Transcript UNDERSTAND PROMOTION

5.00 UNDERSTAND PROMOTION
5.01 Understand the use of an
advertisement’s components to
communicate with targeted
audiences.
5-130 5-131 Advertising
Define the following terms: headline,
illustration, identification, copy, layout, and
white space.
• Headline – The attention grabbing copy at the top of
the ad
• Illustration – Any picture or drawing put into the ad
• Identification – Clearly shows the company name
and/or logo
• Copy – wording in the ad
• Layout – Where each of the parts of the ad are
positioned
• White space – Empty areas of the ad, used to help
emphasize other parts of the ad
Advertising
The basic Ogilvy ad layout: visual, caption,
headline, copy, signature
Illustration © J. Bear
http://desktoppub.about.com/od/ads/a/ad_parts.htm
Advertising
• Explain the purpose of each element in an
advertisement.
▫ Print advertisements must contain four key
elements, which include headline, copy,
illustrations, and signature.
▫ Text (headline, copy) – information in word form
▫ Visuals (illustrations) – information as pictures or
artwork
▫ Signature - Logotype (logo) symbol used to
distinctly identify a business
Advertising
• Describe the purpose of an ad’s layout.
1. Catch the eye of the reader
2. Encourage the person to read and act
• Identify approaches businesses can use with
headlines to achieve the ad’s objectives.
▫ Many experts consider headlines the most
important part of the advertisement
▫ Attract readers' attention, select an audience,
provide a benefit to the reader, and lead to the
illustration and copy
Advertising
• Explain ways businesses can use illustrations in
advertisements to focus reader’s attention on the
product.
▫ Its primary function is to attract attention and to
encourage a purchase of the advertised product
▫ The illustration should transmit a total message
that would be hard to communicate just with
words
Advertising
• Describe copy techniques that businesses can
use to create desire for a product in a print
advertisement.
▫ copy is the written selling message
▫ directly expands on the information in the
headline or the product shown in the illustration
▫ simple and direct
▫ can vary from, a few words to several paragraphs
Advertising
• Identify types of information contained in the
identification element of advertisements.
▫ Clearly identifies the company
▫ Logotype (logo) symbol
▫ Consists of one or more of the following:
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Logo
Advertiser Name
Address
Phone Number
Map or Driving Directions
Web Site Address
5-132 5-134 Advertisement
• Discuss the impact of color on an
advertisement’s message.
▫ Colors carry subliminal messages (sets a mood)
▫ Grabs attention
▫ Hints at the product (think of the theme of a
movie)
▫ Supports the brand
Advertisement
• Explain how the image/art used in an
advertisement can support or detract from an
ad’s message/product being sold.
▫ Overpower the product
▫ No clear connection to the product
▫ Set a mood that encourages the customer to act
(buy) – smiling people using the product
Advertisement
• Discuss how the copy should coordinate with the
headline.
▫ Matching or complementary fonts
▫ Supports the message of the headline
• Describe how white space affects the elements of
advertisements.
▫ White space is the absence of content
▫ Its effective use it can greatly add to the content of
both photos and text
▫ The goal is to present the text in a readable and
economical format
▫ Sales are promoted through quick visual summaries
made using a visual code in which white space plays a
dominant part
Advertisement
• Explain how the consistent use of design across
media helps to promote brand identity.
▫ An easy to recognize logo, use of color and fonts helps
the customer know the brand (New polar bear Coke)
• Discuss the role of typography in creating brand
identity.
▫ Fonts become recognizable and connected to a brand
• Describe the impact of layout in creating brand
identity.
▫ The look of the ad can remind the customer of your
brand
• Explain the importance of coordinating an ad’s style
with its other elements.
▫ Effective branding requires close coordination of all
the parts of a promotion campaign