HOW TO DESIGN A GOOD AD - PRINT, BROADCAST, etc.

Warm-Up Search the internet for print ads – magazine, billboard, transit, etc. In your opinion, what makes an ad good? Bad? What differences do you notice between the types of ads? What do you think should be included in an ad?

All forms of media use some of the same elements to make a creative successful ad. Whether you are developing a TV, radio or newspaper ad, you’ll need to create it with consistency, accuracy and creativity.

A D I

A = ATTENTION Gained through a variety of ways: Print: illustrations, catchy headlines/slogans Broadcast: music, loud noises, silence, etc. 70% look at Illustrations FIRST

I = INTEREST Gained through a variety of ways: Print & Broadcast: the selling message itself, which is known as “COPY” Scripts, words, jingles, slogans that make you stop, look, listen

D = DESIRE Gained through a variety of ways: Print: illustrations, photos, color Broadcast: feelings/emotions, actors, etc.

A = ACTION Gained through a variety of ways: Print: SLOGAN, SPONSOR /LOGO/SIGNATURE Broadcast: EASY TO REMEMBER SLOGAN, JINGLE, SPONSOR/LOGO/SIGNATURE Coupons

These all translate into the parts of an ad Visual/Illustration – in print or broadcast this is THE MOST IMPORTANT attention getting aspect (A) Copy- the selling message in TV ad script or print form (I) Headline/Opener- catchy opening words, music, etc. Usually larger font.(D) Signature- slogan, logo/signature, action, website address, etc. (A)

Sometimes your message needs brevity…. In that case, headlines/openers are combined with slogan OR- there is little to no copy used

EVERY AD HAS THESE ELEMENTS: EXAMPLE 1: VISUAL COPY HEADLINE/OPENER SIGNATURE

EVERY AD HAS THESE ELEMENTS: EXAMPLE 2: Headline Illustration Copy SIGNATURE

You Try! Using the magazines or internet find an ad and highlight the elements. Be ready to share out.