1. Chapter 20 print advertisements Section 20.1 Elements of Advertising
Advertising Layout

2. Elements of Advertising
Section 20.1
ANALYZE Compare print ads from a recent newspaper of magazine. What are key elements they share?

3. What do these ads have in common?

4. Elements of Advertising
Section 20.1
Discuss how advertising campaigns are developed.
Explain the role of an advertising agency.
Identify the main components of print advertisements.

5. Elements of Advertising
Section 20.1
Successful advertising campaigns include essential elements to help sell goods and services.

6. Elements of Advertising
Section 20.1
advertising campaign
advertising agencies
logotype
headline
copy
illustration
clip art
signature
slogan

7. Elements of Advertising
Section 20.1
Components of a Print Ad

8. Elements of Advertising
Section 20.1
Components of a Print Ad

9. Elements of Advertising
Section 20.1
The Advertising Campaign
Planning an Integrated Advertising Campaign 1
Identify the target audience
advertising campaign
A group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company. 2
Determine objectives 3
Establish the budget 4
Develop the message 5
Select the media 6
Evaluate the campaign

10. Elements of Advertising
Section 20.1
The Advertising Campaign
What is an advertising agency?
advertising agency
An independent business that specializes in developing ad campaigns and crafting the ads for clients.

11. LGA – Advertising Agency in Charlotte, NC

12. This Ad agency is in Richmond, VA

13. This ad agency is in Roanoke, VA

14. Elements of Advertising
Section 20.1
The Advertising Campaign
Describe the Different Types of Advertising Agencies

15. Elements of Advertising
Section 20.1
The Advertising Campaign
Describe the Different Types of Advertising Agencies

16. Elements of Advertising
Section 20.1
The Advertising Campaign
New Models for Advertising Agencies
Project Team Agencies
Creative Boutiques
Virtual Agencies

17. Elements of Advertising
Section 20.1
Developing Print Advertisements
What is a logotype?
logotype
A graphic symbol for a company, brand, or organization; logo.

18. Go to this address for a logo quiz

19. Elements of Advertising
Section 20.1
Developing Print Advertisements
Elements of Print Advertisements
Headline
headline
The phrase or sentence in an advertisement that captures the readers’ attention, generates interest, and entices them to read the rest of the ad.

20. Headline Examples

21. Elements of Advertising
Section 20.1
Developing Print Advertisements
Elements of Print Advertisements
Headline
Copy
copy
The selling message of a written advertisement.

22. Copy Examples

23. Elements of Advertising
Section 20.1
Developing Print Advertisements
Elements of Print Advertisements
Headline
Copy
Illustration
Clip Art
illustration
The photograph, drawing, or other graphic element that is used in an advertisement.
clip art
Inexpensive or free images, stock drawings, and photographs.

24. Illustration/Clip art Examples

25. Elements of Advertising
Section 20.1
Developing Print Advertisements
Elements of Print Advertisements
Headline
Copy
Illustration
Signature
Clip Art
Slogan
signature
The name of the advertiser or logotype that is the distinctive identification symbol for a business.
slogan
A catchy phrase or words that identify a product or company.

26. Signature and Slogan Examples

27. Controversial Ad in Recent News

28. Good Copy and Illustration
Good Illustration
Conversational, personal, friendly
Attracts attention
Simple and direct
Holds attention
News value by providing info
Encourages action
Generates interest
Integrates headline and copy
Provides a personal call to action
Helps motivate consumer to read at least 1st sentence of copy

29. Uses repeating initial consonant sounds
Alliteration
Uses repeating initial consonant sounds
Ex. Welcome to the World Wide Wow (AOL)
Ex. Don’t dream it. Drive it. (Jaguar)
Ex. Koo Koo for Cocoa Puffs

30. Statement with a seemingly contradiction that could be true
Paradox
Statement with a seemingly contradiction that could be true
Ex. The taste you love to hate (Listerine)
"Reach out and touch someone" campaign for AT&T.

31. Slogans might use rhyming words or phrases.
Rhyme
Slogans might use rhyming words or phrases.
Ex. Give a hoot, don’t pollute. (United States Forestry Service)
Nationwide is on your side. (Nationwide Ins.)
Once you pop, you can’t stop. (Pringles)

32. Pun
A humorous use of a word that suggests two or more of its meanings or the meaning of another word similar in sound.
Ex. It’s time to re-tire. (Fisk tires)
Nothing runs like a Deere. (John Deere)
Everything you hear is true. (Pioneer)

33. Cleverly uses words to mean something else
Play on Words
Cleverly uses words to mean something else

34. Elements of Advertising
Section 20.1
Developing Print Advertisements
Five Literary Devices

35. Elements of Advertising
Section 20.1
Section 20.1 1.
Explain why a headline is an important part of a print ad.
The headline captures the readers’ attention, arouses their interest, and entices them to read the rest of the ad.

36. Mini Assignment
Get into small groups or pairs and develop a slogan for your product using each of the literary devices.
Pun
Alliteration
Rhyme
Play on Words
Paradox
When finished, class will vote on which slogan best suits your product and is the “catchiest”

37. Elements of Advertising
Section 20.1
Section 20.1 2.
Describe what illustrations should show about a product.
Illustrations should transmit a message that would be difficult to communicate with words alone. It could show the product, how it works, safety features, or its benefits.

38. Elements of Advertising
Section 20.1
Section 20.1 3.
Generate a slogan for a product you use and explain the literary device you used.
Slogans will vary but should use one of the following literary devices: alliteration, paradox, rhyme, pun, or play on words.

39. Think about this before we begin… What are some synonyms for the word
Advertising Layout
Section 20.2
Think about this before we begin…
What are some synonyms for the word
technique?
Why is a balance of white space and color desired in a print ad?

40. Advertising Layout Explain the principles of preparing an ad layout.
Section 20.2
Explain the principles of preparing an ad layout.
List advantages and disadvantages of using color in advertising.
Describe how typefaces and sizes add variety and emphasis to print advertisements.

41. Tips for Developing Effective Ad Layouts
Leave white space
Make graphics large enough to be effective
Color is more realistic and appealing
Use appropriate and distinctive fonts and sizes

42. Print Advertising Layouts
Section 20.2
Print Advertising Layouts
Sources for Ad Layout Services
Newspaper Salespeople
Magazine Representatives
Advertising Agency Personnel
ad layout
A sketch that shows the general arrangement and appearance of a finished ad.

43. Clearly indicates position of 4 major parts Who can name them?
Layout
Clearly indicates position of 4 major parts
Who can name them?
Can be one of four kinds…
Single visual
Top heavy
Ogilvy Z

44. Uses single illustration as a focal point
1. Single Visual
Uses single illustration as a focal point
Very short headline and little copy
Simple, but powerful

45. What do these ads emphasize?

46. White space doesn’t have to be white

47. 2. Top Heavy
Places illustration in upper half to upper 2/3rds of the space or on the left side of the layout
Strong headline is placed before or after the illustration and copy follows

48. Named after advertising expert David Ogilvy
3. Ogilvy Layout
Named after advertising expert David Ogilvy
Elements are presented from top down in order most people view them
Illustration, photo caption, headline, copy, signature

49. Reader’s eye normally follows the Z
4. Z layout
Organized with most important item advertiser wants viewer to see placed on top left of Z (usually headline)
Reader’s eye normally follows the Z
Illustration and copy usually on the way down the Z
Signature and “call to action” on bottom of Z or lower right corner

50. Understand the Z

51. Z examples

52. More realistic and visually appealing
Use of color
More realistic and visually appealing

53. Increases readership 80%
Color Cont.
Increases readership 80%
Each added color can increase costs as much as 35%
Must match colors to product and target market
Psychology to color

54. Psychology of Color

55. Font is a complete set of letters in a specific typeface Headline
Look and appearance
Font is a complete set of letters in a specific typeface
Headline
large and bold for force
Lighter for more gentle or subtle
Copy should use different font/typeface

56. Facts About the Elements of Advertisements
Advertising Layout
Section 20.2
Print Advertising Layouts
Facts About the Elements of Advertisements

57. Print Advertising Layouts
Section 20.2
Print Advertising Layouts
Most advertising proofs are developed and delivered in a digital format.
advertising proof
A presentation of an ad that shows exactly how it will appear in print.

58. Print Advertising Layouts
Section 20.2
Print Advertising Layouts
Criteria an advertiser should use in reviewing and checking advertising proofs.

59. Print Advertising Layouts
Section 20.2
Print Advertising Layouts
Criteria an advertiser should use in reviewing and checking advertising proofs.

60. Advertising Layout
Section 20.2
Section 20.2 1.
Explain how to create a focal point and eye movement using a Z ad layout.
Create a Z layout by placing the most dominant item (typically the headline) on top of the Z. Then place copy and illustrations on the diagonal line of the Z, and your signature and call to action at the bottom of the Z in the right corner.

61. Advertising Layout
Section 20.2
Section 20.2 2.
Describe how to select the size and type of a typeface.
The size of the typeface should be distinctive, yet appropriate for the business and target audience.

62. Advertising Layout
Section 20.2
Section 20.2 3.
List three things that you should look for in an advertising proof.
When checking an advertising proof, you should make sure all prices are accurate and that all brand names and company names are spelled correctly. In addition, the following should be considered: 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.

63. Chapter 20 print advertisements Section 20.1 Elements of Advertising
End of
Chapter 20
print advertisements
Section 20.1
Elements of Advertising
Section 20.2
Advertising Layout