Preparing Print Advertisements

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Preparing Print Advertisements

• Chapter 20

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The Advertising Campaign Definition

• Is a group of advertisements, commercials, and
  related promotional materials and activities
• Designed as part of a coordinated advertising
  plan to meet the specific goals of a company

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Advertising Campaign Steps

1. Identify the target audience
2. Determine objectives
3. Establish the budget
4. Develop the message
5. Select the media
6. Evaluate the campaign

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Advertising Agency

• Independent businesses that specialize in
  developing ad campaigns and creating the ads for
  clients.
• Different types of agencies from full-service to
  limited-service agencies

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Elements of Advertising
Section 20.1
The Advertising Campaign
Describe the Different Types of Advertising
Agencies
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Elements of Advertising
Section 20.1
The Advertising Campaign
Describe the Different Types of Advertising
Agencies
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Elements of Advertising
Section 20.1
The Advertising Campaign
New Models for Advertising Agencies
Project TeamAgencies
Creative Boutiques
Virtual Agencies
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Elements of Print Advertisements

• Headline
• Copy
• Illustration
• Signature

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Headline Definition

• Phrase or sentence that attracts the readers
  attention to a particular product or service
• Grab attention fast and hold it
• Leads to illustration and copy

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Powerful Headlines

• a single focus or main idea
• Use one or more of the three most powerful words
  in advertising new, now, and free
• 7 word maximum

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Copy

• Is the selling message of a written advertisement
• Details how the product or service meets the
  customer needs

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Copy

• Conversation form and written in a personal
  friendly manner
• Simple and direct
• Appeal to the senses
• Tell the who-what, when, where, why and how of
  your product

1. Add desire and urgency new, improved
   introducing, save and easy
2. A personal call to action now or in the near
   future

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Illustration

• Photograph or drawing used in a print ad
• Primary function attract and hold attention
• Arouse a desire to buy
• Encourage a purchase decision

• Tie into the headline and copy
• Photographs for a sense of reality
• Drawings for parts of a product that the consumer
  can not see
• Use clip art
• Contain three lines of force

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Illustrations should show

• The features of the product
• How the product works
• The advantages of owning the product
• The safety features of the product

• The possible uses for the product
• The need for the product
• An image associated with the product prestige,
  status, or leisure

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Signature

• Logotype (logo) the distinctive identification
  symbol for a business
• Name of the advertiser(may include address, phone
  number and business hours)
• Provides instant recognition for the business
• Slogans used with the signature to create a
  distinct image for the company, its products or
  it mission

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Slogan

• Is a catchy phrase or words that identify a
  product or company
• Used to support the firms signature

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Elements of Advertising
Section 20.1
Developing Print Advertisements
Five Literary Devices
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Slogan Techniques

• Alliteration repeating initial consonant sounds
• Paradox seeming contradiction that could be
  true
• Rhyme
• Pun a humorous use of a word that suggests two
  or more of its meanings
• Play on Words-cleverly uses words to mean
  something else

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• Alliteration WELCOME TO THE WORLD WIDE WOW (aol)
• Paradox The taste you love to hate (listerine)
• Rhyme Give a hoot, dont pollute (US Forest
  Service)
• Pun Best glue in the joint
• Boos
• Knit Wit
• Qui Qui Enterprises
• Play on Words When it rains, it pours
• When it pours, it reigns (Michelin)
• Carls Pane in the Glass (glass/window service
  in Texas)

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Think about it and discuss

• Explain why a headline is an important part of a
  print ad.
• Describe what illustrations should show about a
  product.
• Generate a slogan for a product you use and
  explain the literary device you used.

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Developing Print Advertising Layouts

• Ad layout is a sketch that show the general
  arrangement and appearance of a finished ad
• Indicates the position of the headline,
  illustration, copy and signature

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1. Components of effective ad layouts

• prepare in exactly the same size as the final
  advertisement
• Illustrations large enough to show the product in
  use and grab attention through size, humor or
  dramatic content
• Contain a focal point
• Z layoutDominant item on top, follow Z pattern

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2. Using color in print advertisements

• More realistic and visually appealing commands
  readers attention
• Increase readership by 80 in newspaper
• Increases effectiveness but also increases cost
• Select colors for your product and target market

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3. Selecting typefaces and type sizes for print
ads

• Select styles and type sizes that are distinctive
  
• appropriate for business and target audience
• Typeface the look and appearance of the type

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Advertising Layout
Facts About the Elements of Advertisements
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4. Checking advertising proofs

• Advertising Proof Shows exactly how an ad will
  appear in print.
• Is the ad bold enough to stand out on a page?
• Does headline arouse interest?
• Is the signature obvious and distinctive?
• Typeface type size easy to read, send the
  correct image?
• Is it appropriate for target audience?

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Advertising Layout
Criteria an advertiser should use in reviewing
and checking advertising proofs.