CH. 20 PRINT ADVERTISEMENTS
20.1 Essential Elements
of Advertising
PRELIM ASSIGNMENT—WORKING FOR AN
AD AGENCY
Without opening your text, use the half sheet of
paper to develop & create a graphic sketch of a
Magazine Print Advertisement for a favorite
product of yours
 You may select an item that currently has a print
advertising campaign but make your
advertisement is an original work (do not try and
sketch an exact advertisement out of a magazine)
 As you are developing your ad think of all the
similarities you find in print advertisements and
try to include all necessary elements

20_1 ESSENTIAL ELEMENTS OF
ADVERTISING
Successful advertising
campaigns include
essential elements to help
sell products and services.
I. ADVERTISING CAMPAIGN
Advertising campaign  A
group of advertisements,
commercials, and related
promotional materials and
activities that are designed
as a part or a coordinated
advertising plan to meet the
specific goals of a company
STEPS TO PLANNING AN
ADVERTISING CAMPAIGN
1.
2.
3.
4.
5.
6.
Identify the target
audience
Determine objectives
Establish the budget
Develop the message
Select the media
Evaluate the campaign
A. ADVERTISING AGENCIES
Advertising
agencies 
Independent businesses that
specialize in developing ad
campaigns and crafting the ads
for clients
Limited-service agencies –
specialize in one aspect of the
campaign (ex. creative services,
media planning, buying, etc.)
B. NEW MODELS FOR
ADVERTISING AGENCIES
Creative
boutique – develops
the message and copy but
outsources the design &
production
Project team agencies –
provide copywriting, creative
execution, & media placement
Virtual agencies – one person
organizes many experienced
freelancers
II. DEVELOPING PRINT
ADVERTISEMENTS
A. HEADLINE
Headline
 The phrase
or sentence that captures
the readers’ attention,
arouses their interest, and
entices them to read the
rest of the ad
WRITING EFFECTIVE
HEADLINES
Must identify a benefit of the
product or service.
 promise
 asking
a question
 posing a challenge
 using a testimonial
People cannot process more
than seven words at one time.
B. COPY
Copy
 The selling message of
a written advertisement
Should be based on the
objectives for an advertising
campaign:
introduce new product
build an image
attract new customers
answer inquiries
generate sales

TIPS FOR A SUCCESSFUL COPY
Copy
should be written in a
personal/friendly manner
Keep it simple and direct
Should appeal to the senses
Should tell the who, what, when,
where, why, and how of your
product
Add desire and urgency
Should provide a personal call to
action
C. ILLUSTRATION
Illustration  The
photograph, drawing, or
other graphic elements used
in an advertisement
1. Sources for Illustrations
Clip art  Images, stock
drawings, and photographs
used in print advertisements
D. SIGNATURE
Signature  The
distinctive identification
for a business; also known
as a logotype or logo
1. SLOGAN
Slogan  A catchy phrase or words that
identify a product or company
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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 another word similar in sound
A play on words cleverly uses words to mean
something else