Advertisements (Classified & Display) - 2.1

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Key Concepts

• Target Audience: Understanding who the advertisement is for is crucial for determining its type, content, and design.

• Purpose-Driven Design: The specific goal of the advertisement (e.g., selling a product, finding a lost item) dictates its format, language, and visual elements.

• Impact vs. Information: Classifieds prioritize direct information delivery, while Display Ads focus on immediate visual impact and broader appeal.

• Conciseness for Classifieds: Due to cost and space limitations, every word in a classified ad must be essential and efficiently convey meaning (often via abbreviations).

• Visual Power for Display Ads: Graphics, layout, and creative design are central to a display ad's effectiveness in attracting attention and building brand image.

• Call to Action is Essential: Both types of ads, ultimately, aim to prompt a specific response from the audience.

• Cost-Effectiveness: Classifieds are budget-friendly, while Display Ads are a significant investment for broader reach.

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• Examples

• I. Classified Advertisement Examples:

• Type: Lost & Found

• +-------------------------------------------------+

• | LOST AND FOUND |

• | |

• | LOST: Brown leather wallet, containing college |

• | ID (ABC College), ATM card, Rs. 500 cash. Lost |

• | near Sector 16 Market, Ghaziabad, on June 24, |

• | 2025. Finder kindly contact R. Sharma, B-102, |

• | Green Aptts. Reward assured. |

• | Cont: 9876543210 |

• +-------------------------------------------------+

• Type: To Let

• +-------------------------------------------------+

• | TO LET |

• | |

• | 2 BHK flat avail. for rent in Vaishali, Ghazi. |

• | Prime loc., Nr. Metro Stn. Semi-furn., attach. |

• | bath, modular kit., 24hr. wtr/elect. Ideal for |

• | sml. fam. Rent neg. No brokers. |

• | Cont: Mr. A. Kumar, 9988776655. |

• +-------------------------------------------------+

• Type: Situations Vacant

• +-------------------------------------------------+

• | SITUATIONS VACANT |

• | |

• | REQD: Exp. Receptionist for busy clinic. Grad. |

• | w/ min. 2 yrs exp. in similar role. Gd. comm. |

• | skills, comp. literate. Attractive sal. offered.|

• | Apply with resume by July 5, 2025, to Clinic |

• | Manager, HealthFirst Clinic, Raj Nagar, Ghazi. |

• +-------------------------------------------------+

• II. Display Advertisement Example:

• Purpose: Product Promotion (Imagine this in a newspaper or magazine)

• +-------------------------------------------------------------------+

• | [LOGO: Sparkle Clean - A shiny droplet] |

• | |

• | SPARKLE CLEAN DISHWASHING LIQUID |

• | |

• | "Unlock the Power of Pristine Cleanliness!" |

• | |

• | [Image: Sparkling clean dishes, happy family enjoying a meal] |

• | |

• | Tired of stubborn grease and endless scrubbing? |

• | Sparkle Clean's advanced formula cuts through oil & grime with |

• | ease, leaving your dishes spotless and your hands soft. Infused |

• | with lemon freshness, it guarantees a hygienic and delightful |

• | washing experience every time. |

• | |

• | Key Features: |

• | * Grease-cutting formula |

• | * Gentle on hands |

• | * Long-lasting lemon freshness |

• | * Economical & Concentrated |

• | |

• | AVAILABLE AT ALL LEADING SUPERMARKETS AND ONLINE! |

• | |

• | BUY NOW & EXPERIENCE THE SPARKLE DIFFERENCE! |

• | |

• | Visit: www.sparkleclean.com | Call: 1800-123-4567 |

• +-------------------------------------------------------------------+

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• Flashcards

• Term: What is the main characteristic of a Classified Advertisement?

• Definition: Brief, text-only, economical.

• Term: What must a Classified Ad always be enclosed in?

• Definition: A Box.

• Term: What are the "5 Ws" relevant for both ad types, especially Classifieds?

• Definition: What, When, Where, Who, Why/How.

• Term: What is the primary difference in content between Classified and Display Ads?

• Definition: Classifieds are text-only; Display Ads heavily use visuals (images, graphics).

• Term: What is the purpose of a "Call to Action" in an advertisement?

• Definition: To prompt the reader/viewer to take a specific action (e.g., buy, visit, contact).

• Term: Name two types of Classified Advertisements.

• Definition: Lost & Found, To Let/For Sale, Situations Vacant/Wanted, Educational, Matrimonial, Travel & Tours.

• Term: What is the role of a "Slogan/Tagline" in a Display Ad?

• Definition: A memorable phrase defining the brand/product's essence.

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• Memory Aids

• C.L.A.S.S.: For Classified Ads: Concise, Limited text, Abbreviations, Specific categories, Short.

• D.I.S.P.L.A.Y.: For Display Ads: Designed for impact, Images, Slogans, Persuasive, Large, Attractive, Yes to creativity.

• 5 Ws + C: All essential information: What, When, Where, Who, Why/How, plus Contact. (The bare minimum info).

• $$ vs. $: Display Ads are $$ (expensive, big visuals), Classified Ads are $ (economical, text).

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• Alternative Content

• Imagine Classified Ads as telegrams. You pay by the word, so every word counts. It's about delivering vital information directly and cheaply, with no frills.

• Think of Display Ads as magazine covers or movie posters. They need to instantly grab your eye with visuals, a catchy title, and a compelling tagline to make you want to learn more, buy, or see the movie. It's about sizzle and seduction, not just raw facts.

• Consider advertising as fishing. Classified ads are like casting a small, specific net in a particular spot for a certain type of fish. Display ads are like using a huge, colorful net with bait and lights, casting it widely to attract many different kinds of fish.

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Examples & Applications

Memory Aids

Interactive tools to help you remember key concepts

Glossary