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Preparing Print Advertisements

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Presentation on theme: "Preparing Print Advertisements"— Presentation transcript:

1 Preparing Print Advertisements
Chapter 20

2 Objectives Identify the elements of a print advertisement.
Describe how ads are developed Create advertising headlines Prepare advertising copy Select advertising illustrations Explain the significance of a signature

3 Vocabulary Advertising campaign Advertising agencies Headline Copy
Illustration Clip art Signature Slogan

4 The Advertising Campaign
A group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company. An integrated advertising campaign involves the creation and coordination of a series of advertisements around a particular theme.

5 Steps to plan an integrated advertising campaign:
Identify the target audience Determine objectives Establish the budget Develop the message Select the media Evaluate the campaign

6 The Advertising Agency
Companies that exist solely to help clients sell their products. There are about 10,000 such agencies in the United States, employing 100,000 people. Most are located in New York City, Chicago, and Los Angeles. Leo Burnett—Chicago, IL Private Company Incorporated: Employees: 6,950 Billings: $5.4 billion worldwide (1996) 58,703,886 (2010)

7 The Advertising Agency
Advertising Agencies are independent businesses that specialize in developing ad campaigns and crafting the ads for clients. Full-service agencies plan the entire advertising campaign by: Setting objectives Developing advertising messages and strategies Completing media plans Selecting media Coordinating related activities Including sales promotion and public relations

8 Advertising Agencies Larger advertising agencies employ specialists such as: Copywriters Graphic artists Media experts Marketing researchers Legal advisors Limited-service agencies specialize in one aspect of the campaign.

9 Developing Print Advertisements
Print advertisements must contain certain essential elements: Headline Copy Illustrations Signature *Some advertisements also include slogans

10 1. Headline 3. Illustration 2. Copy 4. Signature 5. Slogan

11 Developing Print Advertisements
To communicate successfully and ad must: Attract attention Arouse interest Create desire Produce action Each of an ads key parts must be coordinated with the others

12 Headline The phrase, sentence, lettering, slogan, or saying that attracts the readers’ attention, arouses their interest, and leads them to read the rest of the ad for a particular product or service. Responsible for 70% to 80% of the sales’ effectiveness. Must be attention getters, or the advertisement may not be read.

13 Slogans Techniques Rhyme
Alliteration—Repeating initial consonant sounds Ruffles have ridges Paradox—a seeming contradiction that could be true It will fill you up, but it won’t weigh you down. Rhyme Bounty…The Quicker Thicker Picker Upper

14 Slogan Techniques Pun—a humorous use of a word that suggests two or more of its meaning or the meaning of another word similar in sound Every Litter Bit Hurts Play on words For Soft Babies and Baby Soft Hands

15 Slogan Examples

16 Need Help with a Slogan?

17 Sublines PRIDE AND JOY 13 Hour Sale
Clarify or expand on the main idea expressed in the headline. Usually found in smaller type close to the headline Examples: PRIDE AND JOY Introducing Kids of Color from Playskool 13 Hour Sale Hudson’s Great Savings Storewide!

18 New Product Coming Soon!
Attention Getters New Product Coming Soon! OPEN HOUSE Book Signing Event

19 Headline Facts More than 80% of the people who look
at print advertisements just read the headlines. You need to create a powerful headline!

20 FREE Powerful Headlines Single focus, or main idea.
Before writing the headline, try to sum up the main idea in a single sentence. This technique will help you remain focused on the subject and thus produce a headline with impact. Use one or more of the 3 most powerful words – new, now, and free! FREE

21 Powerful Headlines Headlines should be directed to the reader and appeal to the self- interest of the potential customer. Make your headline long enough to include one product feature. Arouse the readers’ curiosity by promising something—a free offer, more miles per gallon, better service, etc. Use simple language and everyone will understand your message.

22 Copy The copy is the selling message in a written advertisement.
Expand on the information in the headline or product shown in the illustration. Simple and direct Vary from a few words to several paragraphs Get the message across. Appeal to the senses— customer should see, hear, touch, taste and/or even smell a product

23 Copy Techniques Establish contact with the reader Create awareness
Arouse interest Build preference for the product Give your copy news value by providing specific information Tell the who, what, when, why, where, and how of your product. Facts about your product are more powerful than claims. Use histories, statistics, performance figures, dates, and quotes from experts

24 Copy Key Words Compare Introducing Now Price Save Easy New
Establish immediate contact with the reader

25 Copy Action Words Today Act Now Before it’s too late Without delay

26 Illustration Photograph or Drawing Primary functions are:
Attract attention Arouse desire to buy Encourage a purchase decision for the advertised product Should tie into the headline and copy Should lead the potential customer to read at least the first sentence of the copy.

27 Illustration (Photograph, Drawing, Clip Art)
Usually the first thing a reader sees in the ad. Illustrations should show: The features of the product How the product works The advantages of owning the product The safety features of the product The possible uses for the product The need for the product The image associated with the product, such as prestige, status, or leisure

28 Photographs Ideal when a sense of reality is necessary.
Clothing, cosmetics, jewelry, furniture, or stereos.

29 Drawings Show a part of a product that the reader would not normally see. Cutaway drawing of such products as cars, equipment, and tools.

30 Clip Art Stock drawings, photographs, headlines clipped from a printed sheet and pasted onto an advertisement. Inexpensive, quick, and easy to use

31 Signature (logo) The sponsor completes the ad.
Distinctive identification symbol for a business. Name of the firm Address Telephone number Internet Address Business hours Slogan (catch phrase, small group of words) A well designed signature gets instant recognition for a business. Should be easy to remember

32 Best Cell Phone International
Advertising Elements Hurry! Headline Illustration Copy Signature Cell Phone This phone is the best. It has all the latest features. Feature Get yours now! Best Cell Phone International

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