Transcript PRINT ADVERTISING

PRINT ADVERTISING
PRINT MEDIA
 Media
that deliver messages one
topic at a time and one thought at a
time.
 Newspapers, Magazines, Outdoor
Advertising, Directories
NEWSPAPERS
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Three general types of newspaper advertising:
◦ CLASSIFIED, DISPLAY, and SUPPLEMENTS
3 Types of Newspaper
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CLASSIFIED ADVERTISING
Consists of all types of commercial messages
arranged according to their interest to readers,
such as “Help Wanted,” “Real Estate for Sale,”
and “Cars for Sale.”
 Uniform width, measure in terms of numbers of
lines occupied
 Not allowed to use larger space and typeface
 Not allowed to use colors
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3 Types of Newspaper
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CLASSIFIED DISPLAY ADVERTISING
◦ “Box ads” about job vacancies.
◦ Allowed to use larger space.
◦ Allowed to use decorative border lines and
company logo
◦ Not allowed to use color
◦ Measured per column centimeter
3 Types of NEWSPAPERS
 DISPLAY
◦ Display ads can be any size and placed anywhere
in the newspaper except the editorial page;
measured per column centimeter
◦ Two subcategories: Local (retail) and national
(general) display advertising.
◦ Rate differential – difference between what is
charged for national display advertising and local
display advertising
NEWSPAPERS
 SUPPLEMENTS
◦ Syndicated or local full-color advertising inserts that
appear throughout the week and especially in the
Sunday edition of newspapers
◦ FREE-STANDING INSERT ADVERTISEMENT
(FSIA) or loose insert
Two reasons:
a. It allows greater control over the reproduction
quality of the advertisement
b. the multipage FSIA is an excellent coupon
carrier
NEWSPAPER ADVERTISEMENTS
Newspapers are the primary source of
local advertising
 Daily newspapers are printed at high
speed on an inexpensive, rough-surfaced,
spongy paper called NEWSPRINT
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RATE STRUCTURE
1.
Discount rate – open rate provides some
discount structure classified as frequency
discount or bulk discount
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Frequency discount – based on unit or pattern of
purchase in addition to total amount of space
Bulk discount – refers to sliding scale wherein the
advertiser is charged proportionately based on the
advertisement purchased
Flat rate – offers a uniform charge for space
without regard to the amount of space used or the
frequency of insertion, no discount is offered.
RATE STRUCTURE
2.
3.
Run-of-paper rate (ROP) – includes rate
quoted by a newspaper publisher which
entitles the advertisement to be
positioned anywhere in the paper that
the publisher chooses to place it.
Combination rate – a special rate for
newspaper, such as morning paper and
and evening paper, set by the same
publisher.
ADVANTAGES & DISADVANTAGES
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Range of market
coverage
Comparison
shopping
Positive consumer
attitudes
Flexibility
Interaction of
national and local
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Short life span
Clutter
Limited coverage of
certain groups
Product criteria
Poor reproduction
MAGAZINES
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Is a paper back publication that is issued at
regular intervals, either weekly or monthly
Most permanent of all the mass media, since
they are kept for months and advertising
messages are seen a number of times
Space contract – a contract where
advertiser who plans to advertise in a
particular magazine during the coming
months signs
MAGAZINE
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When the advertiser is ready to run an ad
as agreed upon on the space contract, he
sends an INSERTION ORDER to the
publisher that makes clear the
instructions from an advertiser
MAGAZINE ELEMENTS
Size of most magazines is characterized as
standard size about 8 by 10 inches (Time
Magazine) and about 4 3/8 by 6 ½ inches
(Readers’ Digest)
 Space in magazines is sold in terms of full
pages and fractions thereof—half pages,
quarter pages, three column, two columns,
or one column; or total of per column
centimeters
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SPACE BUYING
FIRST COVER PAGE – the front cover of
the magazine; page one of the issue
 SECOND COVER PAGE – the inside of
the front cover; page two of the issue
 THIRD COVER PAGE – the inside of the
back cover; page forty-nine—if the
magazine has fifty pages
 FOURTH COVER PAGE – the back
cover; page fifty—if the magazine issue
has fifty pages
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MAGAZINE
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FULL-BLEED ADVERTISEMENT
◦ A magazine advertisement run all the way to
the four edges of the page leaving no white
space margin
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PARTIAL BLEED ADVERTISEMENT
◦ leaves white space margin on all or any of the
four sides of the full page
MAGAZINE
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GATEFOLD
◦ When an advertisement is positioned on the
second cover page where an extra page spreads
out when opening the page that gives a big
spread
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CENTERFOLD
◦ Also called “multiple-unit” ad, is positioned on
the two middlemost pages of the magazine issue
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INSERTS
◦ Return cards, coupons, recipe booklets
MAGAZINE
One of the best positions to place
advertisements in a magazine is UPFRONT,
close to it as possible or on right-hand pages
 RIGHT HAND PAGES, RANKS AND PAGE
NUMBER are as follows:
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FIRST right-hand page
SECOND right-hand page
THIRD right-hand page
FOURTH right-hand page
FIFTH right-hand page
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Rank 1; page 3
Rank 2; page 5
Rank 3; page 7
Rank 4; page 9
Rank 5; page 11
TYPES OF MAGAZINES
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AUDIENCE
◦ The three main types of audiences that
magazines target are consumer, business, and
farm audiences
◦ CONSUMER magazines – directed at
consumers who buy products for personal
consumption, are distributed through the mail,
newsstands, or stores. Examples: Reader’s
Digest, Time and People
BUYING MAGAZINE SPACE
COVER DATE – is the date appearing on
the cover
 ON-SALE DATE – the date which the
magazine was issued, wherein this is
usually a week advance from the cover
date
 CLOSING DATE – deadline on which the
blueprint or negative must be submitted
to the publisher’s hand in order to print
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OUT-OF-HOME ADVERTISING
 Includes
fully painted buses, painted
walls, telephone kiosks, painted semi
trucks, taxi signs, transit and rail
platforms, airport and bus terminal
displays, bus shelter displays, bus
benches, shopping mall displays,
grocery store carts, bathroom walls,
skywriting, and in-store clocks and
aisle displays
OUTDOOR ADVERTISING
 ADVANTAGES
 DISADVANTAGES
◦ Impact
◦ Strategy
◦ Message
◦ Cost
◦ Long life
◦ Message
◦ Exposure
◦ Criticism
◦ Availability
TRANSIT ADVERTISING
Mainly an urban advertising form that uses
vehicles such as buses and taxis to carry
messages.
 Messages on wheels and circulates through the
community.
 Includes the posters seen in bus shelters and
train, airport, and subway stations.
 Kiosks – special designed for public posting of
notices and advertisements.
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DIRECTORIES
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Books that list the names pf people or
companies, their phone numbers, and their
addresses
◦ YELLOW PAGES ADVERTISING – described as
directional advertising because it tells people where
to go to get the product or service they want.
DIRECTORY ADVERTISING
 STRENGTHS
◦ Highly targeted
◦ Cost
◦ Flexibility
◦ Strategy
◦ Long life
 WEAKNESSES
◦ Clutter
◦ Message
◦ Accessibility
◦ Permanence
WHEN TO USE PRINT
USE NEWSPAPERS
IF
USE MAGAZINES IF
You are a local
business
You have a welldefined target
audience
You want extensive You want to reinforce
market coverage or remind the audience
USE OUT-OF-HOME
IF
USE DIRECTORIES IF
You are a local business or
You are a local
business that wants to can serve local customers
sell
You are a regional or
national business that
want to remind or
reinforce
You want to create
action
You sell a product
that is consumed in
a predictable
manner
You have a product
that does not have to
be demonstrated, but
must be shown
accurately and
beautifully
You have a product
requiring little
information and little
demonstration
You want to allow
comparisons or provide
basic inquiry and
purchase information
You do not need to
demonstrate the
product
You need to relate
moderate to extensive
product information
You have a small to
moderate budget
You have a small to
moderate budget
You have a
moderate to large
budget
You have a moderate
to large budget
COPYWRITING FOR PRINT
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TWO CATEGORIES
1. Display Copy – includes all elements that
readers see in their initial scanning (elements:
headlines, subheads, and taglines)
2. Body copy (or text) – includes the elements
that are designed to be read and absorbed,
such as the text of the message and captions.
PARTS OF PRINT ADVERTISING
HEADLINE
 ILLUSTRATION
 COPY
 LAYOUT
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HEADLINE
 The
most important display element
 Works with the visual to get
attention and communicate the
creative concept
 It may use the words: ‘new’,
‘introducing’, ‘narito na’
GENERAL PRINCIPLES
Attract attention to the advertisement
 Select the reader, it tells whether the subject
matter of the ad interests the reader.
 Lead the reader directly into the body copy
 Present the complete selling idea (create the
mood)
 Promise the customer a benefit
 Present product news of interest to the reader
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TYPES OF HEADLINES
TYPE OF DIRECT
ACTION HEADLINE
DESCRIPTION
Assertion
An assertion is used to state a claim or a promise that will motivate
someone to try the product
Command
A command headline politely tells the reader to do something
How-to statements
People are rewarded for investigating a product when the message tells
them how to use it or how to solve a problem
News Announcements News headlines obviously are used with new product introductions, but
also with changes, reformulation, new styles, and new uses. They
announce that something new has happened. The news value is
thought to motivate people to try the product.
TYPE OF INDIRECT Description
Action Headline
Puzzles
Used strictly for their provocative power, puzzling statements and
questions require the reader to examine the body copy to get the
answer or explanation. The intention is to pull reader into the body
copy
Associations
These headlines use image and lifestyle cues and ambiguity to get
attention and build interest
ILLUSTRATION
 Visual
part of the advertisement
 Puts the words into pictures
COPY
Words of the advertisement
Includes features, benefits and advantages of the
item advertised in simple phrases, series of
sentences or long paragraph
 A descriptive type which briefly describes the
characteristics of the product or services
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OTHER DISPLAY COPY
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CAPTIONS – attention is drawn immediately to
the caption under the illustrations; serve as an
information function
- Captions often explain what’s happening in photos,
because people may find visuals confusing
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TAGLINES – short catchy phrases particularly
memorable phrases used at the end of an ad to
complete or wrap up the idea
OTHER DISPLAY COPY
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SLOGANS – repeated from ad to ad as part
of a campaign
WRITING CATCHY PHRASES
A
startling or unexpected phrase
 Rhyme, rhythm, alliteration
 Parallel construction
BODY COPY
Text of the ad. It develops the sales
message, states the argument, summarizes
the proof, and provide explanation
 Speak to the target audience in an
appropriate language style
 Magazine articles
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TYPES OF BODY COPY
 STRAIGHTFORWARD
– factual
copy usually written in the words of
an anonymous or unacknowledged
source
 NARRATIVE – used to tell a story in
first person or third person
 DIALOGUE – lets the reader “listen
in” on a conversation
TYPES OF BODY COPY
 EXPLANATION
– explains how
something works
 TRANSLATION – technical
information, such as that written for
the high-technology and medical
industries, must be defined and
translated into understandable
language
DESIGNING FOR PRINT
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LAYOUT
◦ Is a map, the art director’s equivalent of a
blueprint
◦ A communication tool that translates the
visual concept for others so that the idea can
be discussed and revised before money is
spent on production
TYPES OF LAYOUTS
PICTURE WINDOW – single dominant visual
that occupies about 60 to 70 percent of the
area. Underneath it is a headline and a copy
block. The logo or signature signs off the
message at the bottom.
 PANEL OR GRID – a layout that uses a
number of visuals of matched or proportional
sizes.
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TYPES OF LAYOUT
DOMINANT TYPE OR ALL COPY –
emphasize the type rather than the art or
even an all-copy advertisement in which
where the headline is treated as type art
 CIRCUS – a layout that combines lots of
elements – art, type, color – to
deliberately create a busy, jumbled image
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TYPES OF LAYOUTS
NONLINEAR – a contemporary style of
layout characterized by the early days of
Wired that can be read starting at any
point in the image
 GRUNGE – a style of layout that reflects
what is presumed to be a Generation X –
inspired lack of concern for the
formalities of art, design, and legibility
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LAYOUT STAGES
SKETCHES
 ROUGH LAYOUTS
 SEMICOMPS
 COMPREHENSIVES
 MECHANICALS
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TYPOGRAPHY
Families of Type
 Font
 Letter Variations
 Type measurements
 Justification
 Color
 Legibility
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PSYCHOLOGICAL IMPACT OF
COLOR
RED – symbol of blood and fire
 BROWN – another masculine color,
associated with earth, woods, mellowness,
age, warmth, comfort
 YELLOW – high impact to catch consumer’s
eyes
 GREEN – symbols of health and freshness
 BLUE – coldest color, with most appeal
 BLACK – conveys sophistication
 ORANGE – most ‘edible’ color
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