CH. 20 PRINT ADVERTISEMENTS Section 2 Advertising Layout

 Advertisers must understand effective design principles when developing ad layouts in order to quickly attract the attention of the desired audience.

Developing Print Advertising Layouts  Ad layout  A sketch that shows the general arrangement and appearance of a finished ad Components of Effective Ad Layouts  The best ads have large visuals (60- 70% of the total ad) are the best attention-getters.

Z layout and so important?  Readers eye will follow the Z path  Headline or illustration along the top  Copy line going down  Signature and “call to action” at the bottom

Using Color in Print Advertisements  Studies show color is more cost effective (response rate)  1 color besides black-and-white can add as much as 35% to costs

Pure. Clean. Youthful. It's a neutral color that can imply purity in fashion and sterilization in the medical profession. Power. Elegant. Secretive. The color black can target your high-end market or be used in youth marketing to add mystery to your image. Passion. Excitement. Danger. Red is the color of attention, causing the blood pressure and heart rate to rise. Use red to inject excitement into your brand. Vibrant. Energy. Play. Add some fun to your company if you want to create a playful environment for your customers. Happy. Warm. Alert. Yellow can be an attractor for your business with a relaxed feeling. Natural. Healthy. Plentiful. To create a calming effect or growth image choose green. Go green go. Royalty. Wise. Celebration. Maybe add some purple tones to your look for your premium service business. Loyal. Peaceful. Trustworthy. Blue is the most popular and neutral color on a global scale. A safe choice for a business building customer loyalty.

Selecting Typefaces and Type Sizes for Print Advertisements  Typeface – the look an appearance (design) of the type  Font – a complete set of letters in a specific size and typeface  Classification of typefaces: Serif vs. Sans Serif (sans is French for without)  Newspaper Advertising Bureau – 1/3 of readers over 65 do not read ads b/c the type was too small

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Checking Advertising Proofs  Advertising proofs  A representation of an ad that shows exactly how it will appear in print

Evaluating proofs  The ad should be bold enough to stand out on a page, even if it is placed next to other ads.  The overall layout should look clean and uncluttered and should guide the reader through the copy.  The typefaces and type sizes should be easy to read and help to emphasize the message.  The signature should be apparent and distinctive.  The intended message and image projected must be appropriate for the target audience.