5.00 UNDERSTAND PROMOTION

5.01 Understand the use of an advertisement’s components to

communicate with targeted audiences.  

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Define the following terms: headline, illustration, identification, copy, layout, and white space.

• Headline – The attention grabbing copy at the top of the ad

• Illustration – Any picture or drawing put into the ad• Identification – Clearly shows the company name

and/or logo• Copy – wording in the ad• Layout – Where each of the parts of the ad are

positioned• White space – Empty areas of the ad, used to help

emphasize other parts of the ad

Advertising

The basic Ogilvy ad layout: visual, caption, headline, copy, signatureIllustration © J. Bear

http://desktoppub.about.com/od/ads/a/ad_parts.htm

Advertising•Explain the purpose of each element in an

advertisement.▫Print advertisements must contain four key

elements, which include headline, copy, illustrations, and signature.

▫Text (headline, copy) – information in word form

▫Visuals (illustrations) – information as pictures or artwork

▫Signature - Logotype (logo) symbol used to distinctly identify a business

Advertising

•Describe the purpose of an ad’s layout.1. Catch the eye of the reader2. Encourage the person to read and act

•Identify approaches businesses can use with headlines to achieve the ad’s objectives.▫Many experts consider headlines the most

important part of the advertisement▫Attract readers' attention, select an

audience, provide a benefit to the reader, and lead to the illustration and copy

Advertising•Explain ways businesses can use

illustrations in advertisements to focus reader’s attention on the product.▫Its primary function is to attract attention

and to encourage a purchase of the advertised product

▫The illustration should transmit a total message that would be hard to communicate just with words

Advertising•Describe copy techniques that businesses

can use to create desire for a product in a print advertisement.▫copy is the written selling message ▫directly expands on the information in the

headline or the product shown in the illustration

▫simple and direct▫can vary from, a few words to several

paragraphs

Advertising• Identify types of information contained in the

identification element of advertisements.▫Clearly identifies the company▫Logotype (logo) symbol ▫Consists of one or more of the following:

Logo Advertiser Name Address Phone Number Map or Driving Directions Web Site Address

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•Discuss the impact of color on an advertisement’s message.▫Colors carry subliminal messages (sets a

mood)▫Grabs attention▫Hints at the product (think of the theme of

a movie)▫Supports the brand

Advertisement

•Explain how the image/art used in an advertisement can support or detract from an ad’s message/product being sold.▫Overpower the product▫No clear connection to the product▫Set a mood that encourages the customer

to act (buy) – smiling people using the product

Advertisement• Discuss how the copy should coordinate with the

headline.▫Matching or complementary fonts▫Supports the message of the headline

• Describe how white space affects the elements of advertisements.▫White space is the absence of content ▫ Its effective use it can greatly add to the content of

both photos and text▫The goal is to present the text in a readable and

economical format▫Sales are promoted through quick visual summaries

made using a visual code in which white space plays a dominant part

Advertisement• Explain how the consistent use of design across media

helps to promote brand identity.▫An easy to recognize logo, use of color and fonts helps

the customer know the brand (New polar bear Coke)• Discuss the role of typography in creating brand

identity.▫Fonts become recognizable and connected to a brand

• Describe the impact of layout in creating brand identity.▫The look of the ad can remind the customer of your

brand• Explain the importance of coordinating an ad’s style

with its other elements.▫Effective branding requires close coordination of all the

parts of a promotion campaign