Forms and Techniques
in Advertising
Sports and Entertainment Marketing
Think About It!!
What is the difference
between mass
advertising and
target advertising?
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Objectives of Advertising
Build brand awareness
Increase awareness of product/service
Increase sales/attendance
Enhance company image
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Types of Media
Broadcast
Media
Print
Media
Online
Media
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Broadcast Media
Advertising
using television
and radio
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Broadcast Media
Television Advertising
Advantages
• Most effective medium for
demonstrating product use
• Offers color, music, sound
• Market specific
Disadvantages
• Highest production costs
• DVR and online viewing
• Very short message
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Broadcast Media
Radio Advertising
Advantages
• Reaches consumers on the go
– captive audience
• Target specific market
• Low cost
Disadvantages
• Products can’t be seen
• Very short message
• Distractions while listening
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Print Media
Advertising that
is written for the
market to read
and interpret
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Print Media
Advantages
• Reaches large market
• Can be very targeted
• High quality print
• Long life span
Disadvantages
• High production cost
• Long lead time
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Print Media
Advantages
• Very selective target
market
• Personal approach
• Can use color, samples,
etc.
Disadvantages
• A lot of waste
• Expensive for large
mailings
• Considered “junk mail”
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Print Media
Advantages
• 24-7 visibility
• Cheapest media
• Seen by large audience
Disadvantages
• Very brief message
• Can’t select audience
• Distractions when
viewing
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Online Advertising
 Quickly becoming the
most popular form of
media
 Reaches consumers
through mediums such
as social networking
sites, email, pop up
advertisements, and
videos
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Online Media
Advantages
• Reaches consumers real
time
• Can be very targeted
• Tracking cookies
• Reaches a large market
Disadvantages
• Seen as “spam” – annoying
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How do you know if it worked?
 Did the advertisement increase awareness,
attendance or sales?
 How can a business get feedback?
 Social media
 Customer surveys
 Press coverage
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Pop-Quiz: Let’s See What You Know
1. Identify the four types of media.
2. What advertising media is growing
more rapidly than others? Why?
3. Which specific media has the most
waste?
4. Which type of media is best for
product demonstration?
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Elements of a Print Ad
Headline
Copy
Illustration
Signature
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Headline
The saying that gets the readers
attention
Usually the largest font
Contain 7 words or less
80% of readers ONLY read the
headline
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Headline
Often uses catchy techniques to attract
customers
Alliteration: Repeating initial consonant sounds
Paradox: A seeming contradiction that could be true
Rhyme: “The Quicker Picker-Upper!”
Pun: A humorous use of a word that suggests two or
more of its meanings
Play on Words: “For Soft Babies and Baby Soft Hands”
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Copy
The selling message or “fine
print”
Clarifies and expands on the
Headline
Should be simple and direct
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Types of Copy
 Features – physical characteristic
 Benefits – advantage the feature offers
 Claims – saying your product does something w/o factual proof
 Comparisons – between product with competitors product
 Uses – recipes, ways to utilize the product
 Testimonials – third party sharing positive experience
 Endorsements – paid celebrity or company recommendation
 Action – asks customer to act immediately
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Illustration
The picture that attracts the
customers attention
Photograph, drawing, graph
or chart
Should project an
appropriate image for the
product
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Signature/Identification
Distinctive identification for a
business
Name, logo, slogan
Contact information
Web address, phone number,
street address
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Sample Print Advertisement
Headline
Illustration
Copy
Identification
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Sample Print Advertisement
Illustration
Headline
Copy
Identification
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