1. Preparing Print Advertisements
Chapter 20

2. Essential Elements of Advertising 20.1
When finished with this section, you will know:
How advertising campaigns are developed
The creation of advertising headlines
The preparation of advertising copy
The selection of advertising illustrations
The significance of advertising signatures

3. The Advertising Agency
Advertising campaign- involves the creation and coordination of a series of advertisements around a particular product
The size and financial resources determine whether an advertising campaign is developed in-house or by an advertising agency

4. The Advertising Agency
Advertising agencies- work jointly with business clients to develop advertising campaigns
Full-service agency- perform advertising research, media selection, copy development, and artwork for an advertising campaign
Limited service agency- specialize in one aspect of the campaign, such as creative services

5. The Advertising Agency
In-house agency- provide full or limited advertising services based upon the size of the company
Larger businesses use an agency of record- handle all aspects of the advertising campaign

6. Agency Organization
Advertising agencies are usually divided into four service departments:
Client
Creative
Research
Media

7. Agency Organization
Client service- work together with agency groups and individual businesses to identify opportunities
Creative service- develop the advertising messages and produce the ads
Research service- employees study the target markets, the attitudes of potential customers and buying behaviors toward a company’s products
Media service- advise clients on their media choices by suggesting budgets, coordinating timing, placement, and frequency of various advertisements

8. New Models for Advertising Agencies
Creative boutiques- specialized service agency where creative production is sent outside the business, but copy is provided by the business
Faster layout and production
Project team agencies- provide copyrighting, creative execution, and media placement without larger agency overhead
Teams come together to work on one project and move to the next when the ad campaign is complete

9. New Models for Advertising Agencies
Virtual agencies- provide services coordinated by an individual who works with a network of experienced freelancers
Freelancer- a self-employed person who sells work or services by the hour, day, or job rather than working on a regular salary for one employer

10. Developing Print Advertisements
Headline- the saying that gets the reader’s attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad
Responsible for the overall effectiveness of advertising campaigns
Most important part of an advertisement

11. Purpose of a Headline Attract reader’s attention Select an audience
Provide a benefit to the reader
Lead to the illustration and copy
More than 80% of people who look at print ads just read the headlines
Words frequently used in headlines: new, now, free

12. Writing Effective Headlines
Most headlines are brief because people cannot take in more than 7 words at a time
Every headline should have a single focus or main idea
Before writing a headline, try to sum up the main idea in a single sentence

13. Techniques for Writing Headlines
Alliteration- repeating initial consonant sounds
Example: Win with Wireless (Samsung)
Paradox- a seeming contradiction that could be true
Example: It’s an environmental movement by itself. (Honda Insight)
Rhyme- Bounty. The Quicker Picker-Upper

14. Techniques for Writing Headlines
Pun- a humorous use of a word that suggests two or more of its meanings or the meaning of another word similar in sound
Example: Beauty and the Beef (Ball Park Franks)
Play on words- For Soft Babies and Baby Soft Hands

15. Copy Copy- selling the message in a written advertisement
Directly expands on the information in the headline or the product shown in the illustration
Should stress the benefits and features of the product
Good copy is simple and direct
Can vary from a few words to several paragraphs

16. Copy Copy should appeal to the senses:
A reader should be able to see, hear, touch, or even smell the product
Done through descriptive adjectives
Copy gains value by providing specific information:
Tell the: who, what, when, why, and how of your product

17. Copy Facts about your product are more powerful than claims
Use: case histories, statistical performance figures, dates, and quotes from experts
Use key words in copy such as: compare, introducing, now, price, save, easy, and new

18. Illustration
Illustration- photograph or drawing used in a print advertisement
Primary functions: attract attention and encourage a purchase of the product
Should tie into the headline and copy
Should transmit a total image that would be hard to communicate just with words

19. Illustrations Illustrations should show: The product
How the product works
Safety features
The appropriate image of the product

20. Illustrations When choosing an image, businesses should:
Choose an image that will not become outdated quickly
Evaluate them periodically for consistency
Photographs- should be used in advertisements when a sense of reality is necessary
Drawings- used to show a part of the product that the user would not usually see

21. Sources for Illustration
Clip art- images, stock drawings, and photographs
Can be found in published books, compact disks, and on the Web
Inexpensive, quick, and easy to use

22. Signature
Signature- logotype which is the distinctive identification symbol for a business
In national ads- name of the firm, corporate symbol, and slogan
In local ads- business’s name, address, phone number, business hours, or slogan

23. Signature
Slogan- a catch phrase or small group or words that are combined in a special way to identify a product or company

24. Assignment
Reviewing Key Terms
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