Transcript Print Media - Lindbergh Schools

Preparing Print Advertisements
Chapter 21
Part I
Advertising Agencies-companies that exist
solely to help clients sell their products

Four types of services they provide:
• Client services -looks at client needs, creates
advertising plans and coordinates advertising with
other promotion activities
• Creative services -develop the messages and
produce the ads
• Research services -studies target markets, attitudes
of customers & their buying behavior
• Media services -advises on media choices
Cooperative advertising



An arrangement where
advertising is paid for by both a
manufacturer & a local
advertiser
The manufacturer usually pays
50% of the cost of placing the
ads
Retailer sign a contract with the
manufacturer that gives the
specific conditions for
advertising
Developing print ads

Four parts
• headline
• copy
• illustration
• signature

All must be coordinated
to arouse interest,
attract attention, create
desire, and produce
action (buying)
Headlines-lettering, slogan, or saying that
gets the reader’s attention & leads them to
read the rest of the ad
Must be attention getter, responsible for 70-80%
of the effectiveness of the sale
 Sometimes they have a subheadline to clarify or
expand the main idea
 Usually stress one primary benefit
 Should be 7 words or less
 Successful ads use familiar sayings with a twist,
opposites, news, shock, questioning or arouse
curiosity

Headlines
 Techniques
• alliteration-Ruffles have Ridges
• paradox-It will fill you up without weighing you
down
• rhyme-The Quicker, picker, upper
• pun-Hair to Dye for
• play on words-For soft babies and baby soft
hands
Headlines
 Brief,
fewer than 7 words
 Attract readers with the three most
powerful words--new, now and free
 Direct at reader and appeal to their selfinterest
 Long enough to feature one benefit
 Arouse curiosity by promising something
 Use simple language
Copy-the selling message in a
written ad
 Simple
and direct
 Should appeal to the senses
 Can be written for education or as a
conversation
 Establish contact with the reader, create
awareness, arouse interest, build
preference for the product
 Give copy news value by providing specific
information
Copy




Use key words such as compare,
introducing, now, price, save,
easy, and new
Write in the active voice
Use warm, personal language
and expressions familiar to your
audience
Ask for action
Illustration-photograph or drawing
used in a print ad
Primary function is to attract attention, arouse a
desire to buy, and encourage a purchase decision
 Should show:

•
•
•
•
•
features of product
•need for product
how product works
• possible uses
advantages of owning product
safety features
image associated with the product
Illustration





Photograph-when sense of reality is
needed
Drawings-used to show parts of a
product not normally seen
Photos-sharp and clear with good
contrast
Clip art(stock drawing/photographs
that aren’t copyrighted) is
inexpensive, quick and easy
Lines of force-guide reader to copy
through illustration
Signature-distinctive identification
symbol for a business
In national ads it is the name of the firm
 In a local ad it usually includes the business,
name, address, phone number, business hours &
slogan(catch phrase or small group that are
combined to create an ad message)
 Well-designed signature gets instant recognition,
should be easy to remember
 Often used with slogans to create a distinct image
for the company

Developing Print Ad Layouts(rough draft that
shows general arrangement)

Usually you will only need a rough draft for the
printer. Follow these guidelines:
• Should be the exact same size as the final layout
• Illustrations should be large enough to show all
product features
• Ad should appear uncluttered and make use of white
space
• Image should be appropriate for target audience
• The typeface should be easy to read and appropriate
Using Color in Print Ads
 Use
of color in advertisements can
increase the reading of copy by as much
as 80% in newspapers
 Full color ads are usually more cost
effective than two color ads (black + one
color)
 Adding each color can increase the cost of
an ad as much as 35%
Selecting Typefaces and Sizes
 Appropriate
for your business and the
target audience
 Typeface and size can affect the way a
reader feels about an advertisement
 You should use one typeface for
headlines and prices and another for
copy.
 Add variety by using different type sizes
and using italics and boldface
Checking Ad Proofs- shows exactly how
the ad will appear when printed

Evaluate based on the following:
• Is the ad bold enough to stand out?
• Does the headline arouse interest?
• Is the illustration large enough?
• Is the signature apparent and distinctive?
• Is the copy simple, direct and understandable?
• Does the layout guide the reader through the copy?
• Is the ad uncluttered & easy to read?
• Does it portray the intended image & is image appropriate
for audience??