Preparing Print Advertisements

Chapter 20

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

Advertising Campaign Steps

a. Identify the target audience

b. Determine objectivesc. Establish the budgetd. Develop the messagee. Select the mediaf. Evaluate the

campaign

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

Elements of AdvertisingThe Advertising Campaign

Secti

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20.1

Describe the Different Types of Advertising

Agencies

Elements of AdvertisingThe Advertising Campaign

Secti

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20.1

Describe the Different Types of Advertising

Agencies

Elements of AdvertisingThe Advertising Campaign

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20.1

New Models for Advertising Agencies

Creative Boutiques

Project TeamAgencies

Virtual Agencies

Elements of Print Advertisements

Headline Copy Illustration Signature

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

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

Copy Is the selling

message of a written advertisement

Details how the product or service meets the customer needs

Copy

a. Conversation form and written in a personal friendly manner

b. Simple and directc. Appeal to the sensesd. Tell the who-what,

when, where, why and how of your product

e. Add desire and urgency – “new”, “improved” “introducing”, “save” and “easy”

f. A personal call to action now or in the near future

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

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

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

Slogan Is a catchy phrase

or words that identify a product or company

Used to support the firm’s signature

Elements of AdvertisingDeveloping Print Advertisements

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Five Literary Devices

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

Alliteration: WELCOME TO THE WORLD WIDE WOW (aol)Paradox: The taste you love to hate (listerine)Rhyme: Give a hoot, don’t pollute (US Forest Service)Pun: Best glue in the joint

Boo’s Knit WitQui Qui Enterprises

Play on Words: When it rains, it pours When it pours, it reigns (Michelin)Carl’s Pane in the Glass (glass/window service in

Texas)

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.

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

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 layout—Dominant item on top,

follow Z pattern

2. Using color in print advertisements

More realistic and visually appealing – commands reader’s attention

Increase readership by 80% in newspaper

Increases effectiveness but also increases cost

Select colors for your product and target market

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

Advertising LayoutFacts About the Elements of

Advertisements

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?

Advertising Layout

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