Transcript CH 20 PPT - WTPS.org

Preparing Print
Advertisements
Chapter 20
The Advertising Campaign
Definition
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Is a group of advertisements,
commercials, and related promotional
materials and activities
Designed as part of a coordinated
advertising plan to meet the specific
goals of a company
Advertising Campaign Steps
a.
b.
c.
d.
e.
f.
Identify the target
audience
Determine objectives
Establish the budget
Develop the message
Select the media
Evaluate the campaign
Advertising Agency
Independent businesses that specialize in
developing ad campaigns and creating
the ads for clients.
Different types of agencies: from fullservice to limited-service agencies
Section 20.1
Elements of Advertising
The Advertising Campaign
Describe the Different
Types of Advertising
Agencies
Section 20.1
Elements of Advertising
The Advertising Campaign
Describe the Different
Types of Advertising
Agencies
Section 20.1
Elements of Advertising
The Advertising Campaign
New Models for Advertising Agencies
Creative Boutiques
Project Team
Agencies
Virtual Agencies
Elements of Print Advertisements
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Headline
Copy
Illustration
Signature
Headline Definition
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Phrase or sentence
that attracts the
readers’ attention to
a particular product
or service
Grab attention fast
and hold it
Leads to illustration
and copy
Powerful Headlines
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a single focus or main idea
Use one or more of the three most
powerful words in advertising – new,
now, and free
7 word maximum
Copy
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Is the selling
message of a written
advertisement
Details how the
product or service
meets the customer
needs
Copy
a.
b.
c.
d.
Conversation form and
written in a personal
friendly manner
Simple and direct
Appeal to the senses
Tell the who-what,
when, where, why and
how of your product
e.
f.
Add desire and urgency –
“new”, “improved”
“introducing”, “save” and
“easy”
A personal call to action
now or in the near future
Illustration
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Photograph or drawing
used in a print ad
Primary function: attract
and hold attention
Arouse a desire to buy
Encourage a purchase
decision
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Tie into the headline
and copy
Photographs for a sense
of reality
Drawings for parts of a
product that the
consumer can not see
Use clip art
Contain three lines of
force
Illustrations should show
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The features of the
product
How the product
works
The advantages of
owning the product
The safety features
of the product
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The possible uses
for the product
The need for the
product
An image associated
with the product –
prestige, status, or
leisure
Signature
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Logotype (logo) – the distinctive identification
symbol for a business
Name of the advertiser(may include address,
phone number and business hours)
Provides instant recognition for the business
Slogans used with the signature to create a
distinct image for the company, its products
or it mission
Slogan
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Is a catchy phrase
or words that
identify a product or
company
Used to support the
firm’s signature
Section 20.1
Elements of Advertising
Developing Print Advertisements
Five Literary Devices
Slogan Techniques
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Alliteration – repeating initial
consonant sounds
Paradox – seeming contradiction that
could be true
Rhyme
Pun – a humorous use of a word that
suggests two or more of its meanings
Play on Words-cleverly uses words to
mean something else
Alliteration: WELCOME TO THE WORLD WIDE WOW (aol)
Paradox: The taste you love to hate (listerine)
Rhyme: Give a hoot, don’t pollute (US Forest Service)
Pun: Best glue in the joint
Boo’s
Knit Wit
Qui Qui Enterprises
Play on Words: When it rains, it pours
When it pours, it reigns (Michelin)
Carl’s Pane in the Glass (glass/window service in Texas)
THINK ABOUT IT AND
DISCUSS
Explain why a headline is an important part of a print ad.
Describe what illustrations should show about a product.
Generate a slogan for a product you use and explain the literary
device you used.
Developing Print Advertising
Layouts
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Ad layout – is a sketch that show the
general arrangement and appearance of
a finished ad
Indicates the position of the headline,
illustration, copy and signature
1. Components of effective ad
layouts
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prepare in exactly the same size as the
final advertisement
Illustrations large enough to show the
product in use and grab attention
through size, humor or dramatic
content
Contain a focal point
Z layout—Dominant item on top, follow
Z pattern
2. Using color in print
advertisements
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More realistic and visually appealing –
commands reader’s attention
Increase readership by 80% in
newspaper
Increases effectiveness but also
increases cost
Select colors for your product and
target market
3. Selecting typefaces and
type sizes for print ads
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Select styles and type sizes that are distinctive
appropriate for business and target audience
Typeface – the look and appearance of the type
Advertising Layout
Facts About the Elements of Advertisements
4. Checking advertising proofs
Advertising Proof: Shows exactly how an ad will
appear in print.
 Is the ad bold enough to stand out on a page?
 Does headline arouse interest?
 Is the signature obvious and distinctive?
 Typeface & type size easy to read, send the
correct image?
 Is it appropriate for target audience?
Advertising Layout
Criteria an advertiser should
use in reviewing and
checking advertising proofs.