Promotion and Advertising

The average person sees about 1500 ads per day.  This includes TV commercials, outdoor billboards, bus signs, newspaper and magazine ads, and radio ads. 

Promotion is

It includes ______________________ and ______________________

Product promotion:  is a company’s overall strategy to convince potential customers to buy products from it instead of from a competitor. 

            1.

            2.

            3.

            4.

            5.

Advertising

Six Advantages of Advertising

1.        

2.       Costs per potential customer are usually lower than other forms of promotion

3.        

4.       Can control the content of an advertisement

5.        

6.       Ads can ‘presale’ products

Four Disadvantages of Advertising

1.       Cannot focus well on individual needs

2.        

3.       Sometimes advertising is wasteful and inefficient (message may be spent on non-potential customers)

4.        

Advertisements have four common objectives:

            1.

            2.

            3.

            4.

Print advertisement essential elements:

            1.

            2.

            3.

            4.

Headline: 

Components of a headline:

1.       alliteration: 

2.       paradox: 

3.       Rhyme: 

4.       Pun: 

5.       Play on Words:

Copy: 

Copy should be…

            Direct and simple

            Can be a few words or a few paragraphs

            Connect with the senses

            Establish contact with reader

            Include who, what, when, where, and why of your product

Illustration: 

Signature: 

Publicity

Image: 

Examples of publicity:  sponsoring a concert or art exhibit, awarding scholarships/prizes, donating land or equipment for public use

Advantages of publicity

            1.

            2.

            3.

Disadvantages of publicity

            1.

            2.