Preparing Print Advertisements How can a business’ image be communicated thru it’s print ads?

Advertising Agencies-companies that exist solely to help clients sell their products b Four types of services they provide: Client services -looks at client needs, creates advertising plans and coordinates advertising with other promotion activitiesClient services -looks at client needs, creates advertising plans and coordinates advertising with other promotion activities Creative services -develop the messages and produce the adsCreative services -develop the messages and produce the ads Research services -studies target markets, attitudes of customers & their buying behaviorResearch services -studies target markets, attitudes of customers & their buying behavior Media services -advises on media choicesMedia services -advises on media choices

Cooperative advertising b An arrangement where advertising is paid for by both a manufacturer & a local advertiser b The manufacturer usually pays 50% of the cost of placing the ads b Retailer sign a contract with the manufacturer that gives the specific conditions for advertising

Developing print ads b Four parts headlineheadline copycopy illustrationillustration signaturesignature b All must be coordinated to arouse interest, attract attention, create desire, and produce action (buying)

Headlines-lettering, slogan, or saying that gets the reader’s attention & leads them to read the rest of the ad b Must be attention getter, responsible for 70-80% of the effectiveness of the sale b Sometimes they have a subheadline to clarify or expand the main idea b Usually stress one primary benefit b Should be 7 words or less b Successful ads use familiar sayings with a twist, opposites, news, shock, questioning or arouse curiosity

Headlines b Techniques alliteration-Ruffles have Ridgesalliteration-Ruffles have Ridges paradox-It will fill you up without weighing you downparadox-It will fill you up without weighing you down rhyme-The Quicker, picker, upperrhyme-The Quicker, picker, upper pun-Every litter bit hurtspun-Every litter bit hurts play on words-For soft babies and baby soft handsplay on words-For soft babies and baby soft hands

Headlines b Brief, fewer than 7 words b Attract readers with the three most powerful words--new, now and free b Direct at reader and appeal to their self- interest b Long enough to feature one benefit b Arouse curiosity by promising something b Use simple language

Copy-the selling message in a written ad b Simple and direct b Should appeal to the senses b Can be written for education or as a conversation b Establish contact with the reader, create awareness, arouse interest, build preference for the product b Give copy news value by providing specific information

Copy b Use key words such as compare, introducing, now, price, save, easy, and new b Write in the active voice b Use warm, personal language and expressions familiar to your audience b Ask for action

Illustration-photograph or drawing used in a print ad b Primary function is to attract attention, arouse a desire to buy, and encourage a purchase decision b Should show: features of product need for productfeatures of product need for product how product works possible useshow product works possible uses advantages of owning productadvantages of owning product safety featuressafety features image associated with the productimage associated with the product

Illustration b b Photograph-when sense of reality is needed b b Drawings-used to show parts of a product not normally seen b b Photos-sharp and clear with good contrast b b Clip art(stock drawing/photographs that aren’t copyrighted) is inexpensive, quick and easy b b Lines of force-guide reader to copy through illustration

Signature-distinctive identification symbol for a business b In national ads it is the name of the firm b In a local ad it usually includes the business, name, address, phone number, business hours & slogan(catch phrase or small group that are combined to create an ad message) b Well-designed signature gets instant recognition, should be easy to remember b Often used with slogans to create a distinct image for the company

Developing Print Ad Layouts(rough draft that shows general arrangement) b Usually you will only need a rough draft for the printer. Follow these guidelines: Should be the exact same size as the final layoutShould be the exact same size as the final layout Illustrations should be large enough to show all product featuresIllustrations should be large enough to show all product features Ad should appear uncluttered and make use of white spaceAd should appear uncluttered and make use of white space Image should be appropriate for target audienceImage should be appropriate for target audience The typeface should be easy to read and appropriateThe typeface should be easy to read and appropriate

Using Color in Print Ads b Use of color in advertisements can increase the reading of copy by as much as 80% in newspapers b Full color ads are usually more cost effective than two color ads (black + one color) b Adding each color can increase the cost of an ad as much as 35%

Selecting Typefaces and Sizes b Appropriate for your business and the target audience b Typeface and size can affect the way a reader feels about an advertisement b You should use one typeface for headlines and prices and another for copy. b Add variety by using different type sizes and using italics and boldface

Checking Ad Proofs shows exactly how the ad will appear when printed) b Evaluate based on the following: Is the ad bold enough to stand out?Is the ad bold enough to stand out? Does the headline arouse interest?Does the headline arouse interest? Is the illustration large enough?Is the illustration large enough? Is the signature apparent and distinctive?Is the signature apparent and distinctive? Is the copy simple, direct and understandable?Is the copy simple, direct and understandable? Does the layout guide the reader through the copy?Does the layout guide the reader through the copy? Is the ad uncluttered & easy to read?Is the ad uncluttered & easy to read? Does it portray the intended image & is image appropriate for audience??Does it portray the intended image & is image appropriate for audience??