Media and Information Literacy

Advertising
What is Advertising?
What is Advertising?
➢Advertising is a means of
communication with the users of a
product or service.
➢Advertisement are messages paid for
by those who send them and are
intended to inform or influence
people who receive them
Advertising Industry is made up of
➢companies that advertise,
➢agencies that create the advertisement,
➢media that carry the ads,
➢and a host of people like copy editors,
visualizers, brand managers,
researchers, creative heads and
designers who take it the last mile to
the customer or receiver.
Means of an Advertisement
◻Outdoor Advertisement
◻Direct Mail
◻Blog
◻Celebrity Branding
◻Websites
◻Pamphlets
◻Billboards, kiosks, Trade-shows and
Events
The New Advertising Environment

• Advertisers have sought to respond to the

problem of effectiveness by trying new
creative treatments.
• They should think of innovative ways to
get the attention of the audience because
media costs are increasing and sales is
decreasing.
• The combination of the increased choice
of brands and the “clutter” of more media
messages meant that advertisers need to
do more than simply make a “rational”
appeal to customers to buy its brand
rather than others.
Media Clutter - Is where there are too many
advertising and media messages vying for
the attention of the consumer.
Internet Advertising

• Online Advertising also called online

marketing or Internet advertising or web
advertising. - Is a form of marketing and
advertising which uses the Internet to
deliver promotional marketing messages
to consumers.
• It includes email marketing, search engine
marketing, social media marketing, many
types of display advertising.
• Other potential participants include
advertising agencies who help generate
and place the ad copy, an ad server which
technologically delivers the ad and tracks
statistics, and advertising affiliates who do
independent promotional work for the
advertiser.
Web Banner Advertising
• Web banner or banner ads typically are
graphical ads displayed within a web page.
Many banner ads are delivered by a central
ad server.
• Banner ads can use rich media to
incorporate video, audio, animations ,
buttons forms or other interactive
elements using Java applets, HTML5,
Adobe Flash, and other programs.
Frame Ad (Traditional Banner)Frame ads were
the first form of web banners. The colloquial
usage of “banner ads” often refers to traditional
frame ads.

Pop-ups/pop-unders – A pop-up is displayed in

a new web browser window that opens above a
website visitor’s initial browser window.
Floating Ad
• A floating Ad or overlay ad, is a type of rich media
advertisement that appears superimposed over
the requested website’s content. Floating ads
may disappear or become less obtrusive after a
pre-set time period.
• Expanding Ad – Is a rich media frame ad that
changes dimensions upon a predefined condition,
such as a pre-set amount of time a visitor spends
on a webpage, the user’s click o the ad, or the
user’s mouse movement over the ad.
➢ Trick Banners - Is a banner ad where the ad copy
imitates some screen element users commonly
encounter, such as an operating system message
or popular application message, to induce ad
clicks.
➢ News Feed Ads – also called “Sponsored Stories”,
“Boosted Posts” typically exist on Social Media
Platforms that offer a steady stream of information
updates.
Interstitial ad- displays before a user can access requested content,
sometimes which the user is waiting for the content to load. It is a form of
interruption marketing.

• Text Ads – A text ad displays text-based

hyperlinks. May display separately from a
web page’s primary content, or they can be
embedded by hyperlinking individual
words or phrases to advertiser’s websites.
May also be delivered through email
marketing or text message marketing.
• Search Engine Marketing (SEM) – designed
to increase a website’s visibility in search
engine results pages. Provide sponsored
results and organic (non sponsored)
results based on a web searcher's query.
• Search Engine Optimization (SEO) –
attempts to improve a website’s organic
search rankings.
Sponsored Search- Also called sponsored links, search ads, or paid search
Allows advertisers to be included in the sponsored results of a search for
selected keywords.

• Social Media Marketing – Is a commercial

promotion conducted through social media
websites. Many companies promote their
products by posting frequent updates and
providing special offers through their social
media profile.
• Mobile Advertising – Is ad copy delivered
through wireless mobile devices such as
smartphones, feature phones, or tablet
computers.
• Email Advertising – Is ad copy comprising an
entire email or a portion of an email message.
➢ Chat Advertising– As opposed to static
messaging, chat advertising refers to real
time messages dropped to users on
certain sites. This is done by the usage of
live chat software or tracking applications
installed within certain websites with the
operating personnel behind the site often
dropping adverts on the traffic surfing
around the sites.
Online Classified Advertising – Is an advertising posted online in a
categorical listing of specific products or services.

• Adware – Is a software that, once installed,

automatically displays advertisements on
a user’s computer.
• Affiliate marketing – (sometimes called
lead generation) occurs when advertisers
organize third parties to generate potential
customers for them.
➢ Content Marketing – Is any marketing that
involves the creation and sharing of media
and publishing content in order to acquire and
retain customers.
➢ Online Marketing Platform – Is an integrated
web-based platform that combines the
benefits of a business directory, local search
engine, search engine optimisation tool,
customer relationship management package
and content management system.
The Role of Advertising
➢ Advertising itself is a medium – it tells the
consumers to do something or to act on
something.
➢ Advertisements support other media.
Advertising accounts for well over half of
newspaper and magazine income and all of
radio, non-cable television and website
income.
➢ Advertising also makes the economy grow.
Despite of the fact that advertising adds to the
cost of products.
Appeal of Ads

◻ According to Beckert (1992) the message of an ad is

a combination of a claim and an image.
◻ The claim is what the advertiser says about the
product. One type of claim may be informational,
providing specific facts about the product – What it’s
made of, how it works, how much it costs. Store ads
and ads in catalogs are frequently of this type.
◻ Another type of claim may attempt product
differentiation to show how this product is different
from similar products.
➢ The Image is the visual part of the ad, or more
broadly, the feeling that the advertiser wants
the viewer or reader to associate with the
product.
➢ Advertising appeals are designed in a way so as
to create a positive image of the individuals
who use certain products.
➢ Advertising agencies and companies use
different types of advertising appeals to
influence the purchasing decisions of people.
Components of Advertising
Seven important components of an advertisement:
1) The Headline
The headline is the most read part of an
advertisement. So advertiser try to tell maximum part
of the product story through the headline. A headline
introduces the product or makes the promise
statement or puts a question. It basically tries to attract
the attention of the readers and create curiosity so the
audience or reader sees further.
Major type of Headline
- Direct Promise of benefit - Curiosity or
provocative
- News about the product - Command headlines

2) The Sub Headline

Not always used in ads. However, when the advertiser
wants to say a lot at the beginning but the headline cannot
do the job, then the subheading is used. The heading and
subheading together can contain a longer message
3) Slogan
➢ It is a phrase or sentence that describes the
benefit derived from the product or one of the
product’s most important attributes. The term
slogan comes from the Gaelic word slaughgairm,
meaning battle cry.
➢ These days it is the battle cry in the field of sales
and marketing. It consists of a single phrase by which
an advertiser conveys an important idea, which will
presumably lead readers or audience to remember
and think favourable of this company.
➢ Slogan is thus a short and catch phrase that gets the
attention of the the audience, is easy to remember
and comes off the tongue easily.
Types of Slogan
◻ Slogan that emphasizes product or reward. Every
product has some reward to offer consumers.

◻ Slogan that emphasize action to be taken. The slogan

might urge directly that you use the product or
service.
4) Body Copy
➢ When the headline usually makes a claim, The body
copy elaborates upon it and provides supporting
proof. When the headline poses a question, the
subheading answers it. The amount of detail in an
advertisement should be sufficient to answer the
questions arising in the minds of a prospective buyer.
5. Visualization
Visualization means to think in terms of visuals or
pictures. And one need not be an artist or painter to be
able to visualize as all it requires is thinking
6) Layout
➢ Advertisement layout has two meanings. One, means
the total appearance of the advertisement, it’s design,
the composition of the various elements. The other
meaning is the act or process of placing the elements
of advertisement (copy, visuals, etc.) together
➢ A layout could be the first pencil sketch, which puts
the idea on paper or could also be the final piece
after finishing touches.
Various Stages of designing a Layout
➢ Thumbnail Sketches – Advertising people usually
work in pairs. A copywriter and a visualizer sit
together and create the idea.

➢ Rough Sketches – In the rough stage, bigger layout

are made so that more details can be accommodated.
Hand lettering is done for the headlines and other
copy parts that are to e composed in bigger type size
➢ Comprehensive stage – The rough layouts is still
small in size, with no color, with no proper borders
and no proper lettering and visuals.

➢ Artwork – This is the final stage of layout. Here care

is taken to look into each minute detail. The copy is
properly composed or lettered.
7) Trademark
Trademark includes any word, symbol, logo or device
used by a manufacturer or merchant to identify his
goods and distinguish them from those manufactured
or sold by others in the market.
Importance of Trademark
1. It increases the credibility of the firm because the
buyer buys the product only after looking at the
brand name
2. Registration of trademarks prohibits duplication
Activity
Propaganda Techniques
➢ The word propaganda broadly covers all attempts all
persuasion that are not based firmly on reason and
critical thinking.
➢ Propaganda is the art of persuasion. It is the
spreading of ideas, information or rumour for the
purpose of helping or injuring an institution, a cause
or a person
➢ A Propaganda is intended to make us accept or
approve something without looking closely at the
evidence
Types of Propaganda
1. Bandwagon – Uses the bandwagon appeal to
convince you to join everyone else
2. Testimonial – Is a recommendation by a celebrity or
an authority some ads use an anonymous “expert”
3. Plain Folks – Is the flip side of a testimonial. With
this technique, the ad claims that people just like you
– ordinary, everyday teenagers or average women
or men, or typical families.
4. Glittering Generality – the ad associates “virtue
word” or “virtue images” with the product – the
product “glitters” with virtue although no direct
connection.
5. Name Calling – is the opposite of glittering generality.
While the ad might say glowing things about one
product, it associates the competitors product with
negative qualities.
6. Heartstrings – ads appeal on emotions – to people’s
need to be loved and accepted and to feel good about
themselves.
7. Transfer – It is the act of relating something or
someone we like or respect with a product, symbols
are constantly used in this form of propaganda.
Ex. A flag represents the nation
A cross represents Christianity
8. Card Stacking - It refers to the strategy of showing
the product’s beat features. Telling half-truths, and
omitting or lying about its potential problems.
Other techniques of advertising
➢ Humour is a mainstay in modern ads: the idea is that
if you’re amused by the ad, you’ll pay attention rather
than flip the page or switch the channel. Relatively is
the use of mini dramas, a complete short story in
thirty or sixty seconds. Sometimes these stories
which are humorous or poignant, are presented as
serials, part 1, part 2 the next.
➢ Repetition and slogans- consumers often claim they
are annoyed by seeing the same ad over and over
again. With the whole advertising campaign a series
of ads with a similar message, some are ads and
music, then the use of video technology.
Ad Production
◻ Agencies handle all phrases of the advertising business
– from doing market research and planning the
campaign to hiring models, actors, or musicians,
preparing the ads, buying media space or time, and
checking on the ads.
➢ The workroom in an ad agency can look like a
playpen for adults. To stimulate creativity, writers,
artists and concept people may lounge on the floor,
ride bicycles, or shoot baskets, all the while brains
Public Relations (PR)
◻ Public Relations (PR) is planned effort to foster
favourable public opinion. Businesses, political
leaders churches, charities, schools, and other
institutions practice PR to influence tier own
employees, customers, shareholders, neighbours,
government agencies, and the general public. Some
companies handle their own PR; others hire outside
agencies to do the job.
How to Write a Press Release
➢ Write a genuine headline. It should be brief, clear
and to the point: an ultra-compact version of the
press release’s key point.
➢ New releases headlines should have a “grabber” to
attract journalist, just as a newspaper headline is
meant to grab readers. It may describe the latest
achievement of an organization, a recent newsworthy
event, a new product or service.
◻ Headlines written in bold – A bold underline also
typically uses a larger font size than the body copy.
◻ First word capitalized . As are all proper nouns. Most
headline worlds appear in lower-case letters,
although using a stylized “small caps” font style can
create a more graphically news attractive look and
feel. Do not capitalize every word.
Communicate the 5 W’s and the H clearly
◻ Who, what, when, where, why – and how – should tell the
reader everything they need to know. Consider the
checklist in context with the points below.
◻ Who is this about? Carpren Publishing
◻ What is the actual news? Carpren Publishing is releasing a
book
◻ When does this even take place? In all major markets,
tomorrow
◻ Why this is news? It was written by renowned author, Arcy
Ray
◻ How is this happening? The main event is at a book signing
in Chicago
Criticisms of Advertising
◻ Because of advertising, consumerism has replaced
other values.
◻ Advertising makes people feel inadequate and leads
them to buy unnecessary products or spend more
than they can afford.
◻ Advertising contributes to drug abuse.
◻ Advertising takes unfair advantage of children.
◻ Advertising is full of false and misleading messages.