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Preparing Print Advertisements. Chapter 20. Objectives. Identify the elements of a print advertisement. Describe how ads are developed Create advertising headlines Prepare advertising copy Select advertising illustrations Explain the significance of a signature. Vocabulary.

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objectives
Objectives
  • Identify the elements of a print advertisement.
  • Describe how ads are developed
  • Create advertising headlines
  • Prepare advertising copy
  • Select advertising illustrations
  • Explain the significance of a signature
vocabulary
Vocabulary
  • Advertising campaign
  • Advertising agencies
  • Headline
  • Copy
  • Illustration
  • Clip art
  • Signature
  • Slogan
the advertising campaign
The Advertising Campaign
  • A group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company.
  • An integratedadvertising campaign involves the creation and coordination of a series of advertisements around a particular theme.
steps to plan an integrated advertising campaign
Steps to plan an integrated advertising campaign:
  • Identify the target audience
  • Determine objectives
  • Establish the budget
  • Develop the message
  • Select the media
  • Evaluate the campaign
the advertising agency
The Advertising Agency
  • Companies that exist solely to help clients sell their products.
  • There are about 10,000 such agencies in the United States, employing 100,000 people.
  • Most are located in New York City, Chicago, and Los Angeles.
    • Leo Burnett—Chicago, IL
      • Private CompanyIncorporated: 1935 Employees: 6,950 Billings: $5.4 billion worldwide (1996)

58,703,886 (2010)

the advertising agency1
The Advertising Agency
  • Advertising Agencies are independent businesses that specialize in developing ad campaigns and crafting the ads for clients.
  • Full-service agencies plan the entire advertising campaign by:
    • Setting objectives
    • Developing advertising messages and strategies
    • Completing media plans
    • Selecting media
    • Coordinating related activities
      • Including sales promotion and public relations
advertising agencies
Advertising Agencies
  • Larger advertising agencies employ specialists such as:
    • Copywriters
    • Graphic artists
    • Media experts
    • Marketing researchers
    • Legal advisors
  • Limited-service agencies specialize in one aspect of the campaign.
developing print advertisements
Developing Print Advertisements
  • Print advertisements must contain certain essential elements:
    • Headline
    • Copy
    • Illustrations
    • Signature

*Some advertisements

also include slogans

slide10

1. Headline

3. Illustration

2. Copy

4. Signature

5. Slogan

developing print advertisements1
Developing Print Advertisements

To communicate successfully and ad must:

  • Attract attention
  • Arouse interest
  • Create desire
  • Produce action

Each of an ads

key parts must

be coordinated

with the others

headline
Headline
  • The phrase, sentence, lettering, slogan, or saying that attracts the readers’ attention, arouses their interest, and leads them to read the rest of the ad for a particular product or service.
    • Responsible for 70% to 80% of the sales’ effectiveness.
    • Must be attention getters, or the advertisement may not be read.
slogans techniques
Slogans Techniques
  • Alliteration—Repeating initial consonant sounds
    • Ruffles have ridges
  • Paradox—a seeming contradiction that could be true
    • It will fill you up, but it won’t weigh you down.
  • Rhyme
    • Bounty…The Quicker Thicker Picker Upper
slogan techniques
Slogan Techniques
  • Pun—a humorous use of a word that suggests two or more of its meaning or the meaning of another word similar in sound
    • Every Litter Bit Hurts
  • Play on words
    • For Soft Babies and Baby Soft Hands
need help with a slogan
Need Help with a Slogan?

www.sloganmaker.com

sublines
Sublines
  • Clarify or expand on the main idea expressed in the headline.
  • Usually found in smaller type close to the headline
  • Examples:

PRIDE AND JOY

Introducing Kids of Color from Playskool

13 Hour Sale

Hudson’s Great Savings Storewide!

attention getters
Attention Getters

New Product Coming Soon!

OPEN HOUSE

Book Signing Event

headline facts
Headline Facts
  • More than 80% of the people who look

at print advertisements just read the

headlines.

  • You need to create a powerful headline!
powerful headlines
Powerful Headlines
  • Single focus, or main idea.

Before writing the headline, try to sum up the main idea in a single sentence. This technique will help you remain focused on the subject and thus produce a headline with impact.

  • Use one or more of the 3 most powerful words – new, now, and free!

FREE

powerful headlines1
Powerful Headlines
  • Headlines should be directed to the reader and appeal to the self-interest of the potential customer.
  • Make your headline long enough to include one product feature.
  • Arouse the readers’ curiosity by promising something—a free offer, more miles per gallon, better service, etc.
  • Use simple language and everyone will understand your message.
slide22
Copy
  • The copy is the selling message in a written advertisement.
    • Expand on the information in the headline or product shown in the illustration.
  • Simple and direct
  • Vary from a few words to several paragraphs
  • Get the message across.
  • Appeal to the senses—customer should see, hear, touch, taste and/or even smell a product
copy techniques
Copy Techniques
  • Establish contact with the reader
  • Create awareness
  • Arouse interest
  • Build preference for the product
  • Give your copy news value by providing specific information
    • Tell the who, what, when, why, where, and how of your product.
    • Facts about your product are more powerful than claims.
    • Use histories, statistics, performance figures, dates, and quotes from experts
copy key words
Copy Key Words
  • Compare
  • Introducing
  • Now
  • Price
  • Save
  • Easy
  • New

Establish immediate contact with the reader

copy action words
Copy Action Words
  • Today
  • Act Now
  • Before it’s too late
  • Without delay
illustration
Illustration
  • Photograph or Drawing
  • Primary functions are:
    • Attract attention
    • Arouse desire to buy
    • Encourage a purchase decision for the advertised product
  • Should tie into the headline and copy
  • Should lead the potential customer to read at least the first sentence of the copy.
illustration photograph drawing clip art
Illustration (Photograph, Drawing, Clip Art)
  • Usually the first thing a reader sees in the ad.
  • 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
  • The image associated with the product, such as prestige, status, or leisure
photographs
Photographs
  • Ideal when a sense of reality is necessary.
    • Clothing, cosmetics, jewelry, furniture, or stereos.
drawings
Drawings
  • Show a part of a product that the reader would not normally see.
    • Cutaway drawing of such products

as cars, equipment, and tools.

clip art
Clip Art
  • Stock drawings, photographs, headlines clipped from a printed sheet and pasted onto an advertisement.
    • Inexpensive, quick, and easy to use
signature logo
Signature (logo)
  • The sponsor completes the ad.
  • Distinctive identification symbol for a business.
    • Name of the firm
    • Address
    • Telephone number
    • Internet Address
    • Business hours
    • Slogan (catch phrase, small

group of words)

  • A well designed signature

gets instant recognition for

a business.

  • Should be easy to remember
advertising elements
Advertising Elements
  • Headline
  • Illustration
  • Copy
  • Signature

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