advertising campaign
is a group of advertisements, commercials, and related promotional materials and activities that are part of coordinated advertising plan
Broadcast, print, Internet, outdoor, and specialty ads all organized around a particular theme
Advertising campaign example
1. Identify the target audience
2. Determine objectives
3. Establish the budget
4. Develop the message
5. Select the media
6. Evaluate the campaign
Steps to planning an advertising campaign:
Advertising Agencies
independent businesses that specialize in developing ads campaigns and crafting the ads for clients
Full-Service
Limited-Service
Creative Boutique
Project Team
Virtual Agency
Advertising Agencies Types
Full-Service
plan entire advertising campaign
Limited-Service
specialize in one aspect of the campaign (media buying, creative services, etc.)
Creative Boutique
develops the message and copy, but outsources the design and production
Project Team
provide research, copywriting, creative execution, and media placement
Virtual Agency
one individual coordinates the work of a network of freelancers
1. Headline
2. Copy
3. Illustration
4. Signature
Four Parts of a Print Ad -
Headline
phrase or sentence that captures the readers' attention, generates interest, and entices them to read the rest of the ad
� Are attention getters (free, new, now, & your)
� Target an audience
� Benefit the reader
� Lead to the copy and illustration
� Brief (most 5 -15 words)
� Stress benefits by making a promise, asking a question, posing a challenge, or using a testimonial
Effective Headlines:
Familiar saying with a twist (32%)
Making use of opposites (23%)
A majority of award winning headlines used one of these techniques:
I scream, you scream, we all scream Pork Loin
Familiar saying with a twist Example
Eat Gravel, Sips Fuel" (Silverado Trucks)
Making use of opposites Example
Copy
the selling message of a written advertisement
Copy
Detail how product meets the customer's needs
� Personal, friendly style; conversational
� Simple and direct
� Appeal to the senses (descriptions)
� Specific information (who, what, when, where, why, how)
� Generate interest, encourage awareness, create desire
� Call to action (Get yours before there
Effective copy:
Illustration
photograph, drawing, or other graphic elements that is used in an advertisement
Illustration
Send a message that is hard to communicate with words alone (show product, how it works, safety features
Signature
name of the advertiser
Logo
Slogan
Signature contains the
Logo
distinctive identification symbol for a business (name for business)
Slogan
catchy phrase or words that identify a product or company
Alliteration
Paradox
Rhyme
Pun
Play on words
Slogan Techniques
Alliteration
repeating initial consonant sound
Example Welcome to the World Wide Wow -AOL
Alliteration Example
Paradox
statement that is a contradiction that could be true
The taste you love to hate -Listerine Mouthwash
Paradox Example
Rhyme
rhyming words or phrases
Give a hoot, don't pollute -United States Forest Service
Rhyme Example
Pun
humorous use of a word that suggests two or more of its meanings or the meaning of another word similar in sound
Time to Re-tire - Fish Tires
Pun Example
Play on words
cleverly uses words to mean something else
Let your fingers do the walking - Yellow Pages
Play on words Example
Ad layout
a sketch that shows the general arrangement and appearance of a finished ad (rough draft)
� Should be prepared in the same size as final ad
� Clean look
� Typeface should be easy to read
� Color ads are more realistic and appealing but add to the cost (up to 35% for adding another color)
� Many typefaces (look, appearance, and design of the ty
Ad layout should
Clean look
not cluttered
Font
complete set of letters in a specific size and typeface
serif
sans serif
Types of typefaces:
serif
typeface that has short crosslines at the upper and lower ends of the letters (Times Roman; Palatino)
sans serif
without any cross lines (Arial; Helvetica)
Advertising Proof
a presentation of an ad that shows exactly how it will appear in print
Bold on page (stand out)
clean look, easy to read
distinctive signature
appropriate message for target audience
Advertising Proof should have