1. Create Your Own Print Ad Dan Lunney – Design 11

2. The 8 Steps to Creating Print Ads Communication Objective Communication Objective Target Audience Target Audience Format Format Develop the Concept Develop the Concept The Visual The Visual The Headline The Headline The Copy The Copy Mistakes to Avoid Mistakes to Avoid

3. Communication Objective This is the most important step This is the most important step It sets the stage to develop the entire ad It sets the stage to develop the entire ad The key element “What is your message?” The key element “What is your message?” Example: “Nike: Just Do It!” Example: “Nike: Just Do It!” Your entire ad should focus on this objective Your entire ad should focus on this objective

4. Target Audience Who is the message for? Who is the message for? What age group? Or demographic? What age group? Or demographic? Examples: children, teens, high income earners, athletes, etc. Examples: children, teens, high income earners, athletes, etc.

5. Format Poster Poster Flyer Flyer Newspaper ad Newspaper ad Pamphlet Pamphlet Magazine Magazine

6. Develop the Concept The main idea to express in the ad The main idea to express in the ad Good concepts can be used in other similar ads Good concepts can be used in other similar ads The concept includes the Heading (title), the visual (picture) and the copy (other text) The concept includes the Heading (title), the visual (picture) and the copy (other text)

7. The Visual Should be interesting Should be interesting Should be relevant Should be relevant Should be at least half of the space used for the ad Should be at least half of the space used for the ad

8. The Headline Keep it short, sweet and to the point so people will read it Keep it short, sweet and to the point so people will read it Make it memorable so it will stick in people’s minds Make it memorable so it will stick in people’s minds Example: “Just Do It!” - from Nike ads Example: “Just Do It!” - from Nike ads

9. The Copy Copy is other words on the page to further explain things in or about the ad Copy is other words on the page to further explain things in or about the ad It may include facts or definitions It may include facts or definitions It may be the main point you are trying to get across It may be the main point you are trying to get across

10. Mistakes to Avoid Avoid clutter – less is more Avoid clutter – less is more Avoid chaos and confusions – keep it simple Avoid chaos and confusions – keep it simple Keep the message clear – people shouldn’t have to guess what it is about Keep the message clear – people shouldn’t have to guess what it is about NEVER have spelling mistakes – they will become the focus of the ad and take away from your objective NEVER have spelling mistakes – they will become the focus of the ad and take away from your objective

11. Heading Image Copy

12. Heading Image Copy