1. Retail Advertising and Promotion
Copyright ©2011 Fairchild Books All rights reserved. No part of this presentation covered by the copyright hereon may be reproduced or used in any form or by any means–graphic, electronic, or mechanical, including photocopying, recording, taping, or information storage and retrieval systems–without written permission of the publisher. ISBN: GST R
Retail Advertising and Promotion
Jay Diamond

2. Part IV: Creating the Advertising

3. Chapter 12
Print Media

4. Chapter Topics The roles of copywriter and art director
Role of the layout artist
Headline considerations
Halftone
Principles of design in relation to an advertisement’s structure
White space and advertisement composition
Dimensions and harmony of color
Psychological aspects of color
Stages of development in a print ad
Rotogravure and screen printing
Four-color process for color ads
Chapter Topics
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

5. Introduction
The phase of creating and producing the advertisements is painstaking and requires considerable concentration
Advertisers use many different approaches to catch the eyes of the potential purchasers
Today’s technology requires a wealth of mechanical know-how in order to make the transition from concept to print in a timely, high-quality, and cost-effective manner
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

6. Creating the Print Advertisement
Usually a group effort
If it is an advertising agency, an account executive oversees the project
An advertising request form contains information such as merchandise description, prices, and promotional concepts
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

7. The Copywriter
Develops a story that will motivate the reader to act on its message
Works in conjunction with the art director to produce the most meaningful and productive ads
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Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

8. The Art Director
Responsible for selecting the artwork most appropriate for the advertisements
Art may be original drawings, photographs taken for the project, in-stock photography, clip art, or stock drawings
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

9. The Layout Artist
Places or positions the work provided by the copywriter and art director
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Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

10. Components of a Print Advertisement
Copy
Illustrations
The Layout
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Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

11. Copy Headline Subheadline Diamond Chapter 12
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12. Copy Slogans Logos Body copy Diamond Chapter 12
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13. Illustrations
Artwork is essential to an ad and is often the element that captures readers’ attention
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Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

14. The Layout Principles of design White space Balance Emphasis
Proportion
Contrast
Harmony
Sequence
White space
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©2011 Fairchild Books, A Division of Condé Nast

15. Color: Enhancing the Advertisement
The dimensions of color
Hue
Primary colors
Secondary colors
Value
Tint
Shade
Intensity
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Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

16. Color: Enhancing the Advertisement
Monochromatic color scheme
Analogous color scheme
Complementary color scheme
Split complementary colors
Double complementary colors
Triadic colors
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

17. Color: Enhancing the Advertisement
Color can be used to create emotional reactions to advertisements
Warm and cool colors
Advancing and receding colors
Emotional effects of color
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

18. Layout Preparation
Traditionally, layout was done in a three-stage approach
Rendering of thumbnails
Roughs
Comprehensives or mechanicals
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Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

19. Producing the Print Advertisement
Production techniques are equally important
The retailer must have sufficient production knowledge to make wise merchandising and promotion decisions
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

20. Printing Processes
Include offset lithography, rotogravure, and screen printing
Digital production still requires transforming all of the elements of the ad onto a plate before it is produced, known as computer to plate (CTP)
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

21. Typography The typographer’s first step is to select the typeface
Standard measurement system used to mark the copy being prepared for typesetting
Units are measured in points and picas
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

23. Artwork
Photographs, transparencies, or drawings transformed into a photoengraving
Drawings produced with a single color known as line art
Halftones consist of tonal values such as a range of gray tones between black and white
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

24. Color Art
The four-color process involves the use of red, yellow, blue, and black to achieve an infinite number of colors
The four colors are referred to as CMYK:
Cyan (blue)
Magenta (red)
Yellow
Black
Careful inspection or proofing is necessary to ensure that the desired colors have been achieved
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

25. Paper Selection
The final stage is to choose the paper grade most appropriate for the advertisement
Offset paper
Cover paper
Text paper
Bond
Newsprint
Glossy coated stock
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Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

26. https://www.youtube.com/watch?v=X9zT kGcpeo8
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©2011 Fairchild Books, A Division of Condé Nast

27. Terms of the Trade account executive advancing and receding colors
advertising request form
analogous color scheme
art director
asymmetrical balance
balance
body copy
bond
clip art
clutter
color harmony
color separation
color wheel
complementary colors
comprehensives
computer to plate (CTP)
contrast
copy
copywriter
cover paper
CMYK
digital production
digital proofing
double complementary colors
emphasis
focal point
font
four-color process
halftones
harmony
headline
hue
in-stock photography
intensity
Terms of the Trade
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast

28. Terms of the Trade layout artist leading letterpress printing line art
logo
mechanicals
monochromatic color scheme
newsprint
offset lithography
offset paper
photoengraving
pica
point
primary colors
principles of design
proofing
proportion
rotogravure
roughs
screen printing
secondary color
sequence
shade
slogan
split complementary colors
subheadline
symmetrical balance
text paper
thumbnails
tint
triadic colors
type family
typeface
value
warm and cool colors
white space
Terms of the Trade
Diamond
Chapter 12
©2011 Fairchild Books, A Division of Condé Nast