1. 5.00 UNDERSTAND PROMOTION
5.01 Understand the use of an advertisement’s components to communicate with targeted audiences.  

2. Advertising
Define the following terms: headline, illustration, identification, copy, layout, and white space.
Headline – The attention grabbing copy at the top of the ad
Illustration – Any picture or drawing put into the ad
Identification – Clearly shows the company name and/or logo
Copy – wording in the ad
Layout – Where each of the parts of the ad are positioned
White space – Empty areas of the ad, used to help emphasize other parts of the ad

3. Advertising
The basic Ogilvy ad layout: visual, caption, headline, copy, signature
Illustration © J. Bear

4. Advertising Explain the purpose of each element in an advertisement.
Print advertisements must contain four key elements, which include headline, copy, illustrations, and signature.
Text (headline, copy) – information in word form
Visuals (illustrations) – information as pictures or artwork
Signature - Logotype (logo) symbol used to distinctly identify a business

5. Advertising Describe the purpose of an ad’s layout.
Catch the eye of the reader
Encourage the person to read and act
Identify approaches businesses can use with headlines to achieve the ad’s objectives.
Many experts consider headlines the most important part of the advertisement
Attract readers' attention, select an audience, provide a benefit to the reader, and lead to the illustration and copy

6. Advertising
Explain ways businesses can use illustrations in advertisements to focus reader’s attention on the product.
Its primary function is to attract attention and to encourage a purchase of the advertised product
The illustration should transmit a total message that would be hard to communicate just with words

7. Advertising
Describe copy techniques that businesses can use to create desire for a product in a print advertisement.
copy is the written selling message
directly expands on the information in the headline or the product shown in the illustration
simple and direct
can vary from, a few words to several paragraphs

8. Advertising
Identify types of information contained in the identification element of advertisements.
Clearly identifies the company
Logotype (logo) symbol
Consists of one or more of the following:
Logo
Advertiser Name
Address
Phone Number
Map or Driving Directions
Web Site Address

9. Advertisement
Discuss the impact of color on an advertisement’s message.
Colors carry subliminal messages (sets a mood)
Grabs attention
Hints at the product (think of the theme of a movie)
Supports the brand

10. Advertisement
Explain how the image/art used in an advertisement can support or detract from an ad’s message/product being sold.
Overpower the product
No clear connection to the product
Set a mood that encourages the customer to act (buy) – smiling people using the product

11. Advertisement
Discuss how the copy should coordinate with the headline.
Matching or complementary fonts
Supports the message of the headline
Describe how white space affects the elements of advertisements.
White space is the absence of content
Its effective use it can greatly add to the content of both photos and text
The goal is to present the text in a readable and economical format
Sales are promoted through quick visual summaries made using a visual code in which white space plays a dominant part

12. Advertisement
Explain how the consistent use of design across media helps to promote brand identity.
An easy to recognize logo, use of color and fonts helps the customer know the brand (New polar bear Coke)
Discuss the role of typography in creating brand identity.
Fonts become recognizable and connected to a brand
Describe the impact of layout in creating brand identity.
The look of the ad can remind the customer of your brand
Explain the importance of coordinating an ad’s style with its other elements.
Effective branding requires close coordination of all the parts of a promotion campaign