Parts of Print Ads

Warm-UPIdentify a print ad that you can recall. Explain why the print ad sticks in your mind

Newspaper AdvertisingNewspapers are a main form of print media for many businesses55% of US adults read the paper everydayMost papers are local or national dailies or weekliesOregonian, Willamette Weekly, Portland Tribune, Some community newspapersValley Times

Advantages of Newspaper AdvertisingNewspapers have a large readership and a high level of reader involvement.Lots of different sections to readNewspaper circulation is known, so businesses using newspapers can target their advertising to people living in certain geographical areas or with certain interestsCost is relatively lowPrinted primarily in black and whiteQuality of paper is less expensiveNewspapers can be timely and advertisers can change ads easily

Disadvantages to Newspaper AdvertisingWasted circulationThe life of an advertisement is limited because most households throw away newspapers dailyThe quality of reproduction is poor in relation to other mediaBlack and white format is less appealing than other print media

To communicate successfullyAn ad MUST:To attract attentionTo arouse interestTo create desireTo stimulate action

Components to a print adHeadlineIllustrationCopy Identification/signature

layoutThe way the elements of the ad are arrangedThe headline, illustration, copy, and identification are arranged, or laid out, in a way that directs the viewers eye through the adThe blank space between the elements of an ad is called white spaceAll components must be coordinated to produce the effect desired for the advertisement as a whole

headlineConsidered the most important part of an advertisementResponsible for 70-80% of the sales effectiveness of most advertisementsText is large type and usually positioned at the top of the advertisementPurpose:To attract attentionTo arouse interest to the target marketTo encourage reading of the entire advertisementMay be one word, a phrase, one or more sentences or even a questionThree most powerful words: NEW, NOW, FREE

Sub-headlinesSometimes used to continue or clarify the thought expressed in the headline

Usually positioned below the headlineIs set in slightly smaller type of size

Advertising studies indicate that 80% of people only read headlines. Therefore, if the headline fails to attract attention, readers may not read any of the advertisement

headlineVarious ways that headlines can be used to attract attention, arouse interest, and encourage reading of the entire ad:To offer something new or improvedTo solve a problemTo make a claimTo promise a benefitTo arouse curiosity

Copy- Selling message in a written advertisement

Expands on the information in the headline or the product shown in the illustration. Should stress the features and benefits of the product or serviceBe a few words or a single paragraphAppeal to the sense (customers should be able to see, hear, touch, taste, smell product)Specific call for action: Buy NowBe written in an active voiceThis item will help you!

CopyTo compete against thousands of other advertisers your copy should:Establish contact with the reader (compare, now, save, easy, introducing)Create awarenessArouse interestBuild preference

IllustrationPhotograph or drawing used in a print advertisementPrimary functionsAttract attentionArouse a desire to buyEncourage a purchase decisionEmphasize product featuresSometimes more important than the headline because it is noticed first

IllustrationLines of Force-illustration guides reader to copyWhite space-empty space used to eliminate clutterColor- Color can increase the reading of copy by 80%, but adding color is very expensive

SignatureThe distinctive identification symbol for a business Also known as logoA well designed signature gets instant recognition for a businessNeeds to be easy to rememberIs often used with a sloganToyota, Coca-Cola, Apple

SignatureOften used with the logo to create a distinct image for the company, its products or its corporate image.I love what you do for me.Where do you want to go today?May also include:Buying information such as telephone number and address, hours of operation, ordering info., credit cards accepted, map of how to get to the businessTag line or slogan

Writing powerful headlines 6 tipsEvery headline should have a single focus or main idea. Try to sum up the main idea in a single sentence.Stress one primary benefitAttract readers with powerful words: new, now and free.Direct headlines to the reader and appeal to your target market-what would the target market like to see?

Writing powerful headlines 6 tipsMake your headline long enough to feature one product benefit, but short enough to encourage people to read the rest of the advertisementAim for 7 or fewer wordsArouse reader curiosity by promising something-a free offer, more miles per gallon, better service, fewer cavitiesUse Simple language. Readers will mistrust or misunderstand ads with complex headlines.Just Do It (Nike)

Headline techniquesAlliterationRepeating initial consonant soundsRuffles have ridgesParadoxContradiction that may be trueIt will fill you up, but it wont weigh you down

Headline techniquesRhymeThe quicker picker upperPunEvery litter bit hurtsPlay on wordsFor soft babies and baby soft hands

HeadlineTo offer something new -the belief that people are attracted to something that is new or has a new feature include words such as new, improved, finally, at last in the headlineExample: Minolta introduces The WorldTo solve a problem -states a problem the reader can identify withWhy it takes legwork to flatten your stomachNordic Track exercise equipment

HeadlineTo make a claim making a claim for the product either generally or specificallyExample: By any measurable standardthe best sleeping bag ever made!To promise a benefit stating an advantage or benefit to the consumer of using the productExample: AD AN EXAMPLE HERE!!!!