1. L AYOUT OF A PRINT ADVERT

2. Layout of a print ad is extremely important Goal of advertising is to make people take some action It is not possible if the idea has not been effectively laid out on a print advert

3. A NATOMY OF ADVERTS Artwork Artwork Photographs, drawings, and graphic embellishments are a key visual element of many types of ads. Some ads may have only a single visual while others might have several pictures. Even text-only ads might have some graphics in the form of decorative bullets or borders. When included with visuals the caption is one of the first things most readers look at after the visual. It's not in all ads but it is an option that gives the advertiser one more chance to grab the reader. borderscaption Titles Titles The main headline may be the strongest element of the ad or it may be secondary to a strong visual. Some ads may have subheads and other title elements as well. Just making it larger isn't enough, headlines should be well-written to get the readers' attention.main headline

4. Body The copy is the main text of the ad. Some ads may take a minimalist approach, a line or two or a single paragraph. Other ads may be quite text- heavy with paragraphs of information, possibly arranged in columns newspaper style. While the words are the most important part of the copy, visual elements such as indentation, pull-quotes, bullet lists, and creative kerning and tracking can help to organize and emphasize the message of the body of the ad. copypull-quoteskerning and tracking

5. Contact The contact or signature of an ad may appear anywhere in the ad although it is usually near the bottom. It consists of one or more of: signature Logo Advertiser Name Address Phone Number Map or Driving Directions Web Site Address.

6. Extras Some print ads may have additional special elements such as an attached business reply envelope, tear-out portion with a coupon, product samplecoupon

7. When readers look at your ad what do they see first? Research indicates that readers typically look at: Visual Caption Headline Copy Signature Signature (Advertisers name, contact information) One method of making sure your ad gets read is to arrange elements in that order, top to bottom. However, your ad should also lead with its strongest element. Sometimes the visual may be secondary to the headline. In that case you may decide to put the headline first. A caption may not be necessary at all times and often you'll want to include additional elements such as secondary illustrations or a coupon box.

8. Z Layout Think of the letter Z on the page. The things you want the reader to see first place them on the top of the Z. Reason being that the eye usually follows a Z pattern. At the end of the Z you could place the signature as that is where the eye normally gravitates to. Signature is advertiser’s name and contact information asking the customer/audience to take action by visiting the outlet, website or way to get to your product/service.

9. Single Visual Layout Although it is possible to use multiple illustrations in a single advertisement, one of the simplest and perhaps most powerful layouts use one strong visual combined with a strong (usually short) headline plus additional text.

10. Illustrated Layout Use photos or other illustrations in an ad to: show the product in use show the results of using the product or service illustrate complicated concepts or technical issues grab attention through humor, size, dramatic content

11. Top Heavy Layout Lead the reader's eye by placing the image in the upper half to two-thirds of the space or on the left side of the space, with a strong headline before or after the visual, and then the supporting text.

12. B ASIC AD LAYOUT Visual at the top of the page. If you are using a photo, bleed it to the edge of the page or ad space for maximum impact. For photos, place a descriptive caption below. Put your headline next. Follow with your main ad copy. Consider a drop cap as a lead-in to help draw the reader into the copy.drop cap Place your contact information ( signature ) in the lower right corner. That's generally the last place a reader's eye gravitates to when reading an ad.

13. C OUPON VARIATION CouponsCoupons attract attention and can increase response to your ad. Even just the appearance of a coupon - using the familiar dashed line around a portion of your ad - can have the same effect. The illustration on this page is the basic Ogilvy ad layout design but with copy in a three-column format and the addition of a coupon in the outside corner. Make additional changes to this ad layout by changing the margins, fonts, leading, size of the initial cap, size of the visual, and changing the column layout. Experiment with different coupon styles.

14. Visual at the top of the page. Caption below photo. Headline next. Place main ad copy in first two columns of a three-column grid. Place your contact information ( signature ) at the bottom of the middle column. In the third column put a coupon or a faux coupon. Placing the coupon in the outside corner of your ad makes it easier to clip out.

15. H EADLINE FIRST VARIATION Sometimes the headline carries more weight than the visual. The illustration on this page is the basic Ogilvy ad layout design but with copy in a two-column format and the headline moved above the visual. Use this variation when the headline is the more important element of the message. For more variation try changing the margins, fonts, leading, size of the initial cap, size of the visual, and altering the column layout in this ad layout.

16. Headline first. When your headline packs a bigger punch or is more important than the photo, put it up top to grab the reader first. Visual next. Caption below photo. Place main ad copy in two columns. Place your contact information ( signature ) at the bottom of the second column in the lower right corner.

17. H EADLINE RIGHT VARIATION Illustrated on this page is the basic Ogilvy design but with copy in a two-column format and the headline moved to the right side of the visual. This ad layout format equalizes the visual and headline as well as makes more room for longer headlines or vertical images. To further customize the look of this ad layout, change the margins, fonts, leading, size of the initial cap, size of the visual, and alter the column layout. You might try a headline left variation if the photo orientation is more suitable to that arrangement.

18. Visual first, to the left. If the visual lends itself to a more vertical arrangement or if you want to equalize the importance of the visual and headline, try this. Headline next, to the right of visual. When you break your headline up into several lines like this, you'll probably want to avoid headlines that are too long. Caption below photo. Place main ad copy in two columns. You might want to use a drop cap as a lead-in. Place your contact information ( signature ) at the bottom of the second column in the lower right corner.