Parts of Print Ads

1. Parts of Print Ads

2. Warm-UP • Identify a print ad that you can recall. Explain why the print ad sticks in your mind

3. Newspaper Advertising • Newspapers are a main form of print media for many businesses • 55% of US adults read the paper everyday • Most papers are local or national dailies or weeklies • Oregonian, Willamette Weekly, Portland Tribune, • Some community newspapers • Valley Times

4. Advantages of Newspaper Advertising • Newspapers have a large readership and a high level of reader involvement. • Lots of different sections to read • Newspaper circulation is known, so businesses using newspapers can target their advertising to people living in certain geographical areas or with certain interests • Cost is relatively low • Printed primarily in black and white • Quality of paper is less expensive • Newspapers can be timely and advertisers can change ads easily

5. Disadvantages to Newspaper Advertising • Wasted circulation • The life of an advertisement is limited because most households throw away newspapers daily • The quality of reproduction is poor in relation to other media • Black and white format is less appealing than other print media

6. To communicate successfully… • An ad MUST: • To attract attention • To arouse interest • To create desire • To stimulate action

7. Components to a print ad • Headline • Illustration • Copy • Identification/signature

8. layout • The way the elements of the ad are arranged • The headline, illustration, copy, and identification are arranged, or laid out, in a way that directs the viewer’s eye through the ad • The blank space between the elements of an ad is called white space • All components must be coordinated to produce the effect desired for the advertisement as a whole

9. headline • Considered the most important part of an advertisement • Responsible for 70-80% of the sales effectiveness of most advertisements • Text is large type and usually positioned at the top of the advertisement • Purpose: • To attract attention • To arouse interest to the target market • To encourage reading of the entire advertisement • May be one word, a phrase, one or more sentences or even a question • Three most powerful words: NEW, NOW, FREE

10. Sub-headlines • Sometimes used to continue or clarify the thought expressed in the headline • Usually positioned below the headline • Is set in slightly smaller type of size • Advertising studies indicate that 80% of people only read headlines. Therefore, if the headline fails to attract attention, readers may not read any of the advertisement

11. headline • Various ways that headlines can be used to attract attention, arouse interest, and encourage reading of the entire ad: • To offer something new or improved • To solve a problem • To make a claim • To promise a benefit • To arouse curiosity

12. Copy- Selling message in a written advertisement • Expands on the information in the headline or the product shown in the illustration. • Should stress the features and benefits of the product or service • Be a few words or a single paragraph • Appeal to the sense (customers should be able to see, hear, touch, taste, smell product) • Specific call for action: “Buy Now” • Be written in an active voice • “This item will help you!”

13. Copy • To compete against thousands of other advertisers your copy should: • Establish contact with the reader (compare, now, save, easy, introducing) • Create awareness • Arouse interest • Build preference

14. Illustration • Photograph or drawing used in a print advertisement • Primary functions • Attract attention • Arouse a desire to buy • Encourage a purchase decision • Emphasize product features • Sometimes more important than the headline because it is noticed first

15. Illustration • Lines of Force-illustration guides reader to copy • White space-empty space used to eliminate clutter • Color- Color can increase the reading of copy by 80%, but adding color is very expensive

16. Signature • The distinctive identification symbol for a business • Also known as logo • A well designed signature gets instant recognition for a business • Needs to be easy to remember • Is often used with a slogan • Toyota, Coca-Cola, Apple

17. Signature • Often used with the logo to create a distinct image for the company, its products or its corporate image. • I love what you do for me. • Where do you want to go today? • May also include: • Buying information such as telephone number and address, hours of operation, ordering info., credit cards accepted, map of how to get to the business • Tag line or slogan

18. Writing powerful headlines – 6 tips • Every headline should have a single focus or main idea. Try to sum up the main idea in a single sentence. • Stress one primary benefit • Attract readers with powerful words: new, now and free. • Direct headlines to the reader and appeal to your target market-what would the target market like to see?

19. Writing powerful headlines – 6 tips • Make your headline long enough to feature one product benefit, but short enough to encourage people to read the rest of the advertisement • Aim for 7 or fewer words • Arouse reader curiosity by promising something-a free offer, more miles per gallon, better service, fewer cavities • Use Simple language. Readers will mistrust or misunderstand ads with complex headlines. • Just Do It (Nike)

20. Headline techniques • Alliteration • Repeating initial consonant sounds • “Ruffles have ridges” • Paradox • Contradiction that may be true • “It will fill you up, but it won’t weigh you down”

21. Headline techniques • Rhyme • “The quicker picker upper” • Pun • “Every litter bit hurts” • Play on words • “For soft babies and baby soft hands”

22. Headline • To offer something new -the belief that people are attracted to something that is new or has a new feature include words such as “new,” “improved,” “finally,” “at last” in the headline • Example: Minolta introduces The World • To solve a problem -states a problem the reader can identify with • Why it takes legwork to flatten your stomach • Nordic Track exercise equipment

23. Headline • To make a claim –making a claim for the product either generally or specifically • Example: By any measurable standard…the best sleeping bag ever made! • To promise a benefit – stating an advantage or benefit to the consumer of using the product • Example: AD AN EXAMPLE HERE!!!!