1. Preparing Print Advertisements Chapter 20

5. Don’t let the world slow you down. Set your own pace with the Run-About. Water-Proof 10 colors to choose from Blue-tooth Easy Downloads

6. Don’t let the world slow you down. Set your own pace with the Run-About. Water-Proof 10 colors to choose from Blue-tooth Easy Downloads Headline Copy Illustration/ Picture Signature Slogan

7. Chapter 20 Section 20.1 Essential elements of Advertising

8. Essential Elements of Advertising Objectives Discuss how advertising campaigns are developed Explain the role of an advertising agency Identify the main components of print advertisements Key Terms advertising campaign advertising agencies headline copy illustration clip art signature slogan Marketing Essentials Chapter 20, Section 20.1

9. Ch 20 Sec 1 Essential Elements of Advertising How ad campaigns are developed The creation of advertising headlines The preparation of advertising copy The selection of advertising illustrations The significance of advertising signatures What you’ll learn...

10. The Advertising Agency Advertising agencies work jointly with business clients to develop advertising campaigns. An advertising campaign involves the creation and coordination of a series of advertisements (both broadcast and print) around a particular theme This building on Main Street, designed by Frank Gehry, is the headquarters of Chiat / Day / Mojo, an advertising agency. Its entrance is flanked by a Claes Oldenburg / Coosje van Bruggen binocular sculpture.

12. Advertising Agencies Advertising agencies are independent businesses that specialize in developing ad campaigns and crafting the ads for clients. They do their job by: Setting objectives Developing advertising messages and strategies Completing media plans Selecting media Coordinating related activities Marketing Essentials Chapter 20, Section 20.1

13. Developing Print Advertisements Print ads are very important to most campaigns. They usually contain four key elements 1.Headline 2.Copy 3.Illustrations 4.Signature Each element enhances the overall theme of a product promotion

14. Headline The headline is the saying that gets the readers’ attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad. More than 80% of the people who look at a print ad just read the headlines. A headline provides a benefit to the reader

20. Writing Effective Headlines & Slogans Most are brief – many people cannot take in more than seven words at a time. Every headline/slogan should have a single focus or main idea. Techniques you can use when writing headlines: –A–Alliteration (repeating initial consonant sounds) -- Win with Wireless (Samsung) –P–Paradox (a seeming contradiction that could be true) – It’s an environmental movement all by itself. (Honda Insight) –R–Rhyme – Bounty. The Quicker Picker-Upper –P–Pun ( a humorous use of a word that suggests two or more of its meanings or the meaning of another work similar in sound --Beauty and the Beef (Ball Park Franks) –P–Play on Words – For Soft Babies and Baby Soft Hands

23. Copy The copy is the selling message in a written advertisement. It expands on the information in the headline or the product shown in the illustration. It should be simple and direct It should appeal to the senses Tell the who, what, when, why, where, and how of your product Key words used in copy, such as compare, introducing, now, price, save, easy, and new, establish immediate contact with the reader. It should provide a call to action to shoppers

26. Illustration The photograph or drawing used in a print advertisement. Its primary function is to attract attention It should transmit a total message that would be hard to communicate just with words. (A picture is worth a 1,000 words) Illustrations may show the product, how the product works, and its features.

28. To see how this illustration was created, please click on it.

29. Signature No advertisement is complete without naming its sponsor. The signature, or logotype (logo), is the distinctive identification symbol for a business. Well-designed signatures get instant recognition for a business.

30. Top Ten Advertising Icons 1.The Marlboro Man - Marlboro cigarettesThe Marlboro Man 2.Ronald McDonald - McDonald's restaurantsRonald McDonald 3.The Green Giant - Green Giant vegetablesThe Green Giant 4.Betty Crocker - Betty Crocker food productsBetty Crocker 5.The Energizer Bunny - Eveready Energizer batteriesThe Energizer Bunny 6.The Pillsbury Doughboy - Assorted Pillsbury foodsThe Pillsbury Doughboy 7.Aunt Jemima - Aunt Jemima pancake mixes and syrupAunt Jemima 8.The Michelin Man - Michelin tiresThe Michelin Man 9.Tony the Tiger - Kellogg's Sugar Frosted FlakesTony the Tiger 10.Elsie - Borden dairy productsElsie

32. Signature

33. Slogan May support a firm’s signature A slogan is often added to the four main elements of a print ad Is a catch phrase or small group of words that are combined tin a special way to identify a product or company Remember the Slogan Quiz… The Breakfast of Champions

34. Advertising History Advertising has taken many twists and turns over the years… Lets take a look at some interesting past advertisements: