Transcript Preparing Print Advertisements

Preparing Print
Advertisements
Section 6
Don’t let the world slow you down.
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Headline
Don’t let the world slow you down.
Set your own pace with the Run-About.
Copy
Illustration/
Picture
Slogan
Signature
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Chapter 20
Section 20.1
Essential elements of Advertising
Key Terms
advertising
campaign
advertising
agencies
headline
copy
illustration
clip art
signature
slogan
Essential Elements of
Advertising
Objectives
 Discuss how advertising
campaigns are developed
 Explain the role of an
advertising agency
 Identify the main
components of print
advertisements
Marketing Essentials Chapter 20, Section 20.1
The Advertising Agency
• Advertising agencies
work jointly with business
clients to develop
advertising campaigns.
• An advertising campaign
involves the creation and
coordination of a series of
advertisements (both
broadcast and print)
around a particular theme
This building on Main Street, designed by Frank
Gehry, is the headquarters of Chiat / Day / Mojo,
an advertising agency. Its entrance is flanked by a
Claes Oldenburg / Coosje van Bruggen binocular
sculpture.
Advertising Agencies
 Advertising agencies are independent
businesses that specialize in developing ad
campaigns and crafting the ads for clients.
They do their job by:
• Setting objectives
• Developing advertising messages and strategies
• Completing media plans
• Selecting media
• Coordinating related activities
Marketing Essentials Chapter 20, Section 20.1
Developing Print Advertisements
• Print ads are very important to most
campaigns.
• They usually contain four key elements
1. Headline
2. Copy
3. Illustrations
4. Signature
• Each element enhances the overall theme
of a product promotion
Headline
• The headline is the saying
that gets the readers’
attention, arouses their
interest by providing a benefit,
and leads them to read the
rest of the ad.
• More than 80% of the people
who look at a print ad just read
the headlines.
• A headline provides a benefit
to the reader
Writing Effective Headlines & Slogans
• Most are brief – many people cannot take in more than seven
words at a time.
• Every headline/slogan should have a single focus or main
idea.
• Techniques you can use when writing headlines:
– Alliteration (repeating initial consonant sounds) -- Win with
Wireless (Samsung)
– Paradox (a seeming contradiction that could be true) – It’s
an environmental movement all by itself. (Honda Insight)
– Rhyme – Bounty. The Quicker Picker-Upper
– Pun ( a humorous use of a word that suggests two or more
of its meanings or the meaning of another work similar in
sound --Beauty and the Beef (Ball Park Franks)
– Play on Words – For Soft Babies and Baby Soft Hands
Copy
• The copy is the selling message in a written
advertisement.
• It expands on the information in the headline or the
product shown in the illustration.
• It should be simple and direct
• It should appeal to the senses
• Tell the who, what, when, why, where, and how of your
product
• Key words used in copy, such as compare, introducing,
now, price, save, easy, and new, establish immediate
contact with the reader.
• It should provide a call to action to shoppers
Illustration
• The photograph or drawing
used in a print advertisement.
• Its primary function is to
attract attention
• It should transmit a total
message that would be hard
to communicate just with
words. (A picture is worth a
1,000 words)
• Illustrations may show the
product, how the product
works, and its features.
To see how this
illustration was
created, please click
on it.
Signature
• No advertisement is complete
without naming its sponsor.
• The signature, or logotype
(logo), is the distinctive
identification symbol for a
business.
• Well-designed signatures get
instant recognition for a
business.
Top Ten Advertising Icons
1. The Marlboro Man - Marlboro cigarettes
2. Ronald McDonald - McDonald's restaurants
3. The Green Giant - Green Giant vegetables
4. Betty Crocker - Betty Crocker food products
5. The Energizer Bunny - Eveready Energizer batteries
6. The Pillsbury Doughboy - Assorted Pillsbury foods
7. Aunt Jemima - Aunt Jemima pancake mixes and syrup
8. The Michelin Man - Michelin tires
9. Tony the Tiger - Kellogg's Sugar Frosted Flakes
10. Elsie - Borden dairy products
Signature
Slogan
• May support a firm’s signature
• A slogan is often added to the four
main elements of a print ad
• Is a catch phrase or small group
of words that are combined tin a
special way to identify a product or
company
The Breakfast of Champions
Remember the Slogan Quiz…
Advertising History
• Advertising has
taken many twists
and turns over the
years…
• Lets take a look at
some interesting
past advertisements:
Chapter 20
Section 20.2
Advertising Layout
Writing Effective Headlines & Slogans
• Most are brief – many people cannot take in more than seven
words at a time.
• Every headline/slogan should have a single focus or main
idea.
• Techniques you can use when writing headlines:
– Alliteration (repeating initial consonant sounds) -- Win with
Wireless (Samsung)
– Paradox (a seeming contradiction that could be true) – It’s
an environmental movement all by itself. (Honda Insight)
– Rhyme – Bounty. The Quicker Picker-Upper
– Pun ( a humorous use of a word that suggests two or more
of its meanings or the meaning of another work similar in
sound --Beauty and the Beef (Ball Park Franks)
– Play on Words – For Soft Babies and Baby Soft Hands
Popular Ad Slogans
•
•
•
•
•
Reach out and touch someone. - AT&T
Please don't squeeze the Charmin – Charmin
Snap, Crackle, Pop - Rice Krispies
Where's the beef? - Wendy's
Plop, plop; fizz, fizz; oh, what a relief it is. –
Alka Seltzer
• Finger lickin' good. - Kentucky Fried Chicken
• Because you’re worth it. - L'Oreal
• It's everywhere you want to be – VISA
Key Terms
ad layout
advertising
proof
Advertising Layout
Objectives
 Explain the principles of preparing an ad
layout
 List advantages and disadvantages of
using color in advertising
 Describe how typefaces and sizes add
variety and emphasis to print
advertisements
Marketing Essentials Chapter 20, Section 20.2
Developing Print Advertising Layouts
 An ad layout is a sketch that shows the
general arrangement and appearance of a
finished ad.
 It clearly indicates the position of the:
•Headline
•Illustration
•Copy
•Signature
Marketing Essentials Chapter 20, Section 20.2
Components of Effective Ad Layouts
 Ad layouts should be prepared in exactly the
same size as the final advertisement.
 The illustrations should grab attention through
size, humor, or dramatic content.
 Ads that feature large visuals (60 to 70 percent
of the total ad) are the best attention-getters.
 The best ads contain a focal point and lines of
force that guide the viewer through the copy.
 One technique is to create a Z layout. The
reader’s eye will follow the path of the Z.
Marketing Essentials Chapter 20, Section 20.2
Using Color In Print Advertisements
 A color ad is usually more realistic and
visually appealing and commands the
reader’s attention more than a black-andwhite ad does.
 Although color ads are more expensive
than two-color (usually black and another
color) ads, studies have also shown
that color ads are usually more costeffective than two-color ads because
of their increased response rates.
Marketing Essentials Chapter 20, Section 20.2
Selecting Typefaces and Type Sizes for
Print Advertisements
 The look and
appearance of the
type is called the
typeface.
 A complete set of
letters in a specific
size and typeface is
called a font.
Marketing Essentials Chapter 20, Section 20.2
Selecting Typefaces and Type Sizes for
Print Advertisements
 A serif font has short crosslines at the upper and lower
ends of the letters
 Times Roman, Garamond and Palatino are
commonly used serif fonts
 Sans serif fonts do not have crosslines.
 Arial, Helvetica, and Albertus are common
sans serif fonts.
 The appearance of the typeface affects the
entire character of an advertisement.
 It is important that the font is large enough
to read.
Marketing Essentials Chapter 20, Section 20.2
Checking Advertising Proofs
 When advertisements are first created, an
advertising proof is developed.
 It shows exactly how an ad will appear
in print.
 To evaluate a proof, an advertiser will
consider these criteria:
•The ad should be bold enough to stand
out next to other ads.
•The layout should look clean and
uncluttered and should guide the reader
through the copy.
Marketing Essentials Chapter 20, Section 20.2
Ad Proof
Checking Advertising Proofs
•The font needs to be easy to read and
help to emphasize the company’s
message.
•The signature should be apparent and
distinctive.
•The intended message and image
projected must be appropriate for the
target audience.
Marketing Essentials Chapter 20, Section 20.2