1. SEM1 3.03 A - Promotion  PE – Understand the use of an advertisement’s components to communicate with targeted audiences  PI - Explain Components of Print Advertising

2. WHY ADVERTISE? Advertisements all aim to:  Attract attention  Spark interest  Increase desire/demand  Call for action 6 Components of Ads: 1. Headline 2. Illustration 3. Identification 4. Copy 5. Layout 6. White Space

3. Components of Advertising  Headline – Most important component of an ad  Purpose: get attention, select an audience deliver a complete message  Approach: make an announcement new or improved solve a problem make a claim or promise a benefit

4. Headline Examples  "Are you guilty of these 7 common dating Sins?" (Creates Curiosity)  "How to get your cooking bragged about“ (Curiosity)  “Quick Relief for Tired Eyes“ (Precise Solution)  “How to save over 15% on auto insurance before Nov 20 th ” (Incentive to Act)

5. Components of Advertising  Illustration – Image within an advertisement  Purpose: convey a message, educate, attract attention – this is often noticed first by readers  Approach: appeal to reader focus on product’s features, use, or benefits

6. Using Illustrations to Focus Attention

7. Components of Advertising  Identification – Identify a product, advertiser or business  Purpose: identify the advertisers name, symbol or logo provide buying information (website, phone #, tag line, etc.)  Approach: encourage action include contact & buying information explain types of payment (credit cards accepted!) display dates, times, and store hours

8.  Identify advertising components:  Headline  Illustration  Identification

9.  Identify advertising components:  Headline  Illustration  Identification

10. Components of Advertising  Copy – Text of an advertisement that delivers the sales message  Purpose: Catch and hold attention Encourage action Explain product features or uses (feature/benefit)  Approach: to create desire and action of readers (claims, endorsements) Repeat message

11. Copy Techniques  Intimidate  limited quantities are available  Qualification Needed  Only a select few will qualify  Guarantees  Money back guarantee if you’re not satisfied  Repetition  “Relieve back pain forever” and then later say “Eliminate back pain permanently”

12. Components of Advertising  Layout – The arrangement of the design, size, color scheme, graphics, illustration, and text placement in an ad  Purpose: Organize information Effective and logical order Direct the reader’s eye through the ad Balances Advertisement  Approach: Layout helps to deliver the message

14. Components of Advertising  White space – the blank space between the other components  Purpose: balances design and helps rest your eyes  Approach: depends what your intended message is

16. Example

20. Activity 1. Choose an advertisement for a sport/event product. 2. Identify each of its components. 3. Identify the way that each of the components has been used to achieve the objectives of the advertisement. 4. Examine the effectiveness of the advertisement’s components. 5. Be ready to present your findings & support your opinion.

21. Dissecting an Advertisement  http://ezinearticles.com/?Creating-the-Perfect- Advertising-Headline&id=544676 http://ezinearticles.com/?Creating-the-Perfect- Advertising-Headline&id=544676  http://www.bhatnaturally.com/advertising/making- headlines-19-print-ads-with-attention-grabbing- copy/ http://www.bhatnaturally.com/advertising/making- headlines-19-print-ads-with-attention-grabbing- copy/  How to write good headlines/copy – create 1