1. Preparing Print Advertisements
Chapter 20

2. The Advertising Campaign Definition
Is a group of advertisements, commercials, and related promotional materials and activities
Designed as part of a coordinated advertising plan to meet the specific goals of a company

3. Advertising Campaign Steps
Identify the target audience
Determine objectives
Establish the budget
Develop the message
Select the media
Evaluate the campaign

4. Advertising Agency
Independent businesses that specialize in developing ad campaigns and creating the ads for clients.
Different types of agencies: from full-service to limited-service agencies

5. Elements of Advertising
Section 20.1
The Advertising Campaign
Describe the Different Types of Advertising Agencies

6. Elements of Advertising
Section 20.1
The Advertising Campaign
Describe the Different Types of Advertising Agencies

7. Elements of Advertising
Section 20.1
The Advertising Campaign
New Models for Advertising Agencies
Project Team Agencies
Creative Boutiques
Virtual Agencies

8. Elements of Print Advertisements
Headline
Copy
Illustration
Signature

9. Headline Definition
Phrase or sentence that attracts the readers’ attention to a particular product or service
Grab attention fast and hold it
Leads to illustration and copy

10. Powerful Headlines a single focus or main idea
Use one or more of the three most powerful words in advertising – new, now, and free
7 word maximum

11. Copy Is the selling message of a written advertisement
Details how the product or service meets the customer needs

12. Copy Conversation form and written in a personal friendly manner
Simple and direct
Appeal to the senses
Tell the who-what, when, where, why and how of your product
Add desire and urgency – “new”, “improved” “introducing”, “save” and “easy”
A personal call to action now or in the near future

13. Illustration Photograph or drawing used in a print ad
Primary function: attract and hold attention
Arouse a desire to buy
Encourage a purchase decision
Tie into the headline and copy
Photographs for a sense of reality
Drawings for parts of a product that the consumer can not see
Use clip art
Contain three lines of force

14. Illustrations should show
The features of the product
How the product works
The advantages of owning the product
The safety features of the product
The possible uses for the product
The need for the product
An image associated with the product – prestige, status, or leisure

15. Signature
Logotype (logo) – the distinctive identification symbol for a business
Name of the advertiser(may include address, phone number and business hours)
Provides instant recognition for the business
Slogans used with the signature to create a distinct image for the company, its products or it mission

16. Slogan Is a catchy phrase or words that identify a product or company
Used to support the firm’s signature

17. Elements of Advertising
Section 20.1
Developing Print Advertisements
Five Literary Devices

18. Slogan Techniques Alliteration – repeating initial consonant sounds
Paradox – seeming contradiction that could be true
Rhyme
Pun – a humorous use of a word that suggests two or more of its meanings
Play on Words-cleverly uses words to mean something else
A: Welcome to the World Wide Wow (AOL)
PARA: the taste you love to hate (Listerine)
Rhyme: Give a hoot don’t pollute (US FOREST service)
Play on Words: When it rains, it pours Morton Salt
When it pours, it reigns Michelin Tires
Carl's Pane in the Glass (glass and window services in Garland, Texas)
Puns: liquor store named Boo's, a clothing shop called Knit Wit, and a portable-toilet rental service in Chicago known as (get ready) Oui Oui Enterprises
A—Ruffles have Ridges
P—It will fill you up;but it won’t weigh you down
R—The Quicker Picker Upper
Pun—Every Liter Bit Hurts or Do the Ripe thing
Play on Words For Soft Babies and Baby Soft Hands

19. Alliteration: WELCOME TO THE WORLD WIDE WOW (aol)
Paradox: The taste you love to hate (listerine)
Rhyme: Give a hoot, don’t pollute (US Forest Service)
Pun: Best glue in the joint
Boo’s
Knit Wit
Qui Qui Enterprises
Play on Words: When it rains, it pours
When it pours, it reigns (Michelin)
Carl’s Pane in the Glass (glass/window service in Texas)

20. Think about it and discuss
Explain why a headline is an important part of a print ad.
Describe what illustrations should show about a product.
Generate a slogan for a product you use and explain the literary device you used.

21. Developing Print Advertising Layouts
Ad layout – is a sketch that show the general arrangement and appearance of a finished ad
Indicates the position of the headline, illustration, copy and signature

22. 1. Components of effective ad layouts
prepare in exactly the same size as the final advertisement
Illustrations large enough to show the product in use and grab attention through size, humor or dramatic content
Contain a focal point
Z layout—Dominant item on top, follow Z pattern

23. 2. Using color in print advertisements
More realistic and visually appealing – commands reader’s attention
Increase readership by 80% in newspaper
Increases effectiveness but also increases cost
Select colors for your product and target market

24. 3. Selecting typefaces and type sizes for print ads
Select styles and type sizes that are distinctive
appropriate for business and target audience
Typeface – the look and appearance of the type

25. Facts About the Elements of Advertisements
Advertising Layout
Facts About the Elements of Advertisements

26. 4. Checking advertising proofs
Advertising Proof: Shows exactly how an ad will appear in print.
Is the ad bold enough to stand out on a page?
Does headline arouse interest?
Is the signature obvious and distinctive?
Typeface & type size easy to read, send the correct image?
Is it appropriate for target audience?

27. Advertising Layout
Criteria an advertiser should use in reviewing and checking advertising proofs.