Preparing Print Advertisements

Chapter 20

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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: