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 “Copyright and Terms of Service

Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions:

1) Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency;

2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency;

3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way;

4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged.Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee.

Call TEA Copyrights with any questions you have.

VOCABULARY TERMS

CREATIVE PLANTARGET AUDIENCETARGET SEGMENTHEADLINESUBHEADBODYTAG LINE OR SLOGAN

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WHAT IS A TARGET AUDIENCE?

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• A TARGET AUDIENCE IS A PARTICULAR GROUP OF CONSUMERS SINGLED OUT FOR AN ADVERTISEMENT

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WHO IS THE TARGET AUDIENCE FOR THESE AUTOMOBILES?MINI-VAN? MERCEDES BENZ SEDAN?CONVERTIBLE ?VW BUG?FORD TRUCK?

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• EVERY AUTOMOBILE LISTED HAS A DIFFERENT TARGET AUDIENCE AND TARGET SEGMENT. (SUBGROUP OF THE LARGER MARKET)

• COMPANIES SPEND MILLIONS OF DOLLARS ON RESEARCH TO DETERMINE WHO THEIR TARGET AUDIENCE IS AND WHAT THEY CAN DO TO MAKE THEM LOYAL, REPEAT CUSTOMERS.

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RESEARCH

• Before an advertisement is written, do the research.

• Find out everything possible about the product, the target market, the company, and the competition.

• What does the product do?• What are the features and benefits?• What do customers like least and most

about the product?

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CREATIVE PLAN

GOOD ADVERTISEMENTS COME FROM:

• GOOD PLANNING• GOOD IDEAS• GOOD COPYWRITINGTHE CREATIVE PLAN IS A

GUIDELINE TO CREATING AND CONSTRUCTING THE ADVERTISING MESSAGE.

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ELEMENTS OF GOOD ADVERTISING COPY

• Headline- The leading sentence usually placed at the top of the page

• Subhead- A sentence usually placed above or below the headline

• Body- The main textual element of the advertisement

• Tag Line/Slogan- A short phrase that helps to establish an image or increase recall for the brand

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PROOFREADING TIPS TO AVOID COMMON MISTAKES

• Do not get carried away. Make sure all text helps deliver the message. If not, delete it.

• Do not be vague. Be as specific as possible.

• Do not be too wordy.• Do not use clichés or superlatives. • Your ad should be unique, making

you different from competitors.• Use humor cautiously. It can be

misinterpreted.C O P Y R I G H T © T E X A S E D U C AT I O N A G E N C Y , 2 0 1 2 . A L L R I G H T S R E S E RV E D . 11

ANALYZE AD PERFORMANCE

There are several ways to determine ad performance

• Do they get it?-

Sometimes advertisers just want to know the customer gets what message they are trying to put out there.

• Knowledge-

Do the customers have a broader knowledge of the product coming from the advertisement?

• Attitude Change-

Attitudes suggest where a brand stands in the consumer’s mind. Advertisers view an attitude change an important dimension for assessing their ad.

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