1. Print

2. Parts
Headline
Copy
Illustration
Signature
Slogan
Call to Action

3. Headline Appeal to your Target Market Benefits Make it personal Brief
5-15 Words
Leads to illustration and copy

4. Headline Sub-heading Grasp idea from:
headline, illustration, and small part of copy

5. Copy Meet the target Mkt. need and meet objective
Conversational and friendly
Simple, direct, understandable
Vocab
Senses

6. Copy News Value Interest Call to action Stats
Who, what, where, when, why, how
Interest
Call to action

7. Illustration Illustration 60%-70% of space Headline 1/3
Copy and Signature 1/3
Objective
Draw Interest
Abstract, Realistic, Semi-Realistic

8. Signature
Name of Advertiser
Logo

9. Slogan
Alliteration
Paradox
Rhyme
Pun
Play on Words

10. Call to Action
Close
What action to do