PRINT ADVERTISEMENTS

What is Advertising?

• Advertising: is the paid, nonpersonal form of communication that businesses use to promote their products.

• The first step in print advertising (and all advertising) is determining your target market!

2 Forms of Print Advertising

1. Promotional Advertising is advertising by highlighting items and pricing.

2. Institutional Advertising is a message where the primary purpose is to promote the name, image, personnel, or reputation of a company.

3 Types of Print Advertising

1. Newspaper Ads•Moderate cost depending on popularity of newspaper.•Cost = $ to $$$$ - depending on readership, ex: The Province is expensive to advertise in, but the Saanich news would be cheaper

3 Types of Print Ads2. Magazine Ads

Very high cost because of people tend to keep magazines around much longer than newspapers, which get thrown out at the end of the day.

Cost = $$ to $$$$$(depending on readership)

3 Types of Print Ads

3. Direct Mail Ads •Low cost, however most people throw them out without even looking at them. Very low success rate!•Cost = $ to $$

Developing Print Ads• They usually contain four key elements

HEADLINE

IMAGE

SIGNATURECOPY

Some also include the company’s

slogan

HEADLINE

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.

Headline

•More than 80% of the people who look at a print ad just read the headlines

Headline

• Headlines must be brief because most people cannot take in more than 7 words at a time.

Writing Effective Headlines

• Most are brief – many people cannot take in more than seven words at a time.

• Effective headlines stress benefits by making a promise, asking a question, posing a challenge, or using a testimonial.

• Many headlines use familiar sayings with a twist.

COPY

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

COPY

Copy

• 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.

ILLUSTRATIONThe photograph or drawing used in a print advertisement.

Illustration

• Primary function is to attract attention

It should transmit a total message that would be hard to communicate just with words.

Illustrations may show the product, how the product works, and its features.

Almost 100% of ads will have an illustration.

Some very well known companies will not even bother with a copy.

SIGNATURELogo

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.

SLOGANS

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

The Breakfast of Champions

Developing Slogans for Ad Campaigns

• Alliteration (repeating initial consonant sounds) – It keeps going and going and going… Energizer

• Paradox (a seeming contradiction that could be true) – “The tastes awful but it works” (Buckley’s Cough Syrup).

• Rhyme – “It takes a lickin’ and keeps on tickin’ ” (Timex).• Pun ( a humorous use of a word that suggests two or

more of its meanings or the meaning of another work similar in sound –

• Play on Words – “Let your fingers do the walking” (Yellow Pages).

PRINT AD LAYOUTS

The “Z” Form• According to one theory, if you learned to

read left-to-right (English, Spanish, French, etc.), your eyes will scan over the page from left-to-right in a "Z" form unless a design element directs your attention elsewhere.

• Marketing firms use this theory to place ad elements where they will catch your eyes.

• There will be an element to lead your eyes in, something catchy in the middle, and the logo or message will frequently appear in the lower-middle area to the right.

Standard Layouts

ASSIGNMENT

Evaluating Print Advertisements 1. Locate 3 Print Ads online that you find interesting.

2. Copy the image and paste it in a Word document.

3. Answer the following questions below the picture:• What was the headline? Was it effective at getting your attention and

making you want to read the rest of the ad? Why or Why not?• How was imagery used in this ad? Was it effective at drawing your

attention? • Did the ad have a copy? Did the copy appeal to your senses? If so,

how? What key words did the copy use? Examples: compare, introducing, now, price, save, easy, and new.

• Was there a clear signature? Where was it located? What company was this ad created for?

• Was there a slogan? If so, what was it? • Can you identify the Z formation?