Parts of a Print Advertisement

Q.O.D.3/4/14

Identify the advantages & disadvantages of each type of advertisement.

Print Advertisements

Newspaper

Magazine

Billboards

Transit Ads (buses, bus stations, trucks)

Parts of a Print Ad

Headline

Illustration

Body Copy

Tagline

Company Details

Headline

A strong statement which includes the major selling point

Must grab readers’ attention

Must be short (no more than 7 words)

Example: “EAT MOR CHIKIN”

ILLUSTRATION

Reinforces the headline

Shows how product works or what it looks like

Grabs attention of reader

Example: Chick-Fil-A Cows

Body Copy

Text that persuades the reader to buy your product

Must be interesting

Must tell the reader something

that he/she wants to know

Tag Line

Summarizes your product or the philosophy of your company

It should encourage the reader to act (find out more about the company)

Company Details

Name

Address

Telephone numbers

Email address

Logo

AIDA

An ad only has a few seconds to influence someone, so a good ad uses the following formula:

A- Attention: attracts attention of the customer

I- Interest: features, benefits, advantages

D- Desire: they want the product & it will satisfy their needs

A- Action- purchase

Crap Ads

Clutter- too many words, images, small writing that is difficult to read

Jargon- long sentences and words the potential customer doesn’t understand

Facts & figures- no one wants boring stats, use minimum info to get people interested

LESS IS MORE