Print Advertisements

Advertising Campaign

• Group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet a company's specific goals

Integrated Advertising

• Creation and coordination of a series of advertisements around a particular theme

Planning An Integrated Campaign

• Identify the target audience
• Determine objectives
• Establish the budget
• Develop the message
• Select the media
• Evaluate the campaign

Advertising Agencies

• Independent businesses that specialize in developing ad campaigns and creating ads for clients

Full-Service Agencies

• Plan the entire ad campaign
• Set objectives
• Develop advertising messages and strategies
• Complete media plans
• Select media and coordinated related activities
• Creates sales promotions
• Employ: copywriters, graphic artists, media experts, marketing researchers, and legal advisors

Limited-Service Agencies

• Specialize in one aspect of the campaign
• Experts in particular area
• Examples: Internet Advertising or foreign markets

New Models For Agencies

• Creative Boutique: specialized service agency that helps businesses with creative production
• Develops the message and copy but outsources the design and production

New Models For Agencies

• Project Team: Provide copy writing, creative execution and media placement without the overhead of using an agency

New Models For Agencies

• Virtual Agency: one individual coordinates the work of a network of experienced freelancers
• Freelancers sell work by the hour, day, or job
• Low overhead costs

Parts of an Advertisement

• Headline
• Copy
• Illustrations
• Signature
• Slogan

Headline

• The phrase or sentence that attracts the readers attention to a particular product or service
• Headlines must:
• Grab attention
• Hold attention
• Convince the reader to read the ad by leading to the illustration

Effective Headlines

• Must be aligned with the needs of the target audience
• Must identify benefits of a product or service
• Must identify how the product or service meets a consumer need

Effective Headlines

• Effective headlines are brief (less than 7 words)
• Effective headlines may:
• Make promises
• Ask questions
• Pose challenges
• Use testimonials

Copy

• Selling message of a written advertisement
• Details how the product or service meets the customers needs mentioned in the headline
• Must be aligned with the business objectives for the advertising campaign

Effective Copy

• Should viewed as a conversation and be personal in manner
• Must be simple and direct
• Ranges from a few words to several paragraphs
• Should be an educational tool

Effective Copy

• Should appeal to the senses through the use of descriptive adjectives and action words
• Should relate the who, when, where, why, and how of the product/service to the reader
• Convey facts, statistics, performance figures, dates and quotes from experts

Effective Copy

• Arouse interest, encourage awareness, and create desire and and urgency:
• Wording like new, improved, introducing, save, and easy
• Personal call to action
• Wording like last chance, limited supply, special, or bonus offer

Illustration

• Photograph, drawing or other graphic elements used in an advertisement
• Functions to attract and hold attention and to encourage action
• Should integrate the headline and copy
• Transmit a message that words alone cannot

Effective Illustrations

• Show how a product works
• Project desired image or benefits of product usage
• Can highlight important product features

Sources of Illustration

• Clip Art: illustrations in the form of images, stock drawings, and photographs
• Inexpensive, quick and easy to use

Signature

• Distinctive identification symbol for a business
• Also called a logotype
• Should be instantly recognizable
• Can include: business's name telephone number, business hours, or slogan

Slogan

• Catchy phrase or words that identify a product or company
• Attracts attention
• Arouses interest in the company
• Identifies the firm

Effective Slogan

• Use alliteration or repeating initial consonants
• Example: "World Wide Wow" (AOL)
• Paradox or seeming contradiction
• Example: Listerine "The taste you love to hate"

Untitled Slide

• Rhyme
• Example: "Give a hoot, don't pollute" (US Forest Services)
• Puns or a humorous use of words that suggest two or more meanings
• Example: "Ciao Down" (Burger King)
• Play on words
• Example: "Let your fingers do the walking" (Yellow Pages)

Ad Layout

• Sketch that shows the general arrangement and appearance of a finished ad
• Clearly indicates the position of the headline, illustration, copy, and signature

Effective Ad Layouts

• Should be prepared in the same size as the final ad
• Illustrations should be large enough grab attention and show the product in use
• Contain a focal point
• Contain lines of force that guide the reader to the copy and through illustrations

Z Layout

• Most dominant item at top of z (usually headline)
• Place copy on the line going down
• Signature and call to action on the bottom of the z

Color in Advertisements

• Color is more realistic and appealing than black and white ads
• Higher response rates for color ads
• Higher cost for full-color ads

Color in Advertisements

• Select appropriate colors for your target audience
• Must be sensitive to cultural differences associated with color

Selecting Typeface

• Must be distinctive and appropriate for target audience
• Sans serif type are simple and easy to read because they don't have crosslines
• Examples: Arial, Helvetica, and Futura
• Serif fonts have crosslines
• Example: Time New Roman

Selecting Typeface

• Large bold type is usually chosen for headlines
• Smaller type for copy
• Emphasis can be created using different sizes, italics, boldface, and combinations of capital and lowercase letters

Advertising Proofs

• A representation of an ad that shows exactly how it will appear in print
• usually in a digital format for ease of editing and cost

Ad Evaluation

• The ad is bold enough to stand out on the page
• Layout should be clean and uncluttered
• The layout should guide the reader through the copy
• The typeface and types sizes are easy to read and emphasize the message

Ad Evaluation

• The signature is apparent and distinctive
• The intended message and image projected are appropriate for the target aduience