Communicative Writing Week 9 MMC120 Instructed by Hillarie Zimmermann MMC120 Instructed by Hillarie Zimmermann

Today’s Class Print Ads - mini lecture In-class activities Begin in-class assignment Review homework Print Ads - mini lecture In-class activities Begin in-class assignment Review homework

Why create a print ad?

Three categories of ads Announcement ads Image ads Product ads Announcement ads Image ads Product ads

Audience The audience for a print ad is not everyone.

Remember the Strategic Message Planner?

Use the AIDA approach Attention Attention Interest Desire Action

AIDA In a group, find a product ad that clearly does all four parts of the AIDA approach. Identify which part of the ad does what. Answer: What part gets the attention? What part generates interest? How does this ad create a desire for the product/service? How does this ad motivate action? Present your ad to the class. In a group, find a product ad that clearly does all four parts of the AIDA approach. Identify which part of the ad does what. Answer: What part gets the attention? What part generates interest? How does this ad create a desire for the product/service? How does this ad motivate action? Present your ad to the class.

Parts of an ad Visual Headline Subheadlines (optional) Swing line Body copy Zinger Call to action Logo/slogan/tagline Mandatories Visual Headline Subheadlines (optional) Swing line Body copy Zinger Call to action Logo/slogan/tagline Mandatories

Visual Importance

Headline Capture the ad’s key message Direct the viewer’s attention to the body copy Are short — 8 words or fewer Contain a key benefit Show how great the product can make the consumer Capture the ad’s key message Direct the viewer’s attention to the body copy Are short — 8 words or fewer Contain a key benefit Show how great the product can make the consumer

Sample Headlines How will it move you? Print ad for: Wii Fit Help Make Bedtime Worry Free Print ad for: GoodNites Sleep Pants Power is Nothing Without Control Print ad for: Pirelli Tires It's time to say no to fake food Print ad for: Hellmann's Real Mayonnaise

Sub-Headline Are optional secondary headlines Clarify the main headline Expand on the key benefit, add information or provide the second part of a one-two punch Can be longer than the main headline

Sample Sub-Headlines Headline: For nine months, you protected him like no one else could. Subhead: Now we're here to help. Print ad for: Enfamil Headline: All New Subhead: When was the last time you heard that, and it was actually true? Print ad for: The Saturn SKY Headline: Feed Their Wonder Subhead: Introducing Lunchables Wrapz! Print ad for: Lunchables Headline: The La-Z-Boy Home Theater Collection. Subhead: Because customizing your home theater should also extend to your backside. Print ad for: La-Z-Boy

Body Copy Begins with a swing line that moves the reader from the headline to the body copy Has a clear beginning, middle, and end Uses research to explain the important features and benefits Begins with your strongest selling point Uses an emotional appeal to explain the features Can use testimonials from satisfied customers Creates a sense of urgency Closes with a zinger — a short, snappy sentence that restates a key benefit or answers a question Asks for the sale with a call to action

Logos, slogans, and mandatories The logo is a visual identifier that may be in words, graphics or both. A slogan or tagline appears near the bottom of the ad, just above or below the logo. The mandatories include items that are required by law, such as copyright symbols, registration marks and fairness statements. The logo is a visual identifier that may be in words, graphics or both. A slogan or tagline appears near the bottom of the ad, just above or below the logo. The mandatories include items that are required by law, such as copyright symbols, registration marks and fairness statements.

Analyze 3 Volunteer Ads In groups of 2, take a look at 3 ads for volunteering. Which do you think is the most effective? How does each ad deal differently with all of the components of an ad (visual, headline, subheadline, swing line, body copy, zinger, call to action, logo/slogan/tagline)? If you were to produce an ad for volunteering, what would it look like? In groups of 2, take a look at 3 ads for volunteering. Which do you think is the most effective? How does each ad deal differently with all of the components of an ad (visual, headline, subheadline, swing line, body copy, zinger, call to action, logo/slogan/tagline)? If you were to produce an ad for volunteering, what would it look like?

Copy Writing Practice Using the brief info you’ve been given, design an ad to run in a local paper. Sketch the ad and write out the copy. Present to the class. Using the brief info you’ve been given, design an ad to run in a local paper. Sketch the ad and write out the copy. Present to the class.

Tips Stay on message! Complete a strategic message planner before you get creative. Study print ads that you like. Why do they work? Be conversational. Don’t repeat yourself in the headline, zinger and slogan; each should be unique but related. Proofread! Stay on message! Complete a strategic message planner before you get creative. Study print ads that you like. Why do they work? Be conversational. Don’t repeat yourself in the headline, zinger and slogan; each should be unique but related. Proofread!

In-class Assignment Choose one of three options. Due the week of March 28th Begin working on your assignment now and there will be time during the March 28 th class to continue working on the assignment.

Integrated Advertising Project Partner projectPartner project Worth 30% of your final markWorth 30% of your final mark Real life clientReal life client Six components to the assignmentSix components to the assignment Do you have a partner?Do you have a partner? Do you have a client?Do you have a client? By today – Memo/ to me identifying who is your partner/client.By today – Memo/ to me identifying who is your partner/client.

What to expect next class… Reading weekReading week Schedule has changedSchedule has changed Meghan Perry will be coming in as a guest lecturer on March 21stMeghan Perry will be coming in as a guest lecturer on March 21st We will continue with print ads on March 28thWe will continue with print ads on March 28th

Homework Read “Podcast Scripts” p Read “Podcast Scripts” p me about your partner and client for IAP if you have not already done so me about your partner and client for IAP if you have not already done so March 28 th – final day to submit your strategic message planner for the IAPMarch 28 th – final day to submit your strategic message planner for the IAP Read “Podcast Scripts” p Read “Podcast Scripts” p me about your partner and client for IAP if you have not already done so me about your partner and client for IAP if you have not already done so March 28 th – final day to submit your strategic message planner for the IAPMarch 28 th – final day to submit your strategic message planner for the IAP