paid communication sponsor is identified advertisers control where the message is seen and heard and...

• Paid communication• Sponsor is identified• Advertisers control where the

message is seen and heard and how often repeated

• Average person exposed to over 2000 ads per week

PROMOTIONALGoal of selling the item being

promoted

INSTITUTIONALGoal of developing goodwill or

a positive image

PRINTBROADCASTINTERNET/SOCIAL MEDIAOUTDOORTRANSIT

NewspapersMagazinesDirect MailOutdoor AdvertisingStation Posters- TransitStadium Signage

Headline Copy Illustration Signature

Can You Identify the Four Elements of This Print Ad?

• Phrase or sentence that attracts attention• Must convince reader to continue reading the

ad• Research show most effective include words

such as you, your, how, and new• Be brief- seven words or less• Stress benefits- make a promise, ask a

questions, pose a challenge or use testimonial• Develop with needs of target market in mind-

based on research

• Use Twists on Familiar Sayings: Morton Salt- “When it Rains is Pours” IMB- “I think, therefore IBM”

• Use Opposites: Clairol- “Does She or Doesn’t She?” Fiat Strada- “Handbuilt by Robots”http://www.mortonsalt.com/heritage/vintage_ads.html

• Sells the message• Details how product

or service meets the need identified in the headline

• Based on objective of ad campaign(i.e. introduce, attract new customers, sales to existing customers

Photo or drawing or other graphic elements

Attract and hold attention

Encourage action Along with

headline, should motivate reader to continue reading the ad

Also called logotype or logo

Distinctive identification symbol for a business

Should get instant recognition

Slogan- catchy free to identify product or company

•Select a product or service that is produced by the company that you researched for the Super Bowl.

•Create a print ad for this company and product that encompasses the marketing mix.

•Also, all four elements of a print ad must be included using the tips from this PPT and other information that you research on the Internet regarding how to create an effective print advertisement.

•The ad must be completed in an attractive manner that would be presented as a proto-type to an ad agency who would then complete the work for you.

•Word Processor OR color markers/pencils must be used to complete the project.

•Students work individually on this assignment. 50 Point Assignment

•Television Networks

•Radio Networks

•Cable

Advertise your business on Google No matter what your budget, you can display your ads on Google

and our advertising network. Pay only if people click your ads.

•Banner ads on other company websites•Business owned websites with promotions•Social Media•Apps

Billboards Banners Flags Props

Identify your target market Research and compare the various

types of media Select the media that will reach the

largest percentage of your target market

Must fit within your advertising budget

Mobile Marketing Social Media Webinars and Virtual Events Video E-Mail Blogs Digital Billboards

Using the Internet and classroom resources, research and compare the benefits and disadvantages of the various types of media. Record your answers on the chart provided by your marketing teacher. (or click HERE to view and print the Media Comparison Chart)

Divide into groups of 2-3 students per group. Research current and emerging technology

and tools that are used to market products and services.

Prepare a PPT presentation to deliver to the class that identifies the your choice of the top 3 technology tools that businesses should embrace in marketing products and services.

Your presentation should educate the audience on those tools and identify their benefit.