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Elements of Print AdvertisementsSports and Entertainment Marketing

+Elements of Print Advertisement

Advertisement

Illustration

Identification

Headline + copy

+Elements of Print Advertisement

A headline: the saying that gets the readers’ attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad Effective headlines select an audience Must be attention-getters More than 80 percent of the people who look at print

advertisements just read the headlines Headlines should be contained to seven words or less Usually set in larger type and are often set apart

+Types of Headlines

Offer something new and improved

Solve a problem

Promise a benefit

Arouse curiosity

+Type of Headlines

Direct headlines are straightforward and informative in terms of the message they are presenting

Indirect headlines are not straightforward about indentifying the product or service or getting to the point Usually more effective at attracting readers

attention

+Elements of Print Advertisement

A headline can use several techniques: Alliteration: repeating initial consonant sounds

Paradox: a seeming contradiction that could be true

Rhyme: “The Quicker Picker-Upper!”

Pun: A humorous use of words that suggest to or more of its meanings

Play on words: “For soft babies and baby soft hands”

+Elements of a Print Advertisement

Subheadline:Immediately below the headline in

smaller type

Clarifies the headline

+Elements of a Print Advertisement

Copy: The selling message in a written advertisement.

¨ Expands on the information in the headline or the product shown in an illustration.

¨ Should stress the benefits and features of the product advertised.

¨ Should be simple, appeal to the senses and be direct

¨ Should provide a call to actionSELLING

THE MESSAGE

+Types of Copy

o Features – physical characteristico Benefits – advantage the feature offerso Claims – saying your product does something w/o factual

proofo Comparisons – between product with competitors producto Uses – ways to utilize the product o Testimonials – third party sharing positive experienceo Endorsements – paid celebrity or company

recommendation o Action – asks customer to act immediately

+Feature Print Advertisement

+Benefits Print Advertisement

+Claims Print Advertisement

+Comparison Print Advertisement

+Use Print Advertisement

+Testimonial Print Advertisement

+Celebrity Endorsement Advertisement

+Call to Action Advertisement

+Elements of a Print Advertisement

Illustration: Photograph, drawing, graph or chart

¨ Primary function is to attract attention and encourage

a purchase

¨ Should show the product, how the product works

¨ Should project the appropriate image of product

+Types of Illustrations

Product itself

Products features

Product in an appropriate setting

Product in use

Benefits of using the product

+Elements of a Print Advertisement

Identification: Distinctive identification symbol for a business

¨ Name of business

¨ Logo/Slogans

¨ Internet address

¨ Street address

¨ Telephone/toll free numbers

¨ Hours of operation

¨ Map

¨ Credit cards

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Headline

Copy

Illustration

Identification

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Headline

Illustratio

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Copy

Identification