Ad & Promotion Exam 2

What factors are driving advertisers back to traditional print media

Digital Ad Fatigue, Trust & Credibility, Engagement, Attention, & Retention, Cost & ROI, Integration with Digital, Premium Brand Perceptions

Digital Ad Fatigue

Consumers face an overwhelming amount of digital advertising

Print offers a less cluttered space - fewer competing ads & more room to stand out

Trust & Credibility

Compared to digital, print is often perceived as more trustworthy & legitimate

Ads appear in publication with editorial standards, lending to their credibility

Engagement, Attention, & Retention

People engage differently with print by slowing down and processing messages more deeply

Print ads have a longer lasting impact compared to similar digital ads

Cost & ROI

As digital ad costs climb, print is becoming comparatively more affordable & attractive

The ROI of print has been increasing in many contexts in recent years

Integration with Digital

Print ads don't have to stand alone - many campaigns use print as a bridge to drive online engagement

Premium Brand Perceptions

For luxury brands and premium services, print conveys a quality and prestige that many forms of digital lack

The tactile, physical nature of print ads becomes part of the brand experience

What are the advantages of advertising in magazines?

Color, Permanence, Authority, Targeting Selectivity, Pass Along Readership

Why does color matter?

it enhances Images + Psychological Impact

What is permanence?

Longer Shelf life

Why does authority matter?

Specialization >> Expertise, Credibility, & Trust

What is targeting selectivity?

Finding a Segment + Target audience

What is pass along readership?

Others read the magazine after purchase

What are the limitations of advertising in magazines?

Declining Circulations, Lack of Immediacy, Heavy Competition, Long Lead Times, Lower Frequency, Geographic Limitations

How do declining circulations impact print advertising?

Declining circulations impact Ad Rates and who sees them

How does lack of immediacy impact print advertising?

there is a delay between when the ad is created, when it reaches the audience, and when the audience takes action

How do lead times impact print advertising?

makes print advertising less flexible, slower to execute, and riskier for time-sensitive content, requiring more advance planning and limiting the ability to adapt quickly.

How does publication frequency impact print advertising?

It affects message timing, ad longevity, flexibility, budget, and the type of content that works best.

How do geographic limitations impact print advertising?

It makes print advertising less scalable, less flexible, and more expensive for broad audiences. It works best for local targeting, but is less effective when you need wide or national reach

What percentage of people still read print magazines in the US?

66% or over two thirds

How are advertising rates for magazines determined?

Circulations

Which magazines discussed in class have the largest circulations?

AARP the Magazine, AARP Bulletin, American Mainstreet, Better Homes and Garden, People

How does the CPM for different print media compare to other media choices for advertising?

It has significantly higher CPM rates compared to most digital and some other traditional media choices

What newspaper trends did we discuss in class?

Print Circulation Trends, Daily Print Circulation Numbers, Newspaper Ad Spending Trends

How have newspaper circulations changed? What does the pattern look like?

print circulations have been declining since the mid 2000s

Total US daily print newspaper circulations are estimated to be somewhere between about 20-30 million

Approximately how many newspapers are still read daily in the US?

newspaper copies are still read by more than 1 person every day, on average

What pattern or trends do we see with newspaper advertising spending?

We see that many are spending less for newspaper advertising from 2000-2024

What are the advantages of advertising in newspapers?

Geographic Selectivity, Timeliness, Relatively Low Total Cost, Credibility

What is geographic selectivity?

advertiser's ability to target specific geographic areas

What is timeliness?

When newspapers are published frequently often daily and can carry ads quickly, letting advertisers get messages in front of consumers right away

Why are newspapers high in credibility?

because readers generally view them as trustworthy, established, and professionally vetted sources of information

How does the total cost compare to the relative cost (CPM)?

They generally have a higher CPM than most media because the exposure is so high

What are the limitations of advertising in newspapers?

Short life span, Clutter, Overwhelming Circulations, Low production quality

How do short life spans impact print advertising?

because the ads are only exposed to readers for a brief period—often just one day—before the newspaper is discarded

How does clutter impact print advertising?

it makes it harder for any single ad to stand out and grab readers' attention

How do overlapping circulations impact print advertising?

the same readers receive multiple newspapers or editions, causing advertisers to pay more to reach the same person multiple times

How does low production quality impact print advertising?

by reducing how visually appealing and effective the ads can be

Which print newspapers in the United States have the largest circulations?

Wall Street Journal, New York Times, USA Today

What are the 4 basic principles of visual design?

Balance, Space, Unity, Emphasis

What does it mean for an ad to be balanced?

Elements of the design should be relatively balanced vertically and horizontally in the ad

What does it mean for an ad to make proper use of space (white space)?

Space within the ad should be broken up into pleasing proportions

What does it mean for an ad to have unity?

Some underlying force should hold the elements of the ad together to give them unity

What does it mean for an ad element to receive emphasis?

One element of the ad should create enough emphasis to dominate the others

What is a print layout?

an overall orderly arrangement of all the format elements of an ad

What elements are included in a layout?

Visuals, Headline, Subhead, Body Copy, Slogan, Logo, Mandatories

What is the first purpose of Ad Visuals

Capture the Consumer's Attention

What is the second purpose of Ad Visuals

Identify the Subject of the Ad

What is the third purpose of Ad Visuals

Show the Product Being Used

What is the forth purpose of Ad Visuals

Convince the Consumer of Claims

What is the fifth purpose of Ad Visuals

Emphasize Unique Features

What is the sixth purpose of Ad Visuals

Create a Favorable Impression

What is the seventh purpose of Ad Visuals

Qualify & Stop Legitimate

What are the different subjects for ad visuals?

The Package Containing the product, The Product alone, The product in use or how to use the product, Product features, Comparison of Products, User Benefit, Humor, Testimonial

The package containing the product

The ad's main subject for the visual is the product packaging itself

The product alone

The ad's main subject for the visual is the product itself

The product in use or how to use the product

The ad's main subject for the visual shows the product actively being used or experienced

Product features

The ad's main subject for the visual highlights the specific attributes, details, or features of the product

Comparison of products

The ad's main subject for the visual comprises 2 or more products, compared side by side

User benefit

The ad's main subject for the visual shows the end result or positive outcome of using the product

Humor

The ad's main subject for the visual is designed to make viewers laugh ,smile, or find amusement

Testimonial

The ad's main subject for the visual shows a customer endorsement of the product

What is a headline?

The words in the leading position in the ad -typically read first, to draw the most attention

What are the characteristics of headlines?

Usually appears in LARGER type than other parts of the ad

Most headlines average about 8 words in length

What are the roles of headlines?

Attract attention, engage audience, explain visual, lead audience to the body of the ad, & present key benefits

Headlines should engage the reader quickly and give them a reason to read the rest of the ad

What are the different types of headlines?

Benefit Headlines, News/Information Headlines, Provocative Headlines, Question Headlines, Command Headlines,

Benefit headlines

A type of advertising headline that focuses on the advantages or positive outcomes of the offering being promoted

News/Information Headlines

A type of advertising headline that announces something new, timely, or factual

Provocative Headlines

A type of advertising headline designed to grab attention by being bold, controversial, or surprising

Question Headlines

A type of advertising headline that poses a question to the consumer to encourage them to seek answers via the offering

Command headlines

A type of advertising headline that directly tells the consumer to do something associated with the offering

What is a subhead?

an additional, smaller headline that may appear above the headline or below it.

What is a subheads characteristics

Are usually smaller than headlines but larger than body copy

Typically appear in bold or italic font or in a different color

Are usually longer and more like sentences than headlines

What is body copy?

the main text of an ad where the advertiser tells the sales story

What are body copy characteristics?

Covers the features, benefits, and utility of the product or service, must really speak to the reader's self interest

What is a slogan?

brief, repeatable, & memorable statements that express a brand's core message

What are slogan's characteristics

They provide continuity to a series of ads in a campaign, Through continuous use, they become common phrases

What is a logo?

visual symbols or designs that represent a brand, company, or organization

What are a logos characteristics?

They are graphical identities of the brand

What are mandatories?

the required elements that must appear in an ad or campaign, irrespective of the creative strategy or approach used

What elements do Mandates typically include?

Company Info: Name, Location, Address

Contact Info: Phone, Web, Email, Social Media

Branding: Color Scheme, Design, Logo

What "best practices" and recommendations did we discuss in class for creating effective print ads?

Use simple layouts

Avoid negative headlines

Look for and create story appeal

Match the editorial environment

Develop and use a consistent advertising format

Create visual contrast to make a powerful point

Always print copy clearly

Make each ad a complete sale

Use simple layouts

An image-based advertising practice in which ads are designed so that the visual and text elements are clearly organized, uncluttered, and easy for viewers to process and understand quickly

Avoid negative headlines

An image-based advertising practice in which negative emotions such as fear, guilt, blame, or pessimism are intentionally omitted to avoid negative consumer reactions

Look for and create story appeal

An image-based advertising practice in which intrigue is used to make consumers wonder what is happening, to gain attention and create interest

Match the editorial environment

Ad image-based advertising practice in which ads are designed to fit naturally within the medium in which they appear, both visually and contextually

Develop and use a consistent advertising format

An image-based advertising practice in which a standardized design structure is employed for ads within a campaign (and/or across multiple campaigns).

Create visual contrast to make a powerful point

An image-based advertising practice in which visual contrast is used to demonstrate how the situation changes over time with use of the product

Always print copy clearly

An image-based advertising practice in which text used in the ad should be legible, easy to read, and unambiguous

Make each ad a complete sale

An image-based advertising practice in which every ad in a series contains all of the information required for consumers to understand the ad and act on it

What does it mean for an ad to resonate?

when it connects with its target audience on a profound level, making the message powerful and personally meaningful

Why do ads fail to resonate with audiences?

1. They lack a "Big Idea"

- Weak central theme

- Too many competing ideas

2. They fall short in the execution

- Copy is uninspiring

- Unattractive design elements

- Low quality production techniques

What happens when ads don't resonate well with audiences?

- When ads fail to resonate, they waste the firm's money and the consumer's time and goodwill

What does it mean for an ad to be strategically relevant?

How well a marketing communication's message and creative execution align with the sponsor's (brand, product, service, etc.) strategic objectives, positioning, and overall marketing strategy.

Why is strategic relevance important for Ad & Promo?

Strategic relevance is crucial for Ad & Promo because it ensures that the creative work actually helps the sponsor achieve its marketing objectives.

What happens when ads are not strategically relevant?

Ads must be relevant to the sponsor's marketing strategy, or they will fail - even if they resonate well with the audience

What is creativity?

The cognitive and imaginative process of generating novel ideas, approaches, or solutions that are both original and effective in addressing a challenge or achieving a goal

What are the different ways we can define creativity?

The process of producing original and valuable ideas that solve problems, inspire, or add meaning, combining imagination, insight, and knowledge in ways that are both novel and applicable

What other contexts did we compare creativity to?

It's like humor or fashion

Why does creativity matter?

When used effectively, creativity can help ads to:

o Inform

o Remind

o Persuade

o Resonate

How does creativity help ads inform?

Creativity helps marketing communications to inform consumers about:

o Brand Awareness

o Brand Positioning

o Product Availability, etc.

- Creativity attracts attention, maintains interest, and stimulates thinking.

- A common technique is to use plays on words or verbal or visual metaphors

- Visual cues provide instant non-verbal signals to viewers