1. Print Advertisements
Chapter 20
20.1

2. Elements of Advertising

3. The Advertising Campaign
A group of advertisements, commercials, and related promotional materials and activities.
Designed to meet specific company goals

4. Important steps Identify the target audience
Determine objectives - Increasing brand awareness.
Establish the budget
Develop the message
Select the media
Evaluate the campaign

5. Advertising Agencies
Independent business that specialize in developing ad campaigns.

6. Types of Advertising Agencies
Full-Service- Full Service handle all aspects
Limited-Services- Specialize in one aspect of the campaign
Virtual – Online advertisements
Creative Boutique- Helps a business with the creative parts, then outsources
Project Team – Provides research, copywriting, creative execution

7. Developing Print Advertisements
Logotype- a graphic or symbol; represents a company, brand or an organization

8. Name the Company

9. Slogan- Catch Phrase (can also be headline)
Headline- Phrase or sentence, which captures the readers’ attention
Illustration- can be decorative, or showing how the product works
Signature- logo, symbol of the business
Disclosures- terms and conditions. All the small print
Copy- represents the selling message in the ad

10. Copy
Six key tips to writing a effective copy

11. Copy
Should be conversational and written in a personal, friendly style. Use familiar language
Simple and Direct; Should show the customer how using the product will solve their problems
Customer should be able to sense; see, hear, touch, taste & smell product
Tells the: Who, What, Where, When & why
Generates interest
Should provide a call to action

12. Slogan
A catch phrase or words that identify a product or a company

13. Types of Slogan Alliteration- Uses repeating initial consonant sounds
Welcome to the World Wide Wow (AOL)
Paradox- A statement that is seeming contradiction that could be true
The taste you love to hate (Listerine Mouthwash)
Rhyme- Slogans using rhyming words or phrases
Give a hoot, don’t pollute (United states Forest Service)

14. Types of Slogans Continued
Pun- A humorous use of a word that suggests tw0 or more meanings of its meaning
Time to Re-Tire (Fisk Tires)
Play on Words- Cleverly uses words to mean something else
Let your fingers do the walking (Yellow Pages)

15. Advertising Layout
Chapter 20.2

16. Print ad Layout
Ad Layout- a sketch that shows the general arrangement and appearance of a finished ad

17. Elements of Advertisements
Layout
Color
Typeface
Typesize

18. Layout
Single-visual
Top-heavy
Illustrated Z

19. Color
More realistic
Visually appealing
Add readership

20. Typeface
Large, bold for shouting
Small, light for whispering

21. Advertising Proof
Advertising Proof- The final rendering prior to an advertisement being approved.