Transcript Ad Design - Harrison High School

AD DESIGN
The 5 Essential Elements
ADVERTISING DEFINED
“Advertising is controlled, identifiable persuasion
by means of mass communication media.”
-Advertising is also any form of non-personal
presentation and promotion of ideas, goods or
services, by an identified sponsor.
-PAID is the key word here
THE 5 ESSENTIAL ELEMENTS FOR ADS
1.
2.
3.
4.
5.
Art or photo and caption
Benefit headline/Subhead
Copy (the pitch)
Close/ Action (the sale)
Business identification (name, hours, phone,
directions, etc.)
THE ART
Can be a drawing, photo or graphic element.
 Use simple layouts
 Put caption under photo
 Get story appeal in your illustration
 Before/after photos better than words
 Photos of product most effective selling tool

BENEFIT HEADLINE
Grab’s the readers attention and interest
 Should promise to deliver a benefit, “news” about
the product, or appeal to their curiosity.
 Use humor or creativity
 Use long headlines
 Use a headline extension (a second headline or
subhead that serves as a bridge that relates the
original reader interest idea to the product.)

COPY EXPANDS THE PITCH
The presentation and support of product claims,
also called the pitch, is made here.
 Sell positive benefits in your product.
 Offer evidence to back up claims
 Testimonials must be memorable
 Let them know WHY they NEED this product

CLOSE OR CALL TO ACTION
This is the suggestion for action by the reader
 Some are indirect
 Most ads are designed to get the reader to do
something
 The surest way to get someone to do something is
to ask them
 Avoid closing with a weak suggestion, like “see
your dealer.”
 Give some motivation…”limited time only!”

BUSINESS IDENTIFICATION
Give business name, address, phone, etc.
 Use company logos
 Avoid making the business name your headline
or dominant art.

10 QUESTIONS TO ASK ABOUT YOUR
PRODUCT…
Will the product/service/idea….
1.
Make the purchaser feel more important?
2.
Make the purchaser happier?
3.
Make the purchaser more comfortable?
4.
Make the purchaser more prosperous?
5.
Make the work easier for the purchaser?
6.
Give the purchaser greater security?
7.
Make the purchaser more attractive? Or better
liked?
8.
Give the purchaser some distinction?
9.
Improve, protect, or maintain the purchaser’s
health?
10. Appeal to the purchaser as a bargain?
STEP 1
RESEARCH!!
-Before an ad can be prepared, you must gather
essential info.
 How can the product be identified?
 How much does it cost?
 How does it compare with the competition?
STEP 2
Discover the essential facts about the prospects
(those who would purchase the product) by
asking…
 Is it used by men and women?
 What target age group?
 Does occupation affect the purchase?
 Income?
THINK AIDA
Attention- The ad should first attract the prospect’s
attention.
Interest- Create an interest in the product, service
or idea.
Desire- Create a desire the reader will want to
fulfill.
Action- Tell the reader how to act to fulfill that
desire to purchase the product/service/idea.
5 STEPS TO AD DESIGN
Despite the many new media options available,
traditional newspapers are still a great
advertising venue for many types of businesses
and organizations.
The keys to maximizing your newspaper
advertising dollars include ad size, frequency of
runs and of course, the design of the ad.
STEP 1:
Start with a powerful headline that will attract the
reader's eye to your ad.
Use relatively short phrases with action words
related to your promotion.
 The use of humor, questions, seasonal references or
popular cultural phrases can be effective as long as
they are readily understood by your audience.
 If the ad is part of an ongoing promotion or one of
several used in various media outlets, keep your
headlines consistent.


Make sure the headline is presented in a very
readable font.
STEP 2:
Write a concise presentation of your promotion,
sale or marketing message.
 Although your newspaper audience is interested
in reading articles, they won't necessarily read
your ad.
 Make sure the message you are trying to
communicate is short and straightforward.
 Use bullet points rather than sentences.
Highlight or bold recognizable brand names and
promotion offerings.

Include a call to action such as "call now," "visit our
Web site," or "bring in this coupon."
STEP 3
Use black and white space (refers to the blank
(white) area between written characters or
graphic regions) effectively.
 Because newspapers are mostly words and
crowded advertising space, large areas of white
or black tend to attract the reader's eye.
 Consider using minimal teaser text on larger
black or white fields for your entire ad or for your
headline area. This will make your ad stand out
above others on the page.
STEP 4
Choose typefaces and graphics that will reinforce
your brand.
 Limit your fonts to three at most to give your ad
a clean look.
 Make sure they are very readable and reflect the
tone of your ad, whether classic and sophisticated
or funky and trendy.

Consider using elements of your logo or simple
illustrations and photographs that can be repeated
through multiple ad runs and media outlets to offer
greater brand recognition.
STEP 5
Give your logo and contact info the best placement.
 Key is BALANCE!....formal vs informal balance
 For newspaper ads, that means the bottom right
corner. Because people read from left to right and
top to bottom, placing your logo in the lower right
will ensure that it is the last thing the reader
sees as he scans your ad.
 Be sure to include your phone number and Web
address with your logo.