1. PRINT AD
SERM #68

2. ADVERTISING Paid communication Sponsor is identified
Advertisers control where the message is seen and heard and how often repeated
Average person exposed to over 2000 ads per week

3. PRINT ADVERTISING Newspapers Magazines Direct Mail Outdoor Advertising
Station Posters- Transit
Stadium Signage

4. FOUR ELEMENTS OF PRINT AD
Headline
Copy
Illustration
Signature

5. Can You Identify the Four Elements of This Print Ad?

6. HEADLINE Phrase or sentence that attracts attention
Must convince reader to continue reading the ad
Research show most effective include words such as you, your, how, and new
Be brief- seven words or less
Stress benefits- make a promise, ask a questions, pose a challenge or use testimonial
Develop with needs of target market in mind- based on research

7. COPY
Sells the message
Details how product or service meets the need identified in the headline
Based on objective of ad campaign
Introduce/attract new customers
Sells to existing customers

8. ILLUSTRATION Photo, drawing or other graphic elements
Attract and hold attention
Encourage action
Along with headline, should motivate reader to continue reading the ad

9. SIGNATURE Also called logotype or logo
Distinctive identification symbol for a business
Should get instant recognition

10. CREATE A PRINT AD
Select a company and product related to the SER industry
Create a print ad for this company and product
On the back of the ad that you turn in, write the following:
Target market:
Identify the need that the ad is targeting:
All four elements of a print ad must be included using the tips from this PPT and other information that you research on the Internet regarding how to create an effective print advertisement.
The ad must be completed in an attractive manner that would be presented as a proto-type to an ad agency who would then complete the work for you.