Chapter
20 of Advertising
Essential
Elements
Print Advertisements
• Section 20.1 Essential Elements of Advertising
• Section 20.2 Advertising Layout
SECTION 20.1 ACTIVITY
To help illustrate your understanding of the
key concepts in this chapter (and teach
others) you will be creating a graphic
organizer.
You will break into groups and be given
specific objectives for your finished product.
You will work together to design and create
your graphic organizer. Finally, your team
will present it to the class, as part of this
lesson’s powerpoint presentation
Essential Elements of Advertising
Key Terms
advertising
campaign
advertising
agencies
headline
copy
illustration
clip art
signature
slogan
Objectives
 Discuss how advertising
campaigns are developed
 Explain the role of an
advertising agency
 Identify the main components
of print advertisements
Marketing Essentials Chapter 20, Section 20.1
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.
The Advertising Campaign
An advertising campaign X is 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 campaign involves the
creation and coordination of a series
of advertisements around a particular
theme.
Marketing Essentials Chapter 20, Section 20.1
Steps To Planning An Integrated
Advertising Campaign
1. Indentify the target audience
2. Determine your marketing objectives
3. Establish the budget
4. Develop the advertising message
5. Select the media
6. Evaluate the campaign
Marketing Essentials Chapter 20, Section 20.1
advertising
agencies
Independent
businesses that
specialize in
developing ad
campaigns and
crafting the ads
for clients.
Advertising agencies X 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
Developing Print Advertisements
Print advertisements have four key elements:
•Headline
•Copy
•Illustrations
•Signature
Some ads also include a company slogan.
Marketing Essentials Chapter 20, Section 20.1
Headline
headline
The phrase or
sentence that
captures the
readers’
attention,
arouses their
interest, and
entices them to
read the rest of
the ad.
The headline X is the phrase or
sentence that attracts the
readers’ attention to a product
or service. A headline should
also lead readers into the ad’s
illustration and make them want
to read the copy.
Marketing Essentials Chapter 20, Section 20.1
Headline
Before writing a headline, a copywriter must
know the needs of the target market, including
matters concerning:
• Price
• Delivery
• Performance
• Reliability
• Service
• Quality
Marketing Essentials Chapter 20, Section 20.1
Headline
Effective headlines are brief. They
identify a benefit of the product or
service and stress those benefits by
making promises, asking questions,
posing challenges, or using testimonials.
Marketing Essentials Chapter 20, Section 20.1
Copy
copy
The selling
message of a
written
advertisement.
The copy X is the selling
message of a written
advertisement. It details
how the product or service
meets the customer needs
identified in the headline.
Marketing Essentials Chapter 20, Section 20.1
Copy
Good copy should:
• Be personal and friendly
• Be simple and direct
• Appeal to the senses
• Answer questions about
the product using facts
• Add desire and urgency to
the ad
• Provide a call to action
Marketing Essentials Chapter 20, Section 20.1
illustration
The photograph,
drawing, or other
graphic elements
used in an
advertisement.
clip art
Images, stock
drawings, and
photographs
used in print
advertisements.
Illustration
The illustration X is the photograph,
drawing, or other graphic elements
used in an advertisement. It should
attract and hold attention and
encourage action. The illustration
should transmit a message that would
be hard to communicate with words
alone.
Clip art X takes the form of images,
stock drawings, and photographs. Clip
art is often used for print
advertisements because it is
inexpensive, quick, and easy to use.
Marketing Essentials Chapter 20, Section 20.1
Illustration
What elements in this
ad entice the viewer
or the reader to take
a look pay attention?
An ad’s illustration
should attract and
hold the reader’s
attention and be
integrated with the
headline.
Marketing Essentials Chapter 20, Section 20.1
Signature
signature
The distinctive
identification for
a business; also
known as
logotype or logo.
slogan
A catchy phrase
or words that
identify a
product or
company.
The signature X, or logotype
(logo), is the distinctive
identification symbol for a
business. A well-designed
signature gets instant
recognition for a business.
A slogan X is a catchy phrase
or words that identify a product
or company.
Marketing Essentials Chapter 20, Section 20.1
Signature
Here are some techniques copywriters use when
developing slogans:
• Alliteration uses repeating initial consonant sounds.
• A paradox is a seeming contradiction that could be
true.
• Rhyme uses rhyming words or phrases.
• A pun is a humorous use of a word that suggests
two or more of its meanings or the meaning of a
similarly-sounding word.
• A play on words cleverly uses words to mean
something else.
Marketing Essentials Chapter 20, Section 20.1
SECTION 20.1 REVIEW
1. Why are headlines considered by
many to be the most important part
of print advertisements?
2. What is the main purpose of
advertising copy?
3. What should illustrations show
about a product?
4. What is the signature in an
advertisement?
Print Ad Challenge