Checklist Speak the language Highlight the

Checklist • Speak the language • Highlight the positives • Target audience • Establish an image • Different mediums • Evaluate your advertising

Newspaper Advertising • Use a powerful, catchy headline • Write clearly • Use bright colour • Reinforce your ad with graphics Use bold text to highlight contact details • Have your advert run in the weekend papers

TV and Radio • Keep the message short and simple • Use a strong opening statement • Include key messages • Use effective contact information • Use stations which your target audience listen to and/or watch

Effective Radio Advertisement Grab the Listeners • • Who are you? What are you selling? When do you want consumers to act? How can customers get in touch with you?

Choose the Length of Your Campaign Branding Promotion

Create Characters

Buzz Marketing

Celeb Power

Exaggeration

Shocking the Viewer

Use of Metaphor • "Your Daily Ray of Sunshine" • "It's What Comfort Tastes Like" • "Connecting People" • "Subservient Chicken" • "Isn't It Time You Gave Yourself Some TLC? ” • "Real Honest Food"

Emotional Appeal

• smart • short • creative • catchy • unforgettable

• Always Coca-Cola. ~ Coca Cola • Coke is it? ~ Coca Cola • Every Pepsi refreshes the world. ~ Pepsi Cola

• Coffee at its best. ~ Nescafe Gold Blend • One thing leads to another. ~ Nescafe • I'm lovin' it. ~ Mc. Donald's • It just tastes better. ~ Burger King

• I am what I am. ~ Reebok • Impossible is nothing. ~ Adidas • Just do it. ~ Nike

• Born to perform. ~ Jaguar • Ford. Designed for living. Engineered to last. ~ Ford • Never follow. ~ Audi • Sheer driving pleasure. ~ BMW

• Connecting People. ~ Nokia • Hello Moto. ~ Motorola • Hello Tosh, gotta Toshiba? ~ Toshiba

№ 1 Nike: Just Do It

№ 2 Volkswagen: Think Small

№ 3 California Milk Processor Board: Got Milk?