Legal Issues In Advertising

The Federal Trade Commission regulates all forms of advertising in the United States.
They publish rules on mail order, the Internet, telephone sales, 900 numbers, gaming,
deception in advertising, product labeling, consumer credit, and much more.
This page offers a brief overview of some of the advertising laws regulating your print
advertising. Please note that Professional Advertising is not offering legal advice.
For detailed information about advertising law, please contact the Federal Trade
Commission directly, or check with your state's Attorney General’s Office about
consumer protection advertising laws. Also note that state and local laws can be stricter
than federal laws, so double check.
If you have questions or doubts about any of your advertising, check with a lawyer. At
Professional Advertising, we like to take the conservative approach on these matters.
Protecting your organization from outside threats is critical to your bottom line. Knowing
how to protect your company while increasing the effectiveness of your advertising is
what Professional Advertising is all about.

Truth in Advertising
According to the Federal Trade Commission (FTC), “advertising must be truthful and
non-deceptive… advertisers must have evidence to back up their claims… and
advertisements cannot be unfair.”

Deceptive Advertising
According to advertising law, an advertisement is considered deceptive if it contains a
statement or omits information that “is likely to mislead consumers acting reasonably
under the circumstances; and is, ‘material’ - that is, important to a consumer's decision
to buy or use the product.“
Essentially, the law states that your advertising cannot be misleading. You have to tell
the truth, or clearly label your ads so that no reasonable person could mistake your
intent. Advertisers [and their advertising agencies] need to have a reasonable basis for
advertising claims before they are published.

Unfair Advertising and Business Practices

According to the FTC, an advertisement is unfair if “it causes or is likely to cause
substantial consumer injury which a consumer could not reasonably avoid; and it is not
outweighed by the benefit to consumers.”
In advertising law, “substantial consumer injury” and “material” are related things. In
part, advertising law protects consumers from financial loss due to deceptive practices.
The law does make an exception when consumer benefits outweigh consumer injury,
but you probably don’t want to pay the expenses of explaining that in court.

Bait and Switch Tactics

It’s illegal to advertise a product when you have no intention of selling that product at
the advertised price. Bait and switch tactics are illegal, period. If you advertise a
product, the law says that you have to intend to sell it as advertised.

Advertising Law: Catalog Sales

As a catalog retailer, you are not obligated to substantiate the claims made by suppliers
about their products. However, caution and common sense should dictate your ad copy.
Stick to the claims made by the supplier, and do not expand or improve on them. Do not
print anything that is not reasonable.

Advertising to Children
The FTC pays particular attention to advertisements aimed at children. These ads are
evaluated from a child’s point of view, not an adult’s. If you advertise to children, be very
careful about following all of the guidelines. No company wants the publicity that comes
from accusations about possibly misleading children.

Comparative Advertising
If the comparison you make is true, then it is legal to print it. If you are better than your
competitors, the law says that you can tell the whole world about it.

Contests and Sweepstakes

There are many different advertising laws governing contests and sweepstakes. Check
with your state's Attorney General’s Office and with the FTC. And you might want to
check with your lawyer.

Consumer Credit
All ads offering consumer credit must include “clear and conspicuous” disclosure terms
and conditions of receiving the credit. Check with your advertising agency, your lawyer,
or the FTC if you are planning on offering credit in your ads.

Express Claims
An express claim is a direct claim made in an advertisement like “our product prevents
sore throats.” The claim must be true and substantiated.

Implied Claims
An implied claim is an indirect claim made in an advertisement. For example, “our
product kills germs that cause sore throats” is an implied claim. The implication is that
the product prevents sore throats.
The FTC judges claims on what a reasonable consumer would assume given the
entirety of the advertisement and all of the claims made. Advertising law says that the
implied claim must be true and substantiated.

Disclosure and Disclaimer Statements

These statements are required if an advertisement's express or implied claims could be
misleading.
A disclosure statement gives qualifying information so that a claim is not
misunderstood. The disclaimer must be “clear and conspicuous” so that consumers can
notice and understand it.
The disclaimer needs proximity and prominence in relationship to the claim, with little
other distraction. And the disclaimer cannot correct a false claim – that would be
deceptive advertising.

Endorsements and Testimonials

Advertising law says that endorsements and testimonials must show the honest opinion
or experience of the endorser. Claims must be truthful and substantiated.
 If a celebrity claims to use a product, that claim must be true. Consumer endorsements
must reflect the typical consumers experience with the product. Stating, “your results
may vary” doesn’t help if the typical consumer cannot expect similar results.
Expert endorsements must be supportable by scientific methods, not by the opinion of
one expert. And if there is a ”material” or financial connection between your company
and the endorser, advertising law says that you need to disclose it.

Free Products
You can give away anything you want, unless there is a catch. If your “free” item is tied
to a second purchase, then the second item’s price has to be the regular price. If there
are any conditions on the “free” item, advertising law says you must disclose all of the
information in a “clear and conspicuous” manner.

Rebates
Advertising law says you must prominently feature the before-rebate price in your ad,
and the amount of the rebate. Any additional terms of purchase must be disclosed, and
you need to indicate how long it takes to receive the rebate.

Guarantees and Warrantees

If you want to mention your guarantee in your ad, you must tell consumers how to get
all of the details on that guarantee. Any conditions or limits must also be disclosed in the
ad. A complete copy of the guarantee must be made available to consumers before any
sale. This also covers phone, catalog, mail, and online sales transactions.

Advertising on the Internet

All of the other truth in advertising laws apply to the Internet. The FTC is particularly
concerned with disclosure statements and false advertising claims. All ads must be
truthful and substantiated. Contact the FTC for more information.

Advertising Law: Mail Order Advertising

All of the other truth in advertising laws also apply to mail order advertising. Any orders
received by phone, fax, online, or by mail should ship within 30 days, or within the
timeframe stated in the ad.

Telemarketing
All claims must be true and substantiated, and all of other advertising laws apply.
Additional restrictions apply to certain categories of services, including legal services.
Check with your state's Attorney General's office.

Advertising Law: New Products

As long as it really is new, you are probably okay for six months. Check with the FTC for specific claims
about new products by product category. There are limits on what you can refer to as new.

Advertising Law: Price

All of the truth in advertising laws apply to advertising price. If you are making a comparison, it needs to
be truthful. If you say that the product is being sold for "$xx" elsewhere, then in fact, other representative
retailers must be selling at that price.
A few small retailers selling at the higher price elsewhere are not representative of the market. Media
publishers may require you to substantiate your claims before they will print your ad. Contact the FTC for
more.
 Advertising Law: Sale
Your sale price must be a reduction from the actual, bona fide former asking price that was offered on a
regular basis to the public for a reasonably substantial time period.
If you didn’t sell a substantial amount of product at the higher price, you can’t say “formerly sold at "$xx",
because it is not really true. Inflating a price only to reduce it to its regular selling price and claim that it is
on sale is not legal.

Advertising Law: Mis-marked Price

If a product is marked or advertised at a certain price, your state laws may require you to sell it at that
price. Check with your state's Attorney General’s Office.

Advertising Law: Rain checks

Only food retailers must offer rain checks or comparable substitute products. However, it is good
business practice for all retailers to offer rain checks, because the public expects it. Protect yourself by
stating, “quantities are limited,” or “not available in all stores.”

Going Out of Business Sale

You can make this claim only if it is true. The FTC watches for perpetual going out of business sales.

Standards for Proving Claims

If you make a claim about your product or service, the FTC expects that you can substantiate that claim,
and that you have the ability to fulfill your promises. The law states that substantiation must be based on
fact and objective evaluation, not opinion.

Deception
Deception comes from a representation, practice, or omission that may mislead the public. The claim can
be written or oral. And the entire sales transaction is considered – not just a single statement.
Whether the representation, practice, or omission is deceptive is based on what a reasonable consumer
would infer from the information. And the deceptive practice must have a negative material or financial
cost to the consumer.

Copyright in Advertising
The creation of art [advertisements, illustrations, photos, logos, etc.] carries with it
automatic copyright protection. The creator of the art owns it, until 50 years after death,
unless specific contractual terms transfer that ownership.
In addition, each artist has copyright protection for his or her component of a given
piece of work – the photographer, the illustrator, the graphic designer, etc. Each artist
must sign a release. With artwork, it is important to understand the terms.
Warranty of Originality - a statement from the artist that all of the work is original or is
being used with permission for the intended purpose.
Usage Rights - describe how, when, where, and how long artwork will be used.
Client Responsibilities - Normally the client is responsible for copywriting and
proofreading. All original artwork, digital media, files, and mechanicals are the property
of the artist.
##
advertising campaign
Definition
Coordinated series of linked advertisements (broadcast usually through several media channels) that (1) focus
on a common theme and one or few brands or products, (2) are directed at a particular segment of the
population (targeted audience), and (3) are aimed at achieving a specific objective (such as awareness or
market share). Successful advertising campaigns achieve far more than the sporadic advertising, and may last
from a few weeks and months to years.

Advertising campaign
An advertising campaign is a series of advertisement messages that share a single idea and
theme which make up an integrated marketing communication (IMC). Advertising campaigns
appear in different media across a specific time frame.
The critical part of making an advertising campaign is determining a champion theme as it sets
the tone for the individual advertisements and other forms of marketing communications that
will be used. The campaign theme is the central message that will be communicated in the
promotional activities. The campaign themes are usually developed with the intention of being
used for a substantial period but many of them are short lived due to factors such as being
ineffective or market conditions and/or competition in the marketplace and marketing mix.

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Top 10 Tips for an Effective Advertising Campaign
The goal of advertising is to cost-effectively reach a large audience and attract customers. If done
correctly, advertising can enhance the success of your business. Here are 10 advertising tips to pay
attention to:
1. Go after your target audience. An advertising campaign should be geared to your niche market.
It is a common mistake to create generic ads that do not speak the language or grab the attention

Com ponents
of your potential customers. For more information, read How to Identify and Reach Niche
Markets for Your Business.
2. Highlight your competitive advantage. One of the keys to all advertising is to accentuate the
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pros of your company, those factors that give you your competitive edge. Too many ads are
clever but fail to sell the benefits of the product or service.
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Image counts when it comes to advertising and promoting your business. Too many advertisers

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do not work to build a consistent image. Check out Three Brand Identity Myths That Will Bring
Your Business Down for additional issues to avoid.
4. You have to spend money to make money. There are ways to save money, but typically
advertising is not the place to cut corners. It will affect sales, and that affects the bottom
line. Successful advertising may cost some money, but that is because it works. Check
out More Bang for Your Advertising Buck for cost-cutting tips that won't cut your goals.
5. Advertise in the right places. Your favorite magazine, radio station, or even television
program might not be a favorite of your audience. Know what they read, watch, and
listen to, and advertise in media that reaches your target market.
6. Don't allow your budget to run your advertising campaign. If you budget $5,000 per
month for advertising, you've made it very easy from a bookkeeping perspective.
However, if like most businesses you have seasonal highs and lows, you are spending too
much money advertising during down times and not enough when you want to attract
customers. Too many entrepreneurs do not budget according to their seasonal advertising
needs.
7. Diversify. It is all too common for business owners to choose the best place to advertise
based on price and potential rate of returns and then stop. As is the case with investing,
you do not want to put all of your eggs in one basket. Spread your advertising dollars
around.
8. Don't try to be everything to everyone. No product or service will appeal to everyone.
Many business owners, including corporate executives, try to come up with ways to reach
every market. Typically, this does not work. It can spell disaster for small businesses,
who cannot afford to spread themselves too thin. Therefore, find your market and be
everything you can be to that audience.
9. Test your ads in advance. If you have the time or money to invest in focus groups, you
should test your ads on other people. Do they understand and accept the message that you
are trying to convey? For further information, read Focus Groups: How They Can Work
for Your Small Business. There are other less-expensive ways to test your ads as well:
questionnaires, for example. The article Creating Questionnaires for Gathering Market
Research can be helpful.
10. Monitor your ads. It is very easy to ask new customers or clients where they heard about
you. As simple as this is, many entrepreneurs do not bother to do so. It is advantageous to
know which ads generate business.
Advertising Campaign Strategy
December 30, 2009 | Posted by admin
When creating an advertising campaign strategy it is often more effective to test various forms of
advertising. For example instead of investing your entire marketing budget in one advertising
method, divide your budget into various advertising methods. You can then ask customers how
they found out about your small business and determine which advertising methods were more
effective for your business. You can also try an advertising strategy one month and another the
next month to see which advertising strategy works best, but keep in consideration that your
products and services may naturally sell more during certain months. For example December is a
popular month for gift shopping so you may experience a higher volume of sales during this
month.
Keep your marketing strategy in mind when creating an advertising campaign strategy. When
analyzing advertising methods question if it will be appealing to your target market. For example
if your small business provides an up-scale expensive service targeting wealthy individuals,
telemarketing may not be the best way to attract your target market. Also make sure you can
afford the advertising method. For example TV commercials are usually too expensive for small
businesses.
Advertising Methods
• Banners
• Billboards
• Business Cards
• Brochures
• Car Magnets
• Catalogs
• Displays
• Door hanger
• Flyers
• Letter Heads
• Magazine
• Mobile Ads
• Newspaper Ads
• Post Cards
• Radio/TV
• Trade Shows
• Telemarketing
• Yellow pages
• Website Development
If your business offers products or services for a particular season or time of year you should
concentrate on advertising those products or services during that period of time. For example if
your small business sells summer gear, you wouldn’t want to advertise this product in the winter.
Instead wait for the summer and pre-summer months when summer gear is in high demand. Use
your marketing budget to advertise products or services that are in high demand for that season.
##
Unit 2

Different Types of Advertising

Thus, several reasons for advertising and similarly there exist various media which
can be effectively used for advertising. Based on these criteria there can be several
branches of advertising. Mentioned below are the various categories or types of
advertising:

Print Advertising – Newspapers, Magazines, Brochures, Fliers

The print media have always been a popular advertising medium. Advertising
products via newspapers or magazines is a common practice. In addition to this, the
print media also offers options like promotional brochures and fliers for advertising
purposes. Often the newspapers and the magazines sell the advertising space
according to the area occupied by the advertisement, the position of the
advertisement (front page/middle page), as well as the readership of the
publications. For instance an advertisement in a relatively new and less popular
newspaper would cost far less than placing an advertisement in a popular
newspaper with a high readership. The price of print ads also depend on the
supplement in which they appear, for example an advertisement in the glossy
supplement costs way higher than that in the newspaper supplement which uses a
mediocre quality paper.
Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events

Outdoor advertising is also a very popular form of advertising, which makes use of
several tools and techniques to attract the customers outdoors. The most common
examples of outdoor advertising are billboards, kiosks, and also several events and
tradeshows organized by the company. The billboard advertising is very popular
however has to be really terse and catchy in order to grab the attention of the
passers by. The kiosks not only provide an easy outlet for the company products but
also make for an effective advertising tool to promote the company’s products.
Organizing several events or sponsoring them makes for an excellent advertising
opportunity. The company can organize trade fairs, or even exhibitions for
advertising their products. If not this, the company can organize several events that
are closely associated with their field. For instance a company that manufactures
sports utilities can sponsor a sports tournament to advertise its products.

Broadcast advertising – Television, Radio and the Internet

Broadcast advertising is a very popular advertising medium that constitutes of

several branches like television, radio or the Internet. Television advertisements
have been very popular ever since they have been introduced. The cost of
television advertising often depends on the duration of the advertisement, the time
of broadcast (prime time/peak time), and of course the popularity of the television
channel on which the advertisement is going to be broadcasted. The radio might
have lost its charm owing to the new age media however the radio remains to be
the choice of small-scale advertisers. The radio jingles have been very popular
advertising media and have a large impact on the audience, which is evident in the
fact that many people still remember and enjoy the popular radio jingles.

Covert Advertising – Advertising in Movies

Covert advertising is a unique kind of advertising in which a product or a particular

brand is incorporated in some entertainment and media channels like movies,
television shows or even sports. There is no commercial in the entertainment but
the brand or the product is subtly( or sometimes evidently) showcased in the
entertainment show. Some of the famous examples for this sort of advertising have
to be the appearance of brand Nokia which is displayed on Tom Cruise’s phone in
the movie Minority Report, or the use of Cadillac cars in the movie Matrix Reloaded.

Surrogate Advertising – Advertising Indirectly

Surrogate advertising is prominently seen in cases where advertising a particular

product is banned by law. Advertisement for products like cigarettes or alcohol
which are injurious to heath are prohibited by law in several countries and hence
these companies have to come up with several other products that might have the
same brand name and indirectly remind people of the cigarettes or beer bottles of
the same brand. Common examples include Fosters and Kingfisher beer brands,
which are often seen to promote their brand with the help of surrogate advertising.

Public Service Advertising – Advertising for Social Causes

Public service advertising is a technique that makes use of advertising as an
effective communication medium to convey socially relevant messaged about
important matters and social welfare causes like AIDS, energy conservation,
political integrity, deforestation, illiteracy, poverty and so on. David Oglivy who is
considered to be one of the pioneers of advertising and marketing concepts had
reportedly encouraged the use of advertising field for a social cause. Oglivy once
said, "Advertising justifies its existence when used in the public interest - it is much
too powerful a tool to use solely for commercial purposes.". Today public service
advertising has been increasingly used in a non-commercial fashion in several
countries across the world in order to promote various social causes. In USA, the
radio and television stations are granted on the basis of a fixed amount of Public
service advertisements aired by the channel.

Celebrity Advertising

Although the audience is getting smarter and smarter and the modern day
consumer getting immune to the exaggerated claims made in a majority of
advertisements, there exist a section of advertisers that still bank upon celebrities
and their popularity for advertising their products. Using celebrities for advertising
involves signing up celebrities for advertising campaigns, which consist of all sorts
of advertising including, television ads or even print advertisements.
##
Types of advertising
Virtually any medium can be used for advertising. Commercial advertising media can include
wall paintings, billboards, street furniture components, printed flyers and rack cards, radio,
cinema and television adverts, web banners, mobile telephone screens, shopping carts, web
popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers,
sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on
seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens,
musical stage shows, subway platforms and trains, elastic bands on disposable diapers,doors of
bathroom stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), the
opening section of streaming audio and video, posters, and the backs of event tickets and
supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a
medium is advertising.
[edit] Digital advertising
Television advertising / Music in advertising
The TV commercial is generally considered the most effective mass-market
advertising format, as is reflected by the high prices TV networks charge for
commercial airtime during popular TV events. The annual Super Bowl football
game in the United States is known as the most prominent advertising event
on television. The average cost of a single thirty-second TV spot during this
game has reached US$3 million (as of 2009). The majority of television
commercials feature a song or jingle that listeners soon relate to the product.
Virtual advertisements may be inserted into regular television programming
through computer graphics. It is typically inserted into otherwise blank
backdrops[9] or used to replace local billboards that are not relevant to the
remote broadcast audience.[10] More controversially, virtual billboards may be
 inserted into the background[11] where none exist in real-life. This technique is
especially used in televised sporting events[12] Virtual product placement is
also possible.;[13][14] Infomercials: An infomercial is a long-format television
commercial, typically five minutes or longer. The word "infomercial"
combining the words "information" & "commercial". The main objective in an
infomercial is to create an impulse purchase, so that the consumer sees the
presentation and then immediately buys the product through the advertised
toll-free telephone number or website. Infomercials describe, display, and
often demonstrate products and their features, and commonly have
testimonials from consumers and industry professionals.
Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio
advertisements are broadcast as radio waves to the air from a transmitter to
an antenna and a thus to a receiving device. Airtime is purchased from a
station or network in exchange for airing the commercials. While radio has
the obvious limitation of being restricted to sound, proponents of radio
advertising often cite this as an advantage.
Online advertising
Online advertising is a form of promotion that uses the Internet and World
Wide Web for the expressed purpose of delivering marketing messages to
attract customers. Examples of online advertising include contextual ads that
appear on search engine results pages, banner ads, in text ads, Rich Media
Ads, Social network advertising, online classified advertising, advertising
networks and e-mail marketing, including e-mail spam.
Product placements
Covert advertising, also known as guerrilla advertising, is when a product or
brand is embedded in entertainment and media. For example, in a film, the
main character can use an item or other of a definite brand, as in the movie
Minority Report, where Tom Cruise's character John Anderton owns a phone
with the Nokia logo clearly written in the top corner, or his watch engraved
with the Bulgari logo. Another example of advertising in film is in I, Robot,
where main character played by Will Smith mentions his Converse shoes
several times, calling them "classics," because the film is set far in the future.
I, Robot and Spaceballs also showcase futuristic cars with the Audi and
Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac
chose to advertise in the movie The Matrix Reloaded, which as a result
contained many scenes in which Cadillac cars were used. Similarly, product
placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are
featured in recent James Bond films, most notably Casino Royale. In
"Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a
large Dodge logo on the front. Blade Runner includes some of the most
obvious product placement; the whole film stops to show a Coca-Cola
billboard.
[edit] Physical advertising
Press advertising
Press advertising describes advertising in a printed medium such as a
newspaper, magazine, or trade journal. This encompasses everything from
media with a very broad readership base, such as a major national
newspaper or magazine, to more narrowly targeted media such as local
newspapers and trade journals on very specialized topics. A form of press
advertising is classified advertising, which allows private individuals or
companies to purchase a small, narrowly targeted ad for a low fee
advertising a product or service. Another form of press advertising is the
Display Ad, which is a larger ad (can include art) that typically run in an
article section of a newspaper.
Billboard advertising: Billboards are large structures located in public places
which display advertisements to passing pedestrians and motorists. Most
often, they are located on main roads with a large amount of passing motor
and pedestrian traffic; however, they can be placed in any location with large
amounts of viewers, such as on mass transit vehicles and in stations, in
shopping malls or office buildings, and in stadiums.
Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens.
These can be on dedicated vehicles built solely for carrying advertisements
along routes preselected by clients, they can also be specially equipped
cargo trucks or, in some cases, large banners strewn from planes. The
billboards are often lighted; some being backlit, and others employing
spotlights. Some billboard displays are static, while others change; for
example, continuously or periodically rotating among a set of
advertisements. Mobile displays are used for various situations in
metropolitan areas throughout the world, including: Target advertising, One-
day, and long-term campaigns, Conventions, Sporting events, Store openings
and similar promotional events, and Big advertisements from smaller
companies.
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes
placement of a product in visible locations in a store, such as at eye level, at
the ends of aisles and near checkout counters, eye-catching displays
promoting a specific product, and advertisements in such places as shopping
carts and in-store video displays.
Coffee cup advertising
Coffee cup advertising is any advertisement placed upon a coffee cup that is
distributed out of an office, café, or drive through coffee shop. This form of
advertising was popularized in Australia, and has began growing in popularity
in the United States, India, and parts of the Middle East.[citation needed]
Celebrity branding
 This type of advertising focuses upon using celebrity power, fame, money,
popularity to gain recognition for their products and promote specific stores
or products. Advertisers often advertise their products, for example, when
celebrities share their favorite products or wear clothes by specific brands or
designers. Celebrities are often involved in advertising campaigns such as
television or print adverts to advertise specific or general products. The use
of celebrities to endorse a brand can have its downsides, however. One
mistake by a celebrity can be detrimental to the public relations of a brand.
For example, following his performance of eight gold medals at the 2008
Olympic Games in Beijing, China, swimmer Michael Phelps' contract with
Kellogg's was terminated, as Kellogg's did not want to associate with him
after he was photographed smoking marijuana.

##
Advertisement layout
lay·out (l out )
n.
1. The act or an instance of laying out.
2. An arrangement or a plan, especially the schematic arrangement of parts or areas: the layout of
a factory; the layout of a printed circuit.
3. Printing
a. The art or process of arranging printed or graphic matter on a page.
b. The overall design of a page, spread, or book, including elements such as page and type size,
typeface, and the arrangement of titles and page numbers.
c. A page or set of pages marked to indicate this design.
4. Sports The straight position, as in diving.
5. Informal An establishment or property, especially a large residence or estate:

Elements of an effective advertisement layout

Dorothy Cohen’s article “Elements of Effective Layouts” speaking of advertisements, largely
talks about the layout of the print ad. This part focuses specifically on these elements, balance,
proportion, movement, unity, clarity and simplicity and emphasis.
Balance – This is about the weight distribution of the picture as represented in the print ad. That
the elements in the layout must be in equilibrium to achieve balance. That the optical center of
the picture serves as the fulcrum and centerpiece for the whole ad.
Proportion – This largely helps to develop order and create a pleasing impression on the
customer or viewer of the ad. This focuses on mainly those elements of the ad picture and how
everything is proportioned within the picture. The position of each item in the picture most be
properly aligned if not then the ad will not achieve 100% proportionality.
Movement – If the ad is to appear dynamic rather than bland the picture most display some
movement. For example it should include sequences. This provides the pictures with coherence
and follow-through. In my personal opinion it gives the picture the real feeling. When I see an ad
that depicts characters and if they perhaps to be in a active environment I want to see movement
within the ad to relay reality.
Gaze motion – This directs the readers attention by directing the looks of the people or animals
in the ad; Structural motion – This uses the lines of direction in a pattern or employs the use of
arrows or a pointed finger.
Unity – This is the unification of the print ads layout. All of the ads elements should be aligned
making the picture a unified whole. This should include white spacing and borders to establish
unity. When the elements are the same size, color or of equal in value in the picture this all
attributes to the unity of the print ad.
Clarity and simplicity – This means that the advertising should posses clarity by both being clear
and easily understandable. One way to achieve this is by having the company or product logo
combined with the tag line, company name and trademark.
Emphasis – One part of the print ad should be the most dominating. This is up to the designer of
the ad and really they should approach the ad focusing on one aspect to make more domineering.
No matter what element you employ when designing your next ad be sure to incorporate more
than one. It's always more fun that way

Developing
adlayout
Layouts
Asketch that
shows the
An adlayout
general
arrangement and arrangement and
appearance of a clearlyindicates
finished ad.
• Headline
• Illustration
• Copy
• Signature
 Componen

Testing validity and reliability of advertisement

Ad layouts sho
(((Types of Test Reliability and Validity
Types of reliability include, but are not limited to:
• Interrater reliability - the extent to which two raters will get similar results.
size as the fina
• Test-retest reliability - the extent to which the test will yield similar results over time.

should grab att

Information on reliability should be included in the test manual. Levels of .80 or greater
are

dramatic conte
typically considered to be adequate.
Types of validity include, but are not limited to:
• Content validity - the extent to which the content of the test sufficiently covers the
area it purports to measure. (60 to 70 perce
• Concurrent validity - the extent to which a test yields the same results with a
population of children as another, well-established, test. attention -g
The best ads c
force that guid
• Predictive validity - the extent to which the results of a test are predictive of the future
performance of a population of children.
Levels of .80 or greater are typically considered to be adequate for concurrent validity
and
predictive validity. Content validity can be judged by a review of the behavior that is
measured by an instrument. For example, the content validity of an intelligence test
which
only measures receptive vocabulary would be questionable, since there is certainly
more
to intelligence than receptive vocabulary.)))

Developing an Advertising Campaign

Integrated marketing...incorporate w/ sales promotions, and other communications
tools.

Video...development of an ad within a campaign

Designing a series of advertisements and placing them in various advertising media
to reach a particular target market. Seven steps.

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1. Identify and Analyze the Advertising Target.

The group of people for which the advertisement is aimed at, may direct
campaign at only a portion of the target market.

Research and analyze advertising targets to establish an information base for a campaign.
Generally increase advertisers knowledge about their target--the more effective the
campaign.
David Ogilvy Award focuses on rewarding research in advertising: 1994 finalists:
○ Nabisco's Oreo Cookie campaign, nostalgic feeling re: cookies, slogan
"Unlock the magic!"....Winner!!
○ AT&T "You will campaign", customers did not feel AT&T was innovative
○ Goodyear, Aquatred ads, customer concerns were related to tires
traction ability in the wet.
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2. Defining Objectives.
What the firm hopes to accomplish from the campaign, should be clear,
precise and measurable, can help measure the success at the end of the
campaign. Use a benchmark.
At what stage are the target market in the Product Adoption Process. What
are the goals of the campaign...to increase purchases, to generate traffic in
the retail store etc.

Demand oriented objectives vs. image oriented objectives

Increase product/brand awareness
 Change consumer attitudes...reposition product
Increase customer knowledge of product features
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3. Determine the Advertising Appropriation
Total amount of money that a marketer allocates for advertising in a specific
period.

○ Objective and Task Approach determine the objectives, then list the
tasks needed to achieve the objectives.
○ Percent of Sales Approach Sales create marketing?! What happens
when the products sales are declining.
○ Competition Matching Approach Other companies have different
advertising objectives.
○ Arbitrary Approach determined by high level executives, Delaware
MBA Program
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4. Creating an Advertising Message
A function of the product's features, uses and benefits.
Must be aware of the characteristics of target market, different message to
different target market.
Dependant on objective of the campaign.
Can use a Spokesperson. Celebrities 1993 ranked:

1. Cindy Crawford...Pepsi Cola, Revlon

2. Candice Bergen...Sprint (1/3 believe either AT&T or MCI ;)...don't want the
personality to overwhelm the brand)
3. Bill Cosby...Jello
Sports:
4. Michael Jordon, 6th time in 7 years
Components of the advert:
○ Headline
○ Illustrations
○ SubHeadline
○ BodyCopy
○ Signature
Copy verbal portion of the advert. Includes all aspects except the
illustrations. Attempts to move the reader through:
1. Awareness
2. Interest
3. Desire
4. Action
 Headline--should attract readers attention, make readers want to read the
copy.
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Developing a Media Plan
Sets forth the exact media vehicles to be used and dates and times of ads.
Effectiveness of plan determines how many people in the advertiser's target
will be exposed to the message. Need to select the media to be used and
dates and times ads appear.

Primary goal--reach the highest # of people (within the advertiser's target) per $ spent.
Achieve the appropriate message reach and frequency for the target audience while
staying within the budget.
Various Media
○ TV Channels/programs, Baseball = male 18-49 Academy awards =
female 18-49
○ Sponsor cable channels, Reebok with Cable Health Club "Reebok
University"
○ Radio, Becoming more segmented, also allowed to own 2 FM stations
in one area.
○ Magazines, Lead time considerations, also pass along rate,
subscription plus news agent sales.
○ Newspapers, Local vs. national
○ Direct Mail, Evolution of Database marketing, able to narrowly target
with DM.
○ Outdoor, Billboards Atlanta is most billboard per capita city,
Transit...City Buses, Blimps...At Events
○ Placed-Based, Schools, also sponsor educational programs,
Supermarkets, Health Clubs, Dining Halls. Intrusive..."Only go where
you are wanted!!". Target market is known...not assumed.
○ Electronic, WWW, Compuserve et al.
Need to select general media, IE Newspapers, then subclass, IE Philadelphia
Inquirer.
Look at location and demographics of advertisers target, use media that appeals to this
group.
Content of message to present affects the choice of media.
Cost of media, use cost comparison indicator-within specific media (IE between two
magazines), CPM "cost per thousand" for magazines.
-cost, total cost; per reader/viewer cost
-reach, #viewers/readers in the audience, print media includes circulation and pass on,
more for magazines than newspapers
-waste, portion of marketer's audience that are not in the target market
-frequency, how often can the medium be used/changed, i.e., TV radio hourly,
newspapers daily, Yellow pages yearly.
 -message performance, number of exposures each advertisement generates and how long
it remains available to the audience; outdoor ads, many exposures/message, magazines
retained for a long period of time.
-clutter, # of advertisements contained in a single program/issue of a medium. TV ads
moving to 15 secs. each is increasing clutter. Some moving to 2 minutes...or even 5,
especially if there is a complex message...telecommunications...cars maybe!!
Primetime:
○ CBS 13mins 52 secs of non programming time
○ ABC 13mins 24 secs
○ Daytime 8-19 mins
○ ESPN 13mins 28 secs
○ Discovery 15mins 20 secs
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Executing the Campaign
Requires extensive planning and coordination. Advertising Agencies,
production costs, research organizations, media firms, printers,
photographers, and commercial artists etc. Detailed schedules are needed to
insure everything is accomplished on time. (video)
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Evaluating the effectiveness of the campaign

Measure the achievement of the objectives, assessing the effectiveness of
the copy etc., and the media.

Typical consumer is bombarded with about 300 advertising messages/day, 109,500 per
year. 80% of people cannot remember a typical ad one day after seeing it. NEED
CREATIVITY!?!?
Pretests before campaign, use a consumer jury.
During the campaign, "inquiries"-coupons numbered.
Posttests after the campaign, use consumer surveys to measure the change in
communication objectives, change in sales or market share. Cannot be precise due to the
environment.
Use recognition tests to determine the degree to which consumers recognize
advertisements.
Recall evaluation, consumers are asked what they have seen lately. Aided or unaided.
Handout...Loved the Ad. May (or May Not)...
Since there is no direct feedback loop, it is hard to determine the
effectiveness of an advertising campaign. Many other factors effect sales.

Handout...Mercedes-Benz Tries Out Humor, Youth

TM = Younger consumers, need to be more approachable
TV & Print Ads
Example of Copy ...Dreams, Dreams are what drive us. But sometimes life is
good...you get to drive your dream.
Vehicles:

○ Monday Night Football

○ NYPD Blue
○ 60 Minutes
○ Mad About You
○ Seinfeld
Handout...Lexus, Sales Skidding...
Budget = $50 million
Changing market-place
Less opportunities for Lexus
Need to develop heritage
National TV...Image
Local TV...Competitive $s
Magazines...Features, 12 page insert
Direct Mail...current customers
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Who develops the advertising campaign?

Advertising Agencies receive 15% commission from media purchases, this
can offset cost of using an agency.

Advertising Future!!
Handout...Fresh Alarm is Sent Over Interactive Age
Handout...Advertisers Anticipate Interactive Media...
Interactive media
READ USES AND BENEFITS SECTION FROM DEMYSTIFYING THE INTERNET

Traditional media communication

Source-------------------Medium-----------------TM
^ |
| |
| |
| |
------------------Feedback-----------------------

Problems with this model include:

○ Feedback takes place outside the medium, therefore there is no direct

feedback as to its effectiveness. Can attempt by using 1-800 #s etc.,
but not 100% accurate.
○ Company designs message to meet the assumed needs of its target
market(s).
Interactive media communication
Source-----------------Medium-----------------Consumer

Advantages of this model include:

○ Direct feedback, can directly determine consumers response, can offer

more information based on individual customer needs.
○ Individual consumer designs message based on his/her informational
needs, around information provided by marketer.
○ Direct count of the number of consumers exposed to the message, and
the effectiveness of the message content.
WWW is a working model for the future of interactive media.
Extra credit assignment...access Sony's homepage, browse the information
and Email me what you learnt.
Future:
TV...Be able to query commercials with remote control to get more
information, can develop into a retailing transaction.

Ads specific to your information needs will be delivered to you, based on your prior
buyer behavior and query habits...not dependent on the programs you watch as is the case
now.
Therefore consumers watching same programs will receive different advertisements,
advertisements will not be dependent on the programs, as they are now, but on the
individual house holds passed buying behavior and needs!!