1. Developing Print Advertisements

2. Parts of a Print Ad
Headline
Copy
Illustration
Signature

3. Marshall Fields Great Savings Storewide
Headline
Lettering, slogan, or saying that gets readers attention
Responsible for 70-80% of ads effectiveness
Most important part of the ad
Must be attention getters-Just Do It
Subheadline used to enhance the headline
13 Hour Sale
Marshall Fields Great Savings Storewide

4. Headline cont. No more than 7 words
More than 80% of people who read ads, just read the headline
Sum up main idea in a single sentence
Use simple language
Use of opposites
News and information “New”
Shock or surprise
Questioning to get attention
Arousing curiosity

5. Headline cont. Techniques
Alliteration-repeating initial consonant sounds “Ruffles have Ridges”
Paradox-a contradiction that could be true “It Will Fill You Up, But Won’t Weight You Down”
Rhyme-”Bounty…The Quicker Picker Upper”
Pun-using a similar sounding word or similar meaning “Every Litter Bit Hurts”
Play on Words-”For Soft Babies and Soft Hands”

6. Copy Selling message Tell who, what, when, why, where, and how
Written in the active voice
Ask for action

7. Illustration Photo or drawing Primary function is to attract attention
Should tie in the headline with the copy
Lead the customer to read the copy
First thing the reader sees
Transmit the total message

8. Signature Specific id of advertiser
Name, address, telephone, business hours, and slogan
A well designed signature gets instant recognition, even if product does not
Slogan-often used to create a distinct image