MKTG Print Ads (2)

7/31/2019 MKTG Print Ads (2)

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Essential Elements of Advertising

Marketing I

Print Advertisements

Mr. Yates


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Essential Elements of Advertising

Objectives

Discuss how advertising campaigns are

developed Explain the role of an advertising agency

Identify the main components of printadvertisements

Key Terms

advertisingcampaign

advertisingagencies

headline

copy

illustration

clip art

signature

slogan


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The Advertising Campaign

An advertising campaign is a group ofadvertisements, commercials, and related

promotional materials and activities that aredesigned as part of a coordinated advertising planto meet the specific goals of a company.

An integrated campaign involves the creation andcoordination of a series of advertisements arounda particular theme.

advertisingcampaign

A group ofadvertisements,commercials,

and relatedpromotionalmaterials andactivities that aredesigned as partof a coordinatedadvertising plan

to meet thespecific goals ofa company.


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Advertising Agencies

Advertising agencies are independentbusinesses that specialize in developing ad

campaigns and crafting the ads for clients. Theydo their job by:

Setting objectives

Developing advertising messages and strategies

Completing media plans Selecting media

Coordinating related activities

advertisingagencies

Independentbusinesses thatspecialize in

developing adcampaigns andcrafting the adsfor clients.


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Larger advertising agencies employ specialistslike:

Copywriters

Graphic artists

Media experts

Marketing researchers

Legal advisers


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Limited-service agencies specialize in one aspectof the campaign.

Larger advertisers are increasingly selectingspecialists to strengthen certain areas of theirpromotional campaigns.


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New Models for Advertising

Agencies

New models for agencies include business formatssuch as:

Creative boutiques

Project team agencies

Virtual agencies

A creative boutique is a specialized service agency

that helps businesses with creative production.

This type of organization enables the advertiser tocreate ads much faster than a traditional agencycould.


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New Models for Advertising

Agencies

Project team agencies provide copywriting,creative execution, and media placement without

the overhead of a larger agency.A virtual agency is one individual whocoordinates the work of a network of experiencedfreelancers.

A freelancer is a self-employedperson who sells

work or services by the hour. This system has alow overhead cost for the client.


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Developing Print Advertisements

Print advertisements have four key elements:

Headline

Copy

Illustrations

Signature

Some ads also include a company slogan.


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Headline

The headline is the phrase or sentence thatattracts the readers attention to a product or

service.A headline should also lead readers into the adsillustration and make them want to read the copy.

headline

The phrase orsentence thatcaptures thereaders

attention,arouses theirinterest, andentices them toread the rest ofthe ad.


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Headline

Before writing a headline, a copywriter must knowthe needs of the target market, including matters

concerning: Price

Delivery

Performance

Reliability

Service

Quality


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Headline

Effective headlines are brief.

They identify a benefit of the product or service

and stress those benefits by making promises,asking questions, posing challenges, or usingtestimonials.

Threeessential

advertising words guaranteed toattract attention:

New! Now! Free!


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Copy

The copy is the selling message of a writtenadvertisement.

It details how the product or service meets thecustomer needs identified in the headline.

Good copy should:

Be personal and friendly

Be simple and direct

Appeal to the senses

copy

The sellingmessage of awrittenadvertisement.


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Copy

Answer questions about theproduct using facts

Add desire and urgency to the ad

Provide a personal call to actionnow or in the near future

An ad should use simple anddirect copy to motivate thereader to try the product orservice.


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Illustration

The illustration is the photograph, drawing, orother graphic elements used in an advertisement.

It should attract and hold attention and encourageaction.

The illustration should transmit a message thatwould be hard to communicate with words alone.

Clip art takes the form of images, stock drawings,

and photographs.Clip art is often used for print advertisementsbecause it is inexpensive, quick, and easy to use.

illustration

The photograph,drawing, or othergraphic elementsused in an

advertisement.clip art

Images, stockdrawings, andphotographsused in print

advertisements.


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Illustration

What elements in this ad entice theviewer or the reader to take a lookpay attention?

An ads illustration shouldattract and hold the readersattention and be integratedwith the headline.


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Signature

The signature, or logotype (logo), is thedistinctive identification symbol for a business.

A well-designed signature gets instant recognitionfor a business.

signature

The distinctiveidentification fora business; alsoknown as

logotype or logo.


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Signature

A slogan is a catchy phrase or words that identify aproduct or company.

Here are some techniques copywriters use whendeveloping slogans:

Alliteration uses repeating initial consonantsounds.

A paradox is a seeming contradiction that couldbe true.

Rhyme uses rhyming words or phrases.

A pun is a humorous use of a word that suggeststwo or more of its meanings or the meaning of asimilarly-sounding word.

A play on words cleverly uses words to meansomething else.

slogan

A catchy phraseor words thatidentify aproduct or

company.


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Examples Alliteration uses repeating initial consonant sounds.

the best four by four by far

A paradox is a seeming contradiction that could be true.

Some day you will be old enough to start reading fairy tales again.The swiftest traveler is the one that travels afoot.

Rhyme uses rhyming words or phrases.

The best in the west.

A pun is a humorous use of a word that suggests two or more of its meanings or themeaning of a similarly-sounding word.

Dollars and sense.

Alarmed? You should be. (a security company)

A play on words cleverly uses words to mean something else.

Taste not waist.


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Advertising Layout

Objectives

Explain the principles ofpreparing an adlayout

List advantages and disadvantages ofusing color in advertising

Describe how typefaces and sizes addvariety and emphasis to printadvertisements

Key Terms

ad layout

advertisingproof


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Developing Print Advertising

Layouts

An ad layout is a sketch that shows the generalarrangement and appearance of a finished ad.

It clearly indicates the position of the:

Headline

Illustration

Copy

Signature

ad layout

A sketch thatshows thegeneralarrangement and

appearance of afinished ad.


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Headline

Illustration

Copy

Signature


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Components of Effective Ad Layouts

Ad layouts should be prepared in exactly the samesize as the final advertisement.

The illustrations should grab attentionthrough size, humor, or dramatic content.

Ads that feature large visuals (60 to 70% of thetotal ad) are the best attention-getters.

The best ads contain a focal point and lines offorce that guide the viewer through the copy.

One technique is to create a Z layout. The

readers eye will follow the path of the Z.


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Z Layout

The readers eye will follow the pathof the Z.

Place important items or those youwant the reader to see first along thetop of the Z.

The eye normally follows the path ofthe Z, so place your "call to action"at the end of the Z.


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Using Color In Print Advertisements

A color ad is usually more realistic and visuallyappealingand commands the readers attentionmore than a black-and-white ad does.

Although color ads are more expensive than two-

color (usually black and another color) ads, studieshave also shown that color ads are usually morecost-effective than two-color ads because of theirincreased response rates.


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Using Color In Print Advertisements

Be sure to choose colors appropriate to the moodof your ad.

Also, consider the fact that colors have differentmeanings in different cultures.


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Selecting Typefaces and Type Sizes

for Print Advertisements

The look and appearance of the type is called thetypeface.

A complete set of letters in a specific size andtypeface is called a font.


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Selecting Typefaces and Type Sizes

for Print Advertisements

A serif font has short crosslines at the upper andlower ends of the letters. Times Roman andPalatino

are two commonly used serif fonts.

Sans serif fonts do not have crosslines.Arial,Helvetica, andFuturaare common sans serif fonts.

The appearance of the typeface affects the entirecharacter of an advertisement.

It is important that the font is large enough toread.


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Checking Advertising Proofs

When advertisements are first created, anadvertising proofis developed.

It shows exactly how an ad will appear inprint.

To evaluate a proof, an advertiser will considerthese criteria:

The ad should be bold enough to stand outnext to other ads.

The layout should look clean and unclutteredand should guide the reader through thecopy.

advertisingproof

A representationof an ad thatshows exactly

how it willappear in print.


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Checking Advertising Proofs

The font needs to be easy to read and help toemphasize the companys message.

The signature should be apparentanddistinctive.

The intended message and image projectedmust be appropriate for the target audience.


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Print Advertising

Print advertisements usually contain four keyelements: headline, copy, illustrations, andsignature.

Some advertisements also include the companysslogan, which is often presented with or near thesignature.

Each of the four key elements enhances theoverall theme of a product promotion.

The four fundamental elements of a printadvertisement are applicable to ads in othermedia.


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Campaigns and Agencies

An advertising campaign coordinates a series of

ads around a theme.

Ad agencies specialize in developing ad campaignsand crafting ads for clients.

continued


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Principles and Sources

Businesses need to follow ad layout principleswhen developing print advertisements.

Companies can turn to a variety of sources forhelping in developing their ad layouts, includingnewspaper advertising salespeople, magazinerepresentatives, and advertising agency personnel(such as art directors, copywriters, or accountexecutives).

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MKTG Print Ads (2)