Preparing Print
Advertisements
Chapter 20
April 8, 2015
• Pick up handouts
(Transition is one per group)
–Complete transition in groups of three
to four
–Save your campaign, and present
ideas to class
• Get textbook
• Be prepared for notes on Chapter 20
• Turn in Class Work:
Chapter 19 Internet Activity
Chapter 20 Transition
In groups of three to four:
• You are the creative department of an advertising agency:
• You are to develop an idea for an ad-campaign for a new
MP3 player geared toward the youth market
1. Suggest a name for the product
2. Develop ideas for a photo or illustration for the ad
3. Write appropriate copy and Headline
4. Develop a catchy slogan & Company Signature
• Save to your computer as:
transition 20-1-filastname
• Use PowerPoint to create your display ad
Chapter 20 Transition
In groups of three to four:
• You are the creative department of an advertising agency:
• You are to develop an idea for an ad-campaign for a new
MP3 player geared toward the youth market
1. Suggest a name for the product
2. Develop ideas for a photo or illustration for the ad
3. Write appropriate copy and Headline
4. Develop a catchy slogan & Company Signature
• Save to your computer as:
transition 20-1-filastname
• Use PowerPoint to create your display ad
Don’t let the world slow you down.
Set your own pace with the Run-About.
Water-Proof
10 colors to choose from
Blue-tooth
Easy Downloads
Chapter 20 Transition
In groups of three to four:
• You are the creative department of an advertising agency:
• You are to develop an idea for an ad-campaign for a new
MP3 player geared toward the youth market
1. Suggest a name for the product
2. Develop ideas for a photo or illustration for the ad
3. Write appropriate copy and Headline
4. Develop a catchy slogan & Company Signature
• Save to your computer as:
transition 20-1-filastname
• Use PowerPoint to create your display ad
Headline
Don’t let the world slow you down.
Set your own pace with the Run-About.
Copy
Illustration/
Picture
Slogan
Signature
Water-Proof
10 colors to choose from
Blue-tooth
Easy Downloads
Chapter 20
Section 20.1
Essential elements of Advertising
Key Terms
advertising
campaign
advertising
agencies
headline
copy
illustration
clip art
signature
slogan
Essential Elements of
Advertising
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
Marketing: Promotion Unit Standards
• 4.0 TECHNOLOGY
– Students know how to use contemporary and emerging
technological resources in diverse and changing personal,
community, and workplace environments
• 5.0 PROBLEM SOLVING & CRITICAL THINKING
– Students understand how to create alternative solutions by using
critical and creative thinking skills, such as logical reasoning,
analytical thinking, and problem-solving techniques
• 8.0 ETHICS & LEGAL RESPONSIBILITY
– Students understand professional, ethical, and legal behavior
consistent with applicable laws, regulations, and organizational
norms
• 9.0 LEADERSHIP & TEAMWORK
– Students understand effective leadership styles, key concepts of
group dynamics, team and individual decision making, the benefits
of workforce diversity, and conflict resolution
Marketing Unit 6 –Standards
• Math Standards –
– Number Sense: 1.1 Analyze problems by identifying relationships,
distinguishing relevant from irrelevant information, identifying mission
information, sequencing and prioritizing information, and observing
patterns.
– Algebra 1: 13.0 Students add, subtract, multiply, and divide rational
expressions and functions. Students solve both computationally and
conceptually challenging problems by using these techniques.
• History/Social Science
– 12.1.3 Identify the difference between monetary and nonmonetary
incentives and how changes in incentives cause changes in behavior
• 2.0 Communications
– Students understand the principles of effective oral, written, and
multimedia communication in a variety of formats and contexts.
• 3.0 CAREER PLANNING & MANAGEMENT
– Students understand how to make effective decisions, use career
information, and manage personal career plans:
Ch 20 Sec 1 Essential Elements of Advertising
What you’ll learn . . .
•
•
•
•
•
How ad campaigns are developed
The creation of advertising headlines
The preparation of advertising copy
The selection of advertising illustrations
The significance of advertising signatures
The Advertising Agency
• Advertising agencies
work jointly with business
clients to develop
advertising campaigns.
• An advertising campaign
involves the creation and
coordination of a series of
advertisements (both
broadcast and print)
around a particular theme
This building on Main Street, designed by Frank
Gehry, is the headquarters of Chiat / Day / Mojo,
an advertising agency. Its entrance is flanked by a
Claes Oldenburg / Coosje van Bruggen binocular
sculpture.
Advertising Agencies
 Advertising agencies 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 ads are very important to most
campaigns.
• They usually contain four key elements
1. Headline
2. Copy
3. Illustrations
4. Signature
• Each element enhances the overall theme
of a product promotion
Headline
• The headline is the saying
that gets the readers’
attention, arouses their
interest by providing a benefit,
and leads them to read the
rest of the ad.
• More than 80% of the people
who look at a print ad just read
the headlines.
• A headline provides a benefit
to the reader
Writing Effective Headlines & Slogans
• Most are brief – many people cannot take in more than seven
words at a time.
• Every headline/slogan should have a single focus or main
idea.
• Techniques you can use when writing headlines:
– Alliteration (repeating initial consonant sounds) -- Win with
Wireless (Samsung)
– Paradox (a seeming contradiction that could be true) – It’s
an environmental movement all by itself. (Honda Insight)
– Rhyme – Bounty. The Quicker Picker-Upper
– Pun ( a humorous use of a word that suggests two or more
of its meanings or the meaning of another work similar in
sound --Beauty and the Beef (Ball Park Franks)
– Play on Words – For Soft Babies and Baby Soft Hands
Copy
• The copy is the selling message in a written
advertisement.
• It expands on the information in the headline or the
product shown in the illustration.
• It should be simple and direct
• It should appeal to the senses
• Tell the who, what, when, why, where, and how of your
product
• Key words used in copy, such as compare, introducing,
now, price, save, easy, and new, establish immediate
contact with the reader.
• It should provide a call to action to shoppers
Illustration
• The photograph or drawing
used in a print advertisement.
• Its primary function is to
attract attention
• It should transmit a total
message that would be hard
to communicate just with
words. (A picture is worth a
1,000 words)
• Illustrations may show the
product, how the product
works, and its features.
To see how this
illustration was
created, please click
on it.
Signature
• No advertisement is complete
without naming its sponsor.
• The signature, or logotype
(logo), is the distinctive
identification symbol for a
business.
• Well-designed signatures get
instant recognition for a
business.
Top Ten Advertising Icons
1. The Marlboro Man - Marlboro cigarettes
2. Ronald McDonald - McDonald's restaurants
3. The Green Giant - Green Giant vegetables
4. Betty Crocker - Betty Crocker food products
5. The Energizer Bunny - Eveready Energizer batteries
6. The Pillsbury Doughboy - Assorted Pillsbury foods
7. Aunt Jemima - Aunt Jemima pancake mixes and syrup
8. The Michelin Man - Michelin tires
9. Tony the Tiger - Kellogg's Sugar Frosted Flakes
10. Elsie - Borden dairy products
Signature
Slogan
• May support a firm’s signature
• A slogan is often added to the four
main elements of a print ad
• Is a catch phrase or small group
of words that are combined tin a
special way to identify a product or
company
The Breakfast of Champions
Remember the Slogan Quiz…
Advertising History
• Advertising has
taken many twists
and turns over the
years…
• Lets take a look at
some interesting
past advertisements:
Chapter 20
Section 20.2
Advertising Layout
April 8, 2015
• In groups of 2 to 4:
– Make up 5 slogans for the same or different
products
– Each slogan should use a different copywriting
technique:
1. Alliteration
2. Paradox
For an example of each,
Refer to page 428 in your text
3. Rhyme
& page 2 of your note packets
4. Pun
5. Play on words
• Save to your folder as: Slogans-filastname
• Get out your note-guides from Monday
Writing Effective Headlines & Slogans
• Most are brief – many people cannot take in more than seven
words at a time.
• Every headline/slogan should have a single focus or main
idea.
• Techniques you can use when writing headlines:
– Alliteration (repeating initial consonant sounds) -- Win with
Wireless (Samsung)
– Paradox (a seeming contradiction that could be true) – It’s
an environmental movement all by itself. (Honda Insight)
– Rhyme – Bounty. The Quicker Picker-Upper
– Pun ( a humorous use of a word that suggests two or more
of its meanings or the meaning of another work similar in
sound --Beauty and the Beef (Ball Park Franks)
– Play on Words – For Soft Babies and Baby Soft Hands
April 8, 2015
• In groups of 2 to 4:
– Make up 5 slogans for the same or different
products
– Each slogan should use a different copywriting
technique:
1. Alliteration
2. Paradox
For an example of each,
Refer to page 428 in your text
3. Rhyme
& page 2 of your note packets
4. Pun
5. Play on words
• Save to your folder as: Slogans-filastname
• Get out your note-guides from Monday
Popular Ad Slogans
•
•
•
•
•
Reach out and touch someone. - AT&T
Please don't squeeze the Charmin – Charmin
Snap, Crackle, Pop - Rice Krispies
Where's the beef? - Wendy's
Plop, plop; fizz, fizz; oh, what a relief it is. –
Alka Seltzer
• Finger lickin' good. - Kentucky Fried Chicken
• Because you’re worth it. - L'Oreal
• It's everywhere you want to be – VISA
Key Terms
ad layout
advertising
proof
Advertising Layout
Objectives
 Explain the principles of preparing an ad
layout
 List advantages and disadvantages of
using color in advertising
 Describe how typefaces and sizes add
variety and emphasis to print
advertisements
Marketing Essentials Chapter 20, Section 20.2
Developing Print Advertising Layouts
 An ad layout is a sketch that shows the
general arrangement and appearance of a
finished ad.
 It clearly indicates the position of the:
•Headline
•Illustration
•Copy
•Signature
Marketing Essentials Chapter 20, Section 20.2
Components of Effective Ad Layouts
 Ad layouts should be prepared in exactly the
same size as the final advertisement.
 The illustrations should grab attention through
size, humor, or dramatic content.
 Ads that feature large visuals (60 to 70 percent
of the total ad) are the best attention-getters.
 The best ads contain a focal point and lines of
force that guide the viewer through the copy.
 One technique is to create a Z layout. The
reader’s eye will follow the path of the Z.
Marketing Essentials Chapter 20, Section 20.2
Using Color In Print Advertisements
 A color ad is usually more realistic and
visually appealing and commands the
reader’s attention more than a black-andwhite ad does.
 Although color ads are more expensive
than two-color (usually black and another
color) ads, studies have also shown
that color ads are usually more costeffective than two-color ads because
of their increased response rates.
Marketing Essentials Chapter 20, Section 20.2
Selecting Typefaces and Type Sizes for
Print Advertisements
 The look and
appearance of the
type is called the
typeface.
 A complete set of
letters in a specific
size and typeface is
called a font.
Marketing Essentials Chapter 20, Section 20.2
Selecting Typefaces and Type Sizes for
Print Advertisements
 A serif font has short crosslines at the upper and lower
ends of the letters
 Times Roman, Garamond and Palatino are
commonly used serif fonts
 Sans serif fonts do not have crosslines.
 Arial, Helvetica, and Albertus are common
sans serif fonts.
 The appearance of the typeface affects the
entire character of an advertisement.
 It is important that the font is large enough
to read.
Marketing Essentials Chapter 20, Section 20.2
Checking Advertising Proofs
 When advertisements are first created, an
advertising proof is developed.
 It shows exactly how an ad will appear
in print.
 To evaluate a proof, an advertiser will
consider these criteria:
•The ad should be bold enough to stand
out next to other ads.
•The layout should look clean and
uncluttered and should guide the reader
through the copy.
Marketing Essentials Chapter 20, Section 20.2
Ad Proof
Checking Advertising Proofs
•The font needs to be easy to read and
help to emphasize the company’s
message.
•The signature should be apparent and
distinctive.
•The intended message and image
projected must be appropriate for the
target audience.
Marketing Essentials Chapter 20, Section 20.2
Chapter 20 Class Work
• Textbook:
– Page 428, 1 – 3
– Page 433, 1 – 4
– Page 435, 11 – 17
• Workbook:
– Page 169 – 170
– Save to your folder as:
Advertising
Marketing-CW Ch-20-filastname
• Next Week:
– Tuesday May 10: Chapter 20 Activity Packet
– Thursday May 12: Unit 6 Exam (Ch. 17 – 20)