PRINT AD
SERM #68
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
PRINT ADVERTISING
• Newspapers
• Magazines
• Direct Mail
• Outdoor Advertising
• Station Posters- Transit
• Stadium Signage
FOUR ELEMENTS OF PRINT AD
• Headline
• Copy
• Illustration
• Signature
Can You Identify the Four Elements of
This Print Ad?
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 mind- based on research
COPY
• Sells the message
• Details how product or
service meets the need
identified in the headline
• Based on objective of ad
campaign
• Introduce/attract new
customers
• Sells to existing customers
ILLUSTRATION
• Photo, 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
CREATE A PRINT AD
1. Select a company and product related to the SER industry
2. Create a print ad for this company and product
3. On the back of the ad that you turn in, write the following:
• Target market:
• Identify the need that the ad is targeting:
• All four elements of a print ad must be included using the tips from this
PPT and other information that you research on the Internet regarding
how to create an effective print advertisement.
• The ad must be completed in an attractive manner that would be
presented as a proto-type to an ad agency who would then complete
the work for you.