Advertising

ADVERTISING

I. 4 elements of Trade

• Message
• Media
• Makeup
• Management

II. The message

• Information explaining the product, service or trend
• Should reflect an audience's style, needs & desires

III. The Meaning of Message

• Needs excellent writing (to be articulate)
• Language is used to gain knowledge

IV. Goals of Message

• Attract attention
• Arouse interest
• Create desire
• Incite action
• Give information about how it can improve lives
• Customers will make a purchase based on understanding of the features & benefits

V. Ad appeals include

• Humor
• Emotion
• Sex
• Testimony (an account of how it changed an individual)
• Bandwagon (because everyone else is buying it)
• Comparison
• Economy
• Prestige (claiming to be the best)