Post on 16-Jan-2016
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
on
20.1
Describe the Different Types of Advertising
Agencies
Elements of AdvertisingThe Advertising Campaign
Secti
on
20.1
Describe the Different Types of Advertising
Agencies
Elements of AdvertisingThe Advertising Campaign
Secti
on
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
Secti
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20.1
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.