Chapter 20 print advertisements Section 20.1 Elements of Advertising Advertising Layout

Elements of Advertising Section 20.1 ANALYZE Compare print ads from a recent newspaper of magazine. What are key elements they share?

What do these ads have in common?

Elements of Advertising Section 20.1 Discuss how advertising campaigns are developed. Explain the role of an advertising agency. Identify the main components of print advertisements.

Elements of Advertising Section 20.1 Successful advertising campaigns include essential elements to help sell goods and services.

Elements of Advertising Section 20.1 advertising campaign advertising agencies logotype headline copy illustration clip art signature slogan

Elements of Advertising Section 20.1 Components of a Print Ad

Elements of Advertising Section 20.1 Components of a Print Ad

Elements of Advertising Section 20.1 The Advertising Campaign Planning an Integrated Advertising Campaign 1 Identify the target audience advertising campaign A group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company. 2 Determine objectives 3 Establish the budget 4 Develop the message 5 Select the media 6 Evaluate the campaign

Elements of Advertising Section 20.1 The Advertising Campaign What is an advertising agency? advertising agency An independent business that specializes in developing ad campaigns and crafting the ads for clients.

LGA – Advertising Agency in Charlotte, NC

This Ad agency is in Richmond, VA

This ad agency is in Roanoke, VA http://visitaccess.com/casestudy/roanoke-blacksburg-regional-airport/

Elements of Advertising Section 20.1 The Advertising Campaign Describe the Different Types of Advertising Agencies

Elements of Advertising Section 20.1 The Advertising Campaign Describe the Different Types of Advertising Agencies

Elements of Advertising Section 20.1 The Advertising Campaign New Models for Advertising Agencies Project Team Agencies Creative Boutiques Virtual Agencies

Elements of Advertising Section 20.1 Developing Print Advertisements What is a logotype? logotype A graphic symbol for a company, brand, or organization; logo.

Go to this address for a logo quiz http://www.logoquiz.net/

Elements of Advertising Section 20.1 Developing Print Advertisements Elements of Print Advertisements Headline headline The phrase or sentence in an advertisement that captures the readers’ attention, generates interest, and entices them to read the rest of the ad.

Headline Examples

Elements of Advertising Section 20.1 Developing Print Advertisements Elements of Print Advertisements Headline Copy copy The selling message of a written advertisement.

Copy Examples

Elements of Advertising Section 20.1 Developing Print Advertisements Elements of Print Advertisements Headline Copy Illustration Clip Art illustration The photograph, drawing, or other graphic element that is used in an advertisement. clip art Inexpensive or free images, stock drawings, and photographs.

Illustration/Clip art Examples

Elements of Advertising Section 20.1 Developing Print Advertisements Elements of Print Advertisements Headline Copy Illustration Signature Clip Art Slogan signature The name of the advertiser or logotype that is the distinctive identification symbol for a business. slogan A catchy phrase or words that identify a product or company.

Signature and Slogan Examples

Controversial Ad in Recent News

Good Copy and Illustration Good Illustration Conversational, personal, friendly Attracts attention Simple and direct Holds attention News value by providing info Encourages action Generates interest Integrates headline and copy Provides a personal call to action Helps motivate consumer to read at least 1st sentence of copy

Uses repeating initial consonant sounds Alliteration Uses repeating initial consonant sounds Ex. Welcome to the World Wide Wow (AOL) Ex. Don’t dream it. Drive it. (Jaguar) Ex. Koo Koo for Cocoa Puffs

Statement with a seemingly contradiction that could be true Paradox Statement with a seemingly contradiction that could be true Ex. The taste you love to hate (Listerine) "Reach out and touch someone" campaign for AT&T.

Slogans might use rhyming words or phrases. Rhyme Slogans might use rhyming words or phrases. Ex. Give a hoot, don’t pollute. (United States Forestry Service) Nationwide is on your side. (Nationwide Ins.) Once you pop, you can’t stop. (Pringles)

Pun A humorous use of a word that suggests two or more of its meanings or the meaning of another word similar in sound. Ex. It’s time to re-tire. (Fisk tires) Nothing runs like a Deere. (John Deere) Everything you hear is true. (Pioneer)

Cleverly uses words to mean something else Play on Words Cleverly uses words to mean something else

Elements of Advertising Section 20.1 Developing Print Advertisements Five Literary Devices

Elements of Advertising Section 20.1 Section 20.1 1. Explain why a headline is an important part of a print ad. The headline captures the readers’ attention, arouses their interest, and entices them to read the rest of the ad.

Mini Assignment Get into small groups or pairs and develop a slogan for your product using each of the literary devices. Pun Alliteration Rhyme Play on Words Paradox When finished, class will vote on which slogan best suits your product and is the “catchiest”

Elements of Advertising Section 20.1 Section 20.1 2. Describe what illustrations should show about a product. Illustrations should transmit a message that would be difficult to communicate with words alone. It could show the product, how it works, safety features, or its benefits.

Elements of Advertising Section 20.1 Section 20.1 3. Generate a slogan for a product you use and explain the literary device you used. Slogans will vary but should use one of the following literary devices: alliteration, paradox, rhyme, pun, or play on words.

Think about this before we begin… What are some synonyms for the word Advertising Layout Section 20.2 Think about this before we begin… What are some synonyms for the word technique? Why is a balance of white space and color desired in a print ad?

Advertising Layout Explain the principles of preparing an ad layout. Section 20.2 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.

Tips for Developing Effective Ad Layouts Leave white space Make graphics large enough to be effective Color is more realistic and appealing Use appropriate and distinctive fonts and sizes

Print Advertising Layouts Section 20.2 Print Advertising Layouts Sources for Ad Layout Services Newspaper Salespeople Magazine Representatives Advertising Agency Personnel ad layout A sketch that shows the general arrangement and appearance of a finished ad.

Clearly indicates position of 4 major parts Who can name them? Layout Clearly indicates position of 4 major parts Who can name them? Can be one of four kinds… Single visual Top heavy Ogilvy Z

Uses single illustration as a focal point 1. Single Visual Uses single illustration as a focal point Very short headline and little copy Simple, but powerful

What do these ads emphasize?

White space doesn’t have to be white

2. Top Heavy Places illustration in upper half to upper 2/3rds of the space or on the left side of the layout Strong headline is placed before or after the illustration and copy follows

Named after advertising expert David Ogilvy 3. Ogilvy Layout Named after advertising expert David Ogilvy Elements are presented from top down in order most people view them Illustration, photo caption, headline, copy, signature

Reader’s eye normally follows the Z 4. Z layout Organized with most important item advertiser wants viewer to see placed on top left of Z (usually headline) Reader’s eye normally follows the Z Illustration and copy usually on the way down the Z Signature and “call to action” on bottom of Z or lower right corner

Understand the Z

Z examples

More realistic and visually appealing Use of color More realistic and visually appealing

Increases readership 80% Color Cont. Increases readership 80% Each added color can increase costs as much as 35% Must match colors to product and target market Psychology to color

Psychology of Color

Font is a complete set of letters in a specific typeface Headline Look and appearance Font is a complete set of letters in a specific typeface Headline large and bold for force Lighter for more gentle or subtle Copy should use different font/typeface

Facts About the Elements of Advertisements Advertising Layout Section 20.2 Print Advertising Layouts Facts About the Elements of Advertisements

Print Advertising Layouts Section 20.2 Print Advertising Layouts Most advertising proofs are developed and delivered in a digital format. advertising proof A presentation of an ad that shows exactly how it will appear in print.

Print Advertising Layouts Section 20.2 Print Advertising Layouts Criteria an advertiser should use in reviewing and checking advertising proofs.

Print Advertising Layouts Section 20.2 Print Advertising Layouts Criteria an advertiser should use in reviewing and checking advertising proofs.

Advertising Layout Section 20.2 Section 20.2 1. Explain how to create a focal point and eye movement using a Z ad layout. Create a Z layout by placing the most dominant item (typically the headline) on top of the Z. Then place copy and illustrations on the diagonal line of the Z, and your signature and call to action at the bottom of the Z in the right corner.

Advertising Layout Section 20.2 Section 20.2 2. Describe how to select the size and type of a typeface. The size of the typeface should be distinctive, yet appropriate for the business and target audience.

Advertising Layout Section 20.2 Section 20.2 3. List three things that you should look for in an advertising proof. When checking an advertising proof, you should make sure all prices are accurate and that all brand names and company names are spelled correctly. In addition, the following should be considered: The ad should be bold enough to stand out on a page, even if it is placed next to other ads. The overall layout should look clean and uncluttered and should guide the reader through the copy. The typefaces and type sizes should be easy to read and help to emphasize the message. The signature should be apparent and distinctive. The intended message and image projected must be appropriate for the target audience.

Chapter 20 print advertisements Section 20.1 Elements of Advertising End of Chapter 20 print advertisements Section 20.1 Elements of Advertising Section 20.2 Advertising Layout