Example

WHAT WORKS BEST IN PRINT 1. Get your message in the headline. The headline should tell the whole story - including the brand name and the key consumer promise. Research shows that four out of five readers do not get further than the headline. If you depend on the body copy to tell your story, you are wasting 80 per cent of your money. 2. Use the headline to grab your prospect. If the ad is directed toward a special group, single out those prospects in the headline. Appeal to their self-interest. 3. Offer a benefit in the headline. Headlines that promise a benefit sell more than those that don't. Reader's Digest, which employs some of the best headline writers in the business, has three guiding principles for headlines: Present a benefit to the reader. Make the benefit quickly apparent. Make the benefit easy to get. 4. Inject new into your headline. Your product will be new only once. If you have a new product, or an improvement on an existing product, announce it with a loud bang. 5. Don't be afraid of long headlines. Research shows that, on the average, long headlines sell more merchandise than short ones. 6. Avoid negative headlines. People are literal-minded and may remember only the negative. Sell the positive benefits of your product - not the fact that it won't harm or that some defect has been solved. Look for emotional words that attract and motivate, like free and love. 7. Look for story appeal in your illustration. Next to the headline, an illustration is the most effective way to get a reader's attention. Try for story appeal, the kind of illustration that makes the reader ask: "What's going on here?" 8. Use photographs. Research shows that photography increases recall an average of 26 per cent over drawings. 9. Use before-and-after photographs. They make a point better than words. If you can, show a visual contract - a change in the consumer or a demonstration of product superiority. 10. Use simple layouts. One big picture works better than several small ones. Avoid cluttered pages. Layouts that resemble the magazine's editorial format are likely to be read. 11. Don't be afraid of long copy. The people who read beyond the headline are prospects for your product If your product is expensive - like a car, a vacation, or an industrial program - prospects are hungry for the information that long copy gives them. And write the copy the way people actually talk. 12. Use testimonials. They add believability. As in television, endorsements by real people are memorable and persuasive.

WHAT WORKS BEST IN TELEVISION 1. Let the picture tell the story. Television is a visual medium. That's why the people in front of the set are called viewers. They remember what they see, not what they hear. 2. Look for a "key" visual. A commercial with many different scenes may look interesting but it may turn out to be overcomplicated. Busy, crowded, fast-moving commercials are hard to understand. 3. Grab the viewer's attention. Analysis of audience reaction shows either a sharp drop or a sharp rise in interest during the first five seconds. After that, the audience can only become less interested, never more. So offer the viewer something right off the bat: news, a problem you have the solution to. a conflict that is involving. 4. Be single-minded. A good commercial is uncomplicated and direct. It never makes the viewer do a lot of mental work. The basic length of a television commercial in the United States is 30 seconds. The content possible in that time is outlined in the phrase "name-claim-demonstration": the name of your product, your consumer benefit, and the reason the consumer should believe it. 5. Show people, not objects. People are interested in people. You will have a more memorable commercial - and register more key points - if you show a person on-camera with the product instead of the product in limbo with a voice coming from off-screen. Provide a payoff. Show that the product does what you said it will - a "moment of affirmation". At some point, the home-maker should admire the whiter wash, the shaver should stroke his smooth cheek, the dog should eat the dog food.

WHAT WORKS BEST IN RADIO 1. Stretch the listener's imagination. Voices and sounds can evoke pictures. 2. Listen for a memorable sound. What will make your commercial stand out from the clutter? A distinctive voice, a memorable jingle, a solution to the listener's problem. 3. Present one idea. It is difficult to communicate more than one idea in a television commercial. In radio, which is subject to more distractions, it is nearly impossible. Be direct and clear. 4. Select your audience quickly. It pays to attract your segment of the audience at the beginning of the commercial - before they can switch to another station. 5. Mention your brand name and your promise early. Audiences are more aware of commercials that do so. Mentioning the band name and promise more than once also heightens awareness. 6. Use music. Music is particularly helpful in reaching teenagers, who prefer the "new sounds" offered by music stations. You can give our campaign infinite variety with the same lyrics arranged in different ways and sung by different people. 7. Ask listeners to take action. People respond to radio requests for action. Don't be afraid to ask listeners to call now, write in, or send money. 8. Use the strength of radio personalities. Consider commercials delivered live instead of recorded ones. Many local disc jockeys and personalities have strong hold on their audiences. If they believe in your product, they can sell it better than you can.

5.I.C Vocabulary	Defining key terms I Match the following key terms with the definitions which follow.
Terms brochure broadsheet tabloid colour supplement flier freesheet freebie periodical pamphlet prospectus billboard air time prime time caption jingle canvassing copy end user livery leadership exposure glossy	Definitions a. time when television or radio audiences are greatest b. a promotional gift c. the final customer d. size of audience reached by an advertisement e. a small promotional leaflet f. broadcasting time g. shiny and attractive h. a magazine which accompanies a newspaper i. a newspaper financed entirely by adverts j. a large-sized newspaper k. the number of people who read a publication l. a thin booklet with a paper cover m. a company's design put on its products and possessions n. a very short text accompanying a picture o. visiting potential customers p. the main text of an advertisement q. a specialised journal published regularly r. an illustrated booklet for advertising products s. a simple tune to advertise a product t. an information document produced by a school, university or company u. a small-sized newspaper v. an outdoor site where large advertisements
	2 Classify the terms under these headings: • print media • broadcasting media • others
5.I.D Project	Analysing an advertisement Choose an advertisement (generic, brand or institutional) and, if possible, bring a copy of it or a recording of it to class. In a five-minute oral presentation try to cover the following points: · describe the advertisement · who is it aimed at? · what is it trying to achieve? · how is it trying to achieve its goals? · why do you think this media vehicle was chosen? · does the advertisement respect the guidelines as defined in exercise 5.1.A for the American market? · do you think the advertisement succeeds? Do you know whether your advertisement is part of a broader campaign? If so, explain what else the company or organisation is doing.

5.I.E Listening

How an advertising budget is established Listen to the tape recording of an extract from a lecture on how an advertising budget is established. Copy the grid below on to your own paper and fill it in as you listen to the tape.

Method	Budget based on	Strengths	Weaknesses

5.2.A Discussion and reading

The pros and cons of the media I In small groups, discuss the pros and cons of the major advertising media from the advertiser's point of view. Copy the grid below on to your own paper and fill in with your own ideas.

Medium	Advantages	Disadvantages
Newspaper
Television
Direct mail
Radio
Magazine

When you have finished, read the text on the following page and add any new points to your grid.

	The pros and cons of the major advertising media There are many different ways in which an advertiser's message can be communicated to his or her audience. In the States, as well as most other developed countries, newspapers still attract the largest share of the total advertising budget, with television, radio, direct mail and magazines accounting for most of the rest. Other media such as billboards, yellow pages, videotex and telemarketing, although growing steadily, still account for a relatively small part of the amount spent on advertising. Each medium, of course, has its own strengths and weaknesses, and a prospective advertiser would do well to consider these when devising the company's advertising strategy. The main advantage of newspaper advertising is its broad reach, getting through to a wide spectrum of the population. There's a permanence which you don't have with the electronic media and an all-year-round readership which makes long-term strategies feasible. Regional newspapers also offer the advantages of geographical selectivity and flexibility. On the other hand, newspapers usually don't offer colour, and if they do the availability is limited and very often of mediocre quality. Most newspapers offer little in the way of demographic selectivity, which can make precise targeting very tricky. Television's main appeal is that it offers a combination of sight and sound, which opens up an almost infinite range of creative possibilities. Furthermore, messages can be broadcast very frequently and, like newspapers, to a very broad target. The chief disadvantage, of course, is the high cost of production and air time. The message tends to be short-lived and is often not seen at all as many viewers now have VCRs and skip over the advertisements. Direct mail campaigns or mail shots as they're otherwise known, rely on mailing lists containing the names of likely prospects. Obviously, the more specific the list, the more effective the campaign is likely to be - and some lists are very specific; for example, a list might contain the names of all the female shareholders between the ages of 40 and 65 in a particular geographical area*"and this makes targeting specific prospects much easier. Direct mail also has the ability to saturate a specific area quickly using a style and format that offers enormous flexibility. On the minus side, however, direct mail often meets with a certain amount of consumer resistance. It's also relatively expensive per exposure. Radio offers the advantages of low cost and large potential audience. As with television, advertisers can select the stations and times favoured by the audience they want to reach but, like television viewers, listeners can easily switch stations when the advertisements come on. Even if they don't switch stations, there's a tendency for people to use the radio for background sound and ignore the advertisments. Maybe it's because radio doesn't offer any visual possibilities. Magazines differ from newspapers in several respects. Firstly, they tend to be kept much longer, sometimes for several weeks or months, and are often passed from person to person. Secondly, the quality of the reproduction is much better, which means advertisers can show their products accurately/and create a quality image. Thirdly, special interest magazines offer greater selectivity in reaching specific market segments. However, the costs tend to be high and the campaign usually has to be prepared a long time in advance. 2 Work in small groups and discuss which media would be used to promote the following in your own countries:
• a local clothes shop • a car • cigarettes • a computer • a language course • an insurance policy	• furniture • alcohol • road safety campaigns • funeral services • weapons • political parties
	Why are these media, rather than others, used?