SEM 3.03 & 3.04 COMPONENTS OF ADVERTISEMEN S - PowerPoint Presentation

Slide1

SEM 3.03 & 3.04

COMPONENTS OF ADVERTISEMEN S

ONLINE ADVERTISING

DIRECT MAILSlide2

PARTS OF AN AD

When the illustration (art-work) is eye-catching, it attracts the reader's attention to the headline and copy.

White space is the blank space between the elements of an

ad. Business identification is the part of an advertisement that identifies the advertiser and may include additional information about the business.Slide3

AD COPY

Copy (text) that tells readers different ways they

can use

the product is focusing on the product's uses. If an advertiser gives factual information about the product, the copy is focusing on the product's features.Advertisers use statements such as "Only 3 days left" in their copy to encourage readers to take action. Copy that makes a general or specific statement about the product is

making a claim

. Slide4

AD COPY

Copy is the

text

of an advertisement that delivers the sales message. Because the product is so complex, its features should be described in the advertisement's copy. A slogan is a phrase that is easy to remember. An illustration

is a photograph, drawing, painting, or

graphic.

The

headline

is the text set in large type and is usually positioned at the top of an ad.

“You are in good hands with Allstate”Slide5

AD COPYSlide6

DIRECT-MAIL MARKETING

Effective direct-mail marketing campaigns typically include a

call to action

, which is essentially an incentive that encourages customers to respond and take some action. Unless the direct-mail marketing campaign is extremely well planned and targeted at exactly the right customers, it is likely not to be highly cost-efficient. Slide7

DIRECT-MAIL MARKETING

Direct mail is

difficult to track

unless customers are required to bring the ad/coupon to the business to take advantage of a special offer/discount. Even then, it is often difficult to determine all pertinent demographics regarding the respondents. Slide8

DIRECT-MAIL MARKETING

To be successful, direct mail should be

BRIEF, not

detailed. Customers should not have to spend a lot of time reading/studying the mail. Instead, the mailer should get its message across to customers as simply and

quickly as possible

.Slide9

DIRECT MARKETING

Direct marketing

can be targeted

to those customers who are

most likely to buy

. Examples of direct marketing include e-mail marketing, telemarketing,

mailshots

, SMS, and social media.

Advertising, publicity, and sales promotion

CANNOT

be targeted to the extent of direct marketing.Slide10

ONLINE ADVERTISING - BANNER ADS

Most banner ads are

interactive

, which means they involve two-way communication. Users are able to click on the ad and be linked to the advertiser's home page.

Users also may click on a portion of the ad to obtain additional info.,

download coupons

or other specials, or link to related sites. Slide11

ONLINE ADVERTISING - BANNER ADS

Banner ads are

NOT

restrictive/selective because they are available to all users who access the site. The ads may, or may not, be productive depending on whether

or not they

appeal to consumers.Slide12

ONLINE ADVERTISING

Advertising online is very similar to traditional advertising and is intended to serve the same purpose. The most common forms of online advertising are banner ads, button, and pop-ups;

however, sponsorships are gaining in popularity. Slide13

ONLINE ADVERTISING

When

a business

sponsors a web site

, it pays for its name, and often a message, to appear on the site. Every time someone visits the site, they see the name and are reminded of the business.

Hosting chat rooms is

NOT

an example of online advertising.Slide14

ONLINE ADVERTISING

Many types of businesses in the sport/event industry, including retailers, use online advertisements to promote their products. Slide15

ONLINE ADVERTISING

For example, ski and snowboard enthusiasts are likely to spend their leisure or vacation time on the ski and snowboard slopes, which often have lodging facilities.

A

snowboard retailer might place a banner ad on a nearby

ski resort's

web site to promote its snowboarding products with the goal of attracting the snowboard enthusiasts to the store. Slide16

COMMON INTERESTS

Businesses are most likely to advertise on web sites that have an

interest

in their products. A tire producer would likely advertise its products (tires) on auto-racing web sites such as NASCAR or the Sports Car Driving Association. Slide17

COMMON INTERESTS

Because of their

common interest

in cars, auto-racing enthusiasts are more likely to pay attention to automobile tire ads than are marathon runners, fitness trainers, and tennis fans.Slide18

MULTIMEDIA MESSAGING SERVICES

Multimedia messaging services (MMS) allow individuals and businesses to send rich-media messages to cell phones. These messages may contain text,

graphics, sound, and video.

Short messaging services (SMS) also allow individuals and businesses to send messages via cell phones, but SMS messages only contain text—not images or graphics. Slide19

MULTIMEDIA MESSAGING SERVICES

Since

Willmer's

Hotel wants to send brief videos in these messages to customers' cell phones, it needs to use the more sophisticated of the two types of mobile messaging services—MMS.Slide20

TEXT MESSAGES WITH COUPONS

Currently, the mobile market is accustomed to receiving text messages on their phones. Attaching a

coupon/discount

to the text message has been shown to get greater response than messages without coupons.

Rich media may be the future for mobile advertising, but it's

NOT

there, yet. Cross-platform campaigns indicate the message/advertisement will be used in multiple media. Research indicates mobile ads are more effective when they are designed specifically for that medium, rather than for multiple media. Slide21

QUICK RESPONSE CODES

The evolution of the

smartphone

has provided businesses with another way to connect with their customers. Quick-response codes are similar to bar codes but look like a matrix of boxes or squares. Businesses often place quick-response codes in newspaper/magazine ads and on signs or other printed materials. Individuals use applications on their

smartphones

to scan the code. The code might contain a URL to the business's web site or a coupon for discounted merchandise or services. Slide22

MOTIVATE CUSTOMERS TO BUY

The electronic media include TV, radio, and the Internet. Many sport/entertainment events appear on the electronic media and are viewed by consumers throughout the world.

This benefits the S/E industries because the coverage motivates consumers to buy tickets to events/merchandise. S/E industries often advertise on the electronic media. S/E industries

DO NOT USE

electronic media to encourage athletes to participate or to conduct worldwide research.Slide23

SELLING BROADCAST RIGHTS

One way that professional sport teams earn money for their organizations is by selling broadcasting rights to television networks, which air the games on television.

Sponsoring charitable events, participating in merchandising programs, and promoting the games on its web site are

NOT revenue sources that involve broadcasting sport events on television. Slide24

FANTASY SPORTS

Many professional sport organizations (e.g., NASCAR) and media outlets (e.g., ESPN) are using

fantasy sport games to attract fans to their web sites.

Because fantasy sports are so popular, they have evolved into a growing industry. Many entrepreneurs have started their own businesses by offering different versions of fantasy sport games and information sites that help the “owners” build their dream teams. Slide25

HTML TEXT

To be indexed and included in search-engine results, web sites must be search-friendly. They must be visible to search engine spiders that travel the Internet and store data about different web sites.

Search engine spiders are most likely to see and index web sites consisting of HTML text properly. HTML (Hypertext Markup Language), is the language generally used for encoding documents posted to the World Wide Web. Slide26

HTML TEXT

Although some spiders can see non-HTML content, most do not see Java applets, Flash files, or images accurately.

Web sites that consist mainly of non-HTML files are unlikely to be ranked highly in search-engine results—if they are included in the search-engine results at all.Slide27

REVIEWSlide28

72. Which of the following statements regarding direct-mail marketing campaigns is true:

A. They should contain detailed data

B. They are highly cost-efficient C. They are easy to track

D. They should include a call to actionSlide29

73 74 75 76 77 78 79 80 81

72.

Which of the following statements regarding direct-mail marketing campaigns is true:

A. They should contain detailed data B. They are highly cost-efficient

C. They are easy to track

D. They should include a call to actionSlide30

73. Which of the following best enables marketers

to target

specific groups of customers so that the marketers can focus their promotional efforts to get the best results:

A. Advertising

B. Direct marketing

C. PublicityD. Sales promotion Slide31

73. Which of the following best enables marketers

to target

specific groups of customers so that the marketers can focus their promotional efforts to get the best results:

A. Advertising

B. Direct marketing

C. Publicity

D. Sales promotionSlide32

74. Which of the following is a characteristic of most online banner advertisements:

A. Productive

B. Restrictive

C. SelectiveD. InteractiveSlide33

74. Which of the following is a characteristic of most online banner advertisements:

A. Productive

B. Restrictive

C. SelectiveD. InteractiveSlide34

75. Which of the following is an example of online advertising:

A. Hosting chat rooms

B. Providing information

C. Sponsoring a web siteD. Giving away giftsSlide35

75. Which of the following is an example of online advertising:

A. Hosting chat rooms

B. Providing information

C. Sponsoring a web siteD. Giving away giftsSlide36

76. Which of the following types of sport/event businesses would be most likely to place an advertisement on a ski resort’s web site?

A. Shoe manufacturer

B. Snowboard retailer

C. Cross-training equipment distributorD. Rock-climbing boot retailerSlide37

76. Which of the following types of sport/event businesses would be most likely to place an advertisement on a ski resort’s web site?

A. Shoe manufacturer

B. Snowboard retailer

C. Cross-training equipment distributorD. Rock-climbing boot retailerSlide38

77. A tire producer is most likely to advertise its products on a website that interests:

A. Fitness trainers

B. Marathon runners

C. Auto racing enthusiastsD. Tennis fansSlide39

77. A tire producer is most likely to advertise its products on a website that interests:

A. Fitness trainers

B. Marathon runners

C. Auto racing enthusiastsD. Tennis fansSlide40

78. The part of a print advertisement that is often noticed first by readers is the:

A. Business identification

B. Illustration

C. White spaceD. CopySlide41

78. The part of a print advertisement that is often noticed first by readers is the:

A. Business identification

B. Illustration

C. White spaceD. CopySlide42

79. When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out the product’s:

A. Uses

B. Producer

C. PriceD. FeaturesSlide43

79. When Arm and Hammer advertises that its baking soda gets rid of odors in refrigerators, its ad copy is pointing out the product’s:

A. Uses

B. Producer

C. PriceD. FeaturesSlide44

80. Advertising copy that states “only 3 days left” is trying to:

A. Encourage action

B. Describe features

C. Identify benefitsD. Make a claimSlide45

80. Advertising copy that states “only 3 days left” is trying to:

A. Encourage action

B. Describe features

C. Identify benefitsD. Make a claimSlide46

81. Computers are complex products and have features that need to be explained. Which of the following elements would be crucial to include in an advertisement for a new computer:

A. Slogan

B. Headline

C. Copy

D. IllustrationSlide47

81. Computers are complex products and have features that need to be explained. Which of the following elements would be crucial to include in an advertisement for a new computer:

A. Slogan

B. Headline

C. Copy

D. IllustrationSlide48

21. (2) To generate excitement about its newly remodeled facilities, Wilmer's Hotel plans to send advertising messages to past guests via their cell phones. Each message will contain a brief video showcasing new features/services the hotel offers. Which type of mobile messaging service should Wilmer's use?

A. Complex messaging services (CMS)

B. Short messaging services (SMS)

C. Multimedia messaging services (MMS)

D. Digitized messaging services (DMS)Slide49

21. (2) To generate excitement about its newly remodeled facilities, Wilmer's Hotel plans to send advertising messages to past guests via their cell phones. Each will contain

a video

showcasing new features/services the hotel offers. Which type of mobile messaging service should Wilmer's use?

A. Complex messaging services (CMS)

B. Short messaging services (SMS)

C. Multimedia messaging services (MMS)

D. Digitized messaging services (DMS)Slide50

22 (2). Currently, which of the following mobile advertising strategies has been most successful:

A. Rich media

B. Text message with coupon

C. Cross platform

D. Banner ad campaignSlide51

22 (2). Currently, which of the following mobile advertising strategies has been most successful:

A. Rich media

B. Text message with coupon

C. Cross platform

D. Banner ad campaignSlide52

23 (2). A business places a matrix on a promotional sign that potential customers can scan with their

smartphones

. After scanning the matrix, potential customers have digital “coupons” in their

smartphones, which they use to obtain discounted products at the point of purchase. This form of mobile advertising involves the use of:

A. Cable-network tags

B. Reverse-messaging features

C. Receipt-verification application

D. Quick-response codesSlide53

23 (2). A business places a matrix on a promotional sign that potential customers can scan with their

smartphones

. After scanning the matrix, potential customers have digital “coupons” in their

smartphones, which they use to obtain discounted products at the point of purchase. This form of mobile advertising involves the use of:

A. Cable-network tags

B. Reverse-messaging features

C. Receipt-verification application

D. Quick-response codesSlide54

25 (2). Sport/event industries often use the electronic media to:

A. Conduct worldwide search

B. Attract advertising support

C. Encourage athletes to participate

D. Motivate consumers to buySlide55

25 (2). Sport/event industries often use the electronic media to:

A. Conduct worldwide search

B. Attract advertising support

C. Encourage athletes to participate

D. Motivate consumers to buySlide56

26 (2). How does a professional sport team earn revenue when it permits its games to appear on television?

A. Participating in merchandising programs

B. Sponsoring charitable events

C. Selling broadcast rights

D. Promoting the games on its web siteSlide57

26 (2). How does a professional sport team earn revenue when it permits its games to appear on television?

A. Participating in merchandising programs

B. Sponsoring charitable events

C. Selling broadcast rights

D. Promoting the games on its web siteSlide58

27 (2). To attract fans to their web sites, professional sport organizations, media outlets, and entrepreneurs offer online simulations that allow fans to build their own sport teams & compete against other fans’ sport teams. The growing industry is referred to as:

A. Online exchange

B. Data interchange

C. Game works

D. Fantasy sportsSlide59

27 (2). To attract fans to their web sites, professional sport organizations, media outlets, and entrepreneurs offer online simulations that allow fans to build their own sport teams & compete against other fans’ sport teams. The growing industry is referred to as:

A. Online exchange

B. Data interchange

C. Game works

D. Fantasy sportsSlide60

84 (2). Which of the following is most likely to be visible to search engine spiders:

A. Flash files

B. Java applets

C. HTML text

D. ImagesSlide61

84 (2). Which of the following is most likely to be visible to search engine spiders:

A. Flash files

B. Java applets

C. HTML text

D. Images