PREPARING PRINT ADVERTISEMENTS

The Advertising Agency Advertising Campaign The creation and coordination of a series of advertisements around a particular theme. Created By: “In House” Department Designated Individuals Advertising Agency Work jointly with business clients to develop an advertising campaign.

Agency Types Full Service Agency Perform Research Media Selection Copy Development Artwork Agency of Record Selected to control all aspects of the Advertising Campaign. Limited Service Agency Specialize in one aspect of the campaign. Perform Research Media Selection Copy Development Artwork

Agency Organization Organized into 4 Department Areas Client Services Work with agency groups and businesses to identify opportunities for advertising Account Executives look at client needs, create plans, coordinate all activities relating to the account. ClientCreativeResearchMedia

Agency Organization Creative Department Develop Advertising messages and produce the advertisements Graphic Artists, Copywriters, commercial designers, and art directors work together to develop the advertisements

Agency Organization Research Department Jobs include:  Study and Identify the target market  Understand the attitudes of customers  Buyer Behaviors Helps determine the type of message that will have the greatest appeal

Agency Organization Media Department Focuses on advising clients what media should be used for the campaign. Coordinates budgets, the timing, placement, and frequency of ads. Helps determine the type of message that will have the greatest appeal

New Types of Agencies Creative Boutique Specialized service agency where the creative production is sent outside the business, but copy is provided. Project Team Provides copywriting, creative execution, and media placement for one project. Virtual Agency Providing services by coordinating a group of freelancers for one common project.

Developing the Print Advertisement The Print Ad contains 4 major elements: Headline Copy Illustrations Signature

Headline Responsible for the effectiveness of the campaign and considered the most important part. 4 Purposes Attract the Reader’s attention Select an audience Provide a benefit to the reader Lead to the illustrations and copy

Effective Headlines Most headlines are very short Many use familiar sayings with a subtle change or use simple phrases with opposites Should contain a single focus Other techniques include: Alliteration – Repeating beginning consonant (ex. Win with Wireless) Paradox – a contradiction that could be true Rhyme – The quicker picker-upper (Bounty) Pun – Beauty and the Beef (Ballpark Franks) Play on Words - For Soft Babies and Baby Soft Hands

Copy 1. Simple and Direct 2. Noticeable or Dramatic - Identifiable 3. Appeal to the Senses - Descriptive 4. Contain the Specifics – Who, What Where, When, Why 5. Call to Action

Illustrations Illustrations transmit a message that is hard to communicate with just words They add appeal, imagination, and a chance to demonstrate the product or service. Photographs Used when a sense of realty is necessary Drawings Used when it is necessary to go beyond the photograph

Signature The identification symbol for the business also called the logo. Name, Address, website, telephone, or slogan can be contained in the signature. Slogan Create a distinct image for the company, its products, or mission. Headlines are many times the slogan for the business.

Slogan Quiz Life’s Good Snap, Crackle, Pop Where’s the beef? Plop, plop; fizz, fizz; oh, what a relief it is. Finger lickin’ good. He keeps going and going and going. Because you’re worth it. Hello Moto It’s everywhere you want to be Nothing Runs Like A Deere The ultimate driving machine Once you pop, you can’t stop. No battery is stronger longer.

Ad Layouts Characteristics Same Size as actual advertisement Large enough to show product features Make generous use of white or unused space to avoid clutter Balance or direction highlighting the important elements Typeface – style of type and size Lines of Force – Guide the reader through the ad. (ex. A model looking towards the copy

Advertising Proofs Shows exactly how the advertisement will appear, the final rough draft. Evaluation of Advertising Proof Bold enough to stand out on a page, even if it is next to others Look clean, uncluttered, guide the reader through the copy Typefaces and type sizes should be easy to read Signature should be apparent and distinctive Message should be appropriate for the audience