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Figure 9.2 - Levels of Relationships With Brands

Figure 9.2 - Levels of Relationships With Brands

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Additional Types of Appeals

Reminder advertising

• Builds brand awareness and/or helps keep the

brand name in front of consumers



Teaser advertising

• Builds curiosity, interest, and/or excitement about a

product or brand by talking about it but not actually

showing it



User-generated content (UGC)

• Created by consumers rather than by the company

and/or its agency

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McGraw-Hill Education.



8



Ad Execution Techniques



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McGraw-Hill Education.



9



Basic Components of Print Advertising

Headline

Headline

Words in the Leading Position of the Ad

Words in the Leading Position of the Ad

Subheads

Subheads

Smaller Than the Headline, Larger Than the Copy

Smaller Than the Headline, Larger Than the Copy

Body Copy

Body Copy

The Main Text Portion of a Print Ad

The Main Text Portion of a Print Ad

Visual Elements 

Visual Elements 

Illustrations Such As Drawings or Photos

Illustrations Such As Drawings or Photos

Layout

Layout

How Elements Are Blended Into a Finished Ad

How Elements Are Blended Into a Finished Ad

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McGraw-Hill Education.



Ad Layout

Headline

Visual 

Element



Subhead

Copy

Identifying 

mark

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McGraw-Hill Education.



Basic Components of Television 

Advertising

Video

• Visual elements that attract viewers’ attention and

communicate an idea, message, and/or image



Audio

• Includes voices, music, and sound effects

• Voiceover: Message is delivered by an announcer who

is not visible

• Needledrop: Music that is prefabricated, multipurpose,

and highly conventional

• Jingles: Catchy songs about a product or service that

carry the advertising theme and a simple message

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McGraw-Hill Education.



12



Figure 9.4 ­ The Three Phases of 

Production for Commercials



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13

McGraw-Hill Education.



Production Stages for TV 

Commercials

Preproduction

Preproduction



Production

Production



Postproduction

Postproduction



All work before actual shooting, 

All work before actual shooting, 

recording

recording

Period of filming, taping, or 

Period of filming, taping, or 

recording

recording

Work after spot is filmed or 

Work after spot is filmed or 

recorded

recorded



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McGraw-Hill Education.



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Figure 9.2 - Levels of Relationships With Brands

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