Marketing Essentials
UNIT 6.3 Preparing Print Advertisements
Essential Elements
of Advertising
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Why It's Important
In order to understand how successful
advertising campaigns help sell products,
you need to know how essential
advertising elements are used to develop
effective advertisements.
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
The Advertising Agency
An advertising campaign involves the ________ and
coordination of a series of advertisements around a
particular _______ to promote a product. Advertising
agencies work with businesses to develop advertising
___________.
Slide 1 of 2
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
The Advertising Agency
Full-service agencies perform advertising _______, media election,
_____ development, and ________ for an advertising campaign.
Limited-service agencies specialize in _______ aspect of the
campaign, such as creative services.
In-house agencies provide ____ or ________ advertising services
based upon the size of
the company.
Slide 2 of 2
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Agency Organization
Advertising agencies are usually organized into _____
________ departments:
= client
= creative
= research
= media
Slide 1 of 5
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Agency Organization
Client service departments work with ______ groups
and individual businesses to ________ opportunities for
advertising.
Slide 2 of 5
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Agency Organization
Creative service departments develop the _______
messages and produce the ads. Graphic artists,
__________, commercial designers, and art directors
work together to create advertisements.
Slide 3 of 5
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Agency Organization
Research service departments study the _________
markets. This department helps determine the _______
of message that will have the greatest appeal for a
particular market ____________.
Slide 4 of 5
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Agency Organization
Media service departments ______ clients on their
_____ choices. Budgets $ for television, radio,
newspapers, magazines, and other forms of advertising.
Slide 5 of 5
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
New Models for
Advertising Agencies
Advertising experts predict that the following new models for
advertising agencies will be used in the future:
= creative ___________
= project team _________
= virtual agencies
Slide 1 of 3
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Developing Print
Advertisements
Print advertisements must contain _____ key elements:
= headline
= copy
= illustration
= signature
SOME ads also include the company’s slogan.
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Headline
The _________ is the saying that gets the readers'
attention, arouses their interest by providing a benefit,
and _______ them to read the rest of the ad.
Chapter 20 ■ Preparing Print Advertisements
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Graphic Organizer
Purposes of a Headline
Attract
Readers'
Attention
Lead to the
Illustration
and Copy
Purposes
of a Headline
Provide a
Benefit to
the Reader
Select an
Audience
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Writing Effective Headlines
Effective headlines should:
= be _____ - ______ seven words or less
= be cleverly and effectively ______
= have a _______ focus or main _________
Slide 1 of 2
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Copy
The copy is the _______ ________ in a written
advertisement. It should directly _______ on the
information in the headline or the product shown in the
illustration, and stress the benefits and features of the
product advertised.
Slide 1 of 2
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Illustration
The illustration is the ___________
or ________ used in a print
advertisement. Its primary
function is to attract attention.
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Signature
The ________, or logotype (logo), is the
distinctive identification for a
business.
= In national ads, the signature is the name
of the firm, and sometimes the corporate
symbol and slogan.
= In local ads, the signature usually
includes the business's name, hours,
address, telephone number, or slogan.
Chapter 20 ■ Preparing Print Advertisements
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Essential Elements of Advertising
UNIT 6.3
Slogan
A ________ is a catch phase or small group of words that
are combined in a special way to identify a product or
company.
Chapter 20 ■ Preparing Print Advertisements
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