PRINT AD SERM #68

ADVERTISING Paid communication Sponsor is identified Advertisers control where the message is seen and heard and how often repeated Average person exposed to over 2000 ads per week

PRINT ADVERTISING Newspapers Magazines Direct Mail Outdoor Advertising Station Posters- Transit Stadium Signage

FOUR ELEMENTS OF PRINT AD Headline Copy Illustration Signature

Can You Identify the Four Elements of This Print Ad?

HEADLINE Phrase or sentence that attracts attention Must convince reader to continue reading the ad Research show most effective include words such as you, your, how, and new Be brief- seven words or less Stress benefits- make a promise, ask a questions, pose a challenge or use testimonial Develop with needs of target market in mind- based on research

COPY Sells the message Details how product or service meets the need identified in the headline Based on objective of ad campaign Introduce/attract new customers Sells to existing customers

ILLUSTRATION Photo, drawing or other graphic elements Attract and hold attention Encourage action Along with headline, should motivate reader to continue reading the ad

SIGNATURE Also called logotype or logo Distinctive identification symbol for a business Should get instant recognition

CREATE A PRINT AD Select a company and product related to the SER industry Create a print ad for this company and product On the back of the ad that you turn in, write the following: Target market: Identify the need that the ad is targeting: All four elements of a print ad must be included using the tips from this PPT and other information that you research on the Internet regarding how to create an effective print advertisement. The ad must be completed in an attractive manner that would be presented as a proto-type to an ad agency who would then complete the work for you.