assignment on advertising media

• Our Approach
• Marketing Essentials

6 Types Of Advertising Media Channels

When marketers and media planners create marketing campaigns, they must carefully consider the merits of each type of advertising media. Each type of advertising media communicates marketing messages to potential customers through different mediums - for instance, over the television, radio, or social media.

What is Advertising Media?

Advertising media refers to a variety of mass media or alternative media channels where businesses can promote their products, services, or brand. Since it is impossible for every customer to know about every brand’s offerings, knowing which advertising media channels are beneficial for your company can be crucial in getting ahead of your competitors.

What is the Role of Advertising Media?

By leveraging the right kinds of advertising media, marketers can engage with different audiences in distinct ways. For example, social media encourages customers to begin a dialogue, while television distributes messages through one-way communication. As a result, media planners must closely evaluate which channels offer the greatest amount of benefits for the least relative cost. Each advertising medium should be chosen based on the goals of the campaign (whether that be brand awareness or direct sales) and the channel’s ability to reach a target audience.

How Media Planners Can Maximize Impact per Exposure

Media planners need to think beyond basic television and banner ads in today’s evolving marketing environment. Instead, they must hone in on a consumer’s attitude towards your brand. The brand experience should be central to the media plan , and an advertising platform should support this focus. For instance, a media plan for a pet supplies company may include television ads, but the advertisements should be tied to strengthening the relationship with the consumer. Advertising media and the corresponding channels should support the overarching brand strategy and messaging, so each type of media must act as a puzzle piece that completes a picture of your brand strategy

It’s important to remember that consumers are exposed to over 5,000 advertisements every day – so media planners need to maximize their impact per exposure. This means creating a dedicated team that can optimize ad placement, negotiate budgets, and design creative content that resonates with the target audience .

6 Types of Advertising Media Channels

Before placing any ads, media planners must devise their overall objective and strategy behind their media campaign. Each type of advertisement has its own set of advantages and disadvantages that must be considered to optimize their media placements and maximize the campaign’s impact. Consider the strengths and weaknesses of these five prominent media channels: 

1. Video Advertising: Television & YouTube

On July 1st, 1941, the first-ever legal television advertisement was broadcast in the state of New York during a Brooklyn Dodgers versus Philadelphia Phillies game, which was on the screens of about 4,000 televisions. In the decades that followed, the popularity of television advertising swelled along with the popularity of mass marketing. Today, television is one of the most popular media channels for marketers, especially with the advent of connected TV advertising , which uses viewer data for more effective segmentation.

Video ads have also expanded beyond the traditional cable box to include YouTube ads and online video. Media planners can now showcase their commercials across the web on various websites to connect with audiences online

Pros of Video: Online & Television Advertising

Television combines audio with visual. This creates a multi-sensory advertising experience that shows viewers how your product is valuable. When you play a commercial on someone’s television, the touchpoint takes place in their home. This makes it a more personal medium.Television is also a great way to establish a personalized connection with a viewer. Consider for example The Hyundai Super Bowl ad from 2017. This commercial reconnected soldiers with their families virtually to watch the game. Although this commercial did not directly speak to the cars they sell, it did reinforce its brand message.

Television is a great brand awareness tool - Almost every American has a television, wi th 83 percent of adults having two or more, and American households keep their televisions on for 8.1 hours each day on average. As a result, roughly $76 billion was spent on advertising in 2019 alone.

By combining television ads with YouTube’s reach, brands can benefit from viewers watching their commercials long after they have aired. However, brands need to be sure that they have strong message. No commercial will go viral if it does not connect with viewers.

In addition to hosting commercials on a specific YouTube channel, advertising on the platform itself can be beneficial. Since many users are logged in when they view videos ( 2 billion logged on users ), demographic data can be combined with the content they are watching, resulting in relevant content being seen by the target audience. 

Cons of Video: Online & Television Advertising

Television advertising can be costly for organizations. It’s a large investment to not only purchase the slot, but to develop the commercial’s creative content. Media planners have to forecast which shows will generate a higher than expected viewership in the coming months. An inaccurate estimate can compromise marketing ROI . Additionally, since television ads generally get good exposure, a bad ad can really hurt a company's brand reputation .  When there are more eyeballs on an ad, it is more important to make sure the creative is strong.

A con of television advertising is that viewers do not always actively listen to television commercials, and often try to skip or avoid them when given the opportunity. Also, not everyone tuning in will be part of your target audience making it easier to waste your advertising budget. Always consider which segments watch a particular television program before purchasing a slot. Although a primetime show may get more eyes, daytime or late-night television could be more targeted and save you money. Additionally, when selecting an advertising slot, we recommend booking live television where possible. When watching a football game, your users will be unable to fast forward through the commercial breaks if they want to watch the game as it is happening.

2. Audio Channels: Radio & Podcast Advertising

While radio technology was developed during the 19th century, the commercial capabilities of radio broadcasts were not harnessed until 1912, where record companies supplied free music to broadcasters in exchange for mentioning which company provided the record. By the late 1920s, almost every U.S. radio station would play commercially sponsored programs. Today, traditional radio remains incredibly popular for listeners and advertisers alike – and with the rise of internet radio, it appears this audio-only method of advertising will remain popular throughout the digital revolution.

Pros of Radio & Podcast Advertising

Radio is extremely accessible – 95 percent of cars have radios, and 99 percent of homes have radios. 93 percent of American adults listen to the radio over the course of the week. This includes 97 percent of Gen X, and 95 percent of Millennials. Radio is also a cost-effective medium, especially when compared to its television counterpart. Through radio, advertisers can frequently message consumers without allocating all their budget on more expensive ads.

Radio has been effectively used in conjunction with television ads to strengthen a brand’s image in a listener’s mind. Also, recent studies have shown that approximately 90 percent of listeners will stay tuned during a commercial break. Another benefit to radio advertising being able to have the hosts talk directly to the product in some cases, making the ad more conversational.

A newer form of the audio medium is podcast advertising. 54 percent of users are more likely to consider products that they have heard mentioned on podcasts before. About 1 in 4 Americans listen to podcasts and that number is expected to grow over the coming years. Additionally, podcasts, like radio, can take advantage of more conversational ads. Hosts generally have built trust with their audiences and promotions are typically done in their own words.

Cons of Radio & Podcast Advertising

A major challenge of radio advertising is that listen ers are often preoccupied while listening to the radio – they may be driving, shopping, working, etc. Radio only engages through audio. This makes it more difficult to command a listener’s attention – and the lack of a visual channel makes it more difficult to illustrate the product. For this reason, advertisements should be simple to understand and repeat critical information multiple times. It may also be helpful to combine this form of advertising with another more visual medium such as television. Additionally, since users may change the station, media planners should consider booking either the first or last slots after a commercial break.

On the other hand, ads may be featured at the start, causing users to fast forward through them. If possible, it is beneficial to get podcast ads booked in the middle of the podcast.

Finally, radio advertisements are transient – after the advertisement plays, it’s unlikely that consumers will play it again. For podcasts, this same disadvantage is also the case. Since these listeners may be preoccupied, they may not remember the ad or have a pen to write down the specifics for later. Media planners must keep this in mind and run the same ad multiple times

3. Newspapers 

Print mediums, such as newspapers, are one of the oldest media channels for advertisers – in fact, newspaper advertisements predate brands. As literacy rates increased in the 16th century, advertisers in Italy, Germany, and Holland began publishing print advertisements in weekly gazettes. Almost 500 years later, and the newspaper is still an effective channel that commands approximately $15.9 billion in advertising spend within the U.S.

Pros of Newspaper Advertising

Newspapers can reach millions of people every day and are one of the most trusted mediums, with 82 percent of customers trusting it when making a purchase decision. Newspaper ads can be very targeted, as they are often delivered to certain geographic areas, and specific sections of the paper can speak to certain audiences. For example, newspapers are a great way to reach older demographics that may be less receptive to digital advertisements. Newspaper audiences also tend to be educated and/or higher earners. 

Similar to radio advertising, newspapers when combined with other advertising channels, can make your marketing efforts more profitable. Although the newspaper readership has been dwindling, 7 out of 10 readers say they feel less anxious about a story when it comes from a news brand rather than social media. 

Cons of Newspaper Advertising

Newspaper viewership continues to decline. In 2000, 59.4 million Sunday newspapers were delivered, compared to an estimated 30.8 million Sunday papers in 2018. This is because young people rarely read newspapers – only 5 percent of adults aged 18 to 29 read their print newspaper often. 

Another con is that newspapers often have editorial guidelines to minimize intrusive ads, which can compromise branding efforts. Additionally, it is difficult to measure the efficacy of newspaper advertisements, especially when compared to digital mediums. Lastly, unlike magazines, newspapers have a short lifespan and are often discarded at the end of the day.

Many newspapers are also moving to digital.  However, many of these advertisements are banner ads, which are not always effective in grabbing an audience’s attention.

4. Print & Digital Publications (Magazines) 

The first magazines were published in the late 1600s as a form of entertainment for the upper class, and often discussed matters of philosophy, culture, and lifestyle. It wasn’t until the 19th century that the middle class began desiring magazines, so publishers started selling ad space to offset exorbitant printing costs and expand their readership. By the 20th century, magazines were known for having distinct audiences and the option to purchase sizable ads in full color. In 2019, magazine advertising spending was worth an estimated $15.6 billion .

Pros of Print & Digital Publications Advertising

Magazine audiences are highly targeted, allowing marketers to easily target relevant consumers without wasting budget. Audiences are generally more interested in your advertising and expect it. There is also the added benefit that magazines may also have a strong brand associated with them, which can add credibility to your ad.

Readers also tend to recall print ads better. After a week, study participants from Temple University had a greater response to the printed ads than digital ads. Many Americans also still prefer the hard copies of magazines, with 70 percent saying they prefer printed formats to digital. Magazines are also continuing to grow as a medium. In 2019, 228.7 million   people were reading digital and print magazines (for comparison, 210.7 million people were in 2012)

For example, if you’re a bicycle manufacturer, there are many magazines focused around biking, the outdoors, and other related topics. Similarly, women’s magazines often have segments dedicated to fashion and/or beauty. An ad placement for clothing, accessories, or makeup will likely be read with earnest interest. Additionally, magazines may already have strong brand awareness which can help your own ad.

Magazines have a long shelf life compared to other print media. Readers don’t immediately throw away a magazine after purchase and may have it for several weeks. Magazines also have a wider secondary audience, since they are often a business’s waiting room, or shared among friends. This secondary audience can further increase marketing ROI and according to The Association of Magazine Media,  this audience “contributes to 73 percent of primary sales response.” Despite these impressive statistics, it’s important to get a firm estimate on a magazine’s primary readership when negotiating ad space. The secondary audiences can only ever be estimated (and not guaranteed) and they may be calculated into the media buy.

Lastly, magazines often have full color and/or full page advertising options, allowing for more creative license from their teams. By using bright colors and appealing photography, you can easily draw attention from readers.

Many magazines also come in digital formats now and allow you to take advantage of their email lists. You can promote products, white papers, or other content assets to generate leads and build your own email marketing lists. Many magazines are also very adaptive and can target users based on personas, job titles, or other information. 

Cons of Print & Digital Publications Advertising 

Another con of magazines is that advertisers must have their advertisement ready weeks or months in advance of the publication date, which can make it difficult to place timely ads. Magazines are also often national, making it difficult to target specific geographic areas. 

Additionally, magazine advertisements can’t be rescinded or retargeted – meaning if an advertisement is unpopular or poorly perceived, damage to the brand cannot be minimized in-flight.

For digital magazines, it can be difficult to assess the quality of their database without first testing it out. Additionally, not all publications in every industry are digitally savvy. This trend is starting to change, but depending on the industry you are looking to target, you may not have access to the granular details you need for a hyper-targeted campaign.

5. Out-Of-Home Advertising 

In the 1800’s, out-of-home advertising started becoming popular. Billboards and murals advertising acts like Barnum & Bailey took over the country. In later years, when the automobile was invented, billboards were adapted to be seen along highways and interstates to advertise Coca-Cola, Palmolive, and other brand’s latest products. In recent years, billboards have evolved even further and have become digital. Time Square is just one area where digital out-of-home advertising has taken over the city. Currently, there are even sensors and cameras being used in order to make the billboard experience more interactive. While this is one of the older forms of advertising, billboards are continuing to evolve and continue to be a main form of media advertising. 

Pros of Out-Of-Home Advertising

Out-of-home advertising is very beneficial when utilized properly. It is less costly than tv or radio ads and can leave a great impression on consumers. Out-of-home ads are more concentrated so it is easier to shape an audience’s perception of the brand and brand image. Billboards and other outdoor ads can also be customized, taking into account the location of the advertisements and the target audience of a particular region. These ads also offer wide coverage, advertising to various groups of people for one price. For these reasons, out-of-home advertising can be a good choice for your brand. 

Cons Of Out-Of-Home Advertising

Out-of-home advertising is not without its faults. It can be very difficult to segment an audience and target a specific type of consumer. Potential buyers also have less access to immediate information about the brand or product and during this lapse in time, may have forgotten seeing the ad altogether. Digital ads also offer a more personalized ad experience, as websites have cookies to track a consumer’s site usage. When choosing to use out-of-home advertising, you and your team must figure out how to create a personalized experience to reach your audience. 

6. Social Media 

Social media is one of the newest channels for media planners to utilize. Social media advertisements evolved from the original digital banner ads, with the first social media ad placement occurring on Facebook in 2006. In less than a decade, advertisements on social media became the norm. Today, social media platforms derive the bulk of their profit from attracting users to the service, then targeting them using available user data.

Pros of Social Media Advertising 

Social advertising can be very targeted, helping to convert new followers and build brand loyalty . Media planners can reach viewers based on job title, interests, marital status, recent locations , and more. Social advertising is also very cost-effective. On average, a single impression on Facebook costs less than a cent, while a click costs an average of 28 cents.

It is very easy to measure and optimize social campaigns while they are active. If an advertisement isn’t working, media planners can pause the campaign or reallocate funds on demand. Through methods like A/B testing, it is simple to test the effectiveness of certain promotional messages while a campaign is running.

Cons of Social Media Advertising 

There are many social media platforms, and each platform has certain requirements and best practices that marketers will need to keep up with. Despite targeted advertisements supporting the social platform, many users will be annoyed or unnerved by messaging that is too frequent, or too specific.

Since social media is an accessible platform, it attracts a lot of competition. Brands must strive to stand out with compelling content. It’s necessary to keep your profile up-to-date, since an inactive social media profile can create mistrust among potential customers.

Additionally, with so many platforms, it’s important to stay up-to-date. New technologies are constantly emerging and different channels may be better for different audiences. Your team must figure out where your users are and how to reach them.

Key Considerations When Selecting Advertising Media

After evaluating the many different kinds of advertising media, it may be difficult to find the idea or bestl media channel. Each channel has a unique set of benefits, drawbacks, and applications that can help or hinder your organization’s marketing efforts. When selecting media for upcoming advertising campaigns, consider the following factors:

Overall Strategy

What is your strategy for this campaign? While a strategy can be fully fleshed out later in the planning process, media planners should begin by building a framework for their overarching strategy. Are you looking to increase general brand awareness, or increase sales on Black Friday? The ideal media channel for your campaign depends on its ultimate goal.

For instance, to increase sales on Black Friday, media planners should construct digital campaigns that encourage users to take action immediately. On the other hand, campaigns to promote brand awareness should take place over a wider time-span and include a more diverse media mix for best results.

Budget Constraints

Media planners should determine the campaign’s desired budget, and then allocate funds to different channels and spots based on that. If your firm has a modest media budget, they may need to choose the best option based on their available spend. For example, media planners may need to choose between a single television ad, or multiple digital banner ads in an online campaign. It’s better to understand the campaign’s monetary capabilities before determining the best possible channel.

Rating Information

Before booking an advertisement on the television or radio, it’s important to understand how ratings relate to your campaign’s success. Ratings directly correspond with viewership in a specific demographic, so marketers should examine their target audience and place advertisements during programs with satisfactory ratings. So, if a television program has an 11 point rating for women between the ages of 18 and 30, that means that 11 percent of women between 18 and 30 watch that show.

Messaging Frequency

Frequency is a significant determinant of how well campaigns perform. Marketers need to repeat messages frequently across multiple channels to ensure consumers internalize their marketing messages. Media planners should examine the campaign’s overall budget, and determine how it can be best allocated to reach its target audience on a regular basis. For maximum effectiveness, it’s recommended to use multi-channel campaigns that utilize a diverse set of channels in a unified way.

Efficacy of Previous Media Purchases

When determining your media planning budget, it’s helpful to understand what purchases have worked well for your team in the past. As a prerequisite, your marketing team should have an effective marketing attribution model in place that allows you to accurately measure offline and online data.

The most common method for accomplishing this is called unified marketing measurement . This form of measurement accounts for online and offline customer touchpoints, and uses advanced attribution to determine how significant each touchpoint was to their ultimate conversion. Marketers must have an advanced analytics and attribution solution to access this data and better allocate media spend. 

How to Integrate an Advertising Media Mix

Modern marketers have access to a wide variety of channels that can transmit marketing messages in distinct ways. This often makes it difficult to settle on a single channel - and as a result, media planners and marketers often create a multifaceted media mix. As marketers tinker with this mix, they can enjoy the greatest strengths of each form of advertising media, while compensating for each channel’s shortcomings.

However, maintaining the ideal mixture of advertising media isn’t simple. Creating a multi-channel media plan requires additional creative and strategic energy, then marketers must continuously optimize their multi-channel campaigns. Otherwise, they risk damaging their ROI through wasted ad spend .

Thankfully, advanced marketing technology has made an optimized media mix more attainable. By leveraging the right tools and expertise, determined marketers can create a successful multi-channel media plan.

Additional Tips and Resources 

• What is Media Planning?
• The Key Applications of Media Mix Optimization
• 3 Examples of Brands who Changed Their Media Plan for Success
• How to Best Optimize Your Media Plan Across Your Brand

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Persuasive Techniques in Advertising

• Resources & Preparation
• Instructional Plan
• Related Resources

Students will learn persuasive techniques used in advertising, specifically, pathos or emotion, logos or logic, and ethos or credibility/character. They will use this knowledge to analyze advertising in a variety of sources: print, television, and Web-based advertising. Students will also explore the concepts of demographics and marketing for a specific audience. The lesson will culminate in the production of an advertisement in one of several various forms of media, intended for a specific demographic.

Featured Resources

The Art of Rhetoric: Persuasive Techniques in Advertising : This online video describes how advertisers use pathos or emotion, logos or logic, and ethos or credibility/character in order to persuade consumers.

Persuasive Techniques in Advertising Video Transcription : A transcript of the video provided by Chelsea Majors

From Theory to Practice

Students encounter advertising at every turn of their lives: on public billboards, during nearly every television show, on the Internet, on their cell phones, and even in schools.  They are undoubtedly aware that these ads have a specific purpose: to sell something to them.  Rarely, however, do teenagers think precisely about how the text, sounds, and images in these advertisements have been carefully crafted to persuade them to purchase a product or service-and that these techniques are not far from those they have already used in their own persuasive writing. We emphasize the need to make our students more literate, and this lesson aims to improve their critical media literacy.  By reducing advertising to its basic rhetorical components, students "can begin to understand how to construct their own messages to convey the meanings they intend and to evoke the responses they desire" (173).  Becoming more media literate allows our youth to "create messages of their own so that they can communicate clearly, effectively, and purposefully" (176). Further Reading

Common Core Standards

This resource has been aligned to the Common Core State Standards for states in which they have been adopted. If a state does not appear in the drop-down, CCSS alignments are forthcoming.

State Standards

This lesson has been aligned to standards in the following states. If a state does not appear in the drop-down, standard alignments are not currently available for that state.

NCTE/IRA National Standards for the English Language Arts

• 1. Students read a wide range of print and nonprint texts to build an understanding of texts, of themselves, and of the cultures of the United States and the world; to acquire new information; to respond to the needs and demands of society and the workplace; and for personal fulfillment. Among these texts are fiction and nonfiction, classic and contemporary works.
• 3. Students apply a wide range of strategies to comprehend, interpret, evaluate, and appreciate texts. They draw on their prior experience, their interactions with other readers and writers, their knowledge of word meaning and of other texts, their word identification strategies, and their understanding of textual features (e.g., sound-letter correspondence, sentence structure, context, graphics).
• 4. Students adjust their use of spoken, written, and visual language (e.g., conventions, style, vocabulary) to communicate effectively with a variety of audiences and for different purposes.
• 6. Students apply knowledge of language structure, language conventions (e.g., spelling and punctuation), media techniques, figurative language, and genre to create, critique, and discuss print and nonprint texts.
• 8. Students use a variety of technological and information resources (e.g., libraries, databases, computer networks, video) to gather and synthesize information and to create and communicate knowledge.
• 12. Students use spoken, written, and visual language to accomplish their own purposes (e.g., for learning, enjoyment, persuasion, and the exchange of information).

Materials and Technology

• Video of television program, including commercials  
• TV with VCR/DVD player  
• Advertisements from magazines  
• Persuasive Techniques in Advertising online video
• Persuasive Techniques in Advertising Video Transcription  
• Internet-connected computer with speakers and projector  
• Web Resources for Finding Example Advertisements
• Demographics: Who Are You?
• Advertising Advantages: Television vs. Print vs. Online  
• Targeted Commercials  
• Commercial Dig  
• Commercial Dig Reflection Questions  
• Analyzing Ads  
• Planning Your Advertisement  
• Commercial Assessment  
• Persuasive Techniques in Advertising Reflection Questions

Preparation

• Make copies of the necessary handouts.  
• Gather advertisements from magazines-ideally, two per student. Look for ads that lend themselves well to the assignment, with a balance of text and images and with fairly discernable examples of pathos, logos, and ethos. Consider asking your school library media specialist for issues of magazines he or she plans to discard.  
• Record at least part of a television program, including the entirety of one commercial break, for showing in class.  
• If students will be using the Venn Diagram , Comic Creator , or Printing Press , arrange for them to have access during the appropriate sessions.  
• Preview the Persuasive Techniques in Advertising online video and obtain proper technology for projecting it in the classroom or computer lab. Also check out the  Persuasive Techniques in Advertising Video Transcription .  
• Arrange for students to have access to computers for Sessions Three and Four.  
• Bookmark the Web Resources for Finding Example Advertisements and preview the sites before recommending which ones students visit for example advertisements.  
• Familiarize yourself with the technologies discussed in the final session, deciding which you are prepared to ask or require students to use in the production of their own ads. Contact your school library media specialist or technology specialist for assistance.

Student Objectives

Students will

• demonstrate an understanding of three persuasive techniques (pathos, logos, and ethos) and other advertising strategies.  
• analyze advertisements according to their employment of these techniques.  
• demonstrate an understanding of the concept of demographics and specific audience.  
• synthesize this knowledge into advertisements of their own creation.

Session One

• Where do you encounter advertising?  (They will likely mention television, billboards, radio, Websites, school hallways, and so on.)  
• Which specific advertisements "stick in your head?"  
• What makes these advertisements memorable?  (They might mention music, catchy slogans, celebrity appearance, the appeal of the product itself, and so forth.)  
• Do you think advertisements have an effect on your personal interests?  
• Explain to students that advertisers very carefully construct their ads to make them memorable and appealing to consumers, and that the ways in which they try to convince them to buy products are similar to the ways they have been taught to write persuasively, using certain techniques and aiming toward a particular audience.  
• Distribute the Persuasive Techniques in Advertising handout and introduce the concepts of pathos, logos, and ethos, defined at the top of the handout.  Students should understand that these rhetorical strategies are similar to those used in a persuasive writing assignment, and that they will use these strategies when creating their own commercial by the end of this unit.  Encourage students to make connections to examples of each of the terms they have used in persuasive writing of their own. Note: This is an appropriate time to clarify that the word logos in this context should not be confused with a brand-specific image or insignia referred to as a logo.  
• After explaining the concepts of pathos, logos, and ethos, have students practice identifying the three techniques by placing a P , L , or E in the blank next to the examples at the bottom of this handout.  Have students share their responses with a partner and check for understanding by conducting a brief discussion of the examples.  
• Although most of these examples were designed to have one clear answer, be sure to emphasize to the students that pathos, logos, and ethos are not always separate entities and may often overlap with one another. For example, "Nine out of ten dentists choose Crest," suggests that the dentists are credible experts (ethos), and also includes a statistic (logos).   
• Deepen students' understanding of the concepts of pathos, logos, and ethos with visual examples by sharing with them the Persuasive Techniques in Advertising online video . You may want to pause and have students explain how the television, print, and online advertisements utilize the three rhetorical strategies.  The narration in the commercial further explains their use in each advertisement. There is also the  Persuasive Techniques in Advertising Video Transcription .  
• Briefly discuss the "Other Advertising Strategies" section of Persuasive Techniques in Advertising handout.  Explain that these are more specific types of strategies that advertisers use and that many overlap with pathos, logos, and ethos.   For example, you may mention that patriotism is a strategy meant to evoke certain emotions, and would therefore constitute a use of pathos.  
• Close the session by explaining to students that in future sessions, they will be examining existing advertisements with their new analytical skill and applying it to creating ads of their own.  
• Encourage students to begin looking at advertisements they encounter in terms of these three techniques.

Session Two

• Begin with a brief review of the concepts of pathos, logos, and ethos from the previous session.  Ask students to demonstrate their growing understanding by providing examples of each of the techniques from advertisements they have recently seen.  
• Now introduce the term demographics to students: the characteristics that make up a human population such as gender, age, and race.  Have students discover which demographic group(s) they fit into by completing the Demographics: Who are you? handout.  When creating their group commercials in a later session, students will need to consider the demographics for their product. Explain to students that this is how advertisers think of consumers: not as individuals, but as members of groups that tend to believe, behave, or purchase in certain patterns. Even when an advertisement is appealing to the idea of individuality (such as Burger King's "Have It Your Way" promotion), advertisers are appealing to the demographic group of "people who like to be thought of as individuals," not to any single consumer.  
• Continue the discussion of demographics by distributing the Targeted Commercials handout, which will further explore the concept of demographics. Ask students to begin applying their understanding of demographics and targeted advertising by showing the first part of a television program of your choice.  Since the purpose of this activity is to show how advertisers cater to a show's intended audience, you may want to make sure you are presenting a show with commercials that very obviously target a specific demographic.   
• Before watching, share with students a brief description of the show they are about to see, including race/gender/class of the main characters, genre of the program, and the time/date/channel on which the program aired.  Have students use these factors (and any other prior knowledge they may have of the show) to determine the probable demographics.  Students should indicate their choices on the handout .  
• While students watch the commercial break(s), have them take brief notes to remind them of the products being advertised.  
• Have students complete the "After the program" response question at the bottom of the Targeted Commercials handout.  Then discuss the degrees to which the advertisements match the demographics of the likely intended audience of the television program.   
• This would be an appropriate time to talk about clear evidence that programming and advertising are marketed to specific groups.  Lifetime: Television for Women, Spike! TV, Logo, and Black Entertainment Television all exist not only to give viewers programming they might like, but also to allow advertisers to target their audiences more specifically.  
• Distribute the Commercial Dig activity, explaining to students that this is a long-term assignment that requires them to keep track of eight commercials viewed during one television program and to explain briefly the purpose of each advertised product. Remind students that the commercials they record on this chart should all come from the same show, as the completed chart will be used to re-emphasize the concepts of demographics and targeted advertising. Inform them that this assignment should be completed by Session Four and ask if there are questions before closing the session.

Session Three

• Remind students what they have learned so far in this lesson: techniques advertisers use to persuade consumers to buy their products and the concept of "targeting" certain audience demographics to make the process of persuasion more efficient and focused.  
• Explain to students that they will have the opportunity to apply this knowledge by looking at some real ads for real products.  Share that the goal of this activity will be to examine how advertisers skillfully use multiple strategies to persuade their audiences.  
• Distribute the Analyzing Ads handout and discuss the expectations and format for response.  Students will analyze six advertisements: two print ads, two television commercials, and two Internet advertisements.  The Internet advertisements should take the form of marketing Websites featuring a particular product, or pop-ups/embedded ads in Websites unrelated to the product.  
• This activity will allow students to practice their recognition of pathos, logos, and ethos in three different modes of advertising, preparing them for the creation of their own commercials.  Students should also record any of the "other strategies" explained on Persuasive Techniques in Advertising handout, also required as part of the final project.  
• Share with students the print ads you already collected as well as the Web Resources for Finding Example Advertisements and have them look for ads. Point out to students that they may wish to access television ads on their own time, including during their work on the Commercial Dig activity. Depending on how efficiently students work through this activity, this part of the lesson will likely extend into the next session.

Session Four

• At an appropriate time in student engagement in the continuation of the analysis activity from the previous session, distribute the Commercial Assessment rubric and explain that you will use it to evaluate the commercials they will produce in an upcoming session. Ask students, in small groups, to review one of the teacher- or student-selected commercials and apply the rubric to the commercial.  Students should determine whether the commercial effectively utilizes pathos, logos, and/or ethos, and note their score on the rubric . Students should also indicate the effectiveness of any of the "other strategies" on the second page of the rubric .  
• When students are ready, check for understanding by several volunteers present one of the advertisements they analyzed, briefly discussing the effective use of persuasive techniques.  
• Wrap up this section of the lesson by using the Advertising Advantages: Television vs. Print vs. Online to engage students in a discussion of the advantages of each mode of advertising, using the examples on the handout as a guide.  This discussion will help students decide which modes of advertising they might use when creating their commercials in the next session.  You may wish to use the Venn Diagram to facilitate this discussion.  
• Remind students that they will need to have their completed Commercial Dig activity ready for discussion in the next session.

Session Five

• Ask students to get out their completed Commercial Dig activity sheets.  Give students the opportunity to solidify their understanding of the concept of demographics by working through the analysis tasks in the Commercial Dig Reflection Questions .  Have students use their completed charts to answer the reflection questions . Students should talk through their responses with a partner before producing a written response.  
• Which advertisements could be viewed as harmful or unfair to a group of people?  
• Can targeting a specific demographic sometimes encourage stereotyping?  
• When do you see stereotyping used in advertisements?
• You may wish to give students access to the online articles Target me with your ads, please and Mixed Messages , which discuss how Websites use technology to target consumers and the use of billboards in impoverished and minority neighborhoods, respectively, as part of this discussion.

Session Six

• Students will use this session to begin to synthesize all they have learned about advertising and begin creating a commercial for a fictional product.  First ask students to form small groups and decide on a product to advertise.  
• Next, students should determine the target audience for their product, remembering previous lessons on demographics.  
• Depending on available time and resources, ask students to create a print, filmed, live, and/or Internet advertisement for their product.  They should take into account their observations from the Advertising Advantages: Television vs. Print vs. Online .  
• Have students use the Planning Your Advertisement sheet to plan for an advertisement that will target the previously determined demographic, and demonstrate pathos, logos, ethos, and three of the "other strategies." This may also be an appropriate time to review the expectations set forth in the Commercial Assessment rubric.  
• Give students access to the Comic Creator and/or the Printing Press to create the print advertisement.  Free software such as iMovie and Windows Movie Maker may be used to edit any filmed commercials.  Web creation sites such as PBWorks and Google Sites may be used to create Internet-based advertisements.

Session Seven (after students have had time to prepare their advertisements)

• Give students time to meet in their groups and plan the presentation of their ads.  
• Have each group present, allowing time for discussion with the class about the effective use of persuasive techniques in each advertisement.  
• After the presentations and discussion are complete, distribute the  Persuasive Techniques in Advertising Reflection Questions and give students time to solidify their learning by responding to the four questions.

Student Assessment / Reflections

• Use the lesson reflection questions to allow students to think about what they have learned about advertising and persuasion.  
• Use the Commercial Assessment rubric to assess student work on their advertisements.
• Professional Library
• Student Interactives
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• Calendar Activities

The Comic Creator invites students to compose their own comic strips for a variety of contexts (prewriting, pre- and postreading activities, response to literature, and so on).

The interactive Printing Press is designed to assist students in creating newspapers, brochures, and flyers.

This interactive tool allows students to create Venn diagrams that contain two or three overlapping circles, enabling them to organize their information logically.

Students analyze rhetorical strategies in online editorials, building knowledge of strategies and awareness of local and national issues. This lesson teaches students connections between subject, writer, and audience and how rhetorical strategies are used in everyday writing.

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• Kindergarten K

Design a Successful Advertisement Assignment: A Step-by-Step Guide

Define your advertisement objectives, identify your target audience, establish advertising goals, determine your unique selling proposition, create your advertisement concept, brainstorm ideas, choose the right ad format, develop visuals and copy, design your advertisement layout, apply layout principles, select a color scheme, choose typography, create your own advertisement assignment, utilize ad creation tools, test different ad versions, gather feedback, measure your advertisement success, identify key performance indicators, analyze results, optimize your ad campaign.

Designing a successful advertisement assignment doesn't have to be an intimidating task. In this step-by-step guide, we will walk you through the entire process to create your own advertisement assignment that will effectively reach your target audience and achieve your advertising goals. Let's dive in!

Before you start designing your ad, it's important to have a clear understanding of what you want to achieve with your advertisement assignment. This involves identifying your target audience, establishing advertising goals, and determining your unique selling proposition.

Knowing who you want to reach with your ad is essential for creating a successful campaign. Consider the following factors when identifying your target audience:

• Demographics: age, gender, location, income, etc.
• Interests: hobbies, preferences, needs, etc.
• Behavior: online habits, purchasing patterns, etc.

Having a clear idea of who your target audience is will help you tailor your ad to resonate with them and increase its effectiveness.

Setting goals for your advertisement assignment will help you measure its success and guide your design choices. Common advertising goals include:

• Increasing brand awareness
• Driving website traffic
• Generating leads or sales
• Encouraging customer engagement

Choose the goals that align with your overall marketing strategy and ensure they are specific, measurable, achievable, relevant, and time-bound (SMART).

Your unique selling proposition (USP) is what sets your product or service apart from your competitors. It's the reason why customers should choose you over other options. To determine your USP, consider:

• What makes your product or service unique
• The benefits your customers will receive
• How your product or service solves a problem or fulfills a need

Once you've identified your USP, make sure to emphasize it in your advertisement assignment to effectively communicate your value proposition to your target audience.

Now that you've defined your objectives, it's time to get creative! In this section, we'll explore how to brainstorm ideas, choose the right ad format, and develop engaging visuals and copy to create an advertisement concept that captures your target audience's attention and achieves your goals.

Before diving into ad design, take some time to brainstorm ideas for your advertisement assignment. Here are some tips to help you get started:

• Think about your target audience's interests and preferences. What type of content would they find appealing?
• Consider your unique selling proposition (USP) and how it can be incorporated into the ad concept.
• Try using mind mapping or free-writing techniques to generate a list of ideas.
• Take inspiration from successful ads in your industry, but remember to put your own spin on it and stay true to your brand.

Don't be afraid to think outside the box—sometimes, the most memorable ads are the ones that break the mold!

There are various ad formats available, each with its own strengths and limitations. When choosing the right format for your advertisement assignment, consider the following:

• Print ads: These include newspapers, magazines, and billboards. They're ideal for reaching a local audience or targeting a specific demographic.
• Online ads: From display banners to social media ads, online advertising offers a wide range of options to reach your target audience on various platforms.
• Video ads: With the rise of platforms like YouTube, video ads are an engaging way to tell your story and showcase your product or service.
• Audio ads: Whether it's a traditional radio spot or a podcast ad, audio ads are a great way to reach people who are on the go or multitasking.

Consider the preferences of your target audience and the nature of your product or service when selecting the most suitable ad format for your campaign.

Once you've settled on an ad format, it's time to bring your advertisement concept to life with compelling visuals and copy. Here's what you need to keep in mind:

• Visuals: Choose images or graphics that are eye-catching and relevant to your product or service. Ensure they align with your brand identity and resonate with your target audience. Don't forget to consider the principles of design, such as contrast, balance, and hierarchy, to create a visually appealing ad.
• Copy: Write clear and concise copy that communicates your unique selling proposition and encourages your target audience to take action. Use persuasive language, but avoid over-hyping your product or service. Remember to include a strong call-to-action (CTA) that tells your audience what you want them to do next.

By combining well-designed visuals and engaging copy, you're well on your way to create your own advertisement assignment that stands out and achieves your advertising goals.

With your advertisement concept in place, it's time to focus on designing an attention-grabbing layout that will showcase your visuals and copy effectively. In this section, we'll discuss how to apply layout principles, select a color scheme, and choose typography to create your own advertisement assignment that stands out and engages your target audience.

To create a visually appealing and functional ad layout, you'll need to consider several design principles. These principles will help guide your design choices and ensure your ad effectively communicates your message:

• Balance: Distribute visual elements evenly across your ad to create a sense of harmony and stability. This can be achieved through symmetrical or asymmetrical layouts.
• Contrast: Use contrasting colors, shapes, and sizes to differentiate between elements and draw attention to key sections of your ad.
• Hierarchy: Organize your ad's elements in a way that guides the viewer's eye through the most important information first. This can be done by varying the size, color, or position of elements.
• Whitespace: Don't be afraid to leave some empty space in your layout. Whitespace can help your ad feel less cluttered and make it easier for the viewer to focus on your message.

By applying these layout principles, you'll be able to create a well-organized and visually striking advertisement that effectively communicates your message to your target audience.

Color plays a significant role in creating an eye-catching and memorable advertisement. When selecting a color scheme for your ad, consider the following:

• Brand consistency: Use colors that align with your brand identity to create a cohesive look and establish brand recognition.
• Emotional impact: Different colors can evoke different emotions in viewers. Choose colors that elicit the desired emotional response from your target audience.
• Contrast: As mentioned earlier, contrast is essential for drawing attention to specific elements in your ad. Make sure your color choices provide enough contrast to make your text and visuals stand out.

By carefully selecting a color scheme, you'll be able to create an advertisement assignment that not only looks visually appealing but also resonates with your audience on an emotional level.

Typography is another crucial aspect of your ad's overall design. The right font choices can greatly impact your ad's readability and aesthetic appeal. When selecting typography for your advertisement assignment, keep these tips in mind:

• Legibility: Choose fonts that are easy to read, especially for the most important information in your ad.
• Font pairing: Use a combination of complementary fonts to create a visually interesting and balanced design. Typically, this involves using one font for headlines and another for body copy.
• Consistency with your brand: Select fonts that are consistent with your brand's identity and messaging to maintain a cohesive look across all your marketing materials.

With the right typography choices, your ad will not only look visually appealing but also ensure that your message is easily understood by your audience.

Moving through these steps, you're well on your way to create your own advertisement assignment that stands out and communicates your message effectively. Remember, a well-designed ad is a powerful tool to engage your target audience and achieve your advertising goals.

Now that you've designed your advertisement layout, it's time to bring your concept to life and create your own advertisement assignment. In this section, we'll cover how to utilize ad creation tools, test different ad versions, and gather feedback to ensure that your advertisement is as effective as it can be. Let's dive in!

Creating your advertisement doesn't have to be a daunting task. Many tools are available that can help you bring your design to life, even if you're not a professional designer. Some popular options include:

• Canva: A user-friendly online design platform where you can create eye-catching ads using customizable templates, graphics, and fonts.
• Adobe Spark: Another online design tool that offers a variety of templates and design elements to help you create professional-looking ads.
• Google Web Designer: A free tool from Google that allows you to create HTML5 ads with animations and interactive elements.

By leveraging these tools, you'll be able to create your own advertisement assignment without having to worry about mastering advanced design skills.

Once you have your ad design, it's important to test different versions of your ad to determine which one performs best. This process, known as A/B testing, involves creating two or more variations of your ad and measuring their performance based on key metrics. To conduct an effective A/B test, consider the following tips:

• Test one element at a time, such as headlines, images, or calls to action, to identify which specific changes lead to better results.
• Run your tests for a sufficient amount of time and ensure that you have enough data to make informed decisions.
• Analyze your test results and implement changes based on your findings. Remember, the goal is to continuously improve your ad's performance.

This process of testing different ad versions will help you optimize your advertisement assignment and maximize its effectiveness.

Finally, don't forget to gather feedback from your target audience. It's essential to understand how your ad is being received and if it's resonating with your audience. Here are some ways to gather valuable feedback:

• Focus groups: Organize a group of people from your target audience and show them your ad. Encourage them to share their thoughts and opinions on its effectiveness, design, and messaging.
• Surveys: Distribute surveys to your target audience asking for their opinions on your ad. This can provide you with quantitative data and specific insights to help you make improvements.
• Social media: Share your ad on social media platforms and monitor comments and reactions. This can give you a real-time understanding of how your audience is responding to your ad.

By gathering feedback from your audience, you'll have a better understanding of what works and what doesn't, allowing you to refine your advertisement assignment and make it even more effective.

With these steps, you're well-equipped to create your own advertisement assignment that stands out and captivates your target audience. Remember, the key to a successful ad is continuous improvement, so don't be afraid to test, gather feedback, and make adjustments as needed. Good luck on your advertising journey!

After creating your own advertisement assignment, the next step is to measure its success. Analyzing your ad's performance will help you understand what's working, what's not, and how you can improve your advertising strategy. In this section, we'll discuss how to identify key performance indicators (KPIs), analyze results, and optimize your ad campaign. So, let's get started!

Key performance indicators (KPIs) are measurable values that help you determine whether your advertisement is on track to achieve its goals. To effectively measure your ad's success, you'll need to identify the most relevant KPIs for your advertising objectives. Some common KPIs include:

• Click-through rate (CTR): The percentage of people who click on your ad after seeing it. A higher CTR indicates that your ad is resonating with your audience and driving them to take action.
• Conversion rate: The percentage of users who complete a desired action after clicking on your ad, such as making a purchase or signing up for a newsletter. This metric helps you understand how effective your ad is at encouraging users to take action.
• Return on ad spend (ROAS): The revenue generated from your ad campaign divided by the amount you've spent on it. This KPI helps you determine whether your advertising investment is paying off.

By focusing on the right KPIs, you'll be able to accurately measure the success of your advertisement assignment and make data-driven decisions to improve its performance.

Once you've identified your KPIs, it's time to analyze the results of your ad campaign. Regularly monitoring your ad's performance will help you spot trends, identify areas for improvement, and make informed decisions about your advertising strategy. Here are a few tips for effective analysis:

• Track your KPIs: Use advertising platforms like Google Ads or Facebook Ads Manager to monitor your KPIs and gather data about your ad's performance.
• Compare results: Look at how your ad is performing compared to previous campaigns or industry benchmarks. This will help you understand whether your ad is meeting or exceeding expectations.
• Identify patterns: Look for trends in your data, such as certain days of the week or times of day when your ad performs better. This information can help you optimize your ad schedule for maximum impact.

By analyzing your ad's results, you'll gain valuable insights into its performance and be better equipped to create your own advertisement assignment that drives success.

Now that you've analyzed the results of your ad campaign, it's time to optimize it for even better performance. Optimization involves making adjustments to your ad based on your findings to improve its effectiveness. Here are some ways to optimize your ad campaign:

• Refine your targeting: If your ad isn't resonating with your target audience, consider adjusting your audience targeting to better reach potential customers who are more likely to be interested in your product or service.
• Test different ad elements: As discussed earlier, A/B testing different versions of your ad can help you identify what works best and improve your ad's performance. Keep testing and iterating to find the most effective combination of visuals, copy, and calls to action.
• Adjust your ad budget: If you find that your ad is performing well, consider increasing your budget to reach more potential customers. Conversely, if your ad is underperforming, you may need to reevaluate your budget and allocate resources more effectively.

Optimizing your ad campaign is an ongoing process that requires regular analysis and adjustments. By doing so, you'll continue to improve your ad's performance and make your advertisement assignment even more successful.

In conclusion, measuring your advertisement's success is a crucial part of the advertising process. By identifying the right KPIs, analyzing your results, and optimizing your ad campaign, you'll be well on your way to creating your own advertisement assignment that achieves your desired goals. Remember, advertising is an iterative process, so keep learning, experimenting, and improving to ensure your ads reach their full potential. Happy advertising!

If you're looking to further enhance your advertising skills after reading our step-by-step guide, don't miss the workshop ' What Makes a Memorable Advertisement? ' by Jessy Moussallem. This workshop will provide you with valuable insights on creating impactful and unforgettable advertisements that will resonate with your target audience.

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• Visual Arts
• English & Literature

Media Awareness I: The Basics of Advertising How are consumers influenced by media marketing?

In this 6-8 lesson, students will examine the influence of advertising from past and present-day products. Students apply design principles to illustrate a product with background and foreground. This is the first lesson designed to accompany the media awareness unit.

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Lesson Content

• Preparation
• Instruction

Learning Objectives  

Students will: 

• Analyze print, video, and audio advertisements. 
• Evaluate the influence that advertising exerts on people through the media.
• Interpret the purpose of advertising and what the term “target audience” means.
• Discuss interpretations and inferences from product or service advertisements.
• Use principles of art and design to create an advertisement of their own. 
• Demonstrate an illustration with background and foreground.

Standards Alignment

National Core Arts Standards National Core Arts Standards

VA:Cr2.1.6a Demonstrate openness in trying new ideas, materials, methods, and approaches in making works of art and design.

VA:Cr2.1.7a Demonstrate persistence in developing skills with various materials, methods, and approaches in creating works of art or design. 

VA:Cr2.1.8a Demonstrate willingness to experiment, innovate, and take risks to pursue ideas, forms, and meanings that emerge in the process of artmaking or designing

VA:Cr3.1.6a Reflect on whether personal artwork conveys the intended meaning and revise accordingly

VA:Cr3.1.7a Reflect on and explain important information about personal artwork in an artist statement or another format.

VA:Cr3.1.8a Apply relevant criteria to examine, reflect on, and plan revisions for a work of art or design in progress.

VA:Re.7.2.6a Analyze ways that visual components and cultural associations suggested by images influence ideas, emotions, and actions.

VA:Re.7.2.7a Analyze multiple ways that images influence specific audiences.

VA:Re.7.2.8a Compare and contrast contexts and media in which viewers encounter images that influence ideas, emotions, and actions.

VA:Re8.1.6a Interpret art by distinguishing between relevant and non-relevant contextual information and analyzing subject matter, characteristics of form and structure, and use of media to identify ideas and mood conveyed.

VA:Re8.1.7a Interpret art by analyzing artmaking approaches, the characteristics of form and structure, relevant contextual information, subject matter, and use of media to identify ideas and mood conveyed.

VA:Re8.1.8a Interpret art by analyzing how the interaction of subject matter, characteristics of form and structure, use of media, artmaking approaches, and relevant contextual information contributes to understanding messages or ideas and mood conveyed.

MA:Re7.1.6a Identify, describe, and analyze how message and meaning are created by components in media artworks. 

MA:Re7.1.7a Describe, compare, and analyze the qualities of and relationships between the components in media artworks. 

MA:Re7.1.8a Compare, contrast, and analyze the qualities of and relationships between the components and style in media artworks.

MA:Re8.1.6 Analyze the intent of a variety of media artworks, using given criteria.

MA:Re8.1.7 Analyze the intent and meaning of a variety of media artworks, using self developed criteria.

MA:Re8.1.8 Analyze the intent and meanings of a variety of media artworks, focusing on intentions, forms, and various contexts.

MA:Cn11.1.6a Research and show how media artworks and ideas relate to personal life, and social, community, and cultural situations, such as personal identity, history, and entertainment.

MA:Cn11.1.7a Research and demonstrate how media artworks and ideas relate to various situations, purposes and values, such as community, vocations, and social media. 

MA:Cn11.1.8a Demonstrate and explain how media artworks and ideas relate to various contexts, purposes, and values, such as democracy, environment, and connecting people and places.

Common Core State Standards Common Core State Standards

ELA-LITERACY.SL.6.1 Engage effectively in a range of collaborative discussions (one-on-one, in groups, and teacher-led) with diverse partners on grade 6 topics, texts, and issues, building on others' ideas and expressing their own clearly.

ELA-LITERACY.SL.6.1.A Come to discussions prepared, having read or studied required material; explicitly draw on that preparation by referring to evidence on the topic, text, or issue to probe and reflect on ideas under discussion.

ELA-LITERACY.SL.6.1.B Follow rules for collegial discussions, set specific goals and deadlines, and define individual roles as needed.

ELA-LITERACY.SL.6.1.C Pose and respond to specific questions with elaboration and detail by making comments that contribute to the topic, text, or issue under discussion.

ELA-LITERACY.SL.6.1.D Review the key ideas expressed and demonstrate understanding of multiple perspectives through reflection and paraphrasing.

ELA-LITERACY.SL.6.2 Interpret information presented in diverse media and formats (e.g., visually, quantitatively, orally) and explain how it contributes to a topic, text, or issue under study.

ELA-LITERACY.SL.7.1 Engage effectively in a range of collaborative discussions (one-on-one, in groups, and teacher-led) with diverse partners on grade 7 topics, texts, and issues, building on others' ideas and expressing their own clearly.

ELA-LITERACY.SL.7.1.A Come to discussions prepared, having read or researched material under study; explicitly draw on that preparation by referring to evidence on the topic, text, or issue to probe and reflect on ideas under discussion.

ELA-LITERACY.SL.7.1.B Follow rules for collegial discussions, track progress toward specific goals and deadlines, and define individual roles as needed.

ELA-LITERACY.SL.7.1.C Pose questions that elicit elaboration and respond to others' questions and comments with relevant observations and ideas that bring the discussion back on topic as needed.

ELA-LITERACY.SL.7.1.D Acknowledge new information expressed by others and, when warranted, modify their own views.

ELA-LITERACY.SL.7.2 Analyze the main ideas and supporting details presented in diverse media and formats (e.g., visually, quantitatively, orally) and explain how the ideas clarify a topic, text, or issue under study.

ELA-LITERACY.SL.8.1 Engage effectively in a range of collaborative discussions (one-on-one, in groups, and teacher-led) with diverse partners on grade 8 topics, texts, and issues, building on others' ideas and expressing their own clearly.

ELA-LITERACY.SL.8.1.A Come to discussions prepared, having read or researched material under study; explicitly draw on that preparation by referring to evidence on the topic, text, or issue to probe and reflect on ideas under discussion.

ELA-LITERACY.SL.8.1.B Follow rules for collegial discussions and decision-making, track progress toward specific goals and deadlines, and define individual roles as needed.

ELA-LITERACY.SL.8.1.C Pose questions that connect the ideas of several speakers and respond to others' questions and comments with relevant evidence, observations, and ideas.

ELA-LITERACY.SL.8.1.D Acknowledge new information expressed by others, and, when warranted, qualify or justify their own views in light of the evidence presented.

ELA-LITERACY.SL.8.2 Analyze the purpose of information presented in diverse media and formats (e.g., visually, quantitatively, orally) and evaluate the motives (e.g., social, commercial, political) behind its presentation.

Recommended Student Materials

Editable Documents : Before sharing these resources with students, you must first save them to your Google account by opening them, and selecting “Make a copy” from the File menu. Check out Sharing Tips or Instructional Benefits when implementing Google Docs and Google Slides with students.

• Common Advertising Strategies
• Slide: Product Advertisements
• Product Discussion Questions
• Elements and Principles of Art
• Slide: Illustration Examples
• Criteria for Success: Product Illustration

Teacher Background

Teachers should use age-appropriate advertisements and products. Bring a collection of sample products for students to observe. Visit Advertising 101: Tips to Get you Started and review Common Advertising Strategies before teaching the lesson.  Preview the other two lessons in the unit, Media Awareness II: Key Concepts in Advertising and Media Awareness III: Helping a Product Cross the Finish Line . 

Student Prerequisites  

Students should have a basic understanding of advertising and their favorite products.

Accessibility Notes

Provide preferential seating and captions for visual presentations. Give students the option to create an audio advertisement as opposed to a visual one.

• Display a few children’s products (games, cereals, toys, devices, DVDs, etc.) around the classroom. Ask students to “turn and talk” and answer the following question: What is one of your favorite products and why?
• Initiate a class discussion in which each student shares what they like/dislike about their product.
• Have all students brainstorm different categories of kid-oriented products. Create a “t-chart” with a running list of these products on one side, then write down the reasons for valuing each item on the other.
• Introduce students to the three-part lesson on advertising. Ask students, who have heard of the term “advertising?” How is advertising related to the product we listed on the “t-chart?”
• Distribute or display the resource, Common Advertising Strategies . Review the basics of advertising and marketing and inform the students that they will be using their knowledge to create an advertisement for their favorite kid-oriented product.
• Show the students examples of print and video ads from the Slide: Product Advertisements . Be mindful of any students that may need one type of advertisement over the other. See “Accessibility Accommodations” for modifications.
• Begin a discussion about advertisements. Ask: Would you want to buy this product? If so, what about the advertisement caught your attention? Who is the target audience for the advertisement? How do you know? Based on the Common Advertising Strategies resource, which marketing techniques do the advertisements use?
• Ask students to bring a favorite product from home. This can include food, a toy, or any product they enjoy.
• Have students divide into pairs or small groups and temporarily exchange with one another their product and the associated advertisement. This discussion will promote an enhanced understanding of advertising and the effect it can have on the audience. If for any reason the student does not have a product, allow them to choose a product from the teacher’s collection or one on the web.
• Display the Product Discussion Questions and encourage students to elaborate on their product. 
• Allow students approximately 5 – 10 minutes to discuss their products. Then, ask each group to summarize their discussion points.

Reflect  

• Distribute the Elements and Principles of Art resource to students and review the Criteria for Success: Product Illustration . Explain to students that the class will only focus on a few of the elements and principles for the next activity (students will draw his/her item from observation).
• Model the concept of using overlapping lines to create the illusion of foreground/background space in the picture plane. Show students the Slide: Illustration Examples to analyze the foreground/background space illusion technique. Also, do a quick sketch to illustrate the process in detail. The background will then be drawn in to show where the item is usually kept at home (shelf, drawer, etc.).
• Explain to students that this drawing will become an advertisement for their product. 
• Distribute 18” x 12” newsprint paper and pencils and have students begin their drawings. Allow sufficient time for students to complete the assignment. Offer additional modeling and feedback for students who need support. Encourage them to collaborate with their classmates for constructive feedback. 
• Assess students’ knowledge with a written response. Have students compare the various choices made in the placement of the object on the page and the principle of balance.
• Collect drawings, as students will use these drawings as a springboard during the next lesson. 
• Ask students to bring in an example of an advertisement for a product to discuss during the next lesson.
• Using their notes from the discussion on kid-oriented products, students will expand upon their knowledge by researching various advertisements for the products they listed (games, CDs, interactive toys, etc.). Using a double-sided journal entry, each student will choose one type of product and then record the characteristics of the product’s advertisement. The ads can be television, radio, internet, or print ads. During the next lesson, have students report their findings.
• Have students review Digital Marketing strategies and infographic advertisements by visiting age-appropriate websites. Then have them create their own digital add or infographic using Animaker , Smore , or a graphic design tool like Google Drawings . This activity helps students to compare and contrast various websites and how they use marketing to attract consumers.

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Related Resources

Lesson media awareness ii: key concepts in advertising.

In this 6-8 lesson, students will continue the exploration of advertising and media awareness.  Students will examine the purpose, target audience, and value of advertisements. Students will then create original, hand-drawn advertisements. This is the second lesson designed to accompany the media awareness unit.

Lesson Media Awareness III: Crossing the Finish Line

In this 6-8 lesson, students will develop and market a new children’s product. They will apply advertising design strategies to market their product. This is the third lesson designed to accompany the media awareness unit. 

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Media Planning: What It Is + How to Write a Media Plan

Discover how media planning benefits businesses and the process of building a media plan.

What is media planning? 

Media planning is a process that marketers use to determine the best method of communicating a message to an audience. Media planning involves analyzing audiences, channels , platforms, messaging, and advertisements to discover the most effective marketing methods to promote a particular brand or product. With thorough media planning, you can reach potential customers on the right channel with the right message at the right time. 

According to HubSpot’s 2022 State of Media & Content Planning Research Report, 70 percent of media planners say that market research is the most effective part of their planning strategy, while 22 percent of media planners intend to invest more in research [ 1 ].  

Media planning vs. media buying 

Media planning concerns the strategy behind selecting media platforms, while media buying concerns the actual monetary investment in different platforms. Media planners often work with media buyers to maximize media spend ROI (return-on-investment).  

Careers in media planning 

The most common job title in media planning is media planner. Media planners leverage their market research and ad reach knowledge to maximize the impact of advertising campaigns. One of their main priorities is determining which media platforms can offer brands the most reach.

As marketing specialists, media planners typically need a bachelor’s degree in communication, marketing, advertising, or business. Zippia reports that 89 percent of media planners hold a bachelor’s degree, while 8 percent have a master’s degree [ 2 ]. 

Based on job listings on Glassdoor, Indeed, and LinkedIn, you can find media planning jobs in marketing agencies as well as in industries such as restaurants and nightlife, travel, HR, health and medicine, higher education, technology, software development, and consumer product manufacturing. You may come across related job titles like digital media planner, senior media planner, assistant media planner, brand strategist and planner, paid media strategist, marketing manager, media buyer, and media analyst. 

Company reviews on Glassdoor (as of October 2022) reveal that the top-rated companies hiring media planners include: 

Horizon Media, a data-driven media and marketing company

CMI Media Group, a health, wellness, and pharmaceutical marketing agency 

RPA, an advertising agency

Crossmedia, a communications planning, media services, and international account management company

22squared, a strategic marketing and creative services agency    

How much can you make as a media planner?  

The average Glassdoor salary for a media planner in the US is $77,153

What is a media plan? 

Now that you know the definition of media planning and what the 2022 career landscape looks like for this field, let’s explore how media plans help businesses. A media plan outlines the audiences a marketing message will reach, the channels to be used, and the delivery schedule. 

Your media plan should include the following components: 

Goals and KPIs: How will you define advertising campaign success? 

Budget: How much media spend is available, and how will you allocate it? 

Audience targeting: What are the goals and challenges of the people you are trying to reach , and where (and when) do they spend time online? 

Messaging: What are the media content’s main themes, and how will these themes determine the types of content you create? 

Scheduling: Based on audience insights, how frequently will the messaging appear across channels, and at what times of the day? 

Media mix: Based on audience insights, what combination of channels will you use to increase advertising reach, including social media platforms, blog content, email marketing , paid ads, earned media (news mentions and backlinks), and traditional media? 

Read more: What Is Omnichannel Marketing? Definition, Examples, and Strategy

Benefits of having a media plan

Developing a media plan can benefit a business in several ways, including:  

Getting to know your audience more intimately 

Communicating with your audience more effectively 

Systematizing your marketing efforts 

Monitoring campaign activity

Optimizing campaign performance

Keeping up with the latest media trends 

Driving overall business goals, from growing your customer base to increase revenue 

How to write a media plan 

As you explore media planning, one of the processes you’ll need to master is writing a media plan. Follow the steps below to begin writing a media plan for your next advertising campaign: 

1. Identify your advertising goals.

Get clear on what you want an advertising campaign to achieve. Make sure advertising goals correspond to overall business goals. Draw from these examples to articulate your own: 

Increase social media following and engagement 

Generate qualified leads

Convert more email subscribers into paying customers

2. Conduct market research.  

Understanding your audience is integral to delivering the right message on the schedule that will make the most impact. In addition to gathering the standard information such as demographics (age, location, or income), goals, and challenges, you’ll need to find out what kinds of ads your target audience engages with the most. What messaging and ad creatives get more results? Which channels does your audience prefer?    

3. Refine buyer personas.

Use your findings from market research and information about existing customers to refine buyer personas or create new ones. A buyer persona is a semi-fictional representation of your ideal customer. You can use buyer personas to make empowered marketing decisions.   

4. Select media channels.

Include in your media plan a list of the channels through which you will reach your target audience and a short description of the content that will appear on each channel. Concentrate on the channels that your audience is most likely to use. 

Read more: Display Advertising Guide: Types, Best Practices, and How to Start

5. Select media planning tools. 

An important way to get the most out of your media plan and advertising efforts based on it is to use media planning tools. Media planning tools include software and templates that organize the data you need to launch and manage a successful advertising campaign. You will need to monitor ad spend, how campaigns are performing on each channel, and how much revenue you can attribute to individual marketing efforts. 

When choosing media planning tools, consider the cost, ease of setting each up, what each one tracks, and how it presents data. Here are five tools to investigate: 

HubSpot’s free media planning template  

MediaPlanHQ  

6. Create a media plan.

Using all the information and ideas you’ve gathered, write your media plan and distribute it to other marketing team members and stakeholders. Be sure to include: 

Goals and KPIs

Audience targeting 

Scheduling 

7. Implement your media plan and measure results. 

Once you’ve discussed the media plan with team members and stakeholders, implement the advertising campaign across channels. Schedule a time to track performance and measure it against your goals. Adjust the media plan accordingly. 

Improve your marketing with Coursera 

Taking online courses can be a great way to learn marketing skills and discover career options. Explore the Professional Certificate programs below, offered by industry leaders, Google and Meta. 

Article sources

HubSpot. “ The State of Media & Content Planning 2022 Research Report , https://offers.hubspot.com/hubfs/HubSpot_Media_Content_Planning_Report_2022.pdf.” Accessed October 25, 2022. 

Zippia. “ Media Planner Education Requirements , https://www.zippia.com/media-planner-jobs/education/.” Accessed October 25, 2022.

Keep reading

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How To Write An Advertisement: Detailed Guide

Advertising has become a mainstream part of marketing strategies and for marketers to promote any product, service, or brand.

However, crafting a compelling ad copy that captures the attention of your target audience and drives results can be a daunting task. To create effective ad copy, you need to understand the objectives, steps, tips & tricks, frameworks, and mediums that go into it.

This guide provides practical advice to help you write an advertisement that connects with your audience and achieves your marketing goals.

Before writing an advertisement, it’s essential to consider the audience, different types of ads, and different advertising mediums available to you. It will allow you to choose the most effective method to reach your target audience and achieve your advertising goals. Depending on your objectives and the characteristics of your audience, you can choose to write an online or offline advertisement.

Know Your Audience

To write an effective ad, you need to know your target audience’s age, needs, behaviours, interests, pain points, and more. By identifying the pain points and motivations they need to use a product, you can create messaging that speaks directly to them and increase the likelihood of them taking action on your advertisement.

For instance, suppose you own a website that sells plus-size clothing, and your target audience is people of all ages searching for comfortable, fashionable clothing. Your ad highlights affordable prices and the versatility of clothing options for different occasions.

Once you have identified your audience, you can choose the most appropriate advertising medium to reach them.

Know Your Advertising Objectives

Knowing the ad’s objective before creating it is important because it helps you define what you want to achieve from the ad.

Moreover, setting the right objective will help you define your target audience, craft the right messages, deliver it at the right time, in the right way, and measure results rightly.

For instance, if you want to promote a new restaurant specialising in pizza, you may not create an ad about the restaurant’s entire menu and all dishes. Instead, you could advertise a limited-time offer, such as “Buy one pizza, get one free” or “50% off all pizza orders during lunchtime.

This would attract customers looking for a deal and entice them to try the restaurant’s pizza.

However, there are a few common advertising objectives , which are as follows:

• Increase brand awareness: This objective aims to introduce your brand to a wider audience and make them aware of your brand’s existence .
• Generate leads: The objective here is to capture the attention of your potential customers and encourage them to provide your contact information to them.
• Drive sales: The objective is to encourage customers to purchase your product or service by offering some discounts, special coupons or other offers.
• Build brand loyalty: The goal is to encourage customers to develop a strong emotional connection with your brand and become repeat customers.
• Increase website traffic: The objective is to drive more traffic to your company’s website. It can cater to brand awareness and top-of-mind awareness (TOMA) .
• Create a positive brand image: The objective is to shape customers’ perceptions of your brand and create a positive image in their minds.
• Enhance customer engagement: The goal is to encourage the customers to interact with your brand and become more engaged with your products or services.
• Educate customers: The objective is to inform customers about your products or services and their benefits and features.

By setting clear advertising objectives, you can ensure that your advertising campaigns are focused and effective in achieving the desired marketing outcomes.

Choose The Medium

When it comes to creating an advertisement, there are two primary mediums you can choose from: online and offline.

Online advertising effectively reaches a broader audience and targets specific groups based on their online behaviours. Whereas offline advertising effectively reaches local audiences or creates a more personal connection with your target customers.

Online advertising includes social media ads, search engine ads, email marketing, influencer marketing , and more. While offline advertising includes traditional methods such as print ads, television and radio commercials, billboards, direct mail, and more.

Types Of Advertising

You can use a variety of online and offline advertising mediums to roll out your advertisements. Here is a list of a few most popular advertising mediums that you can choose from.

Online advertisements refer to any form of advertising that is hosted digitally on the internet . These include:

• Paid search advertising
• Social media advertising
• Product placement advertising
• SMS Advertising
• Display advertising
• Native advertising
• Email advertising
• Digital signage advertising
• Video advertising
• Re-target and re-market advertising
• Mobile advertising

Offline advertisement refers to any form of advertising that is conducted outside of digital platforms. These include:

• Print advertising
• Television advertising
• Radio advertising
• Direct mail advertising
• Outdoor advertising
• Trade show advertising
• Billboard ads
• Telemarketing
• Public Relations (PR)
• Promotional products
• Direct response advertising

Writing The Advertisement

No matter if it’s an online or offline advertisement, here are some components you should always include while writing an advertisement:

The heading is essential to your advertisement as it is the first thing the reader sees and reads. It should be short, catchy, and attention-grabbing to make them want to keep reading.

For example, if you are selling a new brand of coffee, your heading can be “Wake Up to a Better Brew with XYZ Coffee.”

As a business owner, you might often struggle with creating compelling ads that can boost your site’s traffic and sales due to challenges such as ad type selection, budgeting, and more. The Facebook Ad Library and SEMrush are solutions to this challenge.

The Facebook ad library is a searchable online database that allows you to analyse the current ads being run by any page or advertiser on Facebook and Instagram. By utilising this resource, you can gain insight into ad creator information, publishing dates, ad spend limits, and more to inspire your own ad creation and analyse your competition.

SEMrush is a tool that provides competitive intelligence to you. It also lets you investigate and monitor your competitors’ online PPC advertising campaigns and SEO optimisation strategies. As a copywriter or marketer, you can use SEMrush to analyse your competitors’ content and identify their target keywords. Use this information to create more effective ad copy and optimised content for search engines.

It is a secondary title that provides more information about your product or service to your audience. It should be a bit longer than the heading and give the reader a reason to keep reading. Make it provide more details about your product or service and highlight its unique features.

For example, if you are selling a new brand of coffee, your subhead can be “Our Organic Beans are Sourced from the Finest Farms Around the World.”

Often, markets and writers use keywords in the subheading, making them more search engine friendly to get more visibility.

Moreover, if you need help with SEO in your copywriting , you can always use Frase to optimise your ad content. You can use it to research keywords , topics, and more, write, and optimise high-quality SEO content quickly and easily. Besides, it can also help you paraphrase your existing copies and optimise them for SEO.

The hook is the opening sentence or phrase that captures the reader’s attention and makes them want to read more. It should be creative and engaging, designed to draw the reader in.

For example, if you are selling a new brand of coffee, your hook can be, “Are you tired of drinking bland, boring coffee every morning?”

In advertising, creating a good hook is essential to capture the reader’s attention and interest them in reading the rest of the ad. However, creating an attention-grabbing hook can be challenging for many writers and marketers. To cater to this need, you can use Copy.ai , a copywriting tool , to generate compelling hooks and other ad content. You can also train the tool with your own pre-written content to create copies that sound like you wrote it. By using copy.ai , you can streamline your ad copywriting process and create more effective advertisements.

The body is the main part of your advertisement, where you provide more information about your product or service. It should be well-organised, easy to read, and should highlight the benefits of your product or service. Divide the body into short paragraphs, use bullet points, or numbered lists to make it easier to skim.

For example, if you are selling a new brand of coffee, your body could include information about the taste, aroma, and quality of your coffee.

Various frameworks are available for marketers, writers, and advertisers to craft ad content, such as BAB, AIDA, PAS, and more. In writing ads, these or other similar frameworks can provide a structure and formula to follow that can increase the effectiveness of the ad.

However, if studying each framework and writing ads seem overwhelming, you can use Jasper to help you with it. This framework-agnostic tool, Jasper, includes templates for different frameworks developed by experts, allowing the AI to generate optimal ad copies based on the chosen framework for you.

Besides, if you want to create sales copies , product descriptions, Facebook ads, email subject lines, and more at scale, you can use Copysmith for this use case. It has universal templates for different types of content based on their purpose. Those templates will help you create copies at scale. This tool is best for an ecommerce company that wants to create marketing copies at scale or large marketing teams working with several clients. 

Call to Action (CTA)

The CTA is part of your advertisement where you have gained the power in your reader’s mind to tell them what to do next. It should be clear and concise and encouraging enough to make the reader take action.

For example, if you are selling a new brand of coffee, your CTA could be “Order Now and Get 10% Off Your First Purchase.”

Popular Copywriting Frameworks

The copywriting frameworks are designed to help you structure your copy in a way that’s easy to read, engage, and persuade. You can precisely use these frameworks to write funnel-oriented copies for your campaign. These funnel-based copywriting frameworks always make your copies attract, hook, and convert better.

Though there are many frameworks a copywriter or the marketer can use in copywriting (apart from what’s mentioned below), here are the seven most useful frameworks you can bring into use.

Attention-Interest-Desire-Action (AIDA)

AIDA is a four-step process designed to get readers to take action.

The AIDA framework goes like this:

For example, an ad for a new car might use the AIDA framework like this:

• Attention: Are you tired of driving an old car?
• Interest: Our new car has all the latest features.
• Desire: Imagine driving a car that turns heads.
• Action: Visit our dealership today and take a test drive.

Before-After-Bridge (BAB)

The Before-After-Bridge (BAB) framework is a three-part structure commonly used in direct response copy.

The BAB framework goes like this:

For example, an ad for a weight loss product might use the BAB framework like this:

• Before: Are you tired of feeling overweight and unhealthy?
• After: Imagine feeling confident and healthy in your own skin again
• Bridge: Our weight loss product can help you achieve your goals

Problem-Agitate-Solution (PAS)

The PAS framework is a three-step process designed to help you identify and solve your customer’s problems.

The PAS framework goes like this:

For example, an ad for a headache medicine might use the PAS framework like this

• Problem: Do you suffer from headaches?
• Agitate: Headaches can be debilitating and ruin your day
• Solution: Our headache medicine can provide fast relief.

Problem-Promise-Proof-Proposal (PPPP):

The PPPP framework is a four-step process designed to help you create a persuasive message.

The PPPP framework goes like this:

For example, an ad for a new software product might use the PPPP framework like this:

• Problem: Are you tired of using outdated software?
• Promise: Our new software is faster and more efficient.
• Proof: Our software has helped businesses increase productivity by 50%.
• Proposal: Try our software today and see the difference for yourself.

Features-Advantages-Benefits (FAB)

The FAB framework is a three-step process designed to help you communicate the value of your product or service.

The FAB framework goes like this:

For example, an ad for a new smartphone might use the FAB framework like this:

• Features: Our new smartphone has a 6.5-inch screen and 5G connectivity.
• Advantages: You can watch your favourite movies and TV shows on the go.
• Benefits: Stay connected with your friends and family no matter where you are.

Star-Story-Solution

The Star-Story-Solution framework is a three-step process designed to help you tell a compelling story.

The Star-Story-Solution framework goes like this:

For example, an ad for a new luxury watch might use the Star-Story-Solution framework like this:

• Star: You deserve the best.
• Story: Our luxury watch is made with the finest materials and craftsmanship
• Solution: Treat yourself to the ultimate luxury with our new watch.

Awareness-Comprehension-Conviction-Action (ACCA)

This four-step framework is designed to help you create a persuasive message.

The ACCA framework goes like this:

• Comprehension

For example, an ad for a new online course might use the ACCA framework like this:

• Awareness: Do you want to learn a new skill?
• Comprehension: Our online course is designed to teach you everything you need to know.
• Conviction: Our course has helped thousands of people achieve their goals.
• Action: Sign up for our course today and start learning.

Tips To Write An Effective Advertisement

An effective advertisement can make all the difference in selling a product or service. That’s why understanding the key elements of a successful ad and how to craft them is crucial. So, to meet that challenge, let’s learn about the insider’s tips and tricks for writing an effective advertisement that will help you connect with your audience and drive conversions.

Write Powerful Problem-Solutions Eye-Catching Headline

An Ad you create and roll out for your audience must show viewers how your product or service can solve their problem.

Merely plugging in keywords won’t be enough to attract their attention (even though it is the first thing viewers look for).

The powerful way to stand out is to add your visitor’s end goal and promise to help solve their problem in the headline.

For instance, if your user is looking for a home security system, your ad, which says ‘home security system that keeps you safe & gives you peace of mind’, could highlight how it can provide peace of mind by keeping their family and belongings safe.

By showing how you’ll solve their problem and address their pain points, you’ll attract their attention and entice them to take action.

Pen Benefits And Not Features: Show What’s There For Them

When you are writing the body of your ad, it is essential to focus on how your brand or product will improve your visitors’ lives. Because a solution and benefit from a product are what your reader wants.

Thus, instead of starting with how amazing your brand is, tell your visitors how your brand or product will benefit them. Your ad should be personal and demonstrate how your service will solve the user’s problem.

For example, suppose you get to see these two ads when you enter the keyword’ fitness app’

Ad 1 (Benefits-Focused)

Get in the best shape of your life with our fitness app!

With personalised workout plans that fit your busy routine and nutrition tracking, you’ll see real results in no time. Say goodbye to feeling sluggish and hello to a healthier, happier you with 10% savings on your plan.

Lesson: This ad focuses on the benefits that the app provides, such as getting in shape, a program that fits in the busy schedule, seeing results, feeling healthier and happier, and saving 10% on their plan. By highlighting these benefits, the ad is more likely to resonate with potential customers and inspire them to take action.

Ad 2 (Features-Focused)

Our Fitness App Helps You Get Fit

Our fitness app includes personalised workout plans, nutrition tracking, and real-time feedback. Access to a library of exercises and progress monitoring allows you to easily stay on top of your fitness goals.

Lesson: This ad simply lists the app’s features, such as personalised workout plans, nutrition tracking, and exercise libraries. While these features may be necessary to some potential customers, the ad does not explain how the app will benefit them. As a result, it may not be as effective at convincing customers to take action.

Implement FOMO

If you are looking for a way to increase conversions on your website, one simple solution is to implement FOMO the fear of missing out .

Adding FOMO is like giving loss aversion (a real psychological force) to people that motivates them to take action. 

To give them the FOMO, you can add countdown timers on your site or tell them they’ll miss out if they miss this deal which is valid for only X hours. Using these types of advertising , you can tap into this force and drive more conversions.

For example, suppose you are a brand that sells mobile phones. So you can write an ad like this implementing FOMO:

• 50+ latest Apple iPhones and Smartphones on sale
• Sales end in 3 hours. Get a 40% discount on all models on sale. Free shipping throughout India. Shop Now!

Creating a sense of scarcity will motivate more people to click through and make a purchase. This is just one of the six principles of persuasion outlined by Robert Cialdini, and it’s a powerful tool for driving conversions in a competitive online marketplace.

Add A Strong Emotional Trigger

As a copywriter, your job is to persuade your audience to take a specific action. One of the most effective ways to do this is to include emotional triggers in your copy.

Emotional triggers are words or phrases that tap into your audience’s emotions and help them connect with your brand or product on a deeper level.

For example, if you’re selling a weight loss supplement, you might use words like ‘transform,’ ‘confidence,’ and ‘healthy’ to trigger feelings of empowerment and self-improvement in the potential users.

Another way to use emotional triggers is to tap into your audience’s pain points. If you are selling a product that solves a specific problem, you can use language highlighting the negative emotions associated with that problem and solutions. For example, if you’re selling a headache medication, you might use words like throbbing,’ ‘debilitating,’ and ‘miserable’ to trigger empathy and urgency in your audience. And ‘feel better,’ ‘get better,’ and ‘get relaxed’ to highlight the solution.

Here is an example of an ad that includes emotional triggers:

Are you tired of feeling self-conscious about your smile?

Our teeth whitening kit can help you transform your smile and boost your confidence! With our easy-to-use kit, you can whiten your teeth at home and achieve a bright, healthy-looking smile in just a few weeks.

Provide A Risk-Free Offer To Take Away Their Fear

One effective copywriting tip to consider is providing a risk-free offer to remove your customers’ fears. People often worry about wasting their hard-earned money on low-quality products or services when there is no return or money-back policy. It makes them hesitant to make a purchase.

However, by offering a risk-free guarantee, you can remove these doubts and incentivise your potential customers to try your product or service.

When potential customers know they can get their money back if they are unsatisfied, they are more likely to give your product or service a chance. It also adds to your brand’s authority because it shows that your company is confident in the value of your offering and willing to stand behind it.

Bottom Line

In conclusion, writing an effective advertisement requires a strategic approach that takes into account many things, including the objectives, target audience, medium, and the right steps for writing the ad.

By following these guidelines and utilising the appropriate frameworks, tips, and tricks, you can create ads that resonate with your audience and drive results for your business.

Ravpreet is an avid writer, prone to penning compelling content that hits the right chord. A startup enthusiast, Ravpreet has written content about startups for over three years and helped them succeed. You can also find her cooking, making singing videos, or walking on quiet streets in her free time.

Related Posts:

11 Types of Advertising Explained with Examples

Chances are you have one of the best products or services, but what’s the use if nobody knows about it and it’s not generating the sales you were aiming for? That’s exactly where advertising comes into play. Whether it’s a creative slogan, catchy jingle, or an innovative bus ad, advertising examples are everywhere; they come in all kinds, shapes, and sizes.

Also, did you know that an  average human is exposed to  almost 6000-10,000 ads per day? 

Nonetheless, with so much competition and noise, how can you create a winning ad campaign for your business?

Fret not; we at Marketingtutor.net have curated a list of some of the top-notch types of advertising campaigns that can take your business to a whole brand new level.

Let’s find out!

Table of Contents

What Is Advertising?

Advertising is more like a form of marketing communication, it’s one of the crucial elements of the organization’s marketing strategy. Businesses across the globe use advertising to spread the word about their services and products through several channels.

What’s more, today’s fast-paced tech world has changed the landscape of advertising, with broadcast and print serving as conventional formats, whereas digital format serves as the contemporary option.

Also, with advancements in tech, companies have the ability to gain a new customer base and track the performance of their ad campaigns.

11 Different Types of Advertising

Before you let your imagination fly and think of catchy jingles or clever slogans, you need to consider what kind of ad campaign you would like to run for your business.

By no means are we saying creativity doesn’t matter; IT DOES, but targeting your audience and choosing the right platform is what matters the most in achieving the company’s strategic goals?

Here’s a list of some of the types of advertising with examples that you can choose and pick wisely!

Television Advertising

Are you seeking an extensive reach that can cater to a large market? Television advertising can be the answer to your business needs. That’s because it has the edge of sound, movement, color, and sound to persuade buyers to buy the product.

Albeit it’s costly, if you are looking at the bigger picture, more customer base, extensive reach, it’s completely worth it.

Companies can market their services and products through 20, 40, and 60 seconds television commercials. Nevertheless, the cost of the ad depends on other several factors, including:

• Length of the ad.
• The number of networks.
• Geographic reach.
• Time of the day.
• Frequency of airing

Example – Wendy’s Where is the Beef

It is perhaps one of the most iconic and catchy taglines of the 1980s; Burger King and McDonald’s were ruling the fast-food market because they were promoting the size of their burgers by naming them “Whopper” and “Big Mac.” Wendy had to come up with something more novel and catchy to grab the public’s attention.

Wendy’s clever slogan TV commercial,“Where is the Beef” had a lasting impact on fast food advertising. Never before had a fast-food burger joint gained such cultural clout; even today, people utter the catchphrase when seeking more substance.

Radio Advertising

If your target audience listens to a particular radio station, radio advertising can come in very handy to reach your target market and gain new customers.

The target audience can hear radio ads while running day-to-day errands (doing household chores, driving, etc.), radio also enables the repetition of ads just like TV commercials that, in turn, help organizations get more recognition and customer base.

Example – Sprite Radio Ad

When it comes to an ad that is short, loud, crisp, and sweet, Sprite tops the list. With this ad campaign, the company was able to target its audience without having to say much.

Yes, the slurping sound effect gave all the feel to its audience.

Print Advertising

Print advertising refers to the advertisements that we often see in magazines, flyers, newspapers, etc. Businesses can advertise their services and products in the local newspaper, whether within separate classified sections or either throughout the paper, to reach a target audience within the geographic region.

Example – Ecovia: Stop the Violence

Several companies came forward to create awareness about car accidents. However, none was successful in achieving a massive social media awareness the way Ecovia did with its “Stop the Violence” print ad campaign.

The company preferred using body illustrations to speak to the target audience, trying to convince them, “don’t drink and drive.”

Social Media Advertising

How to keep up with today’s digital-driven world? We are living in a golden era, where social media can either make or break your business. Businesses worldwide use social media ads to promote their services and products.

With social media ads, companies have the ability to target a specific customer base, age group, etc. Also, the companies have two options; they can either pay platforms for displaying their ads or opt for an organic method.

Example – Sephora

It is a multinational beauty retailer famous among women of all age groups.

Since videos are one of the vital components that exhibits a high-engagement rate, so Sephora came up with a stunning video ad campaign to reach its target audience.  The campaign performed well than the previous campaigns with 32% higher return and 41% increase in click-through rate.

Paid Search Advertising

It is a type of online advertising that is usually known as PPC (pay-per-click). Businesses that prefer using paid search advertising only pay a fee when people click on their advertisements. They compete for specific keywords, usually connected to their industry, as well as the visibility of their ads on the search engine.

Example – Converse “DOMAINATION”

Converse – a global footwear brand, teamed up with one of the marketing agencies , Anomoly, to create an innovative and novel way to communicate with its teenage audience.

Instead of selling their products directly to the targeted audience, the company employed Google AdWords to connect with the audience by being relevant and encouraging conversations.

Their strategy was to come up with such terms that their potential customers used to search. This way, the global brand was able to fetch the attention of its target audience in a fun and creative way.

Outside Advertising

Outside advertising is also called out-of-home ads because it’s the advertisement that people see outside their homes. For instance, the ads we see on the billboards , transit vehicles, inside subway cars, and on the side of the bus.

Companies usually use outdoor ads to grab the attention of a large population within a geographic location. All in all, businesses prefer using bold images and fewer words so the advertisement can be easily understood.

Example – McDonald’s Clock Billboard

Nothing can beat this fast-food chain, whether it’s about coming up with creative slogans or outdoor ads billboards. Yes, the famous fast-food multinational company stands out with its clock billboard that reminds you they are open 24/7.

Mobile Advertising

Mobile ads have become one of the most important tools for marketing because of the explosion of social media. Also, mobile ads can easily reach the users/target audience via mobile device with internet access, such as a tablet or smartphone.

Users can see the mobile ads through different channels, including web pages, within mobile apps, or social media. For instance, if someone is playing a video game on the mobile, chances are they will encounter ads for similar games in between rounds of playing game.

Example – Snapchat Ad & Filter: Lucky Charms

Lucky Charms wanted to do something out of the box for St. Patrick’s Day. They planned to team up with Snapchat to create an innovative and gamified filter for the promotion of their unicorn-based cereal.

The campaign was so successful that over 12 million Snapchat users used the filter, giving Lucky Charms a tremendous engagement rate on the site and a branding boost.

Direct Mail Advertising

It is a type of print advertising in which adverts are usually mailed to the target audience. Catalogs, flyers, newsletters, and brochures are some examples of direct mail ads.

This strategy allows businesses to identify more targeted demographic than any other type of print ads formats because advertisements are delivered through a direct mailing list.

Example – Nestle Kit Kat Chunky

Who doesn’t like receiving a free chocolate bar voucher in the mail? Well, that’s what Nestle did to promote its product, Kit Kat Chunky.

They encouraged the users to claim their Kit Kat from the local corner shop, with a personalized note, “ we are sorry we couldn’t deliver your parcel ” card claiming that the product wouldn’t fit in the mailbox owing to its chunkiness.

Thus, the company was able to see the surge in the purchase by customizing each leaflet and exciting people’s taste buds.

Display Advertising

Display advertising is a strategy that promotes a product or service through visuals, i.e., images and videos on web pages, social media platforms, and various display networks. Display advertising encourages its target audience to click on the ad and redirect to the advertiser’s website to complete the direction action (purchase). Remarketing and retargeting are a few methods used in display advertising. For example, when a user visits a website, he might accept the browser cookies that grant permission to that site to track his journey. If the visitor does not make a purchase, the advertiser (brand) may target him on another website by placing ads of products and services to influence his purchase decision.

Product Placement Advertising

In product placement ads, companies have to pay to have their services or products inserted in media content, such as movies or television shows. Although the content doesn’t directly promote the product, it is still accessible to the target audience.

This strategy helps businesses reach an even targeted audience more privately.

Example – Reese’s Pieces in E.T (Extra-Terrestrial)

Reese’s are the chocolate miniatures of the Hershey Company that were featured in one of the most iconic films of 1982, the Extra-Terrestrial (E.T).

Did you know that this product placement ad led to a surge in sales by a whopping 300%?

Public Service Advertising

Public service advertising promotes a cause in the general public’s best interest. It is also known as a public service announcement (PSA) or a community service announcement (CSA). These ads are broadcast on television, radio, and newspapers to reach the masses.

The primary aim of the PSAs is to aware the audience about a specific issue and alter their attitude.

This type of advertising is more often used by government agencies and non-profitable organizations to educate consumers about specific issues, i.e., health and safety.

The Takeaway

Choosing what type of advertising you need to run for your business is indeed an overwhelming endeavor as it can make or break your brand name.

Every advertising campaign has its own perks; you need to determine what you are aiming to achieve, only then will you be on your way to mastering the ad area.

About The Author

shaharYar Ahmad Ranjhaa

How to Prepare an Advertising Plan [Free Template]

Published: September 21, 2022

Turning an idea for an advertising campaign into reality isn’t exactly simple, but with a concrete and detailed advertising plan , you can go from concept to execution confidently.

An effective campaign plan will help you present a clear path for return on investment (ROI), get buy-in from leadership, and share your proposal with relevant stakeholders.

Follow Along With HubSpot's Free Ad Plan Template

In this post, we’ll explain what an advertising plan is and highlight the major sections you should include in your advertising plan so you can guarantee your next campaign is a success. 

What is an advertising plan?

An advertising plan outlines you strategies to reach your target audience and achieve your advertising goals. In it, you’ll summarize the channels you’ll use, critical messaging, and required budget — all of the elements and information you need to enact your advertising strategy.

Advertising Plan Template

Pro Tip: HubSpot created the following advertising plan template for you to download so you can organize your advertising campaign — it's broken down into relevant sections and can be shared with your stakeholders when it’s completed.

Our Advertising Plan Template will cover:

• Advertising campaign outline
• Advertising campaign timeline
• Advertising budget template

Now let's dive into how you can prep your ad plan. 

How to Prepare an Advertising Plan

Before you jump into your tactical advertising ideas, the first step is to provide those reading your ad plan with a high-level overview of your initiative.

Free Advertising Planning Kit

Plan and launch an effective and profitable advertising campaign with this guide and set of templates.

• An Overview of Popular Advertising Methods
• The Pros, Cons, and Costs of Advertising Types
• A Planning Template to Outline Timeline, Budget, and Goals
• A Project Pitch Presentation Deck to Share With Stakeholders

You're all set!

Click this link to access this resource at any time.

1. Provide an overview of your advertising plan.

By specifying the following elements, anyone reading your plan will have a basic understanding of what your campaign is and what you're trying to accomplish:

• Campaign Name : Make the campaign name catchy, unique, and easily identifiable so your team can get behind it.
• Campaign Description: What is the purpose of your campaign? Explain in 2-3 paragraphs what the inspiration behind your campaign is, how it aligns with your company initiatives, what customer problems you're solving, and what the final deliverables of the campaign will be.
• Target Audience: Ideally, who's on the receiving end of these ads? You can be specific to age, sex, region, or any number of demographics, or name which of your buyer personas you're targeting.
• Advertising Platforms: How will you be getting your message across? Here, identify the platform you'll be using, since you'll get more into the details of what the actual ads will look like in a later section.
• Goals and ROI: Explain what the end goal of your campaign is. Most ad campaigns are intended to produce a direct profit or return on investment, so if that's your goal, identify that number. If your campaign goal is something else — event sign-ups, product awareness, etc. — be sure to identify and quantify it.

Free Advertising Planning Template

Fill out the form to get your free template., 2. choose your platforms..

Here's where you'll provide more detail on the advertisements themselves and on which platform they will be promoted. For each ad you intend to run in this campaign, you should provide the following:

• Platform name
• Description of the ad

For example, your content in this section might look like this:

Platform #1 : YouTube

• Advertisement Type: Video
• Description of Ad: A 15-second pre-video ad. The video will be an animated look at our new app with a link to the app store when someone clicks.
• Timeline: July 1 – July 31
• Budget: $10,000

3. Develop your timeline.

Working on an ad campaign takes time and resources. Everyone involved will want to know what tasks they're responsible for, when they're due, and how long they have to do them. Therefore, it's essential to construct a timeline that outlines all of this information for your team to reference. 

Above is an example of a standard campaign timeline. Of course, your timeline will always depend on your project's depth and breadth, but you can expect to use some of the following steps:

Research and Preparation : This is the beginning stage of your campaign. Perhaps lasting 1-2 weeks, this is where you’ll conduct research to determine your target audience, develop messaging, and set the goals of your campaign. You’ll also be conducting meetings with stakeholders and garnering awareness and buy-in for the campaign amongst all necessary parties.

Creation and Edits : Once you’ve determined your goals and the type of assets you want to create, it’s time to loop in the creative team. Copywriters can begin work on copy for landing pages, emails, etc., while creative directors and designers execute concepts and visual assets. This process can take 2-3 weeks, depending on your goals and the scope of work. You’ll also want to allot time for multiple rounds of edits to ensure everyone is on board with the creative assets.

Distribution : Once all the assets are in order, it's time to launch. Blogs and social media posts should be scheduled for distribution over time, headers and website pages must be updated, and PR materials need to be distributed. During your campaign’s final distribution stage, you must be available to answer questions and make last-minute updates. All of this can take 1-2 weeks or longer, depending on the size of your campaign.

Analysis : The home stretch! The final step of your campaign is to wrap things up by analyzing results and reporting them to benefit future campaigns. The analysis is perhaps the most critical stage, where you can generate valuable insight based on performance. Make sure to note takeaways and lessons to improve your chances of success in future campaigns.

4. Outline your budget.

Because ROI isn't guaranteed, the budget can be the most challenging part of your advertising project to get approved. As a result, breaking up your requests by line item and presenting them in your plan is essential to getting everyone on board.

Rather than simply stating, "We need $65,000 for this project", organize your budget into a detailed visual, like the example below.

Download this Template for Free

Naturally, you can (and should) expect questions and pushback on certain line items.

For example, you may be asked to find another designer or video freelancing team who can complete the job for less money. So, arrive at meetings prepared to defend which costs are necessary for the campaign's success and which costs you can reconsider.

5. Explain your DACI framework.

DACI is a decision-making framework that outlines the key contributors in a project and what each of their responsibilities entails. DACI stands for Driver, Approver, Contributors, and Informed.

Here's how to break down a DACI framework:

• Driver: This person is the project's main driver or directly responsible individual. (Chances are either you or your direct manager.) The driver coordinates all the moving pieces of the project, seeing it through from inception to wrap-up.
• Approver: This is the individual who approves a project. Typically, this will be a director, VP, or manager. They'll give feedback, recommendations, and final approval on the project’s deliverables.
• Contributors: Contributors are the individuals responsible for creating one or more deliverables on the project. In advertising, this can include creatives (art directors and copywriters), video producers, animators, designers, and digital advertising specialists.
• Informed: These team members must be kept in the loop for the project duration. This group can include department heads, account leads, and managers. These people have no direct project-related responsibilities but benefit from knowing about the project and its status.

Your DACI framework should include the name of each stakeholder, their contact information (email, phone, Slack handle, etc.), and their responsibilities or deliverables.

This framework makes project delegation crystal clear for everyone involved.

6. Provide additional resources.

An additional resources section will act as the appendix of your advertising plan. For example, share the ad campaign that inspired this one with your readers, link to the product page you'll be promoting with this initiative, or link to your company's brand style guide — this way, designers and writers get a refresh on how to create externally-facing content.

7. Host a campaign kickoff meeting.

After you complete the outline, hop on a call with your team to explain the campaign concept, timeline, and deliverables. Then, compile all of them in HubSpot's advertising project pitch deck and present your advertising plan. Finally, open up the floor for any questions and suggestions with project contributors.

Advertising Plan Example

It can always be helpful to reference examples; below we’ll go over one.

While this is a high-quality example, be mindful that it is merely an example. You can personalize this template to meet your business goals by inputting what works best for your needs.

Over to You

Now that you know how to write your own advertising plan, download HubSpot’s free template to get your own advertising campaign project plan off the group. 

Editor's note: This post was originally published in August 2019 and has been updated for comprehensiveness.

Don't forget to share this post!

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How to Write an Advertisement: A Complete Guide for Students and Teachers

As with persuasive texts in general, advertisements can take many forms – from billboards and radio jingles to movie trailers and pop-ups on your computer.

In this guide, we’ll work towards writing a standard magazine-format advertisement known as the print ad. Print ads are text-heavy enough to provide something meaty for our students to get their teeth into. Though advertisers are increasingly overlooking print ads in favor of more trackable and often cheaper digital forms of advertising, the same strategies and techniques can apply to both.

Likewise, strategies such as emotive language and other persuasive devices are essential when writing ads. Much of the writing advice that follows applies to the other persuasive texts , which can also be found on our site. Be sure to check it out, also.

Let’s explore the structure and persuasive elements that make an advertisement successful. These elements combine to make us think and act favourably about a service or product. So let’s get into it and learn how to write an advertisement.

A COMPLETE UNIT ON ADVERTISING FOR TEACHERS & STUDENTS

Teach your students essential  MEDIA LITERACY SKILLS  with this  COMPLETE UNIT  on  ADVERTISING.  It’s packed with  ENGAGING, INFORMATIVE & FUN  activities to teach students the persuasive techniques to  READ ADVERTS  and the skills to  WRITE ADVERTS.

This  COMPLETE UNIT OF WORK  will take your students from zero to hero over  FIVE STRATEGIC LESSONS  covered.

PERSUASIVE TECHNIQUES TUTORIAL VIDEO (2:20)

STRUCTURE AND FEATURES OF ADVERTISEMENTS (PERSUASIVE ELEMENTS)

For students to create their own advertisements and successfully employ the various persuasive techniques, they’ll first need to develop a clear understanding of an advertisement’s underlying structure. We’ll explore the primary structural elements and features of advertisements, though the order of how these appear varies from advert to advert. Here, we’ll take a look at the following persuasive text elements.

• Call to Action

THE BRAND NAME AS A PERSUASIVE ELEMENT

The brand name of the product or service frequently comes at the top of the advertisement – though not always. One of the first tasks for students when writing their own advertisement is to decide on a name for their product or service.

Please encourage students to select a name that reflects the product, service, or values they wish to present to their audience.

Brand names have evolved from being wordy and aspirational to very short and snappy since the inception of the internet, so they can be found easily on a search engine.

BRAND NAME CONSIDERATIONS

• What are the names of similar already existing products or services?
• Does the name look and sound good?
• Is the name short, punchy, and memorable?
• Does it evoke a feeling or an idea?
• Is it distinctive and original?

THE AUDIENCE AS A PERSUASIVE ELEMENT

An advertisement’s target audience may not always be immediately apparent and often needs to be inferred through language and imagery choices made by the writer.

However, who the target audience does need to be decided before writing as it will inform subsequent choices on the use of language (e.g. pronouns, tone, etc.) and imagery.

There are several ways to help students determine their target audience. A good starting place is for them to consider creating a target persona, a fictional character who represents the type of person their product or service is aimed at.

• Education level
• Marital status
• Likes/Dislikes
• Who they trust
• What they read/watch

An effective print advertisement presents a product or service in an appealing manner. It quickly conveys essential information about that product or service. It will include a clear and specific offer and also provide the information required for the reader to act on that offer.

Once we have the brand name sorted and the audience defined, it’s time to look at the critical structural elements to consider when writing an ad. It’s important to note that not every element will be used in every ad, but the following model serves well for writing most print advertisements.

THE HEADLINE AS A PERSUASIVE ELEMENT

The ad headline should provide a short, snappy preview of what the reader will find in the copy. A good headline grabs the potential customer’s attention and makes them want to read the rest of the ad. There are several tried and tested means of writing a good headline. Here are 3 of the most effective:

The Problem/Solution Headline – This headline details a problem a potential customer may be facing and offers the solution in the form of the product or service. For example: Tired? Sluggish? Overweight? Excero Bike Gets You Where You Need to Go, Fast!

The Testimonial Headline – This headline uses a quote from a customer’s positive review to help sell the product or service. The testimonial allows the potential customer to see some ‘proof’ upfront before buying. “With the Excero Bike, I lost 15lbs in 15 days. I’m now thinner, fitter, and much, much happier!”

The Question Headline – This headline asks a question that the target customer will be seeking an answer to, for example, “Are you paying too much for your x?” Are You Paying Too Much for Your Gym Membership?

THE LOGO AS A PERSUASIVE ELEMENT

Logos are visual representations of a brand and are used to help promote a range of products and services under a single umbrella and also to allow for quick identification by the reader. They are more of a design element than a writing one.

THE SLOGAN AS A PERSUASIVE ELEMENT

A slogan is a phrase or a short sentence used to represent or sell a particular brand. Usually, they’re designed to be short and snappy to help make them more memorable for readers. Slogans often use alliteration, rhyme, puns, or other figurative language techniques to make their message more memorable.

THE OFFER AS A PERSUASIVE ELEMENT

A good print ad makes readers an offer. This is usually in the form of a benefit the potential customer will gain or a motivating reason for finding out more about the product or service.

The Offer acts as a ‘hook’ that maintains the reader’s focus and draws them into the body of the ad. It can take the form of a time-limited discount or a 2-for-1 offer, etc. This Week Only – 25% Off!

Offers can also form part of the Call to Action at the end of the ad – more details on this soon.

THE BODY COPY AS A PERSUASIVE ELEMENT

Good body text (or body copy) in an ad is well-organized and quickly gets to the point. Readers want to get the necessary information with minimum effort. For the writer, this requires skill, patience, and much editing. There are several different types of body copy that students need to consider when writing their ads. Let’s take a look at 5 of these:

Factual – Factual copy gives the reader just enough factual information about the product or service to persuade them that it’s worth buying.

Humor – Using humor is a tried-and-tested means of making an ad memorable. To use it successfully, students will need to have an excellent understanding of their target audience.

Narrative – This copy tells a story as a way to draw the customer in. Many people are resistant to direct selling. Narrative copy uses the power of storytelling to build a connection with the customer to ‘soft sell’ to them.

Testimonial – While testimonial content usually comes from a customer, it can also come from experts, celebrities, or any kind of spokesperson. The testimonial is based on what the customer or spokesperson liked about the product or service. Testimonials are often woven into the humanity of the ad. This copy appeals to emotions. Rather than boasting directly of the benefits of the product or service, this type of ad evokes the senses and appeals to emotions.

The body copy might include details of available products or services, special offers, or specific information the advertiser wants potential customers to know. Subheadings and bullet points can help organize the text and make information easier to find. Texts should be short and easy to read. Walls of text can be off-putting; if the language is too complex, it may turn off potential customers.

THE CALL TO ACTION AS A PERSUASIVE ELEMENT

The Call to Action or CTA frequently comes at the end of the advertisement. It’s usually made up of a few sentences that invite the reader to take a specific action. This action might take the form of buying the product, sharing contact information, or, in the case of an online ad, clicking on a link to find out more about the product or service.

Call to action Contexts:

• An electronics company encouraging readers to buy their new computer
• A helpline requesting readers to call a number
• A political party urging readers to vote for them in an upcoming election
• A travel agent appealing to readers to book
• A travel agent appealing to readers to book their next holiday through them

There are many ways to write a CTA but some effective strategies that are commonly used include:

• Start with strong action words urging the reader to take action, e.g. Join, Discover, Order, Subscribe, Buy , etc.
• Let the reader know precisely what you want them to do.
• Ensure the necessary contact details are included, e.g. address, email, website address, phone numbers, etc.
• Motivate the reader to take action through the use of promotional offers, e.g. Get 50% off or Book your free consultation today!
• Provide a reason to take action by communicating the benefits, e.g. Losing weight, Saving money, Performing better, etc.
• Use numbers to appeal to the reader, e.g. Save 20% on your next video, Now with 33% extra free! etc.
• Make your audience an offer they can’t refuse, e.g. Book Your School Marketing and Promotion Analysis today – No Strings Attached.
• Create a sense of urgency by limiting a special offer in some way, e.g. 25% off for the first 100 customers, Free T-shirt if booked today, Buy 2 get 1 free this month only , etc.

PERSUASIVE DEVICES

The use of persuasive devices is an essential aspect of writing an advertisement. Our students must clearly understand the following strategies to confidently produce an advertisement that works.

ALLITERATION IN ADVERTISING

This is a literary device that involves the repetition of the initial letter or sound of consecutive words or words near each other. It’s more commonly associated with poetry than nonfiction text types; however, it is also a popular technique used in advertising. Alliteration can help make brand names more memorable. Examples abound, e.g. PayPal, Coca-Cola, Range Rover, and Krispy Kreme, to name but a few.

It’s not just in company names that you’ll find alliteration at work, though. We can also see alliteration alive in slogans such as:

The best four by four by far – Land Rover

Made to make your mouth water – Opal Fruits

Greyhound going great – Greyhound

Don’t dream it. Drive It. – Jaguar

EMOTIVE LANGUAGE

Using emotive language involves deliberately choosing words to provoke an emotional response in the reader. Different ways exist to express the same idea.

We can choose to put a positive, neutral, or negative spin on the same event through the words we select. For example:

Positive: She triumphed gloriously against stiff competition in the spelling bee.

Neutral: She won the spelling bee.

Negative: She received first prize in the poorly attended minor-league spelling bee.

Asking questions can help to engage the reader and persuade them to come to the desired conclusion by themselves. This is the ad equivalent of the ‘show, don’t tell’ mantra employed by fiction writers.

As with all the techniques and strategies, this technique must be used with care. It can have the opposite of the desired effect, such as building resistance in the reader, if used carelessly. Students should avoid making hyperbolic suggestions with their rhetorical questions. For example, the question “Want to lose 50lbs in 2 weeks?” implies a highly exaggerated claim that most intelligent readers will not believe. In this instance, the rhetorical question detracts from the ad’s effectiveness rather than enhances it.

The most important thing for students to remember when using this technique is that they should only ask rhetorical questions in their ads when they can predict with a reasonable degree of certainty what the answer will be in the reader’s mind. Nine times out of ten, that answer should be a simple yes. Questions should be straightforward, as should the answers they generate.

Advertisers know that we usually need to see or hear things several times before we’ll remember them. Also, the reader is more likely to believe something true the more frequently they hear it. For these reasons, advertisements rely heavily on repetition to drive their message home.

In advertising, the repetition of certain keywords or phrases is used to emphasize a specific idea or emotion. When used well, it can increase the overall effectiveness of an ad. However, students should be careful not to bore the reader. Repetition should always be used strategically.

Repetition doesn’t just involve the repeating of words. It can also include repeating colors and images.

Here are some examples of repetition at work.

ADVERTISING WRITING TIPS FOR STUDENTS

• Carefully Consider the recount TYPE and AUDIENCE before writing.
• Keep the title simple, e.g. My First Day at High School
• Organize the text using paragraphs, e.g. a new paragraph for each section. Use the first orientation paragraph to set the scene by introducing characters, setting, and context.
• Write the recount in chronological order – the order in which things happened and keep it in the past tense – relating events that have already happened.
• Choose the correct perspective from which to write the recount, e.g. personal recounts will be told from a first-person perspective (e.g. I, me, etc.). Factual recounts are most often told from the third-person perspective (e.g. she, he, they, etc.).
• Use time connectives to help organize the text and link the different sections of the recount together.
• Avoid repetitive use of language like then x, then y, and then z.”
• Aim to draw the reader into the action by using descriptive and figurative language
• Focus on the most critical/exciting parts.
• Use plenty of detail but ensure it is relevant to the purpose of the recount.

PERSUASIVE VOCABULARY

Vocabulary can elicit an emotional response beyond the literal meaning of the words used. When students understand this, they understand a powerful tool of persuasion.

PERSUASIVE ADVERTISING STRATEGIES

The Pain Solution: Persuades by highlighting a problem and suggesting a solution.

The Bandwagon: Persuades to do, think, or buy something because it is popular or because “everyone” is doing it.

The Testimonial: Persuades by using a previous customer or famous person to endorse a product or idea.

The Logical Appeal: Persuades by using reason, usually in the form of a claim backed by supporting evidence.

The Emotional Appeal: Persuades using words that appeal to emotions instead of logic or reason.

The Youth Appeal: Persuades by suggesting you’ll feel younger and more energetic using this product or service.

The Romantic Appeal: Persuades the reader by invoking the powerful and inspiring feelings of love.

The Empathy Appeal: Persuades the reader by encouraging them to identify with the plight of another.

The Testimonial: Persuades the reader by using a previous customer or famous person to endorse a product or idea

THE ROLE OF IMAGES IN AN ADVERTISEMENT

It’s a competitive world out there! Advertisements must catch and hold attention in an overwhelmingly noisy world, and images are a powerful means of doing this. Photos, pictures, diagrams, logos, color schemes – the visual look of an ad is as important as the text and, in some cases, more important!

Interesting images capture interest. They can intrigue the reader and encourage them to read the text they accompany.

Images also help the reader visualize the product or service offered. Advertising space can be expensive, and, as the old adage has it, a picture tells a thousand words. Images help advertisers make the most of their advertising real estate.

Students should carefully choose (or create) images to accompany their text. They should ensure that images are relevant and appropriate for their selling audience. They should look natural and genuine rather than posed.

Students can create their own images using their cell phones or graphic designer apps such as Canva .

This is our complete guide on writing an advertisement for students, and be sure to browse all our persuasive articles whilst you are here. Finally, we also have a complete unit of work on advertising for students and teachers that can be found here.

PERSUASIVE DEVICES TUTORIAL VIDEO

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Teaching Fact and Opinion

STAND Lesson 8: Create An Ad

"perhaps the reason creativity is so popular in advertising is because there is so little of it. creativity is in short supply because we persist in regarding it as an isolated phenomenon.", --howard gossage, communication arts, 1961, reprinted in ca, 1995.

The creative team in an advertising agency consists of the writer and the artist. They both work together to think of appropriate words and pictures to communicate the goal according to the specifications of the strategy. Like other creative processes, the path that different writers and artists use is unpredictable, but spending together time talking, thinking, writing and drawing is important to the task. Creative ideas have to be more than just creative-- your ideas must get across your persuasive goal.  Here's what the process entails: STEP ONE.  BRAINSTORMING.  It's important to use brainstorming in the creative process. Brainstorming is the process of creative collaboration, where people build on each other's ideas through free association and playful imaginative thinking. A good brainstorming session usually involves some informal rules and processes.. no evaluating each other's ideas-- criticism stops the playfulness that's needed to get people's imagination going and somebody needs to document the ideas that get talked about-- without this, some good ideas get presented and forgotten

STEP TWO: SELECTING THE BEST IDEA. In selecting the best idea from the brainstorm, consider how the idea matches the strategy you developed earlier. Plenty of money has been wasted on advertising campaigns that are cute, funny or attention-getting, but that do not work toward the advertiser's persuasive goal. STEP THREE: PUTTING THE IDEA ON PAPER.   Use the guidelines in designing ads for each of the four formats: print, TV, radio, and web communications. Guidelines for designing a print ad

Print is very effective in conveying information and facts, and less effective in generating strong emotional responses. Use words to describe the specific benefits that the reader gets when adopting your persuasive goal. But recognize that pictures carry multiple meanings and are likely to create less resistance among readers than words. 1. Consider the rule of thirds in designing your ad. 1/3 of your ad should be graphic elements (drawing, photograph, etc.) 1/3 of your ad should be written elements (headline, copy body) 1/3 of your ad should be white space 2. Make sure that each of the different elements of the ad support each other. Select a typeface that reflects the target audience, tone and goal of your ad. Think about how the headline and the artwork work together. Will your message be clear for readers who just glance at the ad? 3. Don't try to say too much in a print ad. A print ad needs to grab the reader's attention and should communicate one clear idea. 4. Make use of a "visual signature" to present your organization's name. In print ads, readers expect to have the author of the ad included in the message, usually with an address and phone number.

Guidelines for designing a video ad

Television is terrific at storytelling, and humor is an effective device for getting people's attention. Television is very effective in generating feelings and illustrating actions and behaviors, and not so strong in communicating specific facts. 1. Find a way to get the viewer's attention within the first 2-5 seconds. 2. Make your ad visually exciting. Viewers watch TV for the visual stimulation. 3. The need to condense messages often makes it necessary to use stereotypes and metaphors drawn from the world of everyday life. 4. Use no more than 65 words for a 30-second ad. A 30-second ad has only 28 seconds of audio. 5. Without a script, individuals may interpret your plan for visuals differently. Prepare a storyboard for your ad before going into   production. Use a 4 x 3 rectangle for your frames and use as many frames as needed to convey the main visual ideas of the ad. 6. The number of scenes should be planned carefully. You don't want too many scenes because this tends to confuse the viewer.

Guidelines for designing a radio ad

Radio is a very effective medium for conveying emotions and feelings, and not so strong on getting across factual information. 1. Consider the lingering impression the ad will make on the listener -- the sound of the voices, the music or sound effects, the imagination and humor-- are all important elements. 2. Consider using a jingle, a short song that contains your persuasive theme. 3. Mention your organization's name three times in a 30 second spot. 4. Script should be no longer than 65 words for a 30 second ad, or use the counting device of timing a script devised by radio station KABC in Los Angeles: five syllables equals one second. 5. Select your voices carefully. As far as your listeners are concerned, you are speaking only to them. Voices should use personal tones to convey warmth and a sense of rapport with the listener. 6. A sense of urgency is often used in radio advertising. The first two to four seconds of a radio ad are critical in capturing the listener's attention. 7. Popular music is protected by copyright and cannot be used without paying (often costly) fees. It's better to create original music for a student produced PSA. Guidelines for designing a web ad 1.  A strong call to action and a strong message are the most important elements of an effective web ad. 2. If you want to reach the maximum size audience, it's best to keep your site quite simple, since most users don't have a fast enough connection to handle advanced graphics and movies and sound. 3. Build in opportunities for interaction. People like to access pictures and information and a web ad can have layers of 'stuff' for readers-- but try and make the stuff interesting and relevant to the user. Sample script for an anti-drug PSA :

Script #1 "DOG"    VISUAL: From dog's perspective. Looking at lazy boy sitting on couch smoking pot and watching TV. AUDIO DOG: Monkey, monkey come down from your tree. Oh look, it's Mr. Motivation. Mr. "I'm too busy to play fetch." Sure, blow smoke in my face. Treat me like a cat. You're probably too stoned to know that I'm your dog anyway. Man, you're so pathetic. Lying around all day, smoking pot and watching these stupid reruns. Loser! At least I got off my butt earlier and chased a stinking cat. Ah, that's better!  TRY THIS! ACTIVITY Produce The Ad  "The production team is usually organized somewhat hierarchically. To work together effectively, a production team should also be cooperatively organized, so that individual specialists function collectively as a team."  --Gorham Kindem, The Moving Image, 1987  This stage of the process is where all the elements come together, and you complete the project. It's important to recognize that the process of production may change some elements of your original plan. JUST DO IT!

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Dynamics of Media Writing: Adapt and Connect

Student resources, media writing assignments.

Assignment 1:  Defining advertising Description of Assignment: Compare advertising versus public relations Go to the website of a large consumer goods manufacturer such as Coke or Pepsi. Look at links for both their public relations efforts as well as their advertising efforts. How do their advertising efforts differ from their public relations? How are they similar? Provide specific examples.

Assignment 2: Creative briefs Description of Assignment: Analyzing creative briefs Search for a creative brief from a major corporation, either in written or video form, on the Internet. How does the writing in the brief state its case? How does it convey tone or brand? Describe and provide specific examples.

Assignment 3: Message formation Description of Assignment: Examine former advertising campaigns for an energy or candy bar Search the Internet for current and former advertising campaigns for your favorite energy or candy bar. Who is their audience? What ideas are being expressed and how are these ideas communicated? Provide specific examples.

Assignment 4: Writing an ad Description of Assignment: Write an ad for your favorite energy drink or soda pop Write advertising copy for your favorite energy drink or soda pop. Focus on its benefits or characteristics. Use expressive language that shows, not tells. Write clearly and plainly.

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10.13: Assignment- Social Media

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Social media has been a game changer for brand awareness building, customer relations, and customer satisfaction. Shoppers are increasingly turning to social media for help with buying decisions. With this shift in advertising, consumers are paving a new purchase path for retailers to follow. Many businesses adopt social media as a promotional mechanism and use social media solely as if it were a traditional one-way advertisement instead of a two-way communication channel.

Here is a short list of common types social media business messages that create customer activity:

• Promotions and discounts
• Latest product information
• Customer support
• Entertaining content
• Ability for customers to offer feedback

For this assignment, you will write 500 words describing your business message by explaining which social media channel is ideal for your company. This assignment has two parts.

Create your business message by deciding on one goal. Do you want to increase sales? Or do you want to build affinity with your customers? As you brainstorm, you may want to use the bullet points above and any content from this module to decide on the type of business message you want to share.

Choose a social media platform that best fits your message. For this assignment, you can use any social media channel presented in this module. Explain and analyze why this social media channel is the right one for your message. You may compare and contrast why this channel works and why the other options are not ideal. Explain how you will measure whether the message was successful. In your conclusion, describe how a successful business message presented on social media can impact customer loyalty, ensure customer retention, and expand publicity. Make sure you cite any sources.

Optional Assignment Resources:

Do you need more information to help you with this assignment? Check out these links for more information:

• The Modern Guide to Social Media for Retail
• Social media marketing: a guide for business
• 5 Lessons from The Top Retail Brands on Social Media
• How Three Leading Retailers Created Successful Social Media Marketing Strategies

Grading Rubric

• Assignment: Social Media. Provided by : Lumen Learning. License : CC BY: Attribution

Resources: Discussions and Assignments

Module 10 assignment: social media.

Social media has been a game changer for brand awareness building, customer relations, and customer satisfaction. Shoppers are increasingly turning to social media for help with buying decisions. With this shift in advertising, consumers are paving a new purchase path for retailers to follow. Many businesses adopt social media as a promotional mechanism and use social media solely as if it were a traditional one-way advertisement instead of a two-way communication channel.

Here is a short list of common types social media business messages that create customer activity:

• Promotions and discounts
• Latest product information
• Customer support
• Entertaining content
• Ability for customers to offer feedback

For this assignment, you will write 500 words describing your business message by explaining which social media channel is ideal for your company. This assignment has two parts.

Create your business message by deciding on one goal. Do you want to increase sales? Or do you want to build affinity with your customers? As you brainstorm, you may want to use the bullet points above and any content from this module to decide on the type of business message you want to share.

Choose a social media platform that best fits your message. For this assignment, you can use any social media channel presented in this module. Explain and analyze why this social media channel is the right one for your message. You may compare and contrast why this channel works and why the other options are not ideal. Explain how you will measure whether the message was successful. In your conclusion, describe how a successful business message presented on social media can impact customer loyalty, ensure customer retention, and expand publicity. Make sure you cite any sources.

Optional Assignment Resources:

Do you need more information to help you with this assignment? Check out these links for more information:

• The Modern Guide to Social Media for Retail
• Social media marketing: a guide for business
• 5 Lessons from The Top Retail Brands on Social Media
• How Three Leading Retailers Created Successful Social Media Marketing Strategies

Grading Rubric

• Module 10 Assignment: Social Media. Authored by : Lumen Learning. License : CC BY: Attribution

Home » Blog » Digital Marketing » 10 Ways to Improve Your Digital Marketing Assignment Writing Skills

10 Ways to Improve Your Digital Marketing Assignment Writing Skills

Are you overwhelmed with digital marketing assignments with your poor academic writing skills? If so, read everything you need to know to improve your digital marketing assignment writing skills in the upcoming lines. 

In the current century, digitalisation has taken over every aspect of our lives, and its advancement is rapidly increasing, including marketing. Marketing is one of the essential aspects of today’s era, mainly digital marketing. 

What is digital marketing? Digital marketing is a crucial component of traditional marketing techniques in which marketers use online-based digital technology containing mobile devices, personal computers, and laptops for running digital marketing campaigns through social media marketing and websites while using the internet.

Also, developing new strategies and digital marketing plans for online marketing and online advertising products. 

According to Oxford Reference: 

“Using digital technologies such as websites and multimedia, e-mail and digital media including mobile, and wireless, and delivering digital television for promotion, development, and distribution of a brand product and services is called Digital Marketing.”

Ever-Rising Scope of Digital Marketing 

Marketing is the most essential part of our society, and no business or brand can be successful without it. As a dynamic and promising career, digital marketing is increasing rapidly. In any case, you have seen ads on the Internet like “ do my chemistry homework ” or something similar, this is an example of marketing in fast-growing niches.

Noble Desktop represents its growing charm:

“The field of digital marketing is projected to grow up to a 10% growth rate from 2021 to 2031, with advancements in artificial intelligence, email marketing and content marketing, virtual and augmented reality for driving more revenue. Digital marketers increase the average wage of a beginner is $51,000 with 0-1 years of experience, $55,000 for 1-3 years, $61,000 for 4-6 years, and $68,000 for 7-9 years.”

All the facts and figures attracted many students to specialising in marketing, and most of them enrolled in digital marketing courses, seeking employment in sales and marketing. Even some of those who come without any prior background in marketing eventually learn the skills and knowledge to make ends meet by working in marketing departments. 

But when they encounter assignment writing, they find it hard to manage and seek a detailed guide and some proven tips. Furthermore, they can also get help from assignment writing services to tackle all the assignment writing hurdles. 

10 Tips to Improve Your Digital Marketing Assignment Writing Skills

Yes, you can get professional help from Digital Marketing Assignment writers to make your writing process effortless. But before that, you can follow our top 10 ways to improve your digital marketing assignment writing skills to get high scores. So let’s first with the most essential one: 

1. Know the Prompt and Instructions

Before you get started, it is essential that you have a complete understanding of the question that is being asked in the assignment. To understand the prompt, read it multiple times and focus on the critical phrases and action words.

Also, look over other instructions that mention the guidelines. If you find something confusing, ask your professor through email or communication for better calcification. 

2. Plan Your Digital Marketing Writing Process 

Most of the students skip this part and then try to complete the assignment with ambiguous planning till the date of submission. Therefore, it is crucial to make a schedule or a plan by dividing your whole process into small sections.

RMIT University Library represented a writing process planning followed by multiple steps from analysis to submission, shown below. 

This section will allow you to address your research question logically. You can also make a Grant chart of sculling assignments by giving these tasks a dedicated time to complete them. 

3. Choose Topics Wisely 

Topic selection seems like a tiny step in writing a digital marketing assignment, but it is the only step determining the rest of the assignment writing process. Because a wrong topic selection creates difficulties for your assignment completion, this is why students should give their full attention while selecting a topic.

For this purpose, you need to consider the following aspects: 

• Your personal interest and expertise 
• Fulfil the assignment requirements 
• Your instructor’s expectations and suggestions 
• Available research sources 
• Complete before the due date 

Further, here are some digital marketing fields you can consider to choose the topics:

• PPC (Pay Per Click) Advertising
• Social Media Marketing
• Email Marketing
• Search Engine Optimization (SEO)
• Content Marketing
• Affiliate Marketing
• Influencer Marketing

By focusing on these steps, you will be able to select the best topic on which you can write your assignment easily. 

4. Brainstorming and Mind Mapping 

After selecting a topic, critically think about the topic, gather more and more digital marketing project ideas related to the prompt and then create a mind map. In this step, just sketch your brain, thinking about how your mind relates your ideas with the main topic. For generating a strong mind map, develop three to four main ideas around the subject matter. 

Draw lines by connecting each map idea to its supporting details and brainstorm digital marketing assignment ideas, tasks, and questions for each. As a sample, you can see the below mind map example presented by Agus Masrianto in “Model for Improving Firm Digital Marketing Capabilities Based on Adoption Eco-system Readiness and Digital Transformation.”

5. Conduct Extensive Research 

Conduct extensive keyword research on your specific topic to cover every query relevant to the subject matter. While doing research, collect both types of data: 

• Primary information 
• Secondary information 

Your primary data is first-hand data for better evaluation that comes from your self-observation. On the other hand, utilise secondary sources of information, which include internet search engines, library books, encyclopaedias and databases. 

6. Follow a Global Assignment Structure 

While writing any type of assignment, from essay to case study, there is a general digital marketing assignment structure that is standard to compose an effective academic paper. It includes three main sections: 

• Introduction
• Main body paragraph 

Conclusion 

Begin with a captivating introduction by stating your personal statement, continue it with a detailed explanation in the main body paragraph, and finally, conclude your assignment on digital marketing by summarising all the key points and emphasising the importance of your topic and its application. 

7. Add Reference and Citations 

If you want to make your work more authentic and trustworthy in front of your reader, then add references and citations. It is one of the best tips that enhance the worth of your assignment. There are different types of citation styles that are mostly used by institutes, such as: 

• Vancouver 
• Chicago 
• Harvard 

But in cases where your professor is guiding you to follow a specific referencing style, then make sure to follow the instructions. 

8. Filtered Your Digital Marketing Assignment 

After completing the writing process, do not submit it for revision multiple times. Filtered your assignment first against minor mistakes you skipped while drafting your work. In this step, look over the following: 

• Grammatical flaws
• Punctuation 
• Capitalisation 
• Typos errors
• Spelling mistakes

After removing all the above mistakes, you create a refined form of your digital marketing assignment to impress your professor. 

9. Check Plagiarism

Plagiarism is the most serious offence that can result in various serious consequences. To overcome all the barriers to stand out from the rest of the class, you must cross-check your content against plagiarism. Checking plagiarism is not a task to handle manually. But for this purpose, you can use a plagiarism checker or a detector. 

Submit your document by uploading it from your computer, or you can also copy and paste content. Go to get a percentage of unique and plagiarism content with just one click. You will get plagiarism reports in just a few seconds. If work is caught as plagiarised somewhere, remove it and create plagiarism-free content. 

10. Ask For Feedback 

Our last tip that makes a big impact is to look for a third eye for a bird’s eye view of your assignment. For this purpose, ask for feedback from your class fellows or any other expert. 

If you want to check your work from a professional in digital marketing, make an impressive email to deliver your message with a humble request and ask for honest feedback. This is the best way to improve your mistakes and learn from your flaws. 

Digital marketing assignment writing is a most technical process because, with the advances of digital marketing, its theory concepts and technologies become more advanced, giving a tough time to most students. Students face many difficulties in understanding its prompts and composing a good piece of paper because of a lack of good academic writing skills. 

If you are one of them and struggling with your assignment on digital marketing, follow the above ways to improve your digital marketing writing assignment skills. But if it still makes you upset, then avail yourself of beneficial assignment writing help from a suitable firm.

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Amazon Prime Video’s push into the advertising space was heavily documented at the recent Upfronts with star turns from the likes of Reese Witherspoon and Will Ferrell.

The streamer has now rejigged its executive team following this push.

Lauren Anderson has been named Head, Brand and Content Innovation. In the new role, she will managed Amazon MGM Studios’ collaboration with brands as they partner on its originals.

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She will continue to oversee the AVOD originals teams.

Christel Miller, who continues to report to Anderson, will lead a newly named Scripted Hybrid team, which will included brand-funded scripted projects.

Jenny Falkoff and Alysia Russo will continue as Head of Reality Series and Head of Docu-Series, respectively, and will also continue to report to Anderson.

MEMO FROM VERNON SANDERS:

Team – 

In keeping with “Day 1” culture, our org continues to evolve, as we seek to deliver the entertaining content our customers crave. This includes both our global audience and, with the introduction of advertising in Prime Video, our advertisers. It is imperative that we are creating a world class experience for our brand partners and the agencies with whom they work. With this in mind, I am pleased to share that Lauren Anderson’s remit is expanding to support those efforts for Amazon MGM Studios.

Christel Miller will continue to report to Lauren, leading the newly named Scripted Hybrid team, whose remit will be tailored to titles that reflect bespoke business models, hybrid formats, and custom-built opportunities. This team will lean into unique, financially-efficient creative and production, including brand-funded scripted.

Jenny Falkoff and Alysia Russo will continue in their roles as Head, Reality Series and Docu-series, respectively, maintaining their reporting structure and helping to oversee the robust Unscripted slate.

Benoit Landry will lead the newly created Branded & Talk group. Remaining a direct report to Lauren, Benoit’s group is designed to be a one-stop Studios destination for our development of brand-centered Originals as well as a resource for creators seeking to meaningfully leverage brands within their series.

Justin Holt will lead Creative Ad Operations. In addition to their on-going work supporting the operational needs of our titles, this group will obsess over the bespoke ways in which ads are integrated into the creative. Justin will also maintain oversight of the ad-supported S&P process on which our partner teams rely when selling custom packages.

Claudine Atout will continue to lead Business Operations for the Brand and Content Innovation team, serving as the hub for information sharing, mechanism building, and high-level organizational support across the group, with a special focus on the relationship between Studios, Amazon Ads, and Prime Video Ads.

As part of these changes, Traci Blackwell, who will continue as Head of Targeted Content, will now report to Kara Smith, Head of Co-Pro development for Amazon MGM Studios.

Finally, Lauren will continue her oversight of Amazon MGM Studios 1P FAST Programming delivered to Prime Video and Freevee. FAST is an increasingly popular way for customers to engage with content in a lean-back environment and we want to ensure our owned titles, inclusive of the MGM library, are being packaged in a way that both customers and advertisers find compelling. As they help grow our offering of 1P/Exclusive programming for Amazon MGM Studios’ FAST Channels, this single-threaded team will continue to partner closely with the Prime Video FAST team.

Please feel free to cascade this information to others in our organization.

Thank you to Lauren, her leaders and their team members for working so diligently on these important efforts on behalf of all of our customers.

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How MSNBC’s Leftward Tilt Delivers Ratings, and Complications

NBC’s leaders have been forced to grapple with how to square its cable news network’s embrace of progressive politics with the company’s straight-news operation.

By Jim Rutenberg and Michael M. Grynbaum

MSNBC placed a big bet on becoming comfort TV for liberals. Then it doubled down.

Time slots on the cable network once devoted to news programming are now occupied by Trump-bashing opinion hosts. The channel has become a landing spot for high-profile alumni of President Biden’s administration like Jen Psaki, who went from hosting White House press briefings to hosting her own show. On Super Tuesday, when producers aired a portion of a live speech by former President Donald J. Trump, Rachel Maddow chastised her bosses on the air.

The moves have been a hit with viewers. MSNBC has leapfrogged past its erstwhile rival CNN in the ratings and has seen viewership rise over the past year, securing second place in cable news behind the perennial leader, Fox News.

But MSNBC’s success has had unintended consequences for its parent company, NBC, an original Big Three broadcaster that still strives to appeal to a mass American audience.

NBC’s traditional political journalists have cycled between rancor and resignation that the cable network’s partisanship — a regular target of Mr. Trump — will color perceptions of their straight news reporting. Local NBC stations between the coasts have demanded, again and again, that executives in New York do more to preserve NBC’s nonpartisan brand, lest MSNBC’s blue-state bent alienate their red-state viewers.

Even Comcast, NBC’s corporate owner, which is loath to intervene in news coverage, took the rare step of conveying its concern to MSNBC’s leaders when some hosts and guests criticized Israel as the Hamas attack was unfolding on Oct. 7, according to three people with knowledge of the discussions. An abrupt course correction to that coverage followed.

This account of the tensions roiling NBC and its corporate overseers is based on interviews with more than two dozen people with knowledge of the company’s inner workings, almost all of whom insisted on anonymity to share details of internal discussions.

NBC declined to make its top executives available for interviews. The chairman of the NBCUniversal News Group, Cesar Conde, has said he wants his division — which encompasses MSNBC, CNBC, a digital streaming service, Telemundo and journalistic stalwarts like “Nightly News,” “Meet the Press” and “Today” — to be a big tent.

Yet his recent efforts to include more conservative voices on the airwaves generated newsroom suspicion and ultimately led to an embarrassing rebellion over the hiring of Ronna McDaniel, a former Republican Party chair who aided Mr. Trump’s attempt to overturn his 2020 election loss.

MSNBC hosts, for their part, view their role in the political debate as more important than ever. They dismiss the accusation that MSNBC is a “Fox News for Democrats” and say their message — that Mr. Trump’s candidacy represents a unique and clear threat to democracy — is an urgent one for the electorate to hear.

And executives inside NBC’s corporate suites at Rockefeller Center say they are confident that viewers know the differences between the company’s various news brands. Any related challenges, they argue, are of a high-class sort — because their cable channels give NBC an advantage in relevance and revenue over its original Big Three competitors, ABC and CBS, which have no cable presence.

“Our strategy is built on our distinct, complementary brands including NBC News, CNBC, NBC News Now, MSNBC and Telemundo,” the NBCUniversal News Group said in a statement. “That has driven our performance as the nation’s leading news organization with the largest reach.” (Comcast does not disclose the news division’s earnings in its reports to Wall Street.)

The tensions inside NBC are, in some ways, a microcosm of the challenges facing many traditional news organizations as the country hurtles toward a tense presidential election: how to maintain trust and present neutral, fact-based reporting in a fractionalized era when partisanship carries vast financial and cultural rewards.

But the company’s challenge is also unique. It must juggle a broadcast news operation bound by traditional standards of impartiality and a cable channel increasingly bound by the partisan preferences of an intensely loyal viewership. How NBC navigates these dueling imperatives will have important implications for Comcast, a Philadelphia-based conglomerate known for its aversion to the political spotlight.

It will also have consequences for coverage of the presidential campaign. Where MSNBC’s cable news opinion-makers sustain and galvanize the Democratic faithful, the NBC broadcast network reaches millions of the potentially persuadable voters critical to both parties, which have sought to turn NBC’s internal tensions to their own advantage.

Left, Right, Left

MSNBC has caused corporate headaches since its inception.

NBC formed the channel as a joint venture with Microsoft in 1996 with the hope that it would thrust “all the value of NBC News into the cable world,” as Tom Rogers, a former NBC executive who helped found the cable network, described it in an interview.

But critics mocked the new 24-hour channel for its informal approach to news, mixing NBC’s biggest stars with younger personalities on a set reminiscent of Central Perk on “Friends.” It was almost immediately outflanked by Fox News, which followed MSNBC to market that same year and rose to the top of the cable news ratings as the first 24-hour TV channel with an overt political appeal.

MSNBC struggled with its identity. It moved to the left ahead of the Iraq war — and later moved right by hiring new hosts like the former Republican congressman Joe Scarborough. Soon it shifted leftward again, as the host Keith Olbermann hit a nerve with his strident anti-Bush — and often anti-Fox — commentary.

But when Andrew Lack, a veteran producer, took over NBC’s news division in 2015, he decided the channel needed to tone down its partisan image. Under Mr. Lack — who oversaw MSNBC’s creation in an earlier NBC stint — the cable network bumped the Rev. Al Sharpton from the weekday schedule, hired the former Fox anchor Greta Van Susteren and added more straightforward news programs, including a daily version of “Meet the Press,” NBC’s flagship political show, with Chuck Todd.

Mr. Todd was game — but would come to believe that his MSNBC duties ultimately hurt the “Meet the Press” franchise, several people at NBC said in interviews. The daily version of the show fell increasingly out of step with MSNBC’s partisan slant even as Republicans used its association with the liberal cable network to deny interview requests from the flagship Sunday edition of “Meet the Press.”

Then, Mr. Trump’s ascent shocked the Democratic base and spiked viewership of Ms. Maddow and other left-leaning hosts, whose programs became a kind of televised safe space. MSNBC’s ratings surged .

Conde Faces the Messiness

Mr. Conde succeeded Mr. Lack in spring 2020. A Wharton-trained business executive who sits on the boards of Walmart and PepsiCo, he came up through the corporate side of news, having led a turnaround at Telemundo after serving as the president of Univision Networks. Accordingly, Mr. Conde was expected to impose a more disciplined and neater corporate sensibility to the division.

He was almost immediately confronted by the messiness he had inherited.

Within a few weeks of Mr. Conde’s ascension, Mr. Trump attacked NBC when it announced the hiring of a new contributor: Lisa Page, a former F.B.I. lawyer who became a lightning rod on the right for her role in the investigation into his campaign ties to Russia. After an initial MSNBC appearance she did not show up again.

A few months later, NBC faced criticism from the other direction when it booked Mr. Trump for a prime-time interview on the night of a presidential debate that he had boycotted. (Mr. Biden was appearing at the same time on ABC.) Ms. Maddow chastised her bosses about it on the air.

That sort of partisan tumult has often riled another important constituency for Mr. Conde: NBC’s affiliated regional stations, which the company relies on to carry its major news programs to markets throughout the country.

The stations tend to be deeply embedded — and deeply trusted — in their communities. Many of them operate in red states or counties and chafed whenever MSNBC, which Mr. Trump regularly calls “MSDNC,” drew conservative ire.

Over the years the affiliates, many of which would have been thrilled to see MSNBC’s leftward tilt abandoned entirely, increasingly urged NBC executives to better distinguish its content from the NBC journalism like “Today” and “Nightly News” that they carried on their stations.

At one point after Mr. Conde took over, executives talked about the possibility of doubling down on partisanship and stripping MSNBC of news altogether, defining it as a pure opinion channel. The company would use the new NBC News Now streaming service, started under Noah Oppenheim when he was NBC News president, for 24-hour news, according to two people with knowledge of the conversations.

That idea fizzled. Mr. Conde was not prepared to entirely abandon news, but he began to better distinguish the various parts of his news division — which effectively moved MSNBC and NBC News further apart.

In the Lack era, Mr. Oppenheim of NBC News and Phil Griffin, the longtime chief of MSNBC, often worked closely as they managed a collection of stars who worked for both networks, like Mr. Todd, Craig Melvin and Hallie Jackson.

Creating more distance between the cable and broadcast outlets, Mr. Conde and Mr. Griffin’s successor, Rashida Jones, moved Mr. Todd, Ms. Jackson and Mr. Melvin off MSNBC to work exclusively at NBC News and NBC News Now. MSNBC’s daytime block of hard news shrank to six hours from eight, as the cable network extended by an hour each two opinion shows with loyal followings: “Morning Joe” featuring Mr. Scarborough and his wife Mika Brzezinski, and “Deadline: White House” with Nicolle Wallace as host.

Nothing did more to signal that MSNBC was more tightly embracing its partisan direction than Ms. Jones’s decision to hire Ms. Psaki and another Biden aide, Symone D. Sanders, straight from the White House.

It was the kind of revolving-door hiring that liberal pundits used to criticize when it happened with Fox News and the Trump administration.

It also created an awkward situation for the NBC News White House team, which was caught off guard when word that Ms. Psaki was in talks for the job leaked while she was still serving as White House press secretary.

A tense, televised confrontation followed in the White House briefing room when Kristen Welker, then NBC News’s co-chief White House correspondent, asked her future colleague: “How is it ethical to have these conversations with media outlets while you continue to have a job standing behind that podium?”

Chasing a Broad Appeal

At the same time, NBC News was going through its own changes.

Early last year, Mr. Oppenheim left his post running NBC News, and Mr. Conde split his job in three. In a jigsaw-like structure, one executive now oversaw “Today,” another “Nightly News” and NBC News Now, and a third “Meet the Press,” “Dateline” and news coverage across numerous shows and platforms.

Mr. Conde said the new setup would provide “growth opportunities,” with each show acting like its own megafranchise. “Today,” for instance, includes an e-commerce business and online sites dedicated to cooking, wellness and books.

He gave his deputies another brief: making additional efforts to ensure that news coverage reflected a wider range of political viewpoints.

Mr. Conde wanted to get Republicans back onto shows.

That was in line with an industrywide recalibration. After four years of combat between the press and Mr. Trump, media companies have sought better ways to reach Trump supporters who feel alienated from mainstream news. Television executives were also concerned that Republican elected officials were shunning their shows in favor of the congenial confines of right-wing media.

It was especially thorny for NBC, as Mr. Trump continued to yoke NBC News to MSNBC while accusing them, along with Comcast, of committing “Country Threatening Treason.”

A chance for a fresh start seemed to come last September when Ms. Welker succeeded Mr. Todd as the moderator of “Meet the Press.”

According to several people with knowledge of the internal discussions, Mr. Conde and Ms. Welker agreed that she should make booking both Mr. Trump and Mr. Biden for interviews a priority. Mr. Biden declined; Mr. Trump accepted.

But when Mr. Conde said she should schedule the Trump interview for her debut episode, Ms. Welker disagreed. Questioning the mendacious former president can be a high-wire act for even the most experienced TV interviewers, and Ms. Welker did not think it was a wise way to introduce herself to viewers. She acquiesced only after coaxing from Mr. Conde and several of his deputies.

Ms. Welker worked to fact-check Mr. Trump in real time while also eliciting an admission that he ignored his own campaign lawyers when they told him there was no evidence the 2020 presidential election results were rigged. Mr. Trump steamrolled ahead with a litany of lies nonetheless. The interview was panned on social media — complete with a “#boycottmeetthepress” campaign — but was deemed a success by Mr. Conde.

Mr. Conde and Rebecca Blumenstein, a former editor at The New York Times whom Mr. Conde hired as one of his top deputies, also worked aggressively to secure a Republican primary debate in fall 2023, pitching Ms. McDaniel and other Republican officials in person.

They succeeded, but only after accepting terms that unsettled some journalists within the company. NBC agreed to include a moderator from a right-wing media company, Salem Radio, and stream the debate live on Rumble, a video site that frequently hosts pro-Nazi and other extremist content. (NBC executives have defended the decision, noting that Rumble was already the party’s official streamer and had no editorial input.)

The debate received good marks in the press. And in general, red-state affiliates felt that Mr. Conde was doing a better job of bringing balance to NBC News, according to an executive at one company that owns affiliates.

Reverberations Continue

Each network was now set on its own distinct course: MSNBC toward more partisan and progressive opinion, and NBC News toward Mr. Conde’s commitment to “presenting our audiences with a widely diverse set of viewpoints and experiences,” as he put it.

But each tripped over the limits of its approach in an election landscape already littered with ideological tripwires.

When Hamas staged its terror attack against Israel on Oct. 7, MSNBC mixed breaking news of the attacks with discussions about the historical backdrop of Israel’s treatment of Palestinians. The coverage reflected views on the left — and presaged the pro-Palestinian demonstrations that would soon grow in number — but it struck many others as discordant, or even offensive, given that the violence was still coming into view.

“I love this network, but I’ve got to ask: Who’s writing your scripts? Hamas?” Jonathan Greenblatt, the Anti-Defamation League chief executive, asked two days later on “Morning Joe.”

Some of the blowback came from within.

In a call with Mr. Conde, Michael Cavanagh, the president of Comcast, who oversees NBC, shared concerns about that initial coverage, according to three people with knowledge of the discussions. Mr. Conde harbored the same concerns, according to a person briefed on their conversation, and he directed MSNBC to be more circumspect and to focus on facts, not opinions, in those initial days.

Five months later, Mr. Conde thought he had achieved a milestone at NBC News in his efforts to integrate right-wing perspectives into its programming. At the recommendation of Ms. Blumenstein and Carrie Budoff Brown, who oversees political coverage, Mr. Conde hired Ms. McDaniel, the former Republican Party chair, as a contributor who could offer on-air commentary.

If the hiring was in service of Mr. Conde’s goal of adding balance, it came as an unwelcome surprise to NBC’s ranks of correspondents, hosts and anchors. Ms. Welker had booked Ms. McDaniel for her next episode of “Meet the Press” — as a guest, not as a colleague. In the interview, she grilled Ms. McDaniel about her role in Mr. Trump’s effort to overturn the 2020 election result, actions that many at NBC and MSNBC viewed as disqualifying for a job there.

Mr. Todd, appearing as a guest on that day’s episode, unleashed a live, on-air denunciation of his bosses after the interview that left the control room in stunned silence. His rebellion carried over the next day on MSNBC, from “Morning Joe” up through “The Rachel Maddow Show.” Under pressure, Mr. Conde broke the deal with Ms. McDaniel, a move that only served to upset the Republicans he was trying to attract.

In the aftermath, NBC’s public stumble turned into a point of contention on the presidential campaign trail. The Republican Party said it was weighing an attempt to restrict NBC News at this summer’s convention, while Mr. Trump yet again bashed “Fake News NBC.”

Aides to Mr. Biden were also perturbed about the McDaniel hire, viewing it as part of a broader attempt by NBC News to overcompensate for MSNBC’s decidedly pro-Biden stance. In private conversations with NBC correspondents, Biden aides have argued that “Nightly News,” whose huge audience is of critical political importance to the campaign, was taking it easy on Mr. Trump and treating Mr. Biden too harshly.

Executives at NBC dismissed these complaints, saying the partisan brickbats simply come with the territory. They believe that each campaign will use anything at its disposal to pressure news organizations for more favorable coverage.

The company pointed to comments made by Mr. Conde after the McDaniel imbroglio: “We will redouble our efforts to seek voices that represent different parts of the political spectrum.” It also shared data intended to show strong performance across its cable, broadcast and online operations.

The message was clear. Regardless of any turbulence, NBC has no plans to change course.

Jim Rutenberg is a writer at large for The Times and The New York Times Magazine and writes most often about media and politics. More about Jim Rutenberg

Michael M. Grynbaum writes about the intersection of media, politics and culture. He has been a media correspondent at The Times since 2016. More about Michael M. Grynbaum

Lauren Anderson Takes New Duties Tying Advertisers to Amazon MGM Studios Programming

By Brian Steinberg

Brian Steinberg

Senior TV Editor

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Lauren Anderson , the Amazon MGM Studios executive who oversees ad-supported original content for Amazon MGM Studios, will expand her duties to include helping develop ties with advertisers and sponsors for those shows.

Popular on Variety

As part of the new assignment, Benoit Landry will lead a newly created group that will aim to be “a one-stop Studios destination for our development of brand-centered Originals as well as a resource for creators seeking to meaningfully leverage brands within their series,” Sanders said. Meanwhile, Justin Holt will lead a group that examines methods of weaving advertiser messages into content.

Prior to joining Amazon in 2019,. Anderson was the chief content officer for Indigo Development and Entertainment Arts, the joint venture studio between NBCUniversal and Snapchat. She also was was senior vice president of primetime programming at NBC Entertainment

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Atlanta Braves Designate Infielder Joey Wendle For Assignment 3 Days After Signing Him

Sam connon | may 27, 2024.

• Atlanta Braves
• New York Mets
• Tampa Bay Rays
• Miami Marlins

The Atlanta Braves have designated veteran infielder Joey Wendle for assignment, the team announced Monday.

The move was made as part of a major roster reshuffling that sent reigning NL MVP Ronald Acuña Jr. to the 10-day injured list with a torn left ACL. Atlanta called up JP Martínez to take Acuña's place on the outfield depth chart, while also reinstating All-Star catcher Sean Murphy from the injured list.

That left no room for Wendle on the 40-man roster. As a result, he got booted before ever appearing in a game for the Braves.

Atlanta signed Wendle to a one-year deal on Friday, just a few days after he had been released by the division rival New York Mets . New York designated Wendle for assignment on May 15.

Wendle was batting .222 with one double, one RBI, one stolen base, a .493 OPS and a -0.1 WAR on the season, only earning 10 starts in his 18 appearances.

The #Braves today returned C Sean Murphy from his rehabilitation assignment and reinstated him from the injured list, and placed OF Ronald Acuña Jr. on the 10-day IL with a torn left ACL. Additionally, the club recalled OF J.P. Martínez to Atlanta and designated INF Joey Wendle… — Atlanta Braves (@Braves) May 27, 2024

The Mets signed Wendle  to a one-year, $2 million contract in November.

Before landing in Queens, Wendle enjoyed a moderately successful career elsewhere.

The  Oakland Athletics  traded Wendle to the  Tampa Bay Rays  in December 2017. He immediately became an everyday player for the Rays, batting .300 with a .789 OPS and 4.9 WAR, which helped him place fourth in AL Rookie of the Year voting.

Wendle missed half of 2019 with hamstring and wrist injuries, then put up solid numbers again in the COVID-shortened 2020 season. The utility infielder took a major leap in 2021, making his first All-Star Game and posting a 3.6 WAR.

In November 2021, the Rays flipped Wendle to the  Miami Marlins . Wendle racked up a 2.4 WAR in just 101 appearances in 2022, but he saw his WAR drop to -0.2 in 112 games the following year.

Wendle looked more like his 2023 self than his 2018, 2021 or 2022 self in the early goings of 2024, which explains why he fell out of favor with the Mets and why the Braves hardly gave him a chance. Now, the 34-year-old will either hit the waiver wire, accept a minor league assignment or re-enter free agency.

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Sam Connon is a Staff Writer for Fastball on the Sports Illustrated/FanNation networks. He previously covered UCLA Athletics for Sports Illustrated/FanNation's All Bruins, 247Sports' Bruin Report Online, Rivals' Bruin Blitz, the Bleav Podcast Network and the Daily Bruin, with his work as a sports columnist receiving awards from the College Media Association and Society of Professional Journalists. Connon also wrote for Sports Illustrated/FanNation's New England Patriots site, Patriots Country, and he was on the Patriots and Boston Red Sox beats at Prime Time Sports Talk.

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