Preparing Print Advertisements
Chapter 20
Objectives
1.
2.
3.
4.
5.
6.
Identify the elements of a print
advertisement.
Describe how ads are
developed
Create advertising headlines
Prepare advertising copy
Select advertising illustrations
Explain the significance of a
signature
Vocabulary
 Advertising campaign
 Advertising agencies
 Headline
 Copy
 Illustration
 Clip art
 Signature
 Slogan
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.
Steps to plan an integrated advertising
campaign:
1. Identify the target audience
2. Determine objectives
3. Establish the budget
4. Develop the message
5. Select the media
6. Evaluate the campaign
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, IL
 Private Company
Incorporated: 1935
Employees: 6,950
Billings: $5.4 billion worldwide (1996)
58,703,886 (2010)
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 objectives
 Developing advertising messages and strategies
 Completing media plans
 Selecting media
 Coordinating related activities
 Including sales promotion and public relations
Advertising Agencies
 Larger advertising agencies employ specialists such
as:
 Copywriters
 Graphic artists
 Media experts
 Marketing researchers
 Legal advisors
 Limited-service agencies specialize in one aspect of
the campaign.
Developing Print Advertisements
 Print advertisements
must contain certain
essential elements:
1. Headline
2. Copy
3. Illustrations
4. Signature
*Some advertisements
also include slogans
1. Headline
3. Illustration
2. Copy
4. Signature
5. Slogan
Developing Print Advertisements
To communicate successfully and ad must:
 Attract attention
 Arouse interest
Each of an ads
key parts must
 Create desire
be coordinated
with the others
 Produce action
Headline
 The 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.
Slogans Techniques
 Alliteration—Repeating
initial consonant sounds
 Ruffles have ridges
 Paradox—a seeming
contradiction that could be true
 It will fill you up, but it won’t
weigh you down.
 Rhyme
 Bounty…The Quicker Thicker
Picker Upper
Slogan Techniques
 Pun—a humorous use of a word that suggests two or more of its
meaning or the meaning of another word similar in sound
 Every Litter Bit Hurts
 Play on words
 For Soft Babies and Baby Soft Hands
Slogan Examples
Need Help with a Slogan?
www.sloganmaker.com
Sublines
 Clarify or expand on the main idea
expressed in the headline.
 Usually found in smaller type close to
the headline
 Examples:
PRIDE AND JOY
Introducing Kids of Color from Playskool
13 Hour Sale
Hudson’s Great Savings Storewide!
Attention
Getters
New
Product
Coming
Soon!
OPEN HOUSE
Book
Signing
Event
Headline Facts
 More than 80% of the people who look
at print advertisements just read the
headlines.
 You need to create a powerful headline!
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.
2. Use one or more of the 3 most powerful words –
new, now, and free!
1.
FREE
Powerful Headlines
Headlines should be directed to
the reader and appeal to the selfinterest of the potential customer.
2. Make your headline long enough to
include one product feature.
3. Arouse the readers’ curiosity by
promising something—a free
offer, more miles per gallon,
better service, etc.
4. Use simple language and everyone
will understand your message.
1.
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 direct
 Vary from a few words to
several paragraphs
 Get the message across.
 Appeal to the senses—
customer should see, hear,
touch, taste and/or even
smell a product
Copy Techniques
 Establish contact with the reader
 Create awareness
 Arouse interest
 Build preference for the product
 Give your copy news value by providing specific
information
 Tell 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
Copy Key Words
 Compare
 Introducing
 Now
 Price
 Save
 Easy
 New
Establish immediate contact
with the reader
Copy Action Words
 Today
 Act Now
 Before it’s too late
 Without delay
Illustration
 Photograph or Drawing
 Primary functions are:
 Attract attention
 Arouse desire to buy
 Encourage a purchase decision
for the advertised product
 Should tie into the headline and
copy
 Should lead the potential
customer to read at least the
first sentence of the copy.
Illustration (Photograph, Drawing, Clip Art)
 Usually the first thing a reader sees
in the ad.
 Illustrations should show:
1. The features of the product
2. How the product works
3. The advantages of owning the
product
4. The safety features of the product
5. The possible uses for the product
6. The need for the product
7. The image associated with the
product, such as prestige, status, or
leisure
Photographs
 Ideal when a sense of reality is necessary.
 Clothing, cosmetics, jewelry, furniture, or
stereos.
Drawings
 Show a part of a product that the reader
would not normally see.
 Cutaway drawing of such products
as cars, equipment, and tools.
Clip Art
 Stock drawings, photographs, headlines clipped
from a printed sheet and pasted onto an
advertisement.
 Inexpensive, quick, and easy to use
Signature (logo)
 The sponsor completes the ad.
 Distinctive identification symbol
for a business.
 Name of the firm
 Address
 Telephone number
 Internet Address
 Business hours
 Slogan (catch phrase, small
group of words)
 A well designed signature
gets instant recognition for
a business.
 Should be easy to remember
Advertising Elements
1. Headline
2. Illustration
3. Copy
4. Signature
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