Developing Print Advertisements

1
DevelopingPrint Advertisements
2
Parts of a Print Ad

• Headline
• Copy
• Illustration
• Signature

3
Headline

• Lettering, slogan, or saying that gets readers
  attention
• Responsible for 70-80 of ads effectiveness
• Most important part of the ad
• Must be attention getters-Just Do It
• Subheadline used to enhance the headline
• 13 Hour Sale
• Marshall Fields Great Savings Storewide

4
Headline cont.

• No more than 7 words
• More than 80 of people who read ads, just read
  the headline
• Sum up main idea in a single sentence
• Use simple language
• Use of opposites
• News and information New
• Shock or surprise
• Questioning to get attention
• Arousing curiosity

5
Headline cont.

• Techniques
• Alliteration-repeating initial consonant sounds
  Ruffles have Ridges
• Paradox-a contradiction that could be true It
  Will Fill You Up, But Wont Weight You Down
• Rhyme-BountyThe Quicker Picker Upper
• Pun-using a similar sounding word or similar
  meaning Every Litter Bit Hurts
• Play on Words-For Soft Babies and Soft Hands

6
Copy

• Selling message
• Tell who, what, when, why, where, and how
• Written in the active voice
• Ask for action

7
Illustration

• Photo or drawing
• Primary function is to attract attention
• Should tie in the headline with the copy
• Lead the customer to read the copy
• First thing the reader sees
• Transmit the total message

8
Signature

• Specific id of advertiser
• Name, address, telephone, business hours, and
  slogan
• A well designed signature gets instant
  recognition, even if product does not
• Slogan-often used to create a distinct image