Developing A Successful Print Ad

Write an Effective Headline FACT: Approx. 80% of people who look at a print ad only read the headline! –Stress the benefits! »Ask a question »Pose a challenge »Make a promise

Create a Compelling Copy Copy’s should… –Be viewed as a conversation (written in a personal manner) –Be Simple and direct –Appeal to the senses –Tell the who, what, where, when, why and how (the facts!)

Include Illustration Transmit a message through graphics that cannot be expressed through words Can show… –What the product is –How the product works –Elements/special features of the product –use of or need for the product

Get Recognition through signatures and slogans A well-known signature gets instant recognition Includes… –Name of company –Logo/symbol –Slogan

Use appropriate COLOR Color ads can increase readership by as much as 80% over black and white BUT…adding colors can increase costs by as much as 35% Is it worth it?

Select the right Type Choose carefully when using BOLDS, Italics and underlines Limit the amount of typefaces (different types of fonts) Use size to emphasize and/or deemphasize