Advertising Quiz #3 Review

The Elements of an Ad

Effective Ads REQUIRE

consistency of STYLE and STANDARDS

Effective Ads CREATE

an image for the audience, quickly recognizable

Single product Ad Focus

One product in Ad

Assortment Ad Focus

Multiple prodcuts in Ad

Headline

Grabs attention, makes the audience want more information (4 guidelines)

Body Copy

The selling message that follows up the headline, gives more information (6 guidelines)

Illustration

Appeals to the target market and can also grab attention (3 types)

Business ID

Identification information, helps with the call to action and recognize the company

Pricing Strategy

Direct or Indirect Action pricing

Persuasive Ad Goal

Using strong emotion

Reminder Ad Goal

Brand reminder

Comparative Ad Goal

Comparing your product to another showing superiority

Defensive Ad Goal

In response to a comparative Ad

Informative Ad Goal

Using data, facts, logic, etc. in the Ad

Emotional Benefits

Focusing on the feelings the consumer will get from the product

Functional Benefits

Focusing on the actual features or problem solved for the consumer by the product

Weasel Word

Virtually, likes, helps - word that make statement meaningless

Unique claim

Unlike any other

Same Claim

Same for all like-products

So What Claim

Illusion of superiority using verbs and nouns, with no substance, leaves us saying so what.

Vague Claim

Descriptive but meaningless word, ADJECTIVES.

Scientific/Statistical Claim

Data, studies, numeric facts, evidence, proof, ingredients

Compliment the Consumer

Saying something nice about the consumer, speaking TO them

New and Improved Claim

Can only be used for 6 months

Question Claim

Asking the consumer a question with them answering by using your product and its benefits

Good, Better, Best Claim

Using these words to compare

Endorsement or Testimonial

Famous (or not famous) showing use of the product

Unfinished Claim

Does not finish the comparison