
the sale. Your goal is to make this fun
and interesting for your audience and
also to encourage the audience to buy
the product.
THE TOPIC OF
Print Advertising
Print Advertising
•
Developing Print Advertisements
–
Ads HAVE! To have the following 4 parts
1.
2.
3.
4.
Headline
Copy
Illustration
Signature
Print Advertising
Headline
Copy
Illustration
Signature
Print Advertising
• Headline
– Grabs the readers attention (most people only look
at headlines)
– Action words work well
– Headlines need to create interest
– Encourages the reader to look at the rest of the
ad
– The purpose of a headline is to bring the reader
into the ad so then they can see the benefit
Print Advertising
• Headlines
– Need to be short and sweet, brief
– No more than 7 words
– Headlines should have a main focus or idea
Print Advertising
•
Headline Writing Techniques
1.
2.
3.
4.
5.
Alliteration – repeating consonant sounds (win
with wireless)
Paradox – contradictions that could be true (too
hot to handle)
Rhyme – (Bounty – the quicker picker upper)
Pun – humorous use of words (beauty and the
beef)
Play on words – (for soft babies and baby soft
hands)
Print Advertising
• Copy
– Copy is the selling message in a written
advertisement
– The copy stresses the benefits and
features of the product
Print Advertising
Copy
Print Advertising
• Copy
– A good copy should also be as direct as
possible, not too long not too short
– It should create awareness (testimonials
are good at that, cite studies, statistics….)
this gives value
– Develop interest
Print Advertising
• Copy
– Create value in a copy by telling the reader
the who, what, when, why, where and how of
your product
– Use key words in your copy like introduce,
save, easy, now….action words
– When considering a copy consider the last
line should create action (act today, call
now…..)
Print Advertising
• Illustration
Print Advertising
• Illustration
– Two types: Photograph or Drawing
– Photographs:
– Photographs are great when creating a
sense of reality
– Photographs are important if you need to
show detail
Print Advertising
• Illustration
– Drawing
– Drawings are great so show the reader part
of the product and detail
– Computer Graphic design is now a large part
of print advertising
Print Advertising (drawing)
Print Advertising
• Signature
Signature
Print Advertising
• Signature
– A signature is a logo
– Symbols or slogans
– Usually includes business name , address,
telephone……
Print Advertising
AD Assignment
• Create an Ad
Assignment
• Create a rough draft.
• Then create a professional looking ad.
• The expectation is that your work will be of high professional
quality. These ads will be used to help you at a later date…
• Can be for an Belleville business
• Use In-design, Photoshop or Word to create your assignment.
EXAMPLES OF PRINT ADS
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