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61 Cards in this Set
- Front
- Back
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only 3 media showed increase in 2007 what were they
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consumer magazines, internet, and cable t.v.
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consumers enjoy what type of advertising best
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magazine
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what kind of advertising motivates consumers to action
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magazine
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what kind of ads increase web traffic and overall across funnell
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magazine
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characteristics determine how to develop magazine ad
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Specialized audience
Longer lifespan Production quality Page size Consumer trust and loyalty special editions |
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average reader spends how long reading magazine
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45 minutes
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portability of magazines
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allow ppl to read them anywhere ex. doctors office
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what type of advertising is trusted the most
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magazine
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disadvantages to magazine ads
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They get thrown away
Magazines are expensive – lots of online versions available now Difficult to stay current with longer lead times (usually 1-6 months) Can be expensive for advertisers More competition from other advertisers |
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how to create succesful magazine ad
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Structure the beginning, middle and end appropriately
Use present tense whenever possible Use singular nouns and verbs Use active verbs (Ex. Pontiac’s “We Build Excitement”) Use familiar words and phrases in an interesting/unique way Vary the length of sentences and paragraphs Involve the reader Provide support for the unbelievable Avoid cliches and superlatives (best, superior, unbeatable) |
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checklist for writing good magazine copy
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Does your message reflect the strategy?
Does it make an emotional connection to the reader? Is the tone appropriate for the product and target? Does your headline stop, intrigue and involve the reader? Does your headline encourage readership? Does your headline offer a promise or benefit related to the selling idea? |
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within newspapers strong creativity is
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Strong creative is even more effective than positioning
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advantages of newspapers
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Geographic Selectivity
Timeliness Creative Opportunities Credibility Audience Interest Cost |
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disadvantages of newspapers
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Limited Segmentation
Creative Constraints Cluttered Environment Short Life |
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local newspaper
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Local Ad Focus
Store image Immediate effect Price Emphasis Merchandise Specific Immediate Feedback |
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national newspapers
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National Ad Focus
Brand Image Long-term effect Less price emphasis Image oriented Long-term feedbac |
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local is often poorly done in newspaper b/c
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Boring headlines
Impersonal copy Product oriented Dull copy Cluttered Similar look of ads |
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in newspapers...keep it
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Communicate one idea
Use short headlines make it topical: Current news Placement |
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visuals make an impact in newspapers
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Photos and illustrations - noticed 20-25% more than no visuals or line art
Visuals that occupy half of the ad space, attract 30% more readers (compared with no visual) Visuals that occupy ¾ of the ad space attract 48% more readers (compared with no visual) |
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one dominant visual scores higher readership scores than many small ones
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in newspapers
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newspaper readers are
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are information seekers
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tips for newspaper ads
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Have a strong headline
use no more than 3 type faces Reverse type works as well as regular type Headline attracts more attention on a background image Color grabs attention Draws readers in Boosts in-depth reading Works best with things people crave; food, beauty, etc. |
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successful small ads use
larger ads make |
unusual shapes
bigger impact |
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highlight benefits not features in newspapers
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ppl buy things to solve a problem
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link brand w/ creative
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No question who is advertising
All elements should be cohesive |
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what is direct mail?
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An interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location
An unsolicited persuasive message sent to consumers on a mailing list. It attempts to change attitudes, beliefs, or actions. |
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advantages of direct mail
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Pinpointing of prospects
Personalized messages Faster sales Variety of packaging options Less “competition” from other media content |
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disadvantages of direct mail
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Poor image as “junk mail”
Can have high production costs Postal regulations Expensive mailing lists |
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3 primary elements of direct mail
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the list
the message the offer |
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the list of direct mail
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The value of your direct mail depends on the quality of your mailing list
Internal Best customers Purchase Behaviors External Rent Trade |
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the message of direct mail
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Grab attention quickly
Customize the package Personalize the message |
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classic direct mail package
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Envelope
Letter Brochure/Flyer Reply Device |
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the envelope
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Approx. 44% of mail is never opened. Design your envelope to get people to open it.
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the letter of direct mail
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A successful letter should fill the recipient with a sense of need or desire. It should return to that scenario in the closing.
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the letter outline
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Promise benefit in headline or first paragraph
Enlarge on most important benefit Tell the reader what he/she is going to get Back your statements with proof Tell the reader what’s lost if he/she doesn’t act Rephrase benefits in closing offer Incite action – set a time limit (“Buy Now”) |
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the letter style
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Short opening paragraph – 4 lines or shorter
No paragraph longer than 8 lines Vary length of paragraphs Use deep indents and center bullet points Close with a 2-3 line summary Don’t forget the envelope Don’t forget a follow-up letter |
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brochure of direct mail
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Should complement the letter
Illustrate the product Demonstrate use/benefits Provide background info Design to reflect the product Good balance of words and visuals |
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questions to ask about target in brochure
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How will they receive the brochure?
Why are they reading this brochure? What do they already know about the product? What is their current attitude toward the product? When else with they encounter the message of the brochure? |
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things to consider in brochure
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What to consider
Format (size, # of panels, orientation, mailed, etc.) Type Layout Color Paper |
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tips for creating copy in brochure
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Tips for creating copy
Strong headlines and subheads Speak directly to the reader Choose an appropriate tone Use bullets Put emphasis on reader benefits Keep copy short |
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the reply device
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Make it easy to respond
Summarize the offer Reinforce urgency Restate guarantee Pre-print name and info Use paper you can write on Use involvement devices |
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the offer in direct mail
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Proposition to the consumer
What he/she gets for acting NOW Includes Product or service Price and payment terms Incentives (free gift, lower price, etc.) Relate it to the objective |
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characteristics of billboards
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audience is mobile
repeated exposure Tips Keep it simple: 1 IDEA Should be a quick burst of information: Primary benefit of the product/service |
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transit ads
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Exterior – “Moving Billboards”
Mounted on bus, taxi, delivery truck Painted on buses and cars Bus shelters/benches Interior Car cards Platform posters Electronic panels |
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transit ads differ b/c
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Differ from billboards because the audience will typically spend more time with the ad
For this reason, many transit ads include “Take One” brochures or other literature |
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guidelines for billboard and transit
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One large headline with one major visual
Make the type BOLD and BIG No more than 8 words AT MOST Prominent brand or company name Consider using your campaign them or tagline in the headline. |
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ABCs of simplicity
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ACCURACY
Express the most important idea concisely BOLDNESS Present dynamic or provocative messages CLARITY Limit the number of words and pictures |
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elements to include in both bllboard and transit ads
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Product name
Principle visual Short copy to back visual Product package – may be principle visual Headline Clever selling phrase No more than 8 words |
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things to consider in billboard/transit
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Fonts
Letter size Spacing Color Distance Time Location orientation geography/location |
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advantages of radio
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Listener’s relationship is typically personal and local
It’s immediate and works while listeners are mobile Less expensive than TV Works well as a stand-alone medium or in a campaign |
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disadvantages of readio
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People aren’t usually listening closely
Direct-response is difficult |
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guidelines for radio
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Write for the ear - not the eye
Keep it simple Use sound effects to paint scenery Identify your sound effects Use music as a sound effect Consider using no sound effects Describe the voice or voices that will best command the attention of your audience Consider time, place, and a specific audience Avoid numbers Be aware of time considerations Include repition |
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different approaches for radio
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dialogue
multi voice dramatization one voice interviews sound device jingles |
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radio copy format guidelines
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Tag in upper left along with timing and date
Double-spaced SFX = Sound Effects (capitalize and underscored) Use ellipses if SFX are in the middle of dialogue Names of speakers in capital letters Music is another type of sound effect |
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how to write great t.v. ad
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Utilize sight, sound and motion
Know your budget Let the visual do all of the work Create a story keep it simple make first 2 sec.visually unusual entertaining througout Don’t force your TV to look like your print Write sparely – leave breathing room Avoid showing what you’re saying – or saying what you’re showing |
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questions to ask before you write t.v. copy
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What’s the BIG IDEA you need to convey?
What’s the benefit of that idea? Who does it benefit? How can you turn that benefit into a visual that will stick in the viewer’s mind? |
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formats for t.v. commercials
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demonstration
product as star vignette slice of life testimonial narrative |
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direct response t.v.
the second date |
Works best for products that sell themselves quickly
Have a crystal clear call to action Impart a lot of information in an entertaining way Logically map out the main reason(s) your product/service rocks |
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t.v. script tips
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Don’t hyphenate words at the end of lines
Number each scene Line up video with corresponding audio instructions Bottom of page type “more” or “end” |
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music and sound effects for t.v.
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Music can help put viewers in the right state of mind
Sound effects reinforce the message and paint the scenery Voice over can give the final sales pitch or help narrate the entire spot |
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guerilla advertising
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An unconventional way of performing promotional activities on a very low budget.
Term coined from Guerilla Warfare which stresses deception and ambush instead of mass confrontation Guerilla means “little war” in Spanish Great for small businesses/small budgets Breaks through clutter Creates BUZZ |
