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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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  • 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
  • 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


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

  • 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?

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


Introducing Kids of Color from Playskool

13 Hour Sale

Hudson’s Great Savings Storewide!

attention getters
Attention Getters

New Product Coming Soon!


Book Signing Event

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

at print advertisements just read the


  • 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!


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.
  • 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
  • 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
  • Ideal when a sense of reality is necessary.
    • Clothing, cosmetics, jewelry, furniture, or stereos.
  • 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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