1. 3.03 Components of Advertising

2. Parts of a Print Advertisement Headline: Large text at top of ad Headline: Large text at top of ad Illustration: picture/graphic that attracts reader’s attention Illustration: picture/graphic that attracts reader’s attention Copy: text of the ad that delivers message Copy: text of the ad that delivers message White space: blank space White space: blank space Business identification: info about business Business identification: info about business Slogan: phrase that is easy to remember Slogan: phrase that is easy to remember

3. Parts of a Print Advertisement Uses: how a product can be used Uses: how a product can be used Features: facts about the product Features: facts about the product Benefits: what the user gets Benefits: what the user gets Price: product’s cots and terms Price: product’s cots and terms

4. Examples

5. Types of Copy Encourage action: reader must do something Encourage action: reader must do something Describe features: facts about the product Describe features: facts about the product Identify benefits: what product does for consumer Identify benefits: what product does for consumer Make a claim: general/specific statement about the product Make a claim: general/specific statement about the product