Advertising

media strategies

"A series of actions selected some several possible alternatives to best achieve the media objectives."253 The strategies will describe what types of media will be used, what specific media vehicles will be used, and what timing schedule will be used to place execute the advertising plan.

Contests -

A contest requires the participant to complete a task based on some knowledge or skill (write an ad slogan, complete a crossword puzzle, draw a picture).

continuous

A continuous timing strategy is where media dollars are scheduled at the same amount each month throughout the advertising campaign. For example, for a 12-month campaign with a $1.2 million budget, the continuous strategy would spend $100,000 each month (see Figure 1). Products that use a continuous strategy are products in a competitive category with little or no difference between products, and ones that are purchased on a regular basis (i.e., toothpaste, deodorant, peanut butter, cold cereal).

exposure

A count of the number of people with open eyes or listening ears facing the medium

flighting

A flighting strategy is where media dollars are spent in a pattern with periods of intense spending followed by periods with no spending. For example, for a 12-month campaign with a $1.2 million budget, the flighting strategy would spend $200,000 in January and February, $0 in March and April, $200,000 in May and June, $0 July and August, $200,000 in September and October, and $0 in November and December (see Figure 2). An example of a product that uses a flighting strategy would be the floral industry. The media planner may decide to concentrate advertising around the holidays when most flowers are sold

Games -

A game requires participants to come back in the store and make multiple purchases to receive game pieces. The best example of a game is McDonald's Monopoly Game.

Circus

A layout style that combines a number of elements including multiple illustrations, different fonts of various sizes, a variety of colors, and other creative techniques to create a busy, jumbled image that makes the ad exciting and interesting to look at.

Panel

A layout style that contains several panels, each showing a different image to tell a story, illustrate benefits, or highlight the features of the product.

Silhouette

A layout style where the background of the picture is omitted and placed on a solid color background so that it appears to be floating on the page. This style is often used with classy or upscale products because it provides an elegant look.

media vehiclesky

A media vehicle is a single carrier or program (e.g., Sports Illustrated, ESPN.com, The Arrow).

Buy More/Save More -

A promotion that attaches a sales price to the purchase of two or more items. For example, 7-11 offers a sale on Mountain Dew to buy two cans for $2.00 or one for the regular price of $1.25. Coupons - Coupons are legal certificates that offer the customer a specific savings on a selected product when it is redeemed at the time of purchase.

pulsing

A pulsing strategy is a combination of the continuous and flighting strategies. Media dollars are spent continuously throughout the advertising campaign, but during certain times of the year the spending spikes with more intense spending followed by periods of spending at the continuous level. For example, for a 12-month campaign with a $1.2 million budget, the pulsing strategy would spend $50,000 each of the 12 months, but spending would increase to $250,000 in March, June, and September (see Figure 3). One brand that advertises using a pulsing strategy is Coca-Cola. Coke has a constant advertising presence throughout the year, but during certain holidays and events they heavily increase their advertising in order to increase their presence in the market

Flash Sales -

A sale that is only offered for a limited time and is meant to create a sense of urgency with the customer

Slogans—

A short catchy phrase that is associated with a brand—it provides a brand identity—for example, Hallmark uses, "When you care enough to send the very best" as their slogan.

Taglines—

A short catchy phrase that sums up the ideas of the ad campaign and the creative concept.

Sweepstakes -

A sweepstakes is a random drawing based simply on chance. The only requirement is that the participants fill out an entry form.

Premiums -

A tangible product given free or at a reduced price when a purchase is made. Premiums provide instant gratification to the consumer.

Radio Systems

AM (Amplitude Modulation), FM (Frequency Modulation), Satellite, Web Radio

Advantages of Mobile Advertising

Access to the Target Market Sent Directly to Target Instant Results Easy to Create Easy to Track

DIFFERENCES BETWEEN ADVERTISING AND SALES PROMOTIONS

Advertising is emotional and sales promotions are rational. Advertising focuses on long-term results and sales promotions focus on short-term results Advertising takes time to generate sales and sales promotions generate immediate sales. Advertising uses indirect and subtle methods and sales promotions are more direct. Sales promotions add tangible value to the product, advertising does not.

media

All of the forms of mass communication used to deliver information, news, entertainment, and advertising.

Ask questions.

Asking hypothetical questions are a great way to get the reader involved because they feel like you're talking directly to them.

Types of Mobile Advertising

Banner Ads— Incentivized Ads— Video Ads— Mobile Search Ads— In-App Ads— Location Aware Ads—

Loyalty Programs -

Based on purchases, consumers collect points, miles, punches, or other items that can be redeemed for rewards.

"Dos" when presenting

Be Entertaining Talk To Your Audience—Not At Your Audience Show Your Personality Slow Down Make Eye Contact Smile - Move - Project Your Voice Gesture - Know Your Transition Cues Respect Your Time Look Great Have Fun

Types of Out of Home Advertising

Billboards,Posters,Bulletins,Wallscapes,Digital Billboards,Mobile Billboards, Street Furniture,Transit

Full Bleed

Bleeds allow the designer to run the picture all the way to the edge of the page and then trim down to the appropriate size. Many magazine advertisements are printed as a full bleed.

SIMILARITIES BETWEEN ADVERTISING AND SALES PROMOTIONS

Both advertising and sales promotions generate sales. Both advertising and sales promotions are used to achieve business and marketing objectives. Both advertising and sales promotions increase the number of customers. Both advertising and sales promotions increase the use of the product Both advertising and sales promotions build the brand image

Disadvantages of Advertising Online

Clutter,The Ignore Factor,Not Everyone Uses the Internet,Competition

Command—

Command headlines politely tell the reader to do something. For example, in an ad for Nivea Moisture Body Spray the headline reads, "Spray yourself soft."

Advantages of Advertising on the Radio

Communicate When the Target is Ready to Shop ,Local Appeal,Targeting,Cost,Speed and Flexibility,Visual Imagery

Tracking

Companies like AC Nielson track television viewership and provide ad agencies with basic demographic and geographic data of television viewers. (can never be sure who is actually watching the TV program or the commercials)

Advantages of Out of Home Advertising

Compliments Other Advertising,Constant Exposure,Low CPM,Flexibility

Don't go overboard.

Conversational writing should only mimic our speaking, not replicate it exactly.

Disadvantages of Advertising on Television

Cost. Flexibility (The costs related to commercial production reduces the amount of flexibility the advertiser has in answering consumer concerns or competitor claims). Clutter (Clutter is anything and everything that gets in the way of the television viewer seeing, hearing, or getting the information)

Advantages of Alternative Media

Creative Targeted

DEC (daily effective circulation)

DEC calculates the average number of people who pass by an out of home ad on an average day.

Use common words.

Fill your writing with the common words and phrases we use in everyday conversation and stay away from technical terms and jargon.

promotional events

First, events tend to attract the attention of everyone of every age, gender, race, education, and socioeconomic status. This fact alone makes promotional events attractive to most brands. If the event fits the product's target market, the future sales the brand will see can be quite significant. Second, event sponsorship may build support from the trade and from employees, which will increase the overall success of the event. Finally, creating and managing an event is simple when compared to other marketing efforts.

Special Financing -

For more high end products that are difficult for the consumer to pay for upfront, companies will offer a special financing promotion to encourage the sale by lowering the finance charges normally associated with purchasing on credit

Speak to the reader in first/second person.

Formal writing is written in third person but in conversations we talk in first and second person. First and second pronouns make the brand seem more personable and engage the reader more in the message.

HUT (Homes Using Television) -

HUT is the percentage of homes using television at any given time.

Disadvantages of Magazine Advertising

Long Lead Time,Clutter,High Cost

Disadvantages of Out of Home Advertising

Low Exposure Time— Brief Message— Can Be Considered Clutter—

two types of coupons

Manufacturer - These coupons are distributed by the manufacturer and can be redeemed at any location that sells the product. Retailer - These coupons are distributed by the retail store and can only be redeemed at that specific store.

Type of Alternative Advertising

Movie Theaters,Product Placement,Point of Purchase (POP),Everything Else—(And then there is everything else: cup jackets, shopping malls, door-hangers, elevator advertising, gas pump and gas station advertising, aerial advertising, golf course advertising, parking garage advertising, truck stop advertising, taxi cab advertising, resort marketing, restroom advertising, ski lodge advertising, stadium and arena advertising, and the list goes on and on.)

rating point

Number of viewers of a television show captures expressed as a percentage. Ratings are calculated based on all television households, whether the televisions are on or not. One rating point equals one percent of the television households. So, if a television show has a rating of 5, that means 5% of television households were tuned into that show.

Free Samples -

Often used to introduce a new product or remind consumers about an older product, samples provide consumers with a small amount of the product to try

White Space

One of the design principles This is the area in an ad not covered by the picture or words. White space is used to highlight the focal point and allow them to breathe and to spread out, and it adds to the overall artistic effect of the ad.

Eye Flow

One of the design principles This is the visual path the designer wants the viewer's eyes to travel as they look at the elements of the advertisement. Designer wants the elements to line up in such a way that the reader sees all of the elements of the ad. They want to direct the viewers' eyes and move them through the entire ad.

Balance

One of the design principles of advertising: When an advertisement is divided into portions, those portions should be in balance with each other because you don't want the ad to appear to be heavier on the left or right or top or bottom. Balance can be achieved by placing the elements in the ad in either a symmetrical (evenly divided with elements on both side of the ad in similar locations) or asymmetrical (unevenly divided with the elements on each side in different locations of different sizes yet still in balance) pattern.

Unity

One of the design principles: By placing the elements in the ad near each other the designer can create a relationship between those elements and a sense that the elements belong together.

Contrast

One of the design principles: Contrast is used to separate the elements in an ad and to help emphasize the importance of some elements over others.

Simplify

One of the design principles: Less is always more. Fewer elements in an ad help the ad appear less crowded, which brings the focus back to the content.

Focal Point

One of the design principles: The focal point is the dominant element in an advertisement and should have the greatest visual interest in order to draw the attention of the viewer and. the focal is placed in the optical center of the ad. The picture is normally the focus point but fonts, headlines, and logos can also be focal points.

repetition

One of the design principles: Repetition in advertising is used to create consistency between the advertisements. Designers will repeat visual element such as colors, fonts, and layout designs throughout the different media to help create an association between the ads in a campaign.

Owned media

Owned media is all of the media the company owns such as Web sites, Blogs, Facebook pages, Twitter accounts, micro sites, and fan pages.

PUR (persons using radio)

PUR is a media measurement term that describes the number of people listening to the radio at any given time. # of persons with radio on/ # of total ppl in area*100

PUT (Persons Using Television) -

PUT is a media measurement term that describes the number of people watching television at any given time # of ppl with tv on/#of ppl with radio * 100

Paid media

Paid media is traditional media such as television, magazines, radio, newspapers, billboards, direct mail; basically all of the media that you have to pay for you use.

Points

Point size is a standard unit of measurement used to describe the size of a typeface. In advertising any variety of font sizes can be used when creating an ad.

CMKY

Professional printing companies use a color mode known as CMYK or Cyan-Magenta-Yellow-Black to combine color to make all of the colors needed for printing materials. The problem for designers is that documents created in RGB will not look the same with printed out in CMYK; therefore, designers must convert documents into CMYK before printing.167

Record yourself talking.

The form in which we write is much different that the way in which we talk. To better understand this record a casual conversation you have with a friend and listen to it closely. Then take the recorded spoken language and transform it into writing. This exercise will help you better understand the different nuances and techniques we use when we speak as we try to get our points across. Read everything out loud to hear how it sounds. Once you're done writing, read it out loud to someone. They should think that you are just having a conversation with them.170

GRP (Gross Rating Points)

The GRPs are the sum of all rating points in a media schedule. If show A receives a 5 rating, show B receives a 7 rating, and show C receives a 9 rating, the GRP would be 21.

Frame

The advertising layout has a frame around the ad that separates the ad from the items around it and focuses attention of the center portion of the ad. This layout style becomes interesting when the frame is related in someway with what is going on in the ad—for example, a picture of a woman sipping a milkshake through a straw might be places inside a frame of straws.

media mix

The combination of all media used in an advertising plan.

Big Type

The dominant element in this type of layout style is the headline. It uses large fonts that can take up to 75—80% of the ad to get the reader's attention.

Headline

The headline is the key element in print advertising—it works with visuals to communicate the creative concept—many times it is the only part of the ad that people read. David Ogilvy said, "On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar."

format for radio script

The left column—describes the source of sound and is written in all capital letters—for example, ANNOUNCER, SOUND EFFECT, WOMAN 1, or MAN 2. The right column—gives the content of the message and it is written in upper and lower case placed directly across from the source.

Body Copy—

The main text of the advertisement where detailed information, including the features of the product and the call to action, are included.

Picture Window

The most common layout used in advertising—the picture occupies the top half to two-thirds of the ad followed by the headline and then the body copy. The logo and slogan are at the bottom of the ad.

Legibility

The most important thing to remember about selecting a font in advertising is that the font needs to be legible. If the font is difficult to read the reader will simply pass by without even attempting to read the ad.

frequency

The number of times an individual is exposed to an advertising message.

Optical Center

The optical center of an advertisement is where the viewer looks first when looking at the ad. It is little over 1/2 way up the page and it is the starting point for where the eyes travel through an ad. By placing the elements of an ad around the optical center, the designer can dictate where the eyes travel while looking at the ad.

All Art

The picture fills the entire ad in a full bleed with the headline and copy embedded in the picture.

media plan

The plan used to select, purchase, and deliver the media for the advertising campaign to the target market.

Questions—

The question headline poses aquestion to the reader. To be effective the question must be though provoking enough to make the reader actually stop and think about the answer. For example, in an advertisement for poison control two bottles are pictured, one is a bottle of milk with a blue cap and the other is a bottle of bleach with a blue cap, the headline asked, "If you were two years old, could you tell the difference?"

medium

The singular of Media. A medium is a single type of media (e.g., magazines or television).

Gross Impressions

The sum of exposures for all media.

Centered

The text is centered leaving the right and left sides of the paragraph jagged.

Right Aligned

The text is lined straight along the right margin and the left side is left jagged.

Full Justification

The text is lined straight on both the right and left margins. This is the most common text alignment for textbooks and newspapers. Full justification normally requires the use of hyphenations to split words so the columns can be kept straight on both sides.

Left Aligned

The text is lined straightalong the left margin and the right side is left jagged. This is the most common text alignment in advertising.

radio dayparts

The way timeslots are divided throughout the day for radio. Morning Drive 6:01am to 10:00am Daytime 10:01am to 3:00pm Evenings 7:01pm to 12:00am Late Night 12:01pm to 6:00am

Television Dayparts -

The way timeslots are divided throughout the day for television. Early Morning 7:00am to 9:00am Daytime 9:01am to 4:30pm Early Fringe 4:31pm to 6:30pm Prime Access 6:31pm to 7:00pm Primetime 7:01pm to 10:00pm Late News 10:01pm to 10:30pm Late Night 10:31pm to 1:00am

TV storyboard

There are 8—10 frames in a storyboard for a 30 second commercial.

Sound Effects—

These are the elements in the radio ad that make it seem more real.

Sans Serif Font

These fonts are called sans serif because they do not have the tails at the end of each letter and they are blocked at the end (see Figure 2). Toe of the most common sans-serif fonts are Arial and Helvetica.

Associations—

These headline use words and images to make a connection between the brand and something the consumer is familiar with—for example, in an ad for Skintimate After-Shave Gel for women the headline reads, "It's like dessert for your legs."

News—

These headlines announce a product innovation, change, or new feature that is available to the consumer. For example, "Introducing Special K Red Berries—Now with real strawberries right in the box."

Puzzle/Curiosity—

These headlines are intended to make the reader think about the product or situation and want to find out more by reading the rest of the ad. For example, in an ad for a drug free America encouraging parent to know what their children are doing after school, the headline states "Every day after school, my kid likes to ______." The hope is that parents will think about their own children and what they are doing after school.

Write like you are telling a story to a friend.

Think about how you would tell a friend a story about something that happened at work. The story would have a beginning, middle and end with the intention of getting some kind of reaction from your friend. This is the same format for writing copy in an advertisement.

How-To—

This headline tells the consumer how to use the product and how it will solve a problem for them. For example, in an ad for Tide laundry detergent the headline states referring to Tide, "How to get your clothes really clean."

Primetime -

This is the time in the television schedule when the most viewers are watching - Monday-Saturday 8:00pm-11:00pm, Sunday 7:00pm-11:00pm (Eastern Time); Monday-Saturday 7:00pm-10:00pm, Sunday 6:00pm-10:00pm (Central and Mountain Time)

Band

This layout style is divided into two vertical bands—the two bands can be either symmetrical or asymmetrical

Factual

This type of headline simply states a fact about the product that can be proven. For example, in an ad for Max Factor makeup the headline reads, "New Facefinity long wear foundation stays in place for up to 12 hours."

Indirect Benefit—

This type of headline tells the reader how better off he would have been if hehadused the advertised brand. For example, in an ad for Complete contact lenses it says, "If your contact lens solution doesn't lock in moisture, it isn't COMPLETE."

Direct Benefit—

Type of headline: In a direct benefit headline the benefit is presented directly, it's not hidden or hinted to in any way. For example, in an ad for V8 Juice the headline states, "Bottom line, it's good for your heart."

Elements of TV ad

Video—What you see in the ad—it is the most important element in a TV ad because we tend to concentrate more on what we see than what we hear. Audio—Includes the voices, music, and sound effects. Talent /Casting—Includes all of the people who are in the ad, both on and off screen—announcers, spokespeople, characters, and celebrities. Setting and Props—The setting is where the action takes place and the props are all of the elements in the ad that make the ad seem real—the product is the most important prop on the set.

adding visuals help advertisers for the following five reasons

Visuals are better at getting and keeping consumers' attention. Visuals are more easily remembered. Visuals add credibility to the advertising and to the brand—seeing is believing. Visual storytelling is engaging and maintains interest. Pictures communicate faster than written words.

Use examples, similes and metaphors.

We add examples when we are talking to make what we are saying easier to understand. Examples, similes and metaphors not only make our writing sound more conversational it also strengthens the message.

It's OK to start sentences with And or But.

We do this all the time when we speak, so it's OK to do when we write conversationally. It also helps to continue the thought from the previous sentence.

Write in short sentences.

We speak in short sentences because we need to take breaks to breathe, so to match that in conversational writing we should write in short sentences. Short sentences also make it easier for the reader to quickly scan the text for information.

Use contractions.

We speak using contractions, so to write in a conversational style you have to use contractions. It also sounds more natural. Think about an advertisement that says, "Do not wait. These prices will not be here forever."Compared to a sentence using contractions, "Don't wait. These prices won't be here forever." The second sounds like it was spoken and much more natural.

Write in an active voice.

When writing in a passive voice the subject in the sentence is being acted upon (e.g., The place in town where you can get the best ribs is Cubby's). Writing in active voice is when the subject in the sentence is the one performing the action (e.g., Cubby's has the best ribs in town).

Push Strategy

With a push strategy, the marketer attempts to take their products to the consumer, or product information is "pushed" toward the consumers. The term push referrers to all of the work the marketer has to go through to get their product in the consumers' hands. Lays will actively negotiate with retailers to get the best possible shelf and aisle space in the store, they provide retailers with POPs to display their chips and draw consumers' attention, and they reimburse retailers for advertising that highlights their chips.

Write to your target market.

Write in the conversational language of your target market. If you are advertising a product to 12-year-old girls then you need to talk like a 12-year-old girls talk or if you are advertising a product to senior citizens then you need to talk like a senior citizen.

earned media

Your earned media is publicity that comes from non-advertising means such as Facebook comments and likes, Twitter mentions or replies, Vines, reviews, blogs, forums, and any publicity received through promotional activities.

DMA (Designated Marketing Area)

a region comprising of a group of counties that form an exclusive geographic area in the United States in which local television viewing is measured by."

media flowchart

a visual summary of the product's yearlong media plan (see Figure 4). On the far left side each of the different media that will be used in the campaign is shown. Vertically across the top you list each month of the campaign, and along the bottom the monthly totals. On the far right side of the flow chart, you list the total media expenditures for each medium.

Blue

blue is a more calming color associated with stability, soothing, and wisdom

CPM (cost per thousand)

calculates the cost of a particular medium to deliver the advertising message to 1,000 people or homes. cost of ad/impressions * 1000

Radio Ad Length

common lengths are 10, 20, 30, or 60 seconds.most popular length of radio spot is the 60 second. On average there are about 90 words in a 30-second radio spot. No $ diff between 60 and 30 sec radio ad

Syndication

content that has been purchased with the purpose of showing it on local television stations

timing strategies

describes when (which weeks, months, or time of the year) the media will appear. The most common timing strategies are continuous, flighting, and pulsing.

hook

get to know your audience, build rapport with them, and pull them into your presentation. You need to "Hook" them. If you do this successfully they will listen to what you have to say and be attentive throughout your presentation.

Media buyer job

heir job is to negotiate media prices to get the best price and placement possible for their client

How presentation slides should be

make your slides Look Great: avoid stock PowerPoint or Keynote theme templates Select Fonts That are Legible - Make Font Sizes Big Enough To See - Use Quality Photographs and Visuals - Don't Overdo the Images - Use Color Have No More than 4-6 Bullet Points Per Slide - Show Your Bullet Points One at a Time - Only Have Slides Up When You're Talking About Them - Stay Away from Big Paragraphs - Imbed Your Videos Into Your Slides - Limit Slide Animations - Be Consistent - Less Is More -

media objectives

media objectives describe what the company wants to accomplish in terms of delivering the brand message through the media. Media objectives are often stated in terms of reach and frequency, or how many people will be exposed to the advertising message and the number of times they will be exposed to the message. The media objectives should be measureable.

Drive time

primetime of radio advertising. This is when listeners are driving to work (6:00am-10:00am) and driving home from work (3:00pm-7:00pm)

Pull Strategy

promotions are used to motivate consumers to seek out and request the product and either place an order or make a purchase. When a pull strategy is used the consumers become active participants in the process by "pulling" the product from the manufacturer. Examples of a pull strategy include advertising (e.g., television commercials, online ads, magazine ads, billboards), sales promotions (e.g., price deals, coupons, samples

Music—

radio is a musical medium—people tune in to listen to music and music in an ad can also get the target's attention, which may move them to listen to the advertising message.

Red

red is associated with excitement, passion, and love;

Advantages of Advertising Online

Targeted ,TWO-WAY CONVERSATION,Easy to Track,Feedback ,Cost Effective

Advantages of Magazine Advertising

Targeted,Long Life,Pass-Along Readers,High Production Quality

4 categories of gestures

Descriptive Gestures - used to help the audience understand comparisons and contrasts and to visualize size, shape, movement, location, function, and number of objects. For example, if you are talking about five advertising objectives, you could raise five fingers. Emphatic Gestures - they indicate earnestness and conviction such as a clinched fist, indicating a strong feeling of conviction. Suggestive Gestures - these are gestures that symbolize ideas and emotions such as shrugging shoulders to indicate perplexity, or a frown to indicate sadness. Prompting Gestures - used to evoke a desired response from the audience such as wanting the audience to applaud, so you start the applauding yourself.

Disadvantages of MobileAdvertising

Different Operating Systems— Privacy Issues— Limited Message— Consumer Frustration—

4 types of premiums

Direct Premium - The incentive item is given when the product is purchased. When a woman is shopping at Dillard's and she purchases $50 of Clinique makeup, she receives a Clinique tote bag free In-Pack - The manufacturer places the premium inside the package. On-Pack - The manufacturer places the premium on the outside of the package and attaches it with a plastic band or shrink-wrap. Sometimes Colgate will attach a free toothbrush to a box of toothpaste. Container - The actual container the product comes in is the premium. Cookie and cracker manufacturers will sometimes place their product in a decorative collector tin that can be saved and reused.

Price Deals - A temporary reduction in the normal price of the product. There are three major types of price deals: discounts, bonus packs, and banded packs.

Discounts - A monetary discount (e.g., 50¢) or percentage discount Bonus Packs - An additional amount of the product is provided for free when the normal size is purchased Banded Packs - A larger number of products are sold together at a lower price than if each item was purchased individually.

WHAT NOT TO DO WHEN PRESENTING

Don't Read the Slides - Don't Talk to the Slides - Don't "Umm" Through the Presentation - . Don't Ramble - Don't "Wing It" - Don't Announce That You Made a Mistake - . Turn the Music Down - Don't Stand in Front of the Slides

It's OK to end sentences with prepositions.

Ending a sentence with a preposition(e.g., of, in, or on) may seem grammatically incorrect, but it's a great way to make your writing sound conversational.

"Dos" that your presentation team should do when making a presentation.

Have Lots of Energy - Remember Your Purpose - Don't forget the reason you are pitching to your client - you want them to select your agency to work with and run their advertising campaign. Everything you do and say during the presentation should be with this purpose in mind. Don't get off track by telling unrelated stories, rambling on about facts or information that have nothing to do with the campaign, or discussing things that move the client's concentration away from your agency and campaign. Start Strong (The Hook) - Spread the Presentation Around - The Presentation Should Flow Like a Story Separate Your Team From All the Others

Humor—

Humorous headlines can be used because they are a great way to get attention and create a positive attitude toward the brand. But to be really effective they must be funny. If it's not funny the target market will not read the ad, and they may develop a negative attitude about the brand.

Axial

In this layout style the elements are placed on the page in the form of a wheel or circle with an axial or hub as a center point.

Disadvantages of Advertising on the Radio

Inattention,Clutter ,Lack of Visuals,Scheduling

Mondrian

Inspired by Dutch painter Piet Mondrian, this format uses a combination of vertical and horizontal lines to create rectangles of various shapes and sizes where pictures and copy are placed.

WHY BRANDS USE SALES PROMOTIONS

Promotions are an excellent way for a company to introduce a new product and get it into the hands of the consumers. Sales promotions are an excellent way for a company to stimulate business and sales for their brand. Promotions are an excellent way for a brand to get consumers' attention. Sales promotions are a great way to get rid of the old stock before the new stock hits the shelves. Promotional products tend to stick around and continue to advertise for a long period of time. Promotions keep the consumers using the brand and not trying other competitive brands. Promotions encourage brand loyalty. Promotions can be targeted to a specific segment of the target market. Promotions attract the attention of large audiences that may not be part of the target market. Promotions can be easily measured and evaluated.

Disadvantages of Alternative Media

Reach is Low— Hard to Track—

reach

Reach is a measurement of the number of people exposed, at least once, by an advertising message.

Serif Font

Serifs are the small lines at the end of each letter (see Figure 1). Serif fonts are most often used for the body copy in an advertisement and the text in your advertising plans book. Serif fonts are most closely associated with old style lettering dating back to the 1400s and Johannes Gutenberg.168 Two of the most common serif fonts are Times New Roman and Baskerville.

share

Share is the percentage of the televisions tuned into a particular program based only on the televisions actually in use. If 2,400 people are watching television during the 8:00pm to 9:00pm hour and 600 of them are tuned into a particular program, that program would receive 25 share. Share is calculated as follows: # of ppl watching show/ # of ppl with tv on

ADVANTAGES OF ADVERTISING ON TELEVISION

Sight, Sound, and Motion. Emotion. Formats and Targeting. Creativity. Demonstration

Incorporate slang.

Slag is cultural and generational. Using slag words not only makes your writing sound more conversational it also makes it appear more authentic.

RGB

Standing for Red-Green-Blue, RGB combines these three primary colors to create a wide variety of colors. This is the color scheme that is associated with electronic devices such as monitors, digital cameras, and scanners. Computer designers use RGB because it can produce the widest spectrum of colors and colors that are more brilliant and vivid.166

Price Match Programs -

Stores will offer this promotion to compete directly with their competition. The store guarantees to match a competitor's price on an identical product.

Subheads—

Subsection headlines are used to break up large blocks of copy.

extemporaneous speaking

style of speaking advertisers use when pitching. falls somewhere between manuscript speaking and memorized speaking. The extemporaneous speaker is well prepared, practices well in advance, and is conscious of all aspects of the speech.. instead of memorizing or reading the speech, extemporaneous speakers use a key word or phrase outline. The outline is an abbreviated version of the presentation that contains words or short phrases to spark the presenter's attention reminding him/her of what comes next in the presentation. An extemporaneous presentation sounds spontaneous and natural as if you are having a casual conversation with your audience

Media planner's job

take the advertising message and present it to the right people, in the right place, and at the right time.246

Voice—

the voices of the people speaking—this is the most important element because it is what makes radio different from other types of advertising

PURPOSES OF PROMOTIONS

to build awareness, create interest, provide information, stimulate demand, or to reinforce the brand.

CPP (cost per point)

way media professionals compare prices between broadcast media by showing the cost of each rating point cost of television spot/rating

Zapping

when the viewer changes channels when the commercials come on.

Zipping

when viewers fast-forward through the commercials on shows they have previously recorded