Advertising
Unit 5
ADVERTISING
The act of a company paying to
promote their ideas, products, or
services through mass media.
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OBEY YOUR THIRST
3
SPRITE!
4
THEY’RE GRRRRREAT!
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FROSTED FLAKES
6
7
TACO BELL
8
9
NIKE
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IT DOES A BODY GOOD!
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MILK
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SNUGGLES FABRIC SOFTNER
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DA DA DA DA DA I’M LOVIN IT!
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McDONALDS
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CHEVORLET VEHICLES
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PROMOTIONAL ADVERTISING

Advertising designed to increase sales
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PROMOTIONAL ADVERTISING
The company used promotional
advertising to sell more frozen pizzas.
 Sales were very slow for the car company
so they used promotional advertisements
to increase sales.
 FedEx was losing customers to UPS so
they decided to do more promotional
advertising in order to get customers to
use their service instead.

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INSTITUTIONAL ADVERTISING

The process a company uses in order to
create a favorable image and foster
goodwill in the market place.
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INSTITUTIONAL ADVERTISING


Because of recent criticism about the high fat
and cholesterol content in their food McDonalds
used institutional advertising to promote a
healthy diet menu and change their public
image.
Through their institutional advertising campaign
the cigarette company donated thousands of
dollars to cancer research in hopes of looking
better in the public’s eyes.
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INSTITUTIONAL ADVERTISING
ADVERTISING CAMPAIGN

A group of various forms of
advertisements coordinated to meet a
specific goal of a company.
“Just Do It”
“You’re in Good
Hands?”
“Imported from Detroit”
MEDIA

Agencies, means, or instruments used to
convey advertising messages to
customers.
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BROADCAST MEDIA

Advertising done through either the radio
or television.
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Broadcast MEDIA

The company chose
the television as their
preferred media to
promote their service
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Broadcast MEDIA

Radio seemed to be
the best media to use
in order to spread the
company’s message
SPECIALTY MEDIA

Relatively inexpensive, useful items
featuring a company's name or logo that
are given away; also know as giveaways.
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Specialty Media
Digital/Online Media

Least expensive form of advertising
media. Forms include internet pop-up and
banner ads as well as email and text
messaging.
Digital MEDIA
PRINT MEDIA

Advertising which uses newspapers,
magazines, direct mail, directories and
billboards.
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PRINT MEDIA

In order to reach only
people in the Detroit
metro area the
company only uses
the newspaper as its
media source.
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PRINT MEDIA
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HEADLINE

The phrase or sentence that captures the
readers’ attention, arouses their interest,
and entices them to read the rest of the
ad.
HEADLINE
Here’s a quick way to break up a cold.
 Save $50 on your next shopping
purchase.
 LIMITED TIME OFFER
 Do you make these mistakes?
 HUGE SALE!
 It’s FINALLY here!
 You maybe missing something important.

COPY

The selling message of the advertisement
ILLUSTRATION

The photograph, drawing or other graphic
elements used in an advertisement.
SIGNATURE

The distinctive identification of a business;
also know as a logo
SIGNATURE
SLOGAN

A catchy phrase or words that identify a
product or company.
SLOGANS
the Rainbow”
2. “Drivers Wanted”
1.
“Taste
3. “You are now free to move
about the Country”
4. “____ Gives you wings”
5. “What's in Your Wallet?”
6. “Buy It. Sell It. Love It.”
7. “Better Ingredients. Better
Pizza”
8. “Finger Lickin’ Good”
9. “Be All You Can Be”
10. “Breakfast of Champions”
1.
2.
3.
4.
5.
6.
7.
8.
Skittles
Volkswagen
Southwest
Red Bull
Capital One
eBay
Papa Johns
Kentucky Fried
Chicken
9. U.S. Army
10. Wheaties
Slogan
Headline
Copy
Example:
 Headline?
 Copy?
 Illustration?
 Signature?
 Slogan?
Example:
 Headline?
 Copy?
 Illustration?
 Signature?
 Slogan?