Transcript Print Advertising, Ch #20

Print Advertising
Terms to Know
Headline
Typeface
Copy
Color
Illustration
Type size
Signature
Print Media
Logo
White Space
Layout
Limited Service
Full Service
Clip art
Virtual
Slogan
Project Team
Serif Type Face
Creative Boutique
San Serif Type Face
Font
Point Size
Print Media
Print Media advertising includes newspapers,
magazines, direct mail, signs, and billboards.
Over 50% of all retail advertising $s go into
print media.
Layout
An ad Layout is where and how ad
components are placed in the ad.
There is no right or wrong way to
layout an ad
There are only guidelines and suggestions
in the creation of the ad.
In an ad layout, use of Color is
important
There are complementary colors, which are on opposite
sides of the color wheel. Adjacent colors are next to
each other on the color wheel, as well as share
undertones. Triadic colors involve three colors that are
equally spaced on the color wheel. An example of this is
red, yellow and blue.
Color and color groups create
specific moods and feelings
Colors from the warm side of the color wheel, such as red
and yellow, convey a festive mood. Colors from the cool
side of the color wheel, such as blue and green
represent clam, tranquility and refinement.
White space
White space is void of graphics or text. It
allows a break for the eyes and attracts
attention to the ad.
Typeface
The typeface is the style of the printed word. Typefaces
invoke feelings.
The Font is a synonym for the typeface. Fonts are
measured in point size.
(72 points is equal to one inch)
Serifs are the ends of each letter to make the
letters more distinctive. Sans is the French word
for “Without”. San Serif typefaces should be
used in advertising making it read quickly.
“Ariel”, this typeface is San Serif.
Serif type faces are better for running text in books or
newspapers. This typeface is “Times New Roman”
and is an example of a Serif typeface.
Print ads can be broken into
four parts.
1.
2.
3.
4.
Headline
Copy
Illustration
Signature
Headlines
A Headline pulls potential customers into reading /
examining a print ad. The Headline is the phrase
that generates attention and interest. It should
be bold, catchy and appealing to the target
market.
Copy
Copy is what is written in a print ad. (Yes, the Headline is part of copy,
but is considered a separate component.) It can be a continuance of
the Headline or can explain the Headline.
Copywriting is an advertising skill. It is salesmanship in written form.
Illustrations
,
An Illustration is a picture. People tend not to
read. A picture needs to illustrate the purpose of
the ad, bringing all the other components of ad
together. 70% of people notice the illustration,
only 5% read the ad copy.
Clip Art
Clip Art is pre-made art work used in
advertising purchased, in and effort not to
have to pay an illustrator.
Signature
A Signature is the name of the advertiser or
logotype, or slogan. The signature should also
include how to purchase the product. An
example of this could include: Hours open,
directions, locations, telephone #, stores where
the product is sold or a website.
A Logotype
Logos are organizational symbols
A Slogan
Is memorable marketing phrase that helps
customers identify with the product.
In our society, we read from left to right.
The last portion of an ad the customer should read
will be the signature at the bottom right side of
the page. It is placed there in an effort to remind
potential customers of the product.
There are five types of Advertising
Agencies
1.
2.
3.
4.
5.
Full Service
Virtual
Project Team
Creative Boutique
Limited Service
Full Service Agency
Creates an entire campaign. Fees are
usually 15% of the advertising $s spent
Virtual
Virtual agencies is often one person networked to
group of free-lanced people. Agency personnel
can be used hourly or by the day. Lower
overhead means lower costs for the client.
Project Team
Project Team agencies provide research,
copywriting, creative execution and media
placement for a lower cost than a Full
Service agency on a per project basis.
Creative Boutique
Boutiques are agencies that develop a
message, but outsource the design,
production and media placement.
Limited Service
Only specializes in one aspect of a campaign,
often on a fee basis. Examples of that one
aspect could include: Media, Copy, Art,
Production, Sweepstakes, PR, or Promotions.