Advertising-Module-3.pdf

DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015...

DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: Bachelor of Science in Business Administration Major in MARKETING Module 3 in Advertising Execution: Art and Copy Intended Learning Outcomes At the end of this module students are expected to: 1. Describe the factors involved in creating prints ads. 2. Explain the types of copy an how great copy is created in print ads. 3. Outline how great copy is created in electronic ads. 4. Discuss the role of art in electronic ads. 5. Review the unique requirements in writing for the web. DELIVERING THE BIG IDEA “to organize the world’s information and make it universally accessible and useful” “to give people the power to share and make the world more open and connected”  DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: What is shown is just as important as what is said… sometimes more  Positions the product  Creates brand personality  Sets the mood  Flavors the message How to create an effective print ads? (as cited in https://geomares-marketing.com/en/blog/how-to-create-effective-print-ads) Creating effective print advertisements is not easy. Good collaboration between Marketing and Design is very important, of course, but which issues should you, as a marketing professional, focus on to ensure your advertisements are as effective as possible? 1. White space is your best friend The more cluttered the advertisement is, the less likely it is to be read. Stick to the point by focusing on one message, and use enough white space to keep the advertisement easy to read! 2. Highlight your USPs Try to avoid endless lists and long paragraphs presenting benefits and applications. Focus on the most important Unique Selling Points (USPs) and use them to illustrate your point. 3. A picture says more than a thousand words Good visual support is essential for your advertisement. Make sure your chosen image is unique and surprising, and visually reinforces your message. Remember to take a look at competitors’ ads; do not use the same images!  DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: 4. Make people curious Don’t give everything away immediately. Make sure your ad is stimulating and arouses your audience’s curiosity. That way, your message will stick in their minds for longer. 5. Focus on your target group Make sure your ad is not about you, but instead helps your audience to understand how and why you can meet their needs. 6. Include a call to action Create a sense of urgency when potential customers see your ad. Use a clear call to action (CTA), such as a discount code that is valid for a limited time or a brochure available for free download from your website. 7. Reduce psychological barriers Think carefully about what would be a logical next step for someone who sees your ad. To maximise your chance of success, don’t ask for too much commitment. If you are introducing a brand-new product, for example, potential customers are likely to want to obtain more information first rather than buying it immediately, so focus on that objective instead of aiming for an instant purchase. 8. Make it easy Make sure that potential customers do not have to search for your contact details or a way to obtain more information. 9. Align with relevant content If possible, try to place your ad next to, or in the vicinity of, relevant content. This significantly increases your chances of being seen by an interested audience.  DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: 10. Support with your own content Support your ad with a relevant article or a good case study of your own to enhance your ad’s relevance and improve your likelihood of success! BIG IDEA ADVERTISING IS ABOUT INSIGHTS, AND INSIGHTS IS ABOUT RETURN ON INVESTMENT. What is print advertising? The print media has been used for advertising since long. The newspapers and magazines are quite popular modes of advertising for different companies all over the world. Using the print media, the companies can also promote their products through brochures and flyers. The newspaper and magazines sell the advertising space and the cost depends on several factors. The quantity of space, the page of the publication, and the type of paper decide the cost of the advertisement. So an ad on the front page would be costlier than on inside  DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: pages. Similarly an ad in the glossy supplement of the paper would be more expensive than in a low quality paper. Print advertising Newspaper ads are still highly regarded as a useful marketing tool for getting the message out to a particular audience. Consumers that read newspapers are proactive and engaging. Newspaper ads are also affordable, trustworthy and create a lasting impact. Magazine ads can give your brand center stage in popular publications. High definition displays can target a specific demographic or industry and stick with readers long after they close the magazine. Plus, when it comes to magazine ads, you are only limited by your creativity.  DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: Direct Mail - If you do your research, you can target a specific demographic in direct mail. You can also measure your result using a variety of methods. Direct mail is cost- effective and highly individualized to the recipient. Plus, there are many flexible options based on your criteria. Brochures - Even in a technology-driven world, few marketing tools put you in direct touch with your audience as well as brochures. Brochures establish your authority, credibility and brand all in the same format. They hold lots of information that you can distribute to hundreds of people in a single sitting. Plus, brochures are among the most affordable ways to get the word out about your business.  DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: Flyers - One of the most versatile and affordable type of marketing materials are flyers. These are full page advertising prints which are given away to get people to notice your brand. With these lightweight, easy-to-design and affordable items, you could grab the chance to get noticed by your potential customers and send out the right message about your business. You just need to know how to make your set work for you and what the ideal things to do for these to be more effective.  DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: The art of creating print ads Designing the Print Ad – Design: how the art director, graphic artists/designers choose and structure the artistic elements – Generally, clean lines and well composed photographs give the ad breathing room to draw attention – White space helps give the ad balance  The Use of Layouts – A layout is the overall arrangement of all the format elements headlines, subheads, logos, body copy, slogan, etc Advertising Design & Production – Thumbnails – A rough, rapidly produced pencil sketch that is used for trying out ideas - Rough Layouts – In this step of the production process, the artist draws to the actual size of the ad or website. - Dummy – presents the handheld look and feel of brochures, multipage materials, or point-of- purchase display. - Comprehensive & Mechanical – The set type and illustrations and photographs pasted into the exact position in which they will appear in the final ad; this is then used as the basis for the next step in the reproduction process. Also called a pasteup Approval Agency’s creative director Client’s product managers and marketing staff Agency’s and client’s legal departments Advertiser’s top executives Principles of Design: what designs work best – Ads must be designed to attract customers fast – The Basic Rules a design in balance break space into pleasing proportions a directional pattern that is evident one element should dominate ads should have less than 50 words The Use of Visuals in Print Advertising – several goals for visuals capture the reader’s attention clarify claims made by the copy  DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: identify the subject of the ad show the product actually being used Determining the chief focus for visuals – The package – The product alone or in use – Comparison of products – Use benefit – Product features – Humor Producing great copy in print ads Headlines – The words in the leading position – the words that will draw attention & be read first Attract attention, engage the audience Communicate the selling idea Present product news Types of Headlines – Provocative provoke a readers curiosity – Question asks a question to get the reader to read the copy – Command orders the reader to do something Secondary Headlines- appears above or below the headline or in the text of the ad Body Copy – usually only read by about 10% of readers – explains the product – often gets read aloud - gives an idea as to how it sounds Body copy styles – Straight Sell – Institutional – Narrative – Dialogue/Monologue – Picture-Caption – Device  DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: Formatting Body Copy – Lead-in the bridge between the headline & sales copy – Interior paragraphs the part of the body copy that develops credibility & provide proofs for claim Slogan A standard company statements for advertisements, salespeople, and company employees. Seal Certification mark offered by certain institutions when a product meets standards established by them; provide an independent, valued endorsement for the product Logotypes (logos) Special design of the advertiser’s name that appears in all advertisements; gives the advertiser individuality and facilitates quick recognition. Signature – product or company’s primary graphic identity, compromised of some combination of a graphic symbol, a logotype, and a slogan. Commonly used software Page Layout - QuarkXPress, Framemaker, InDesign Painting/Drawing - CorelDRAW, Macromedia, Freehand, Adobe, Illustrator Image Manipulation – Adobe Photoshop, Corel Paint Shop Pro Web Design – Macromedia Flash  DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: Word Processing – Microsoft Word, Corel, WordPerfect Which layout works best? Picture Window –Also called poster-style. A single, large visual occupies about two- thirds of the ad Mondrian Grid – Vertical and Horizontal lines and shapes in a grid give geometric proportion Circus – Filled with multiple illustrations, oversized type, reverse blocks, etc. to bring the ad alive Picture Frame – Copy surrounded by visuals or visual surrounded by copy Combo – Combining two or more elements to make an ad more interesting Purposes Capture attention Identify subject Qualify Readers Arouse interest in headline Create Favorable impression Clarify copy Show product in use Support truth of copy Emphasize features Provide campaign continuity ACTIVITY Form a group of four (4) members and create an ads that has the following parts: 1. Headlines 2. Sub-head 3. Body copy 4. Slogan 5. Seal 6. Logotypes 7. Signature  DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: Quiz 3: Chapter 3 References: Arens, W., Weigold M., & Arens, C. (2016). Contemporary Adverting. New York: McGraw-Hill Belch, G., Belch, M., Kerr, G., & Powell I. (2012). Advertising. Australia: McGraw-Hill https://geomares-marketing.com/en//how-to-create-effective-print-ads Prepared and Submitted by: Faculty : MYLENE T. CANTA, MBA Email Address : [email protected]; [email protected] Contact Number : +639229057057 Consultation Hours : Day and Time (specific if online) TBA DON HONORIO VENTURA STATE UNIVERSITY Cabambangan, Villa de Bacolor 2001, Pampanga, Philippines COLLEGE OF BUSINESS STUDIES ISO 9001: 2015 Sto. Tomas Satellite Campus Tel. No. (6345) 458 0021; Fax (6345) 458 0021 Local 211 QMS-Certified Sto. Tomas, Pampanga, Philippines URL: http://dhvsu.edu.ph FB Page: