Print AdvertisementsChapter 20

20.1

Elements of Advertising

The Advertising Campaign

• A group of advertisements, commercials, and related promotional materials and activities.

• Designed to meet specific company goals

Important steps

1. Identify the target audience

2.Determine objectives - Increasing brand awareness.

3.Establish the budget

4.Develop the message

5.Select the media

6.Evaluate the campaign

Advertising Agencies

• Independent business that specialize in developing ad campaigns.

Types of Advertising Agencies

• Full-Service- Full Service handle all aspects

• Limited-Services- Specialize in one aspect of the campaign

• Virtual – Online advertisements

• Creative Boutique- Helps a business with the creative parts, then outsources

• Project Team – Provides research, copywriting, creative execution

Developing Print Advertisements

• Logotype- a graphic or symbol; represents a company, brand or an organization

Name the Company

Slogan- Catch Phrase (can also be headline)

Headline- Phrase or sentence, which captures the readers’ attention

Signature- logo, symbol of the business

Disclosures- terms and conditions. All the small print

Copy- represents the selling message in the ad

Illustration- can be decorative, or showing how the product works

Copy

• Six key tips to writing a effective copy

Copy

1. Should be conversational and written in a personal, friendly style. Use familiar language

2. Simple and Direct; Should show the customer how using the product will solve their problems

3. Customer should be able to sense; see, hear, touch, taste & smell product

4. Tells the: Who, What, Where, When & why

5. Generates interest

6. Should provide a call to action

Slogan

• A catch phrase or words that identify a product or a company

Types of Slogan

• Alliteration- Uses repeating initial consonant sounds

• Welcome to the World Wide Wow (AOL)

• Paradox- A statement that is seeming contradiction that could be true

• The taste you love to hate (Listerine Mouthwash)

• Rhyme- Slogans using rhyming words or phrases

• Give a hoot, don’t pollute (United states Forest Service)

Types of Slogans Continued

• Pun- A humorous use of a word that suggests tw0 or more meanings of its meaning

• Time to Re-Tire (Fisk Tires)

• Play on Words- Cleverly uses words to mean something else

• Let your fingers do the walking (Yellow Pages)

Advertising LayoutChapter 20.2

Print ad Layout

• Ad Layout- a sketch that shows the general arrangement and appearance of a finished ad

Elements of Advertisements

• Layout

• Color

• Typeface

• Typesize

Layout

• Single-visual

• Top-heavy

• Illustrated

• Z

Color

• More realistic

• Visually appealing

• Add readership

Typeface

• Large, bold for shouting

• Small, light for whispering

Advertising Proof

• Advertising Proof- The final rendering prior to an advertisement being approved.