Marketing PlanandAdvertisements

Shark Tank, Week 3, 2014

Relevant facts●Advertisers spend about $200

billion a year on TV advertising ●The average cost for Super Bowl

ads is $2.6 million per 30 second spot

●The average American watches about 24,000 TV commercials a year

http://television-commercial.net/

Objectives

• You will be able to:– Identify key forms of advertising– Analyze the impact of advertising– Formulate your own opinion about the

benefits and drawbacks of advertising.– Recognize methods of persuasion used in

advertising– Evaluate multiple ads techniques

First Things First…

• Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action.

~(Top Print Ads for 2013-2014 AdWeek)

Types of Advertising

• Direct mail advertising: printed advertising sent through mail directly to your home.

Types of Advertising

●Radio or TV Advertisements: purchase “air time” to run an ad.

Classic Radio Ads

Best Superbowl Ads

Types of Advertising

• Web page ads; e-mail ads; pop-ups intended to attract web traffic and email addresses. Appear like stand alone websites

• Billboards and signs present large advertisements to passing pedestrians and drivers. They show large, witty slogans, and distinctive visuals.

Types of Advertising

• Infomercials: TV or radio ads that run 30 min. or longer and are designed to resemble programming.

Pajama Jeans

Advertisement Evaluation - Your Turn!

You will Evaluate 3 of the 5 Advertisements shown to you in your groups. You will need a recorder and a timekeeper.

http://www.youtube.com/watch?v=O1w_wDhpugw

1.Coke- 1:08

2.Green Police- 2:42

3.Human Chain- 3:45

Advertisement Requirements

HEADLINE - The large print words that first attract a person eye, usually found at the top of a page.

SUBHEAD - The optional addition to the headline that provides more detail. It is usually below the headline.

BODY- The main text, set in a readable size, the same as you might find a book or magazine.

VISUAL - An illustration that makes a visual statement.

CAPTION - This is attached to the visual, to explain or discuss it.

Advertisement Requirements Continued...

LOGO*- A Unique design that represents your product. This was made last week.

SIGNATURE*- The company’s trademark version of its name. The Name of your company in a specific distinctive FONT, COLOR and STYLE. This was made last week.

SLOGAN*- A short phrase to remember your product. This was made last week .

Evaluating Advertisements

Winner of 2010 Best TV Advertisement Award

Rules for evaluating advertisements

Ask yourself basic questions

▪ Does the ad appeal to your emotions?

▪ Look beyond the appeal to find out what the ad really says (or doesn’t say) about the product or service.

▪ What are the special features of the product?

▪ Are these features necessary?

As you read, listen to, or watch advertisements...

▪ Search for fraud and deception in the ad.

▪ Be alert to ads that are misleading (those that make unreasonable claims about the product or service).

▪ Read the fine print, or listen carefully.