January 13, 2015

The following are the four fundamental elements of print media (may also apply to other media) 1.Headline 2.Copy 3.Illustrations 4.Signature  May also include disclosures required by law

Headline  The phrase or sentence that captures the readers attention, generates interest, and entices them to read the rest of the ad  The “attention getter”  Targets an audience  Provides a benefit or makes a promise  Reader should grasp the entire point of the ad from the headline  Usually brief – 5 to 15 words

Approaches to writing effective headlines  Be direct with an offer or guarantee “Take a 30-day test drive and decide for yourself. ”  Make a statement “Be One in a Million, Not One of a Million”  When introducing a new product or improvement use that news by using words like Introducing, Finally, Now, New “Introducing a World of Healthy Flavors!”  Ask a question and sometimes answer “Want to Know How to Make Kids Happy? Look Inside.” “Is it a vacuum cleaner that kills germs? Or a germ-killer that vacuums?”

Approaches to writing effective headlines  Show the benefits “Less Sugar. Still so good.”  Use testimonials "I Use usaa.com to Manage My Accounts Every Day.“  Share the reasons “Here are 200 Reasons Why Coldwell Banker Properties is #1 ”

Headline

Copy  Is the selling message of the written copy  Should detail how the product meets the customers’ needs  Should be based on market research and objectives of the campaign  Conversational, friendly, personal, simple and direct  Appeal to the senses  Who, what, when, where, why, and how of the product  Generate interest  Provide a personal call to action – buy the product, visit your store or website, contact the business

Copy

Illustration  The photograph, drawing or other graphic elements that are used in an ad  Designed to attract and hold the readers attention  May encourage action  Integrates the headline and copy  Motivates the reader to read at least the first sentence of the copy  Sends a message that is hard to communicate with words  Should take up about a third of the entire ad space

Illustration

Signature  The name of the advertiser or sponsor or logotype ( visually unique name of the company ) and/or logomark ( symbol that abstractly represents the company)  A well designed signature has instant recognition  May include both the company name/logotype, logomark, slogan, web address, local info

Signature  A slogan is a catchy phrase or words intended to attract attention as well as identify the firm and its image  Effective literary devices for slogans:  Alliteration – “Welcome to the world wide web”  Paradox – seeming contradiction – “The taste you love to hate” for Listerine  Rhyme – “Give a hoot, don’t pollute”  Pun – humorous use of a word that suggest multiple meanings “Time to re-tire”  Play on words – clever use of words to mean something else “Let your fingers do the walking”

Signature

 An ad layout is a sketch that shows the general arrangement and appearance of the finished ad  It should clearly identify the headline, copy, illustration and signature  Components of an ad layout:  Prepare in the same size as the final ad  Balance the color and white space to highlight what you want the consumer to notice  Consider the color selection  Large and bold typeface is shouting while small and light is whispering  Carefully choose your typeface  Ad should be bold, clean, easy to read with distinctive signature and message/image appropriate for target audience