SELLING

Advertising

THE ART OF SELLING

Product, Place, Price &Promotion

• We need to always keep in the back of our mind the goals and tasks of promotion.

• In product promotion our job is to ultimately target the customer so that they can make a purchasing decision.

Goals of Promotion

Inform – Persuade – Remind

INFORM– Increasing awareness of a new

product – Explain how the product works– Suggest new uses for a product– Building a companies image

Persuading– Encouraging the consumer that they are

making the right decision / encourage brand switching (Pepsi vs. Coke)

– We can change the customers perception of product attributes (generic brands)

– Encourage customers to buy NOW!

Remind– Letting others know our product may be

needed in the near future– Where to buy the product and when to

get it (seasonal stores)– We maintain awareness– Let others know our product may be

needed in the near future– Where to buy the product and when to

get it (seasonal stores participate In this)– We maintain awareness

Inform-Persuade-Remind

• InformingWELL WATER

A.A. • Persuading

SEX-SELLS GREAT-WALL FLU SEATBELT

• Remind B.K. Q-POUNDER McDonalds

Inform – Persuade – Remind

When we create advertisements we should

consider (always) informing / persuading and reminding our audience of our product.

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When we create advertisements we should have: AIDA

AttentionInterest DesireAction

Attention

• As advertisers we have to capture interest of potential consumers.

• We have to remember that once we have someone's attention we need to have them remember the product to.

NOT SO BRIGHT

Interest• After attention comes Interest. • Making someone aware of the product does

not automatically create interest• We have to create Interest this can be done

by offering samples, coupons, discounts to try the product, introductory price offers.

KABOOM!SNUGGY

Desire• Once Attention and Interest are

acquired we then create Desire.• Consider desire as the final push, it

is what might push the consumer into making a buy.

• This is done by promoting extra features that may appeal to the consumer. (easy to open, value for money, taste...

WENDYS

Action• We have created Attention, Interest,

and desire, now Action

• Here we actually have made the consumer make a purchase!

• Coupons, premiums and trial packages may be ways to have a consumer make that final sale.

AIDATHE BEST AD SO FAR ASPRAY

• To Inform is to tell about a product

• To Persuade is to “buy my brand, not my competitor’s”

• To Remind is to keep my name in the public eye

• Attention• advertiser creates

attention, grabs your attention?

• Interest• Maintaining your interest?

Desire• If you had money would

you be encouraged to make a purchase?

• Action• Force you into action?

Snuggie vs SlanketA story about how advertising using AIDA turns nothing products into a multi-million

dollar industry.

Informercial Assignment

• Your task, in a group of three or four, is to create an infomercial to sell a product of your choice. Your infomercial will be shown in class and should demonstrate all of the steps of the sale. Your goal is to make this fun and interesting for your audience and also to encourage the audience to buy the product.

THE TOPIC OF

Print Advertising

Print Advertising

• Developing Print Advertisements – Ads HAVE! To have the following 4

parts

1. Headline2. Copy3. Illustration 4. Signature

Print Advertising

Headline

Illustration

Copy

Signature

Print Advertising

• Headline

– Grabs the readers attention (most people only look at headlines)

– Action words work well– Headlines need to create interest– Encourages the reader to look at the rest of the

ad – The purpose of a headline is to bring the

reader into the ad so then they can see the benefit

Print Advertising

• Headlines

– Need to be short and sweet, brief

– No more than 7 words

– Headlines should have a main focus or idea

Print Advertising

• Headline Writing Techniques

1. Alliteration – repeating consonant sounds (win with wireless)

2. Paradox – contradictions that could be true (too hot to handle)

3. Rhyme – (Bounty – the quicker picker upper) 4. Pun – humorous use of words (beauty and the

beef)5. Play on words – (for soft babies and baby soft

hands)

Print Advertising

We talked about Headline now….

1. Headline2. Copy

3. Illustration 4. Signature

Print Advertising

• Copy

– Copy is the selling message in a written advertisement

– The copy stresses the benefits and features of the product

Print Advertising

Copy

Print Advertising

• Copy

– A good copy should also be as direct as possible, not too long not too short

– It should create awareness (testimonials are good at that, cite studies, statistics….) this gives value

– Develop interest

Print Advertising

• Copy

– Create value in a copy by telling the reader the who, what, when, why, where and how of your product

– Use key words in your copy like introduce, save, easy, now….action words

– When considering a copy consider the last line should create action (act today, call now…..)

Print Advertising

• Illustration

Print Advertising

• Illustration

– Two types: Photograph or Drawing

– Photographs:– Photographs are great when creating a

sense of reality– Photographs are important if you need

to show detail

Print Advertising

• Illustration

– Drawing

– Drawings are great so show the reader part of the product and detail

– Computer Graphic design is now a large part of print advertising

Print Advertising (drawing)

Print Advertising

•Signature

Signature

Print Advertising

•Signature

– A signature is a logo

– Symbols or slogans

– Usually includes business name , address, telephone……

Print Advertising AD Assignment

•Create an Ad Assignment

• Create a rough draft. • Then create a professional looking ad.• The expectation is that your work will be of high

professional quality. These ads will be used to help you at a later date…

• Can be for an Belleville business• Use In-design, Photoshop or Word to create your

assignment.

EXAMPLES OF PRINT ADS

• Example 1• Example 2• Example 3• Example 4• Example 5• Example 6• Example 7• Example 8• Example 9• Example 10

• Example 11• Example 12• Example 13• Example 14