2 Objectives Identify the elements of a print advertisement. Describe how ads are developedCreate advertising headlinesPrepare advertising copySelect advertising illustrationsExplain the significance of a signature
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 audienceDetermine objectivesEstablish the budgetDevelop the messageSelect the mediaEvaluate 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, ILPrivate 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 objectivesDeveloping advertising messages and strategiesCompleting media plansSelecting mediaCoordinating related activitiesIncluding sales promotion and public relations
8 Advertising AgenciesLarger advertising agencies employ specialists such as:CopywritersGraphic artistsMedia expertsMarketing researchersLegal advisorsLimited-service agencies specialize in one aspect of the campaign.
9 Developing Print Advertisements Print advertisements must contain certain essential elements:HeadlineCopyIllustrationsSignature*Some advertisementsalso include slogans
11 Developing Print Advertisements To communicate successfully and ad must:Attract attentionArouse interestCreate desireProduce actionEach of an adskey parts mustbe coordinatedwith the others
12 HeadlineThe 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 soundsRuffles have ridgesParadox—a seeming contradiction that could be trueIt will fill you up, but it won’t weigh you down.RhymeBounty…The Quicker Thicker Picker Upper
14 Slogan TechniquesPun—a humorous use of a word that suggests two or more of its meaning or the meaning of another word similar in soundEvery Litter Bit HurtsPlay on wordsFor Soft Babies and Baby Soft Hands
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 headlineExamples:PRIDE AND JOYIntroducing Kids of Color from Playskool13 Hour SaleHudson’s Great Savings Storewide!
19 Headline Facts More than 80% of the people who look at print advertisements just read theheadlines.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 HeadlinesHeadlines 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 directVary from a few words to several paragraphsGet 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 interestBuild preference for the productGive your copy news value by providing specific informationTell 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 WordsTodayAct NowBefore it’s too lateWithout delay
26 Illustration Photograph or Drawing Primary functions are: Attract attentionArouse desire to buyEncourage a purchase decision for the advertised productShould tie into the headline and copyShould 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 productHow the product worksThe advantages of owning the productThe safety features of the productThe possible uses for the productThe need for the productThe 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 DrawingsShow a part of a product that the reader would not normally see.Cutaway drawing of such productsas cars, equipment, and tools.
30 Clip ArtStock 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 firmAddressTelephone numberInternet AddressBusiness hoursSlogan (catch phrase, smallgroup of words)A well designed signaturegets instant recognition fora business.Should be easy to remember
32 Best Cell Phone International Advertising ElementsHurry!HeadlineIllustrationCopySignatureCell PhoneThis phone is the best. It has all the latest features.FeatureGet yours now!Best Cell Phone International