advertising unit 3

effective ads

required-consistency of style+standards

create-image for audience

what are the 5 elements of and ad?

headline,body copy,illistration,pricing strategy,business id

what are the 4 headline strategies

YOU approach

NEWS

strong benefit

makes audience want more info

6 body copy strategies

follows up and relates to headline

kiss method-short and simple

stresses a benefit

keeps to the point

asks customer to take action

support advertising focus

3 illistration types

clipart

og art

photograph

Pricing strategies(optional)

direct

indirect 

business ID

logo,slogan,ID info

ad goal/focus

persuasive

brand reminder

comparitive

defensive

using benefits:

functional vs. emotional

weasel claim

A modifier(word) that makes the statement meaningless doesn’t fully eliminate or stop problem

EX:Helps,virtual,acts,works,can be,up to,as much as ,refreshes comforts,fights,the feel of,the look of

Unfinished claim

Does not finish claim

Says product is better  or has more of something but does not finish comparison

EX:Our tv gives you more-more of what?

Unique claim

States that no other product is like what's being advertised

Has something other products don’t

Same claim

Says something that is true for all brands of the product 

Claim that can be made to other competing products

*nothing special

So what claim

May be true but does not give real info or any advantage to the product

Vague claim

Does not make a claim 

Meaningless words 

Emotional statements that defies proof 

*usually emotional benefit

Endorsement or testimonial

Use a famous person because of their credibility

Scientific or statistical

Measurable or scientific data

Compliment the consumer 

Says something nice about the consumer

Question claim

One way to avoid making a factual statement

Viewers will listen and answer in such a way to confirm the product's goodness.

good,better,best

Uses good,better,or best in the claim

New and improved

Changed

Announcing

Revolutionary

Fresh way to..