SEM 3.03 & 3.04 COMPONENTS OF ADVERTISEMEN S

Transcript:SEM 3.03 & 3.04 COMPONENTS OF ADVERTISEMEN S:
SEM 3.03 & 3.04 COMPONENTS OF ADVERTISEMEN S ONLINE ADVERTISING DIRECT MAIL 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. 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. 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” AD COPY 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. 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. 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. 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. ONLINE ADVERTISING - BANNER ADS Most banner ads are interactive, which means they involve two-way communication.