Preparing Print Advertisements Chapter 20

Essential Elements of Advertising 20.1 When finished with this section, you will know: How advertising campaigns are developed The creation of advertising headlines The preparation of advertising copy The selection of advertising illustrations The significance of advertising signatures

The Advertising Agency Advertising campaign- involves the creation and coordination of a series of advertisements around a particular product The size and financial resources determine whether an advertising campaign is developed in-house or by an advertising agency

The Advertising Agency Advertising agencies- work jointly with business clients to develop advertising campaigns Full-service agency- perform advertising research, media selection, copy development, and artwork for an advertising campaign Limited service agency- specialize in one aspect of the campaign, such as creative services

The Advertising Agency In-house agency- provide full or limited advertising services based upon the size of the company Larger businesses use an agency of record- handle all aspects of the advertising campaign

Agency Organization Advertising agencies are usually divided into four service departments: Client Creative Research Media

Agency Organization Client service- work together with agency groups and individual businesses to identify opportunities Creative service- develop the advertising messages and produce the ads Research service- employees study the target markets, the attitudes of potential customers and buying behaviors toward a company’s products Media service- advise clients on their media choices by suggesting budgets, coordinating timing, placement, and frequency of various advertisements

New Models for Advertising Agencies Creative boutiques- specialized service agency where creative production is sent outside the business, but copy is provided by the business Faster layout and production Project team agencies- provide copyrighting, creative execution, and media placement without larger agency overhead Teams come together to work on one project and move to the next when the ad campaign is complete

New Models for Advertising Agencies Virtual agencies- provide services coordinated by an individual who works with a network of experienced freelancers Freelancer- a self-employed person who sells work or services by the hour, day, or job rather than working on a regular salary for one employer

Developing Print Advertisements Headline- the saying that gets the reader’s attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad Responsible for the overall effectiveness of advertising campaigns Most important part of an advertisement

Purpose of a Headline Attract reader’s attention Select an audience Provide a benefit to the reader Lead to the illustration and copy More than 80% of people who look at print ads just read the headlines Words frequently used in headlines: new, now, free

Writing Effective Headlines Most headlines are brief because people cannot take in more than 7 words at a time Every headline should have a single focus or main idea Before writing a headline, try to sum up the main idea in a single sentence

Techniques for Writing Headlines Alliteration- repeating initial consonant sounds Example: Win with Wireless (Samsung) Paradox- a seeming contradiction that could be true Example: It’s an environmental movement by itself. (Honda Insight) Rhyme- Bounty. The Quicker Picker-Upper

Techniques for Writing Headlines Pun- a humorous use of a word that suggests two or more of its meanings or the meaning of another word similar in sound Example: Beauty and the Beef (Ball Park Franks) Play on words- For Soft Babies and Baby Soft Hands

Copy Copy- selling the message in a written advertisement Directly expands on the information in the headline or the product shown in the illustration Should stress the benefits and features of the product Good copy is simple and direct Can vary from a few words to several paragraphs

Copy Copy should appeal to the senses: A reader should be able to see, hear, touch, or even smell the product Done through descriptive adjectives Copy gains value by providing specific information: Tell the: who, what, when, why, and how of your product

Copy Facts about your product are more powerful than claims Use: case histories, statistical performance figures, dates, and quotes from experts Use key words in copy such as: compare, introducing, now, price, save, easy, and new

Illustration Illustration- photograph or drawing used in a print advertisement Primary functions: attract attention and encourage a purchase of the product Should tie into the headline and copy Should transmit a total image that would be hard to communicate just with words

Illustrations Illustrations should show: The product How the product works Safety features The appropriate image of the product

Illustrations When choosing an image, businesses should: Choose an image that will not become outdated quickly Evaluate them periodically for consistency Photographs- should be used in advertisements when a sense of reality is necessary Drawings- used to show a part of the product that the user would not usually see

Sources for Illustration Clip art- images, stock drawings, and photographs Can be found in published books, compact disks, and on the Web Inexpensive, quick, and easy to use

Signature Signature- logotype which is the distinctive identification symbol for a business In national ads- name of the firm, corporate symbol, and slogan In local ads- business’s name, address, phone number, business hours, or slogan

Signature Slogan- a catch phrase or small group or words that are combined in a special way to identify a product or company

Assignment Reviewing Key Terms Page 363 #1-6