For enhanced knowledge (a.k.a. “excellence”) reference pages 469 - 475 Print Advertising #4 Today I will: Engage in the fundamentals of print ads. So I can: understand print ad elements, see as a consumer how print ads affect me. I will know I’m successful when: I can develop and complete a professional ad campaign & print ad. For enhanced knowledge (a.k.a. “excellence”) reference pages 469 - 475

5 Components of Print Ad Headline Copy Illustration Signature Call-to-Action

1) Headline Attracts Attention Builds interest in the rest of the ad 80% of people only read the headline when seeing a print ad Must be brief. Most people cannot take in more than 7 words at a time The headline is the largest text 99% of the time

2) Copy Describe benefits – how will customer’s life improve? Selling message of the ad Should be simple, direct, encouraging the customer to try the product Tells the who, what, where, when. Facts are powerful. Claims not so much. Using adjectives or descriptive words, appeal to the senses, help the customer touch and feel the product.

3) Illustration Photo, image, drawing, etc. Often used to expand on the copy, showing how the product works, how used or to show emotion. Ensure image is clear and to scale. Sometimes, an illustration is used with no copy

Same ad, but no logo or slogan so ad creates no promotional value 4) Signature Logo &/or Slogan Logo is placed to make sure reader knows what company is advertising. At times call the signature. Slogan Logo Same ad, but no logo or slogan Could be any company so ad creates no promotional value

5) Call-to-Action Typically appears at end or bottom of ad May add sense of urgency – limited time, or good through a deadline. Instruct customers what steps to take to purchase – visit web site, call phone number, register, stop by store, etc.

Layout Three common layouts for you to consider Be sure to use “white space” to add visual appeal Gutenberg Diagram – viewer’s eyes move across your design Primary Optical Area Minimal attention Minimal attention Terminal Area “Z” technique. The eyes tend to follow a Z path down the page. Ogilvy Technique. Place top-to-bottom in this order: Illustration Photo Caption Headline Copy Signature Studies show this is the order that ad items are most viewed. 1 2 3 4

P P Typeface Type Size – measured in points. 1 point = 1/72 of an inch Ads intended for readers over age 65 should use 14+ point in the copy P Serif Font – Serif vs Sans Serif Serif fonts use short cross lines at the upper and lower ends of the letters. This leads the eyes in a horizontal direction, encouraging people to read the copy. Examples of serif are Times Roman or Palantino. P Examples of sans serif are arial and Tahoma. Best used for headlines. Without Serif

Color use . . . emotion Guide

Print Ads – What the heck are they thinking?! Today I am: Utilizing visual thinking strategies to determine interpret advertising print ads So I can: Understand a variety of strategies and expand my creativity I will know I’m successful when: I can develop the same marketing message in multiple ways

In Monopoly, the hotels are red and perhaps the key to game domination In Monopoly, the hotels are red and perhaps the key to game domination. Thus the tag line, “Own it all.”

Ever see a bubble gum bubble from the inside? Hubba Bubba.

Squirrels are much bigger and more powerful than a Fox in . . . SCRABBLE

Sugar Free candy

PSA Don’t litter Toronto, ONT

An easy one!

Bacon and Eggs anyone? . . . Bed & Breakfast Hotels of Denmark

“Liking” isn’t helping. … Crisis Relief wants you to actually volunteer

Advertising Unit – Conclusion Schedule Monday – Begin Unit Study Guide Tuesday – Turn in Notebook and Poster Build Wednesday – Continue Poster and Test Prep Thursday – Game Day! Friday – Seating chart change + Project Roll Out. Unit Poster “Media Choices” Broadcast Online Print Specialty Social Media Transit Notebook Contents (20 points possible) Advertising Media Media Measurement & Rates Social Media Print Advertising Study Guide Be sure all assignments are fully completed Quizlet.com "Marketing I-II Unit 4”