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Bell Ringer Activity Divide the class into groups of 4 or 5. Have each group imagine that it manages a creative services dept. at an advertising agency. The department includes graphic designers and copywriters. They are responsible for presenting ideas for a client meeting. The client has created a new MP3 player geared toward a youth market. Have students suggest a name for the product and develop ideas for a photo or illustration. Students can come up with a slogan too.
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Print Advertisements Chapter 20
To advertise a product or service, a company must plan an advertising campaign.
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6 Steps of an Advertising Campaign
Identify the target audience Determine goals/objectives Establish a budget Develop the theme/message Select the media Evaluate the campaign
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Advertising Agencies Independent businesses that specialize in developing ad campaigns and crafting the ads for the clients
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Print Advertisements Although they are only one part of an advertising campaign, print ads are very important.
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4 Elements of a Print Ad Headline Copy Illustration Signature
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Headline Phrase or sentence that attracts the readers’ attention
Use words like you, your, how, new Brief Use common phrases or opposites
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Copy The selling message of a written ad
Details how the product/or service meets the customer needs
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Illustration Photograph, drawing or other graphic elements used in an ad Purposes: Attract & hold attention Encourage action Help reader understand how a product works
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Signature Logo - identification symbol of a business
Slogan – catchy phrase or words that identify a product or company
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