Preparing Print Advertising Commtech– Mr Raposo/Mr Quadrini

1) Headline Key to attracting attention All good headlines use words that attract a certain target market: New parents ……… Baby Business owners…. Entrepreneur Action words: Save Improved New Easy Last chance Introducing It ’ s here…

Headline

Types of Headlines 1.The name of the product / service appears prominently 2.A command 3.A question 4.A claim 5.A benefit 6.A personalized statement

2) Subheads Mini-headlines Break up the writing so that it looks like fewer words to read Make the ad look more interesting Help direct the reader ’ s eyes to important facts

3) Illustrations Can be a photograph or a drawing (in black and white, or colour) Can be attention-getting

Illustration

Types of Illustrations Being Used By Itself In an Acceptable Location AbstractCross-Section

4) Copy The written part of an ad Should turn the reader ’ s interest into desire Should include the information needed to take action

Copy

Good Copy Has 3 Main Characteristics: 1.It is direct 2.It is imaginative 3.It is readable

5) Signature Indicate who sells the goods or services, or where to purchase them Could be a logo, website URL, QR Code, phone number and/or . This is the action part of the AIDA formula

Signature