Question of the Day Think back to the last time you read the paper or a magazine… –What kinds of advertisements do you remember seeing? –Can you remember specifics?

Developing Print Advertisements Marketing II Mrs. Peres

Introductory Activity Quietly walk around the room and view the advertisements that are displayed. Once you have viewed all of the advertisements, come back to your seat and wait for further instruction.

What can you remember?? Take 2-3 minutes to write down anything you can remember about the advertisements you just viewed. What ads stood out? Why? What caught your attention?

Lesson Objectives Discuss the importance of Print Advertisements as an element of Advertising Identify the key elements of Print Advertisements Develop a print ad that incorporates all key elements

What are Print Advertisements? Print advertisements include advertising in any of the following: – Newspapers – Magazines – Direct Mail – Signs – Billboards – Directories (Yellow Pages) – Transit

Why Print Advertisements? Print advertisements are one of the oldest and most effective types of advertising.

Partner Pairing Activity Each of you has a company name or slogan on your back. By only asking yes/no questions: –First determine if you are a company or a slogan. –Then determine what company/slogan you are. –Find your matching company/slogan in the room.

4 Key Elements of Print Ads Headline Copy Illustrations Signature Some advertisements also include the company’s slogan

THE HEADLINE The saying, phrase, or sentence that: –Attracts the readers’ attention to a particular product or service. –Arouses interest by providing a benefit –Leads the reader to the rest of the ad Often considered the most important part of an advertisement.

Purposes of a Headline Attract attention! –More than 80% of people who look at print advertisement only read the headlines. YOU – YOUR – HOW – NEW

Purposes of a Headline Select an audience –Prior to writing a headline, you must know the needs of your target market Price, delivery, performance, reliability, service or quality Who’s the Target Market?

Purposes of a Headline Provide a benefit for the reader –Promise something that matches a need or want Example: free offers, better service

Purposes of a Headline Lead to the illustration and copy –Ad should be understood by viewing the headline, illustration, and a few words of the copy

Writing Effective Headlines Brief –No more than 7 words

Writing Effective Headlines Characteristics of Award Winning ads: –32% use familiar sayings with a twist “When it rains it Pours” – Morton’s Salt “I think, therefore IBM” – IBM –23% use opposites “Does she, or doesn’t she?” – Clairol hair coloring “Hand-built by robots” – Fiat Strada

YOUR TURN!!!YOUR TURN!!!

THE COPY The selling message of a written advertisement –Expands on headline –Stresses how product/service meets customer needs –Based on extensive market research –Should meet objective of advertising campaign Introduce, build image, attract customers, etc.

Writing an Effective Copy Conversational – personal Simple & Direct –Few words to several paragraphs Educational Testimonial Product Description

Writing an Effective Copy Appeal to the Senses –See, hear, touch, taste, smell the product Provide Information –Who, what, when, where, why and how –Facts over claims Case histories, statistics, figures, dates, etc

Writing an Effective Copy Use Powerful Key Words –Add desire & urgency New, Improved, Introducing, Save Compare, Now, Price, Easy Personal Call to Action –Second person voice Last chance, limited supply, ends in two weeks Before it’s too late, without delay

YOUR TURN!!!YOUR TURN!!!

The Illustration The photographs, drawings, or other graphic elements used in an advertisement. PRIMARY FUNCTION = Attract & hold attention! = Encourage purchase!

The Illustration Should integrate the headline & copy Transmit a message that would be hard to communicate with words –The Product –How the Product Works –Safety Features –Project Product Image

YOUR TURN!!!YOUR TURN!!!

The Signature The distinctive identification symbol for a business –Gains immediate recognition Signature often includes: –Name of Firm, Address, Telephone –Business Hours, Slogan, Web Address

Slogans Catchy words or phrase that identify a product or company. –Supports a firm’s signature

Successful Slogans Alliteration – repeating consonant sounds –“Win with Wireless” – Samsung Paradox –“The taste you love to hate” – Listerine Mouthwash Rhyme –“Bounty. The Quicker Picker Upper” Pun –“Beauty and the Beef” – Ball Park Franks Play on Words –“Let Your Fingers do the Walking” – Yellow Pages

YOUR TURN!!!YOUR TURN!!! Present Final Print Advertisements

Pass to Leave Class Using what we have discussed today, describe what makes a great print ad? Hand in your response on your way out the door! HAVE A GREAT DAY!!!