1. Preparing Print Advertisements
Chapter 21
Part I

2. Advertising Agencies-companies that exist solely to help clients sell their products
Four types of services they provide:
Client services -looks at client needs, creates advertising plans and coordinates advertising with other promotion activities
Creative services -develop the messages and produce the ads
Research services -studies target markets, attitudes of customers & their buying behavior
Media services -advises on media choices

3. Cooperative advertising
An arrangement where advertising is paid for by both a manufacturer & a local advertiser
The manufacturer usually pays 50% of the cost of placing the ads
Retailer sign a contract with the manufacturer that gives the specific conditions for advertising

4. Developing print ads Four parts
headline
copy
illustration
signature
All must be coordinated to arouse interest, attract attention, create desire, and produce action (buying)

5. Headlines-lettering, slogan, or saying that gets the reader’s attention & leads them to read the rest of the ad
Must be attention getter, responsible for 70-80% of the effectiveness of the sale
Sometimes they have a subheadline to clarify or expand the main idea
Usually stress one primary benefit
Should be 7 words or less
Successful ads use familiar sayings with a twist, opposites, news, shock, questioning or arouse curiosity

6. Headlines Techniques alliteration-Ruffles have Ridges
paradox-It will fill you up without weighing you down
rhyme-The Quicker, picker, upper
pun-Hair to Dye for
play on words-For soft babies and baby soft hands

7. Headlines Brief, fewer than 7 words
Attract readers with the three most powerful words--new, now and free
Direct at reader and appeal to their self-interest
Long enough to feature one benefit
Arouse curiosity by promising something
Use simple language

8. Copy-the selling message in a written ad
Simple and direct
Should appeal to the senses
Can be written for education or as a conversation
Establish contact with the reader, create awareness, arouse interest, build preference for the product
Give copy news value by providing specific information

9. Copy
Use key words such as compare, introducing, now, price, save, easy, and new
Write in the active voice
Use warm, personal language and expressions familiar to your audience
Ask for action

10. Illustration-photograph or drawing used in a print ad
Primary function is to attract attention, arouse a desire to buy, and encourage a purchase decision
Should show:
features of product •need for product
how product works • possible uses
advantages of owning product
safety features
image associated with the product

11. Illustration Photograph-when sense of reality is needed
Drawings-used to show parts of a product not normally seen
Photos-sharp and clear with good contrast
Clip art(stock drawing/photographs that aren’t copyrighted) is inexpensive, quick and easy
Lines of force-guide reader to copy through illustration

12. Signature-distinctive identification symbol for a business
In national ads it is the name of the firm
In a local ad it usually includes the business, name, address, phone number, business hours & slogan(catch phrase or small group that are combined to create an ad message)
Well-designed signature gets instant recognition, should be easy to remember
Often used with slogans to create a distinct image for the company

13. Developing Print Ad Layouts(rough draft that shows general arrangement)
Usually you will only need a rough draft for the printer. Follow these guidelines:
Should be the exact same size as the final layout
Illustrations should be large enough to show all product features
Ad should appear uncluttered and make use of white space
Image should be appropriate for target audience
The typeface should be easy to read and appropriate

14. Using Color in Print Ads
Use of color in advertisements can increase the reading of copy by as much as 80% in newspapers
Full color ads are usually more cost effective than two color ads (black + one color)
Adding each color can increase the cost of an ad as much as 35%

15. Selecting Typefaces and Sizes
Appropriate for your business and the target audience
Typeface and size can affect the way a reader feels about an advertisement
You should use one typeface for headlines and prices and another for copy.
Add variety by using different type sizes and using italics and boldface

16. Checking Ad Proofs- shows exactly how the ad will appear when printed
Evaluate based on the following:
Is the ad bold enough to stand out?
Does the headline arouse interest?
Is the illustration large enough?
Is the signature apparent and distinctive?
Is the copy simple, direct and understandable?
Does the layout guide the reader through the copy?
Is the ad uncluttered & easy to read?
Does it portray the intended image & is image appropriate for audience??