They want your money…

A brief introduction to the world of advertising

Key Words

pitch campaign USP target audience motivation slogan

logo image copy mascot storyboard soundtrack

Pitch

Presenting an

IDEA to the

manufacturer

Campaign

A series of adverts for the same product, often in several media

TV

Radio

Print

USP

Unique Selling Point = what makes the product DIFFERENT

Motivation

The REASON for your audience to buy.

£££££££

Target Audience

Who is your product/campaign AIMED at?

Slogan

An easy-to-remember CATCHPHRASE which is included in every advert for the product

• Eat football, sleep football, drink Coca Cola• Just do it• I’m lovin’ it• Does the hard work, so you don’t have to• Once you pop, you can’t stop

Logo

A simple, instantly recognisable image or diagram in every advert for the product

Image

Any photo, picture or graphic in a press or billboard advert, especially in the press.

Copy

The writing in a press or billboard advert

Mascot

A creature, person or other character always associated with a particular product.

Storyboard

The story of a TV advert represented in cartoon form

Soundtrack

All the sound and music which accompanies either a moving image advert, or, most crucially, one on the radio.

Print

Adverts in newspapers, magazines, fliers and billboards.

SPECIFIC KEY INGREDIENTS: Central orientation Use of space Balance of text and image Immediate impact

Radio

Advertisements which appear on local or national commercial radio stations.

SPECIFIC KEY INGREDIENTS: Brevity Tone (direct and entertaining) Sound and music Monosensual

Moving Image

Adverts which appear on commercial, satellite and cable television, on videos and DVDs, and at the cinema.

SPECIFIC KEY INGREDIENTS: Narrative Cinematic (visual) Generic Entertainment

So… How DO you create a successful advert?

Twist/surprise Popular culture Logo and slogan Simplicity v. obscurity Strategic USP