Preparing Print Advertisements

Section 6

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Headline

Copy Illustration/Picture

Signature

Slogan

Chapter 20Section 20.1

Essential elements of Advertising

Essential Elements of Advertising

Objectives

Discuss how advertising campaigns are developed

Explain the role of an advertising agency

Identify the main components of print advertisements

Key Terms

advertising campaign

advertising agencies

headline

copy

illustration

clip art

signature

slogan

Marketing Essentials Chapter 20, Section 20.1

The Advertising Agency

• Advertising agencies work jointly with business clients to develop advertising campaigns.

• An advertising campaign involves the creation and coordination of a series of advertisements (both broadcast and print) around a particular theme

This building on Main Street, designed by Frank Gehry, is the headquarters of Chiat / Day / Mojo, an advertising agency. Its entrance is flanked by a Claes Oldenburg / Coosje van Bruggen binocular

sculpture.

Advertising Agencies

Advertising agencies are independent businesses that specialize in developing ad campaigns and crafting the ads for clients.

They do their job by:

• Setting objectives

• Developing advertising messages and strategies

• Completing media plans

• Selecting media

• Coordinating related activities

Marketing Essentials Chapter 20, Section 20.1

Developing Print Advertisements

• Print ads are very important to most campaigns.

• They usually contain four key elements

1. Headline

2. Copy

3. Illustrations

4. Signature

• Each element enhances the overall theme of a product promotion

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.

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

• A headline provides a benefit to the reader

Writing Effective Headlines & Slogans

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

• Every headline/slogan should have a single focus or main idea.

• Techniques you can use when writing headlines:– Alliteration (repeating initial consonant sounds) -- Win with

Wireless (Samsung)– Paradox (a seeming contradiction that could be true) – It’s

an environmental movement all by itself. (Honda Insight)– Rhyme – Bounty. The Quicker Picker-Upper– Pun ( a humorous use of a word that suggests two or more

of its meanings or the meaning of another work similar in sound --Beauty and the Beef (Ball Park Franks)

– Play on Words – For Soft Babies and Baby Soft Hands

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• 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.

• It should provide a call to action to shoppers

Illustration

• The photograph or drawing used in a print advertisement.

• Its primary function is to attract attention

• It should transmit a total message that would be hard to communicate just with words. (A picture is worth a 1,000 words)

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

To see how this illustration was created, please click on it.

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.

Top Ten Advertising Icons

1. The Marlboro Man - Marlboro cigarettes

2. Ronald McDonald - McDonald's restaurants

3. The Green Giant - Green Giant vegetables

4. Betty Crocker - Betty Crocker food products

5. The Energizer Bunny - Eveready Energizer batteries

6. The Pillsbury Doughboy - Assorted Pillsbury foods

7. Aunt Jemima - Aunt Jemima pancake mixes and syrup

8. The Michelin Man - Michelin tires

9. Tony the Tiger - Kellogg's Sugar Frosted Flakes

10.Elsie - Borden dairy products

Signature

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

Remember the Slogan Quiz…

The Breakfast of Champions

Advertising History

• Advertising has taken many twists and turns over the years…

• Lets take a look at some interesting past advertisements:

Chapter 20Section 20.2

Advertising Layout

Writing Effective Headlines & Slogans

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

• Every headline/slogan should have a single focus or main idea.

• Techniques you can use when writing headlines:– Alliteration (repeating initial consonant sounds) -- Win with

Wireless (Samsung)– Paradox (a seeming contradiction that could be true) – It’s

an environmental movement all by itself. (Honda Insight)– Rhyme – Bounty. The Quicker Picker-Upper– Pun ( a humorous use of a word that suggests two or more

of its meanings or the meaning of another work similar in sound --Beauty and the Beef (Ball Park Franks)

– Play on Words – For Soft Babies and Baby Soft Hands

Popular Ad Slogans

• Reach out and touch someone. - AT&T• Please don't squeeze the Charmin – Charmin• Snap, Crackle, Pop - Rice Krispies• Where's the beef? - Wendy's• Plop, plop; fizz, fizz; oh, what a relief it is. –

Alka Seltzer• Finger lickin' good. - Kentucky Fried Chicken• Because you’re worth it. - L'Oreal• It's everywhere you want to be – VISA

Advertising Layout

Objectives

Explain the principles of preparing an ad layout

List advantages and disadvantages of using color in advertising

Describe how typefaces and sizes add variety and emphasis to print advertisements

Key Terms

ad layout

advertising proof

Marketing Essentials Chapter 20, Section 20.2

Developing Print Advertising Layouts

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

It clearly indicates the position of the:

•Headline

•Illustration

•Copy

•Signature

Marketing Essentials Chapter 20, Section 20.2

Components of Effective Ad Layouts

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

The illustrations should grab attention through size, humor, or dramatic content.

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

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

One technique is to create a Z layout. The reader’s eye will follow the path of the Z.

Marketing Essentials Chapter 20, Section 20.2

Using Color In Print Advertisements

A color ad is usually more realistic and visually appealing and commands the reader’s attention more than a black-and-white ad does.

Although color ads are more expensive than two-color (usually black and another color) ads, studies have also shown that color ads are usually more cost-effective than two-color ads because of their increased response rates.

Marketing Essentials Chapter 20, Section 20.2

Selecting Typefaces and Type Sizes for Print Advertisements

The look and appearance of the type is called the typeface.

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

Marketing Essentials Chapter 20, Section 20.2

Selecting Typefaces and Type Sizes for Print Advertisements

A serif font has short crosslines at the upper and lower ends of the letters

Times Roman, Garamond and Palatino are commonly used serif fonts

Sans serif fonts do not have crosslines.

Arial, Helvetica, and Albertus are common sans serif fonts.

The appearance of the typeface affects the entire character of an advertisement.

It is important that the font is large enough to read.

Marketing Essentials Chapter 20, Section 20.2

Checking Advertising Proofs

When advertisements are first created, an advertising proof is developed.

It shows exactly how an ad will appear in print.

To evaluate a proof, an advertiser will consider these criteria:

•The ad should be bold enough to stand out next to other ads.

•The layout should look clean and uncluttered and should guide the reader through the copy.

Marketing Essentials Chapter 20, Section 20.2

Ad Proof

Checking Advertising Proofs

•The font needs to be easy to read and help to emphasize the company’s message.

•The signature should be apparent and distinctive.

•The intended message and image projected must be appropriate for the target audience.

Marketing Essentials Chapter 20, Section 20.2