ADVERTISING
PRODUCT
Goal of selling the item being
promoted
INSTITUTIONAL
Goal of developing goodwill or a
positive image
ADVERTISING

Paid communication

Sponsor is identified

Advertisers control
where the message
is seen and heard
and how often
repeated

Average person
exposed to over
2000 ads per week
GOALS OF ADVERTISING
TYPES OF MEDIA FOR ADS
 PRINT
 BROADCAST
 INTERNET
PRINT ADVERTISING

Newspapers

Magazines

Direct Mail

Outdoor Advertising

Stadium Signage
4 ELEMENTS OF PRINT AD
1.
Headline
2.
Copy
3.
Illustration
4.
Signature
HEADLINE
•
•
•
•
•
•
Phrase or sentence that attracts attention
Must convince reader to continue reading the
ad
Research show most effective include words
such as you, your, how, and new
Be brief- seven words or less
Stress benefits- make a promise, ask a
questions, pose a challenge or use
testimonial
Develop with needs of target market in mindbased on research
CREATIVE HEADLINES
•
Use Twists on Familiar Sayings:
Morton Salt- “When it Rains is Pours”
IBM- “I think, therefore IBM”
•
Use Opposites:
Clairol- “Does She or Doesn’t She?”
Fiat Strada- “Handbuilt by Robots”
COPY
•
•
•
Sells the message
Details how product
or service meets
the need identified
in the headline
Based on objective
of ad campaign(i.e.
introduce, attract
new customers,
sales to existing
customers
ILLUSTRATION




Photo or drawing or
other graphic
elements
Attract and hold
attention
Encourage action
Along with headline,
should motivate
reader to continue
reading the ad
SIGNATURE




Also called logotype
or logo
Distinctive
identification symbol
for a business
Should get instant
recognition
Slogan- catchy free
to identify product
or company
FOUR ELEMENTS OF PRINT AD
Signature
Illustration
Copy
Headline
Let’s Grade These Ads
A
B
C
D
F
CLASS PROJECT
•Select a company/product
•Create a print ad:
•All four elements of a print ad must
be included
•The ad must be:
•completed in an attractive manner
•presented as a proto-type to an ad
agency
•Email to hvandyke@lcps.org