1. For enhanced knowledge (a.k.a. “excellence”) reference pages 469 - 475
Print Advertising #4
Today I will: Engage in the fundamentals of print ads.
So I can: understand print ad elements, see as a consumer how print ads affect me.
I will know I’m successful when: I can develop and complete a professional ad campaign & print ad.
For enhanced knowledge (a.k.a. “excellence”) reference pages

2. 5 Components of Print Ad Headline Copy Illustration Signature
Call-to-Action

3. 1) Headline Attracts Attention Builds interest in the rest of the ad
80% of people only read the headline when seeing a print ad
Must be brief. Most people cannot take in more than 7 words at a time
The headline is the largest text 99% of the time

4. 2) Copy Describe benefits – how will customer’s life improve?
Selling message of the ad
Should be simple, direct, encouraging the customer to try the product
Tells the who, what, where, when. Facts are powerful. Claims not so much.
Using adjectives or descriptive words, appeal to the senses, help the customer touch and feel the product.

5. 3) Illustration
Photo, image, drawing, etc.
Often used to expand on the copy, showing how the product works, how used or to show emotion.
Ensure image is clear and to scale.
Sometimes, an illustration is used with no copy

6. Same ad, but no logo or slogan so ad creates no promotional value
4) Signature
Logo &/or Slogan
Logo is placed to make sure reader knows what company is advertising. At times call the signature.
Slogan
Logo
Same ad, but no logo or slogan
Could be any company
so ad creates no promotional value

7. 5) Call-to-Action Typically appears at end or bottom of ad
May add sense of urgency – limited time, or good through a deadline.
Instruct customers what steps to take to purchase – visit web site, call phone number, register, stop by store, etc.

8. Layout Three common layouts for you to consider
Be sure to use “white space” to add visual appeal
Gutenberg Diagram – viewer’s eyes move across your design
Primary Optical Area
Minimal attention
Minimal attention
Terminal Area
“Z” technique. The eyes tend to
follow a Z path down the page.
Ogilvy Technique. Place top-to-bottom
in this order:
Illustration
Photo Caption
Headline
Copy
Signature
Studies show this is the order that ad items are most viewed. 1 2 3 4

9. P P Typeface Type Size – measured in points. 1 point = 1/72 of an inch
Ads intended for readers over age 65 should use 14+ point in the copy P
Serif
Font – Serif vs Sans Serif
Serif fonts use short cross lines at the upper and lower ends of the letters. This leads the eyes in a horizontal direction, encouraging people to read the copy.
Examples of serif are Times Roman or Palantino. P
Examples of sans serif are arial and Tahoma.
Best used for headlines.
Without Serif

10. Color use . . . emotion Guide

11. Print Ads – What the heck are they thinking?!
Today I am: Utilizing visual thinking strategies to determine interpret advertising print ads
So I can: Understand a variety of strategies and expand my creativity
I will know I’m successful when: I can develop the same marketing message in multiple ways

12. In Monopoly, the hotels are red and perhaps the key to game domination
In Monopoly, the hotels are red and perhaps the key to game domination. Thus the tag line, “Own it all.”

13. Ever see a bubble gum bubble from the inside? Hubba Bubba.

14. Squirrels are much bigger and more powerful than a Fox in . . .
SCRABBLE

15. Sugar Free candy

16. PSA
Don’t litter
Toronto, ONT

17. An easy one!

18. Bacon and Eggs anyone? . . .
Bed & Breakfast Hotels of Denmark

19. “Liking” isn’t helping. … Crisis Relief wants you to actually volunteer

24. Advertising Unit – Conclusion Schedule
Monday – Begin Unit Study Guide
Tuesday – Turn in Notebook and Poster Build
Wednesday – Continue Poster and Test Prep
Thursday – Game Day!
Friday – Seating chart change + Project Roll Out.
Unit Poster
“Media Choices”
Broadcast
Online
Print
Specialty
Social Media
Transit
Notebook Contents (20 points possible)
Advertising Media
Media Measurement & Rates
Social Media
Print Advertising
Study Guide
Be sure all assignments are fully completed
Quizlet.com
"Marketing I-II Unit 4”