Advertising

Learning Goals

!  I will be able to identify a customer target group and determine their needs and wants

!  I will be able to develop a marketing strategy that is appropriate to the target group an event of activity

Target Market – What is it?

!  a particular group of consumers at which a product or service is aimed

!  What are some different target markets?

!  Describe some ideals that each group has?

Types of Advertisements !   Informative ad – when ads try to seem official and more credible

by giving information to the audience (e.g. red river ad)

!  Product introduction ad – when company’s are introducing new products to the market (e.g. Ipad ad)

!  Persuasive ad – ads trying to persuade the audience to buy a specific product (Doritos ad)

!  Brand reinforcement ads – designed to remind the audience of an already well established brand. These do not sell a specific product. (e.g. McDonalds)

Forms of Advertisements !  Print – magazine ads, newspaper ads,

brochures, fliers

!  Outdoor – billboards, kiosks

!  Broadcast – television, radio, internet

Advertising Strategies

!  Heart Strings !  Shock Value !  Star Power !  Family Fun !  Ideal Children !  Humour

A.I.D.A. !  A – Getting attention e.g. you stop and look at

the ad for the car !  I – Holding interest e.g. you read about the cars

features !  D – Creating desire e.g. you imagine what it

might be like to own a car like that !  A – Getting action e.g. you visit your local car

dealership and buy the car.

On Youtube watch 2 ads and answer the following questions

Some good brand suggestions are stride gum, trident gum, mars bars, snickers bars, nike, Mc Donald’s (but it is entirely up to you what you watch)

!  Did this advertisement meet all the AIDA criteria?

!  What was the message in the advertisement?

!  Create a T-chart listing the pro’s and con’s of the ad. Was this advertisement effective?

!  Which advertisement was more effective? Why?

!  List 2 things you liked and 2 things you didn’t about each ad that you watched.

Explicit vs Implicit Messages

!  Explicit – message that is stated clearly in the ad

!  Implicit – what is implied in the ads message

!  https://www.youtube.com/watch?v=OtWRCIkFl00 - watch ad. What was the implicit message? What was the explicit message

Workplace Health and Safety Ads !  https://www.youtube.com/watch?v=tN2gpRcFKAQ

(watch the video and answer the questions

!  What does the tag line – “There are no accidents” imply?

!  Why does an image of an accident victim in a public service announcement focus your attention on safety practices?

Use of colour in ads

Company’s use colour placement as a strategy to get a message across and guide your eyes.

For each ad on the following slide answer the questions:

- What part of the ad first catches your eye?

- Where does your gaze travel after your first look?

- Why do you think colour use is an effective way to sell a product?

Colour in Ads

Use of text in ads

!  Creative text use is also a good way to get a message across.

!  For each picture on the following slide: –  Describe how the ad has effectively used text to get

a message across and catch your attention.

Text in Ads

Watch 2 more ads on Youtube and answer the questions

!  Some suggestions- Ipad, Ipod, Doritos, Audi, Career Builder, Axe, Van, Dove, house hippo

!  Target Audience? !  Implicit or Explicit Message? !  Type? (informative, persuasive, brand reinforcement,

product information !  Strategy? (Heart Strings, Shock Value, Star Power,

Family Fun, Ideal Children, Humour)