JRN 302: Introduction to Graphics & Visual Communication - Print Advertising and Advertisements

JRN 302: Introduction to Graphics & Visual Communication- Print Advertising and Advertisements Tuesday, 10/21/14

Class Objectives • Lecture • Print Advertising and Advertisements • Project discussion: 2/3rds page Advertisement • Demo: Transparent Tiffs • Homework assignment • Suggestion: Start Advertisement • Read Chapter 8, pages 135-138

Print Advertising • Where do we see print advertising? • Or • Where do we see advertisements that are is printed? What makes something an advertisement?

Printed advertisements • May be in a magazine • On a park bench • Or on a taxi cab top or bus side • May be handed out by a person • At a trade show • On a street corner • Goodyear Blimp

Printed advertisements • May be sent through the mail (direct mail) • Challenge is to not have the consumer assume your mailer is junk mail (and immediately throw it away) How is direct mail unique? • Goes directly to the consumer- they open their mailboxes and hold it in their hands. • Targeting is turning more towards local businesses and clients

In 2012, marketers spent $168.5 billion on direct marketing, which accounts for 52.7% of all advertising expenses in the U.S. Response Rates The response rate = the % of people who respond to a mailing. 100 responses divided by 5,000 pieces mailed = 2% response rate.

Questions about magazines • Question 1 • How many magazine titles do you think are published each year in the U.S.? • Question 2 • How are magazines unique?

Magazines are unique… • Content is different • Strong visuals/photography • Long-form/in depth writing • News features include follow-ups to breaking news stories • Timeless stories don’t have to be used immediately • Are highly portable; easy to navigate through • They are mainly supported by advertisements • Deep discounts on yearly subscription fees http://www.magazineline.com/magazineline/homepage.htm

Magazines are unique… • Magazines are increasingly written for niche audiences (hence 20,000 titles) • Readers are very loyal to magazines • Readers have formed a community • Shared personal interests • Especially potent if printed magazines have online version allowing readers to find each other and provide comments/feedback.

Magazine Trends • Magazine readership is growing • Since Facebook was founded (2004), magazines gained more than one million young adult readers. • When consumers read magazines they are much less likely to engage with other media compared to the users of TV, radio or the Internet. • Less multitasking- pay closer attention too • Magazines rank No. 1 at influencing consumers to start a search online

Audiences for Printed Magazines • People over 18 years old read 11.4 issues of magazines a month • 84% of all adults subscribe to a magazine • Spend ~43 minutes reading each magazine • Median age is 40.1 years old • Median income is $60k • 61% of all readers have a positive attitude toward magazine advertising

Steps in print advertising • Develop the concept • Who is your target audience? • You may do a bit of stereotyping here • Color /typeface /symbol and shapes • What is the most important idea? What do you want to communicate? • Have to be quick • Want to be consistent with messages from other mediums

Steps in print advertising • Develop the concept • What are the most important selling features • What secondary features should be considered? • What action do you want from the audience? • Buy something • Visit your booth at a trade show • Go to your web page • Think better about your company…

Steps in print advertising • Create the imagery and wording • Find words, images, colors, typefaces, etc. that support the message • Who creates design? • Internal or external • Find the right printed output (which magazine, when to run advertisement and frequency) • Place the advertisement

Things that determine costs when placing a magazine advertisement • If placed in a larger/well known publication, higher costs • Size of advertisement • Larger (full page or double truck) costs more but you won’t have another advertisement on the same page as yours • Color advertisements generally cost more • Location of advertisement can affect cost • Back cover is a premium spot versus inside

Components in a printed advertisement • Headline • Support copy • Call to action • Company information • Text and visuals

Components in a printed advertisement: Headline • Grab the reader’s attention • Announce a benefit that appeals to your target market. (Sales) • Or a teaser comment (in book, “Why buy a lab coat from an ugly rat?) • Size should be larger than body copy • Typefaces that do not work in printed newspapers are thin / delicate with small serifs • Paper is porous and so ink spreads • Reverse type isn’t great here either

Components in a printed advertisement: Support Copy • Below the headline • Explains the headline message and adds secondary benefits • + tackles the readers’ suspicions raised by the headline • “Same great quality" when you're offering a “new low price.” • Size of font is much smaller than headline. • Make it easy to read this information. • Do not cram advertisement full of body copy text – white space is good here

Components in a printed advertisement: Call to action • Following the support copy, a sign-off is a call to action urging the reader to respond • "Call for an appointment today" • “Remember, sale ends March 21” • Don’t overuse !!!!!!!! • Starbursts tend to = cheapness

Components in a printed advertisement: Company info. • Traditionally at the bottom of the advertisement • Include your logo for sure! • Also include (in the smallest font size of adv.) • Company name • Address • Phone number • Web pages / URLs (maybe Facebook or Twitter page) • E-mail

Don’t forget R,A,C,P • Don’t forget to apply design principles to your advertisement • And suggestions of no more than 3 typefaces, only one alignment, don’t be a wimp in terms of contrast, etc. • Follow what the book author says to do and not to do

Project 2: 2/3 page advertisement • You can make this any color scheme you wish • Do you want to pick up your logo colors or go for something completely different? • Standard size for magazine is ~ 8 3/8 x 10 3/4” (But this varies substantially for every magazine) • Have to trim due to bleeds, binding, etc. • Advertisement size = 4.625”wide x 9.75” high • So you won’t have any other advertisements on the page and yet it will cost less than a full page adv.

Project 2: 2/3rd page advertisement • Where do you get your images? • Will probably use one very large image in the advertisement, so • Don’t just right-click and steal an image off of any webpage • The correct way is to log-into http://www.sxc.hu and DOWNLOAD a high resolution image • Right click the gigantic one that appears on the screen • Then Open this file in Photoshop • Check the resolution to make sure it is 300 (you may need to adjust this- see RR assignment) • Save it as a TIF and place this in your ID file

Avoid this…. • Points will be deducted if you do the following • Use an image that is too low in resolution • So do NOT use an image that you right click on a web page and save to your desktop!!!! • While in InDesign, you stretch your image beyond 200% • This will probably look bad when you try printing it • Helpful hint: In InDesign, go to <View <Display Performance and select High Quality Display

Avoid this…. • Points will be deducted if you do the following • Do not incorporate the image into a design • Don’t just plop one image on a page and say it’s done… consider background of image, colors, using multiple images, parts of images, etc. • Ignore what the book author suggests • Use support copy text that is not between 9-12 pt. • Do not organize your files (when you drop in November) with folders.

Avoid this…. • Points will be deducted if you do the following • Do not resample or resize so that your resolution is at least 300 ppi AND you have not increased your photograph beyond 200% when placing in ID • Will do next lecture • Do not save your raster images as 300 ppi Tif

PS & ID Demo: Transparent Tiffs • You may want to have a version of your logo that has a transparent background • This is IN ADDITION to your original and final logo design • Open up your original (flattened TIFF file) in Photoshop • Unlock your background layer • Use any tool to delete/erase the areas you want to be transparent (I like the magic wand tool) • Save your file as an Unflattened TIFF file

PS & ID Demo: Transparent Tiffs • At TIFF Options box, make sure you check “Save Transparency” • Hit OK for the rest of the warnings • Place THIS file into your InDesign file. • You only should digitally drop your second logo as a TIF. This is like every other raster image in your project EXCEPT your logo (3 ways) • So everything except main logo saved and submitted as hi res Tif only.

JRN 302: Introduction to Graphics & Visual Communication - Print Advertising and Advertisements