Preparing Print Advertisements

Chapter 20

April 20, 2023

• Pick up handouts (Transition is one per group)–Complete transition in groups of three

to four–Save your campaign, and present

ideas to class• Get textbook• Be prepared for notes on Chapter 20• Turn in Class Work:

Chapter 19 Internet Activity

Chapter 20 Transition

In groups of three to four:• You are the creative department of an advertising agency:• You are to develop an idea for an ad-campaign for a new

MP3 player geared toward the youth market

1. Suggest a name for the product

2. Develop ideas for a photo or illustration for the ad

3. Write appropriate copy and Headline

4. Develop a catchy slogan & Company Signature

• Save to your computer as:transition 20-1-filastname

• Use PowerPoint to create your display ad

Chapter 20 Transition

In groups of three to four:• You are the creative department of an advertising agency:• You are to develop an idea for an ad-campaign for a new

MP3 player geared toward the youth market

1. Suggest a name for the product

2. Develop ideas for a photo or illustration for the ad

3. Write appropriate copy and Headline

4. Develop a catchy slogan & Company Signature

• Save to your computer as:transition 20-1-filastname

• Use PowerPoint to create your display ad

Don’t let the world slow you down.Set your own pace with the Run-About.

Water-Proof10 colors to choose fromBlue-toothEasy Downloads

Chapter 20 Transition

In groups of three to four:• You are the creative department of an advertising agency:• You are to develop an idea for an ad-campaign for a new

MP3 player geared toward the youth market

1. Suggest a name for the product

2. Develop ideas for a photo or illustration for the ad

3. Write appropriate copy and Headline

4. Develop a catchy slogan & Company Signature

• Save to your computer as:transition 20-1-filastname

• Use PowerPoint to create your display ad

Don’t let the world slow you down.Set your own pace with the Run-About.

Water-Proof10 colors to choose fromBlue-toothEasy Downloads

Headline

Copy Illustration/Picture

Signature

Slogan

Chapter 20Section 20.1

Essential elements of Advertising

Essential Elements of Advertising

Objectives

Discuss how advertising campaigns are developed

Explain the role of an advertising agency

Identify the main components of print advertisements

Key Terms

advertising campaign

advertising agencies

headline

copy

illustration

clip art

signature

slogan

Marketing Essentials Chapter 20, Section 20.1

Marketing: Promotion Unit Standards

• 4.0 TECHNOLOGY – Students know how to use contemporary and emerging

technological resources in diverse and changing personal, community, and workplace environments

• 5.0 PROBLEM SOLVING & CRITICAL THINKING – Students understand how to create alternative solutions by using

critical and creative thinking skills, such as logical reasoning, analytical thinking, and problem-solving techniques

• 8.0 ETHICS & LEGAL RESPONSIBILITY – Students understand professional, ethical, and legal behavior

consistent with applicable laws, regulations, and organizational norms

• 9.0 LEADERSHIP & TEAMWORK – Students understand effective leadership styles, key concepts of

group dynamics, team and individual decision making, the benefits of workforce diversity, and conflict resolution

Marketing Unit 6 –Standards

• Math Standards – – Number Sense: 1.1 Analyze problems by identifying relationships,

distinguishing relevant from irrelevant information, identifying mission information, sequencing and prioritizing information, and observing patterns.

– Algebra 1: 13.0 Students add, subtract, multiply, and divide rational expressions and functions. Students solve both computationally and conceptually challenging problems by using these techniques.

• History/Social Science – 12.1.3 Identify the difference between monetary and nonmonetary

incentives and how changes in incentives cause changes in behavior• 2.0 Communications

– Students understand the principles of effective oral, written, and multimedia communication in a variety of formats and contexts.

• 3.0 CAREER PLANNING & MANAGEMENT – Students understand how to make effective decisions, use career

information, and manage personal career plans:

Ch 20 Sec 1 Essential Elements of Advertising

• How ad campaigns are developed

• The creation of advertising headlines

• The preparation of advertising copy

• The selection of advertising illustrations

• The significance of advertising signatures

What you’ll learn . . .

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.

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

Developing Print Advertisements

• Print ads are very important to most campaigns.

• They usually contain four key elements

1. Headline

2. Copy

3. Illustrations

4. Signature

• Each element enhances the overall theme of a product promotion

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

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) – It’s

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

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

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.

To see how this illustration was created, please click on it.

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.

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

Signature

Slogan

• May support a firm’s 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

Remember the Slogan Quiz…

The Breakfast of Champions

Advertising History

• Advertising has taken many twists and turns over the years…

• Lets take a look at some interesting past advertisements:

Chapter 20Section 20.2

Advertising Layout

April 20, 2023

• In groups of 2 to 4:– Make up 5 slogans for the same or different

products– Each slogan should use a different copywriting

technique:1. Alliteration2. Paradox3. Rhyme4. Pun 5. Play on words

• Save to your folder as: Slogans-filastname• Get out your note-guides from Monday

For an example of each, Refer to page 428 in your text & page 2 of your note packets

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) – It’s

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

April 20, 2023

• In groups of 2 to 4:– Make up 5 slogans for the same or different

products– Each slogan should use a different copywriting

technique:1. Alliteration2. Paradox3. Rhyme4. Pun 5. Play on words

• Save to your folder as: Slogans-filastname• Get out your note-guides from Monday

For an example of each, Refer to page 428 in your text & page 2 of your note packets

Popular Ad Slogans

• Reach out and touch someone. - AT&T• 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 you’re worth it. - L'Oreal• It's everywhere you want to be – VISA

Advertising Layout

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

Key Terms

ad layout

advertising proof

Marketing Essentials Chapter 20, Section 20.2

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

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 reader’s eye will follow the path of the Z.

Marketing Essentials Chapter 20, Section 20.2

Using Color In Print Advertisements

A color ad is usually more realistic and visually appealing and commands the reader’s 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

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

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

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

Ad Proof

Checking Advertising Proofs

•The font needs to be easy to read and help to emphasize the company’s 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

Chapter 20 Class Work

• Textbook:– Page 428, 1 – 3 – Page 433, 1 – 4– Page 435, 11 – 17

• Workbook:– Page 169 – 170– Save to your folder as:

Marketing-CW Ch-20-filastname• Next Week:

– Tuesday May 10: Chapter 20 Activity Packet– Thursday May 12: Unit 6 Exam (Ch. 17 – 20)

Advertising