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Making a Great Ad
What makes a great ad?
Characteristics of Great Ads
Strategically Sound refers to ______________________
______________________
______________________
______________________
Strong Concept refers to ______________________
______________________
______________________
Execution refers to
_______________________
______________________
______________________
Part 1: What advertising is and what it can be.
Advertising is...
"the paid, nonpersonal communication of information about products or ideas by an identified sponsor through
the mass media in an effort to persuade or influence behavior."
- Paid
- nonpersonal
- about tangible or intangible ideas or products
- identified sponsor
- via mass media
- objective is to persuade or influence
How to Classify Advertising
- Target Audience
- Household consumers
- Business
- Trade
- Professionals
- Geographic Area
- Global
- International
- National
- Regional
- Local
- Media
- Purpose or Function
- stimulate market
- produce quick responses
- promote demand for an entire product class
- profit
- create a positive attitude toward the seller or a positive image of a company
Types of Ads
- Product vs. Nonproduct
- Commercial vs. Noncommercial
- Primary demand vs. Selective demand
- Direct response vs. Delayed response
- Others (not in book)
- retail
- political
- directory
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