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Print Advertisements

Print Advertisements. Chapter 20 20.1. Elements of Advertising. The Advertising Campaign. A group of advertisements, commercials, and related promotional materials and activities. Designed to meet specific company goals. Important steps. Identify the target audience

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  1. Print Advertisements Chapter 20 20.1

  2. Elements of Advertising

  3. The Advertising Campaign • A group of advertisements, commercials, and related promotional materials and activities. • Designed to meet specific company goals

  4. Important steps Identify the target audience Determine objectives - Increasing brand awareness. Establish the budget Develop the message Select the media Evaluate the campaign

  5. Advertising Agencies Independent business that specialize in developing ad campaigns.

  6. Types of Advertising Agencies Full-Service- Full Service handle all aspects Limited-Services- Specialize in one aspect of the campaign Virtual – Online advertisements Creative Boutique- Helps a business with the creative parts, then outsources Project Team – Provides research, copywriting, creative execution

  7. Developing Print Advertisements Logotype- a graphic or symbol; represents a company, brand or an organization

  8. Name the Company

  9. Headline- Phrase or sentence, which captures the readers’ attention Slogan- Catch Phrase (can also be headline) Illustration- can be decorative, or showing how the product works Signature- logo, symbol of the business Disclosures- terms and conditions. All the small print Copy- represents the selling message in the ad

  10. Copy Six key tips to writing a effective copy

  11. Copy Should be conversational and written in a personal, friendly style. Use familiar language Simple and Direct; Should show the customer how using the product will solve their problems Customer should be able to sense; see, hear, touch, taste & smell product Tells the: Who, What, Where, When & why Generates interest Should provide a call to action

  12. Slogan A catch phrase or words that identify a product or a company

  13. Types of Slogan • Alliteration- Uses repeating initial consonant sounds • Welcome to the World Wide Wow (AOL) • Paradox- A statement that is seeming contradiction that could be true • The taste you love to hate (Listerine Mouthwash) • Rhyme- Slogans using rhyming words or phrases • Give a hoot, don’t pollute (United states Forest Service)

  14. Types of Slogans Continued • Pun- A humorous use of a word that suggests tw0 or more meanings of its meaning • Time to Re-Tire (Fisk Tires) • Play on Words- Cleverly uses words to mean something else • Let your fingers do the walking (Yellow Pages)

  15. Advertising Layout Chapter 20.2

  16. Print ad Layout Ad Layout- a sketch that shows the general arrangement and appearance of a finished ad

  17. Elements of Advertisements Layout Color Typeface Typesize

  18. Layout Single-visual Top-heavy Illustrated Z

  19. Color More realistic Visually appealing Add readership

  20. Typeface Large, bold for shouting Small, light for whispering

  21. Advertising Proof Advertising Proof- The final rendering prior to an advertisement being approved.

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