Marketing Essentials

Section 1: Essentials Elements of Advertising

After You Read Online Action

Key Terms and Concepts

1. Steps include: identify the target audience, determine objectives, develop the message, select the medium, and determine the results.
2. Headlines are so important in print advertisements because it is believed that 80 percent of the people who look at a print advertisement just read the headlines.
3. The advertising copy presents the selling message and stresses product features.

Academic Skills

4. $9.38; ($75 X 1,000) divided by 8,000 = $9.38
5. Responses should demonstrate an understanding of copywriting techniques.