1. Preparing Print Advertisements
Chapter 20

2. April 20, 2017 Pick up handouts (Transition is one per group)
Complete transition in groups of three to four
Save your campaign, and present ideas to class
Get textbook
Be prepared for notes on Chapter 20
Turn in Class Work: Chapter 19 Internet Activity

3. Chapter 20 Transition
In groups of three to four:
You are the creative department of an advertising agency:
You are to develop an idea for an ad-campaign for a new MP3 player geared toward the youth market
Suggest a name for the product
Develop ideas for a photo or illustration for the ad
Write appropriate copy and Headline
Develop a catchy slogan & Company Signature
Save to your computer as: transition 20-1-filastname
Use PowerPoint to create your display ad

7. Chapter 20 Transition
In groups of three to four:
You are the creative department of an advertising agency:
You are to develop an idea for an ad-campaign for a new MP3 player geared toward the youth market
Suggest a name for the product
Develop ideas for a photo or illustration for the ad
Write appropriate copy and Headline
Develop a catchy slogan & Company Signature
Save to your computer as: transition 20-1-filastname
Use PowerPoint to create your display ad

8. Run-About Set Your Own Pace The Run-About MSE Better Ideas
Don’t let the world slow you down.
Set your own pace with the Run-About.
Run-About
Set Your Own Pace
Water-Proof
10 colors to choose from
Blue-tooth
Easy Downloads
MSE
Better Ideas

9. Chapter 20 Transition
In groups of three to four:
You are the creative department of an advertising agency:
You are to develop an idea for an ad-campaign for a new MP3 player geared toward the youth market
Suggest a name for the product
Develop ideas for a photo or illustration for the ad
Write appropriate copy and Headline
Develop a catchy slogan & Company Signature
Save to your computer as: transition 20-1-filastname
Use PowerPoint to create your display ad

10. Illustration/Picture
Headline
The Run-About
Don’t let the world slow you down.
Set your own pace with the Run-About.
Copy
Illustration/Picture
Slogan
Signature
Run-About
Set Your Own Pace
Water-Proof
10 colors to choose from
Blue-tooth
Easy Downloads
MSE
Better Ideas

11. Essential elements of Advertising
Chapter 20 Section 20.1
Essential elements of Advertising

12. Essential Elements of Advertising
Key Terms
advertising campaign
advertising agencies
headline
copy
illustration
clip art
signature
slogan
Objectives
Discuss how advertising campaigns are developed
Explain the role of an advertising agency
Identify the main components of print advertisements
Marketing Essentials Chapter 20, Section 20.1

13. Marketing: Promotion Unit Standards
4.0 TECHNOLOGY
Students know how to use contemporary and emerging technological resources in diverse and changing personal, community, and workplace environments
5.0 PROBLEM SOLVING & CRITICAL THINKING
Students understand how to create alternative solutions by using critical and creative thinking skills, such as logical reasoning, analytical thinking, and problem-solving techniques
8.0 ETHICS & LEGAL RESPONSIBILITY
Students understand professional, ethical, and legal behavior consistent with applicable laws, regulations, and organizational norms
9.0 LEADERSHIP & TEAMWORK
Students understand effective leadership styles, key concepts of group dynamics, team and individual decision making, the benefits of workforce diversity, and conflict resolution

14. Marketing Unit 6 –Standards
Math Standards –
Number Sense: 1.1 Analyze problems by identifying relationships, distinguishing relevant from irrelevant information, identifying mission information, sequencing and prioritizing information, and observing patterns.
Algebra 1: 13.0 Students add, subtract, multiply, and divide rational expressions and functions. Students solve both computationally and conceptually challenging problems by using these techniques.
History/Social Science
Identify the difference between monetary and nonmonetary incentives and how changes in incentives cause changes in behavior
2.0 Communications
Students understand the principles of effective oral, written, and multimedia communication in a variety of formats and contexts.
3.0 CAREER PLANNING & MANAGEMENT
Students understand how to make effective decisions, use career information, and manage personal career plans:

15. Ch 20 Sec 1 Essential Elements of Advertising
What you’ll learn . . .
How ad campaigns are developed
The creation of advertising headlines
The preparation of advertising copy
The selection of advertising illustrations
The significance of advertising signatures

16. The Advertising Agency
Advertising agencies work jointly with business clients to develop advertising campaigns.
An advertising campaign involves the creation and coordination of a series of advertisements (both broadcast and print) around a particular theme
This building on Main Street, designed by Frank Gehry, is the headquarters of Chiat / Day / Mojo, an advertising agency. Its entrance is flanked by a Claes Oldenburg / Coosje van Bruggen binocular sculpture.

18. Advertising Agencies
Advertising agencies are independent businesses that specialize in developing ad campaigns and crafting the ads for clients.
They do their job by:
Setting objectives
Developing advertising messages and strategies
Completing media plans
Selecting media
Coordinating related activities
Marketing Essentials Chapter 20, Section 20.1

19. Developing Print Advertisements
Print ads are very important to most campaigns.
They usually contain four key elements
Headline
Copy
Illustrations
Signature
Each element enhances the overall theme of a product promotion

20. Headline
The headline is the saying that gets the readers’ attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad.
More than 80% of the people who look at a print ad just read the headlines.
A headline provides a benefit to the reader

26. Writing Effective Headlines & Slogans
Most are brief – many people cannot take in more than seven words at a time.
Every headline/slogan should have a single focus or main idea.
Techniques you can use when writing headlines:
Alliteration (repeating initial consonant sounds) -- Win with Wireless (Samsung)
Paradox (a seeming contradiction that could be true) – It’s an environmental movement all by itself. (Honda Insight)
Rhyme – Bounty. The Quicker Picker-Upper
Pun ( a humorous use of a word that suggests two or more of its meanings or the meaning of another work similar in sound --Beauty and the Beef (Ball Park Franks)
Play on Words – For Soft Babies and Baby Soft Hands

29. Copy The copy is the selling message in a written advertisement.
It expands on the information in the headline or the product shown in the illustration.
It should be simple and direct
It should appeal to the senses
Tell the who, what, when, why, where, and how of your product
Key words used in copy, such as compare, introducing, now, price, save, easy, and new, establish immediate contact with the reader.
It should provide a call to action to shoppers

32. Illustration The photograph or drawing used in a print advertisement.
Its primary function is to attract attention
It should transmit a total message that would be hard to communicate just with words. (A picture is worth a 1,000 words)
Illustrations may show the product, how the product works, and its features.

34. To see how this illustration was created, please click on it.

35. Signature No advertisement is complete without naming its sponsor.
The signature, or logotype (logo), is the distinctive identification symbol for a business.
Well-designed signatures get instant recognition for a business.

36. Top Ten Advertising Icons
The Marlboro Man - Marlboro cigarettes
Ronald McDonald - McDonald's restaurants
The Green Giant - Green Giant vegetables
Betty Crocker - Betty Crocker food products
The Energizer Bunny - Eveready Energizer batteries
The Pillsbury Doughboy - Assorted Pillsbury foods
Aunt Jemima - Aunt Jemima pancake mixes and syrup
The Michelin Man - Michelin tires
Tony the Tiger - Kellogg's Sugar Frosted Flakes
Elsie - Borden dairy products

38. Signature

39. Slogan Remember the Slogan Quiz… May support a firm’s signature
A slogan is often added to the four main elements of a print ad
Is a catch phrase or small group of words that are combined tin a special way to identify a product or company
The Breakfast of Champions
Remember the Slogan Quiz…

40. Advertising History
Advertising has taken many twists and turns over the years…
Lets take a look at some interesting past advertisements:

41. Chapter 20 Section 20.2
Advertising Layout

42. Refer to page 428 in your text & page 2 of your note packets
April 20, 2017
In groups of 2 to 4:
Make up 5 slogans for the same or different products
Each slogan should use a different copywriting technique:
Alliteration
Paradox
Rhyme
Pun
Play on words
Save to your folder as: Slogans-filastname
Get out your note-guides from Monday
For an example of each,
Refer to page 428 in your text & page 2 of your note packets

43. Writing Effective Headlines & Slogans
Most are brief – many people cannot take in more than seven words at a time.
Every headline/slogan should have a single focus or main idea.
Techniques you can use when writing headlines:
Alliteration (repeating initial consonant sounds) -- Win with Wireless (Samsung)
Paradox (a seeming contradiction that could be true) – It’s an environmental movement all by itself. (Honda Insight)
Rhyme – Bounty. The Quicker Picker-Upper
Pun ( a humorous use of a word that suggests two or more of its meanings or the meaning of another work similar in sound --Beauty and the Beef (Ball Park Franks)
Play on Words – For Soft Babies and Baby Soft Hands

44. Refer to page 428 in your text & page 2 of your note packets
April 20, 2017
In groups of 2 to 4:
Make up 5 slogans for the same or different products
Each slogan should use a different copywriting technique:
Alliteration
Paradox
Rhyme
Pun
Play on words
Save to your folder as: Slogans-filastname
Get out your note-guides from Monday
For an example of each,
Refer to page 428 in your text & page 2 of your note packets

45. Popular Ad Slogans Reach out and touch someone. - AT&T
Please don't squeeze the Charmin – Charmin
Snap, Crackle, Pop - Rice Krispies
Where's the beef? - Wendy's
Plop, plop; fizz, fizz; oh, what a relief it is. – Alka Seltzer
Finger lickin' good. - Kentucky Fried Chicken
Because you’re worth it. - L'Oreal
It's everywhere you want to be – VISA

46. Advertising Layout Key Terms ad layout advertising proof Objectives
Explain the principles of preparing an ad layout
List advantages and disadvantages of using color in advertising
Describe how typefaces and sizes add variety and emphasis to print advertisements
Marketing Essentials Chapter 20, Section 20.2

47. Developing Print Advertising Layouts
An ad layout is a sketch that shows the general arrangement and appearance of a finished ad.
It clearly indicates the position of the:
Headline
Illustration
Copy
Signature
Marketing Essentials Chapter 20, Section 20.2

48. Components of Effective Ad Layouts
Ad layouts should be prepared in exactly the same size as the final advertisement.
The illustrations should grab attention through size, humor, or dramatic content.
Ads that feature large visuals (60 to 70 percent of the total ad) are the best attention-getters.
The best ads contain a focal point and lines of force that guide the viewer through the copy.
One technique is to create a Z layout. The reader’s eye will follow the path of the Z.
Marketing Essentials Chapter 20, Section 20.2

49. Using Color In Print Advertisements
A color ad is usually more realistic and visually appealing and commands the reader’s attention more than a black-and-white ad does.
Although color ads are more expensive than two-color (usually black and another color) ads, studies have also shown that color ads are usually more cost-effective than two-color ads because of their increased response rates.
Marketing Essentials Chapter 20, Section 20.2

50. Selecting Typefaces and Type Sizes for Print Advertisements
The look and appearance of the type is called the typeface.
A complete set of letters in a specific size and typeface is called a font.
Marketing Essentials Chapter 20, Section 20.2

51. Selecting Typefaces and Type Sizes for Print Advertisements
A serif font has short crosslines at the upper and lower ends of the letters
Times Roman, Garamond and Palatino are commonly used serif fonts
Sans serif fonts do not have crosslines.
Arial, Helvetica, and Albertus are common sans serif fonts.
The appearance of the typeface affects the entire character of an advertisement.
It is important that the font is large enough to read.
Marketing Essentials Chapter 20, Section 20.2

52. Checking Advertising Proofs
When advertisements are first created, an advertising proof is developed.
It shows exactly how an ad will appear in print.
To evaluate a proof, an advertiser will consider these criteria:
The ad should be bold enough to stand out next to other ads.
The layout should look clean and uncluttered and should guide the reader through the copy.
Marketing Essentials Chapter 20, Section 20.2

53. Ad Proof

54. Checking Advertising Proofs
The font needs to be easy to read and help to emphasize the company’s message.
The signature should be apparent and distinctive.
The intended message and image projected must be appropriate for the target audience.
Marketing Essentials Chapter 20, Section 20.2

55. Chapter 20 Class Work Textbook: Page 428, 1 – 3 Page 433, 1 – 4
Workbook:
Page 169 – 170
Save to your folder as: Marketing-CW Ch-20-filastname
Next Week:
Tuesday May 10: Chapter 20 Activity Packet
Thursday May 12: Unit 6 Exam (Ch. 17 – 20)
Advertising