Advertising
&
Promotion
Advertising & Promotion
Overview
Ø One of three areas will be selected
Ø Point of Purchase Sign (utilizing Microsoft Publisher 2000)
Ø Newspaper Advertisement (utilizing Microsoft Publisher 2000)
Ø Web-Page Design (utilizing Microsoft Publisher 2000)
Ø PLEASE NOTE: 2001, 2002 & 2003 Guidelines
Ø 2001
Ø A Point of Purchase Ad will be assigned to the contestant to construct on the computer utilizing MS Publisher
Ø 2002, 2003, 2004, & 2005
Ø A Web Page will be assigned to the contestant to construct on the computer, the software utilized will be MS Publisher 2000. The Sales Committee reserves the right to change the option upon equipment availability.
Ø Contest materials
Ø A product plus instructions as to the type of ad and purpose of the ad will be provided at contest time.
Ø Timeline
Ø 25 minutes of preparation for all three areas
Ø Warning given at 20 minutes
Point of Purchase Ad & Newspaper Ad
(Information for Point of Sale Poster and Newspaper Ad)
A Point of Purchase Ad should be catchy and capture the reader’s attention as they walk down the store aisle. It should be designed to get the reader to want to look at the product to obtain further information.
The Newspaper Ad is similar to the Point of Purchase Ad but should be more detailed (remember it must catch the prospective buyer’s eye while they are reading the newspaper at home. They will take time to read more details if they are interested. A Newspaper Ad must have a border (the purpose of the border is to keep the reader’s eye focused on the ad).
Scoring will be based on the General Point of Sale Concepts
Ø Knowledge
Ø Properly laid out advertisement with the following:
Ø Headline
Ø Body Copy
Ø Illustration
Ø Price
Ø Logo
Ø Creativity
Ø Creative design
Ø Effectiveness
Ø Reaches prospective customer
Ø Clear message
Ø Includes necessary product features
Ø Appropriateness
Ø Appropriate for target audience
Ø Describes the product being promoted
Ø Neatness/Clarity
Ø Neatly laid out & neat graphics
Ø Neat copy
Ø Clear and easy to understand message
THE 5 BASIC PARTS OF AN AD
HEADLINE
Attention getting line talks “TO YOU” making it person to person.
The purpose is to grab the reader’s attention so the reader will want
to investigate the ad further.
BODY COPY
The selling message used to further sell the product must be interesting.
It should sell the product’s benefit to the customer.
ILLUSTRATIONS
Includes:
The product
Feature of the product
How it works
Advantages of product
Quality of product
Needs for the product
Product in use
Image of ownership
PRICE
May or may not be included. Depends on the goal or purpose of the ad.
LOGO OR BUSINESS IDENTIFICATION
Generally limited to large corporations or well-established companies like McDonalds, Ford, GMC, IBM, Cenex etc. A logo provides name recognition and individuality.
FOCAL POINT (OPTICAL CENTER)
Spot slightly above and to the left of the precise center of the layout space.
DOMINANT ELEMENT
A dominant element (40% but not more than 50%) or focal point must be included in the printed advertisement. One item (price, sale, illustration) must be larger than the rest and catch the readers eye.
WEBSITE CONSTRUCTION
(Information for Website Construction)
- Establish what’s important
- Fill out necessary forms on Publisher according to given information
- Set up page according to how the judges are going to judge it, i.e. if the judges want the website at 8 ½ X 11 or if they want it to look good when viewed as a website, do this before you start in on making the website
- Start with the hardest page first and finish with the easiest page
- Be sure to include all necessary given information
- The title of the page should not be repeated on the page
- The first page is intended to and must welcome the viewer and involve them in the website, you have to get them hooked
- You can angle objects such as pictures and text boxes to enhance the appearance of your website
- Utilize pictures and text boxes, but do not clutter the page
- Don’t make your pages too wordy
- The most important aspects are usually the biggest
- If the judges are viewing it on the computer as a website make the first page so the viewer doesn’t have to scroll, scrolling on the first page is bad because most customers want everything right there for them
- On the order form you can place the company hours and contact information
- On the products page you can put the delivery guarantees and/or benefits as well as the policy of customer satisfaction
- Can overlap pictures with text if it enhances appearance
- The website has to engage the viewer and be practical, the person has to be able to use it with ease
Creating a Web Site
Step by step Instructions
Step 1 Open MS Publisher 2000
Step 2 On left draw down WIZARD select web site
Step 3 Double click on design of your choice
Step 4 On Website WIZARD click next
Step 5 Select color scheme, then click next
Step 6 Click on Special Offers & Price List
(in that order!)
Step 7 Click next
Step 8
Click on
order form
Step 9 Select the type of navigation bar(s) you desire
Step 10 Click no to sound
Step 11 Click YES to texture
Step 12 Skip the business address by
clicking finish
Step 13 Customize the size of
your website as per instructions
On the top tool bar, click on file,
on the draw down menu click on
page set up. This screen will appear
Click on custom
Step 14 Create the website size following contest
instructions
Step 15 Creating THE HOME PAGE
The HOME PAGE must have the
following:
§ Business name
§ Address & phone number
§ Brief description of company,
products, and services
On the HOME PAGE size everything to fit on the monitor screen
Step 16 To create a hyperlink
1ST select an image from clip art
2nd place it on the page in the spot in the desired spot
Step 17 Click on HYPERLINK
Step 18 Click on another
page
Step 19 Click specific
page, generally
on the order page
Step 20 To view you work, click on WEB PAGE PREVIEW (Top menu bar)
Step 21 Remember: Use appropriate clip art to spice up your website
Contestant Copy
Advertising: Web Site Design
Acme Sporting Goods
You are to develop a web site containing 4 pages from the provided information. You will have twenty-five (25) minutes to prepare the web site. A warning will be given at 20 minutes. The software utilized will be MS Publisher 2000.
You are a web site designer for a local computer company. Acme Sporting Goods has asked you to design a business web site for them. The stores customers are mix of local sporting enthusiasts, professional guides and internet shoppers.
Acme Sporting Goods sells all kinds of fishing and hunting supplies, camping equipment and sports clothing.
The owner would like to establish a presence on the Internet so customers can order products and obtain information from the web site. The web page should provide a heading, mission statement, a price page, an order page, e-mail address and promote the monthly special. The owner also desires a hyperlink between their monthly special and the order page.
General Store Information
Acme Sporting Goods
1313 13th St.
Walla Walla, WA 99362
Phone: 509-555-4545
E-mail: acmesportinggoods.com
Store Hours
Monday – Friday: 8:00 AM-6:00 PM
Saturday: 8:00 AM-4:00 PM
Mission Statement: “To provide quality service to our valued customers”
Customer Service Policy: 100% customer satisfaction guaranteed.
Monthly Special:
6 foot fiberglass fishing pole 50 % off
Now selling for $20 rather than the original price of $40
Price List:
Sleeping bags $30
Tents $40
Stocking caps $10
Contestant Copy
Advertising: Web Site Design
Acme Tent Company
You are to develop a web site containing 4 pages from the provided information. You will have twenty-five (25) minutes to prepare the web site. A warning will be given at 20 minutes. The software utilized will be MS Publisher 2000.
You are a web site designer for a local computer company. Acme Tent Company has asked you to design a business web site for them. The stores customers are mix of local sporting enthusiasts, professional guides and internet shoppers.
Acme Tent Company sells all kinds of camping tents.
The owner would like to establish a presence on the Internet so customers can order products and obtain information from the web site. The web page should provide a heading, mission statement, a price page, an order page, e-mail address and promote the monthly special. The owner also desires a hyperlink between their monthly special and the order page.
General Store Information
Acme Tent Company
1313 13th St.
Walla Walla, WA 99362
Phone: 509-555-4545
E-mail: acmetentcompany.com
Store Hours
Monday – Friday: 8:00 AM-6:00 PM
Mission Statement: “Tents of all sizes to meet the needs of America’s campers”
Customer Service Policy: “If we sell it, we guarantee it”
Monthly Special:
4 person tent 50 % off
Now selling for $100 rather than the original price of $200
Price List:
3 person light weight tent $200
5 person light weight tent $300
Himalaya Mountain tent $500