Preparing Print Adschap.20pp Advertising Campaign– the creation & coordination of a series of advertisements (both broadcast & print) Advertising Agencies – companies that work jointly with business clients to develop advertising campaigns The 5 Parts of an Advertisement 1. Headline –is the saying that : -gets the readers’ attention (like the words – free, new, now) -arouses their interest by - providing a benefit (a reason for purchasing the product) -leads people to read the rest of the ad 1

chap. 20 continued 2. Copy – the selling message in a written advertisement 3. Illustration – the photograph or drawing used in a print advertisement 4. The Signature – is the distinctive identification symbol for a business (logo) 5. A Slogan – a catch phrase or small group of words that are combined in a special way to identify a product or company. See page 360 in text 2

Chap.20 continued Ad Layout – rough draft that show the general arrangement and appearance of a finished ad *Using color in an advertisement – it makes it stand out, but adds an extra expense to the ad *Selecting Typefaces and Type Sizes for Print Advertisements they should be: distinct appropriate large bold Advertising Proof – shows exactly how an ad will appear in print 3

Chap.20 continued Evaluation of an advertisement includes the following steps: - the ad should be bold enough to stand out on a page, even if it is place next to other ads - the overall layout should look clean and uncluttered and should guide the reader through the copy - the typefaces and type sizes should be easy to read and help further develop the image of the company - the signature plate should be apparent and distinctive - the intended message and image projected must be appropriate for the target audience 4