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Preparing Print Advertisements. Chapter 20. Objectives. Identify the elements of a print advertisement. Describe how ads are developed Create advertising headlines Prepare advertising copy Select advertising illustrations Explain the significance of a signature. Vocabulary.
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Preparing Print Advertisements Chapter 20
Objectives • Identify the elements of a print advertisement. • Describe how ads are developed • Create advertising headlines • Prepare advertising copy • Select advertising illustrations • Explain the significance of a signature
Vocabulary • Advertising campaign • Advertising agencies • Headline • Copy • Illustration • Clip art • Signature • Slogan
The Advertising Campaign • A group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company. • An integratedadvertising campaign involves the creation and coordination of a series of advertisements around a particular theme.
Steps to plan an integrated advertising campaign: • Identify the target audience • Determine objectives • Establish the budget • Develop the message • Select the media • Evaluate the campaign
The Advertising Agency • Companies that exist solely to help clients sell their products. • There are about 10,000 such agencies in the United States, employing 100,000 people. • Most are located in New York City, Chicago, and Los Angeles. • Leo Burnett—Chicago, IL • Private CompanyIncorporated: 1935 Employees: 6,950 Billings: $5.4 billion worldwide (1996) 58,703,886 (2010)
The Advertising Agency • Advertising Agencies are independent businesses that specialize in developing ad campaigns and crafting the ads for clients. • Full-service agencies plan the entire advertising campaign by: • Setting objectives • Developing advertising messages and strategies • Completing media plans • Selecting media • Coordinating related activities • Including sales promotion and public relations
Advertising Agencies • Larger advertising agencies employ specialists such as: • Copywriters • Graphic artists • Media experts • Marketing researchers • Legal advisors • Limited-service agencies specialize in one aspect of the campaign.
Developing Print Advertisements • Print advertisements must contain certain essential elements: • Headline • Copy • Illustrations • Signature *Some advertisements also include slogans
1. Headline 3. Illustration 2. Copy 4. Signature 5. Slogan
Developing Print Advertisements To communicate successfully and ad must: • Attract attention • Arouse interest • Create desire • Produce action Each of an ads key parts must be coordinated with the others
Headline • The phrase, sentence, lettering, slogan, or saying that attracts the readers’ attention, arouses their interest, and leads them to read the rest of the ad for a particular product or service. • Responsible for 70% to 80% of the sales’ effectiveness. • Must be attention getters, or the advertisement may not be read.
Slogans Techniques • Alliteration—Repeating initial consonant sounds • Ruffles have ridges • Paradox—a seeming contradiction that could be true • It will fill you up, but it won’t weigh you down. • Rhyme • Bounty…The Quicker Thicker Picker Upper
Slogan Techniques • Pun—a humorous use of a word that suggests two or more of its meaning or the meaning of another word similar in sound • Every Litter Bit Hurts • Play on words • For Soft Babies and Baby Soft Hands
Need Help with a Slogan? www.sloganmaker.com
Sublines • Clarify or expand on the main idea expressed in the headline. • Usually found in smaller type close to the headline • Examples: PRIDE AND JOY Introducing Kids of Color from Playskool 13 Hour Sale Hudson’s Great Savings Storewide!
Attention Getters New Product Coming Soon! OPEN HOUSE Book Signing Event
Headline Facts • More than 80% of the people who look at print advertisements just read the headlines. • You need to create a powerful headline!
Powerful Headlines • Single focus, or main idea. Before writing the headline, try to sum up the main idea in a single sentence. This technique will help you remain focused on the subject and thus produce a headline with impact. • Use one or more of the 3 most powerful words – new, now, and free! FREE
Powerful Headlines • Headlines should be directed to the reader and appeal to the self-interest of the potential customer. • Make your headline long enough to include one product feature. • Arouse the readers’ curiosity by promising something—a free offer, more miles per gallon, better service, etc. • Use simple language and everyone will understand your message.
Copy • The copy is the selling message in a written advertisement. • Expand on the information in the headline or product shown in the illustration. • Simple and direct • Vary from a few words to several paragraphs • Get the message across. • Appeal to the senses—customer should see, hear, touch, taste and/or even smell a product
Copy Techniques • Establish contact with the reader • Create awareness • Arouse interest • Build preference for the product • Give your copy news value by providing specific information • Tell the who, what, when, why, where, and how of your product. • Facts about your product are more powerful than claims. • Use histories, statistics, performance figures, dates, and quotes from experts
Copy Key Words • Compare • Introducing • Now • Price • Save • Easy • New Establish immediate contact with the reader
Copy Action Words • Today • Act Now • Before it’s too late • Without delay
Illustration • Photograph or Drawing • Primary functions are: • Attract attention • Arouse desire to buy • Encourage a purchase decision for the advertised product • Should tie into the headline and copy • Should lead the potential customer to read at least the first sentence of the copy.
Illustration (Photograph, Drawing, Clip Art) • Usually the first thing a reader sees in the ad. • Illustrations should show: • The features of the product • How the product works • The advantages of owning the product • The safety features of the product • The possible uses for the product • The need for the product • The image associated with the product, such as prestige, status, or leisure
Photographs • Ideal when a sense of reality is necessary. • Clothing, cosmetics, jewelry, furniture, or stereos.
Drawings • Show a part of a product that the reader would not normally see. • Cutaway drawing of such products as cars, equipment, and tools.
Clip Art • Stock drawings, photographs, headlines clipped from a printed sheet and pasted onto an advertisement. • Inexpensive, quick, and easy to use
Signature (logo) • The sponsor completes the ad. • Distinctive identification symbol for a business. • Name of the firm • Address • Telephone number • Internet Address • Business hours • Slogan (catch phrase, small group of words) • A well designed signature gets instant recognition for a business. • Should be easy to remember
Advertising Elements • Headline • Illustration • Copy • Signature Hurry! Cell Phone • This phone is the best. It has all the latest features. • Feature • Feature • Feature • Get yours now! Best Cell Phone International