Preparing Print Advertisements

1
Preparing Print Advertisements

• Section 6

2
(No Transcript)
3
(No Transcript)
4
(No Transcript)
5
The Run-About
Dont let the world slow you down. Set your own
pace with the Run-About.
Run-About Set Your Own Pace
Water-Proof 10 colors to choose
from Blue-tooth Easy Downloads
MSE Better Ideas
6
Headline
The Run-About
Dont let the world slow you down. Set your own
pace with the Run-About.
Copy
Illustration/Picture
Slogan
Signature
Run-About Set Your Own Pace
Water-Proof 10 colors to choose
from Blue-tooth Easy Downloads
MSE Better Ideas
7
Chapter 20Section 20.1

• Essential elements of Advertising

8
Essential Elements of Advertising
Key Terms advertising campaign advertising
agencies headline copy illustration clip
art signature slogan

• Objectives
• Discuss how advertising campaigns are developed
• Explain the role of an advertising agency
• Identify the main components of print
  advertisements

Marketing Essentials Chapter 20, Section 20.1
9
The Advertising Agency

• Advertising agencies work jointly with business
  clients to develop advertising campaigns.
• An advertising campaign involves the creation and
  coordination of a series of advertisements (both
  broadcast and print) around a particular theme

This building on Main Street, designed by Frank
Gehry, is the headquarters of Chiat / Day / Mojo,
an advertising agency. Its entrance is flanked by
a Claes Oldenburg / Coosje van Bruggen binocular
sculpture.
10
(No Transcript)
11
Advertising Agencies

• Advertising agencies are independent businesses
  that specialize in developing ad campaigns and
  crafting the ads for clients.
• They do their job by
• Setting objectives
• Developing advertising messages and strategies
• Completing media plans
• Selecting media
• Coordinating related activities

Marketing Essentials Chapter 20, Section 20.1
12
Developing Print Advertisements

• Print ads are very important to most campaigns.
• They usually contain four key elements
• Headline
• Copy
• Illustrations
• Signature
• Each element enhances the overall theme of a
  product promotion

13
Headline

• The headline is the saying that gets the readers
  attention, arouses their interest by providing a
  benefit, and leads them to read the rest of the
  ad.
• More than 80 of the people who look at a print
  ad just read the headlines.
• A headline provides a benefit to the reader

14
(No Transcript)
15
(No Transcript)
16
(No Transcript)
17
(No Transcript)
18
(No Transcript)
19
Writing Effective Headlines Slogans

• Most are brief many people cannot take in more
  than seven words at a time.
• Every headline/slogan should have a single focus
  or main idea.
• Techniques you can use when writing headlines
• Alliteration (repeating initial consonant sounds)
  -- Win with Wireless (Samsung)
• Paradox (a seeming contradiction that could be
  true) Its an environmental movement all by
  itself. (Honda Insight)
• Rhyme Bounty. The Quicker Picker-Upper
• Pun ( a humorous use of a word that suggests two
  or more of its meanings or the meaning of another
  work similar in sound --Beauty and the Beef (Ball
  Park Franks)
• Play on Words For Soft Babies and Baby Soft
  Hands

20
(No Transcript)
21
(No Transcript)
22
Copy

• The copy is the selling message in a written
  advertisement.
• It expands on the information in the headline or
  the product shown in the illustration.
• It should be simple and direct
• It should appeal to the senses
• Tell the who, what, when, why, where, and how of
  your product
• Key words used in copy, such as compare,
  introducing, now, price, save, easy, and new,
  establish immediate contact with the reader.
• It should provide a call to action to shoppers

23
(No Transcript)
24
(No Transcript)
25
Illustration

• The photograph or drawing used in a print
  advertisement.
• Its primary function is to attract attention
• It should transmit a total message that would be
  hard to communicate just with words. (A picture
  is worth a 1,000 words)
• Illustrations may show the product, how the
  product works, and its features.

26
(No Transcript)
27
To see how this illustration was created, please
click on it.
28
Signature

• No advertisement is complete without naming its
  sponsor.
• The signature, or logotype (logo), is the
  distinctive identification symbol for a business.
• Well-designed signatures get instant recognition
  for a business.

29
Top Ten Advertising Icons

1. The Marlboro Man - Marlboro cigarettes
2. Ronald McDonald - McDonald's restaurants
3. The Green Giant - Green Giant vegetables
4. Betty Crocker - Betty Crocker food products
5. The Energizer Bunny - Eveready Energizer
   batteries
6. The Pillsbury Doughboy - Assorted Pillsbury foods
   
7. Aunt Jemima - Aunt Jemima pancake mixes and syrup
   
8. The Michelin Man - Michelin tires
9. Tony the Tiger - Kellogg's Sugar Frosted Flakes
10. Elsie - Borden dairy products

30
(No Transcript)
31
Signature
32
Slogan

• May support a firms signature
• A slogan is often added to the four main elements
  of a print ad
• Is a catch phrase or small group of words that
  are combined tin a special way to identify a
  product or company

The Breakfast of Champions
Remember the Slogan Quiz
33
Advertising History

• Advertising has taken many twists and turns over
  the years
• Lets take a look at some interesting past
  advertisements

34
Chapter 20Section 20.2

• Advertising Layout

35
Writing Effective Headlines Slogans

• Most are brief many people cannot take in more
  than seven words at a time.
• Every headline/slogan should have a single focus
  or main idea.
• Techniques you can use when writing headlines
• Alliteration (repeating initial consonant sounds)
  -- Win with Wireless (Samsung)
• Paradox (a seeming contradiction that could be
  true) Its an environmental movement all by
  itself. (Honda Insight)
• Rhyme Bounty. The Quicker Picker-Upper
• Pun ( a humorous use of a word that suggests two
  or more of its meanings or the meaning of another
  work similar in sound --Beauty and the Beef (Ball
  Park Franks)
• Play on Words For Soft Babies and Baby Soft
  Hands

36
Popular Ad Slogans

• Reach out and touch someone. - ATT
• Please don't squeeze the Charmin Charmin
• Snap, Crackle, Pop - Rice Krispies
• Where's the beef? - Wendy's
• Plop, plop fizz, fizz oh, what a relief it is.
  Alka Seltzer
• Finger lickin' good. - Kentucky Fried Chicken
• Because youre worth it. - L'Oreal
• It's everywhere you want to be VISA

37
Advertising Layout
Key Terms ad layout advertising proof

• Objectives
• Explain the principles of preparing an ad layout
• List advantages and disadvantages of using color
  in advertising
• Describe how typefaces and sizes add variety and
  emphasis to print advertisements

Marketing Essentials Chapter 20, Section 20.2
38
Developing Print Advertising Layouts

• An ad layout is a sketch that shows the general
  arrangement and appearance of a finished ad.
• It clearly indicates the position of the
• Headline
• Illustration
• Copy
• Signature

Marketing Essentials Chapter 20, Section 20.2
39
Components of Effective Ad Layouts

• Ad layouts should be prepared in exactly the same
  size as the final advertisement.
• The illustrations should grab attention through
  size, humor, or dramatic content.
• Ads that feature large visuals (60 to 70 percent
  of the total ad) are the best attention-getters.
• The best ads contain a focal point and lines of
  force that guide the viewer through the copy.
• One technique is to create a Z layout. The
  readers eye will follow the path of the Z.

Marketing Essentials Chapter 20, Section 20.2
40
Using Color In Print Advertisements

• A color ad is usually more realistic and visually
  appealing and commands the readers attention
  more than a black-and-white ad does.
• Although color ads are more expensive than
  two-color (usually black and another color) ads,
  studies have also shown that color ads are
  usually more cost-effective than two-color ads
  because of their increased response rates.

Marketing Essentials Chapter 20, Section 20.2
41
Selecting Typefaces and Type Sizes for Print
Advertisements

• The look and appearance of the type is called the
  typeface.
• A complete set of letters in a specific size and
  typeface is called a font.

Marketing Essentials Chapter 20, Section 20.2
42
Selecting Typefaces and Type Sizes for Print
Advertisements

• A serif font has short crosslines at the upper
  and lower ends of the letters
• Times Roman, Garamond and Palatino are commonly
  used serif fonts
• Sans serif fonts do not have crosslines.
• Arial, Helvetica, and Albertus are common sans
  serif fonts.
• The appearance of the typeface affects the entire
  character of an advertisement.
• It is important that the font is large enough to
  read.

Marketing Essentials Chapter 20, Section 20.2
43
Checking Advertising Proofs

• When advertisements are first created, an
  advertising proof is developed.
• It shows exactly how an ad will appear in print.
• To evaluate a proof, an advertiser will consider
  these criteria
• The ad should be bold enough to stand out next to
  other ads.
• The layout should look clean and uncluttered and
  should guide the reader through the copy.

Marketing Essentials Chapter 20, Section 20.2
44
Ad Proof
45
Checking Advertising Proofs

• The font needs to be easy to read and help to
  emphasize the companys message.
• The signature should be apparent and distinctive.
• The intended message and image projected must be
  appropriate for the target audience.

Marketing Essentials Chapter 20, Section 20.2