Components of a Print Advertisement 1 2 3

Components of a Print Advertisement 1. 2. 3. 4 5. Headline Subheadline Body Copy Illustration Signature All elements must blend together so that the elements of balance, unity, and flow are established. 1 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Attracting Attention Headlines have five times the readership of body copy. They must grab your attention. Promise Ø Curiosity Ø Question Ø News Ø Command Ø 2 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Subheadlines The subheadline is a transitional statement between the headline and the body copy. It begins to explain the promise. It moves the reader to the body copy. 3 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Body Copy Informative prose that elaborates on the central theme. Body copy provides proof of promise or product claims. How much body copy is needed is always an issue. 4 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Signature Often referred to as a tagline, the signature usually includes a slogan and logo. The purpose of the signature is to: 1. Summarize central theme 2. Position product in customer’s mind 5 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Achieving Distinctiveness in Design Some factors to consider include: • Balance, unity, and flow • Colour and contrast • Size • Bleeds • Artwork versus photography • White space • Clarity and simplicity 6 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Types of Layouts ü Poster ü Vertical Split ü Horizontal Split ü Multiple Illustration ü Long Copy ü Insert Layout 7 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Design Considerations for Outdoor ü Identification of brand name is critical ü Extensions grab attention ü Bold colour and contrast ü Simple, clear, easy-to-read fonts 8 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Design Considerations for Transit Interior: • Passengers are trapped; communications can be detailed. • Contrast, and clear, easy-to-read copy is essential. Exterior: • Often viewed from angles; bold type, punchy copy lines and simplicity are essential. 9 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Point-of-Purchase P-O-P encourages impulse buying and last minute choices among brands. Display materials must provide: ü Impact ü Identification ü Information ü Imagery 10 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Design Considerations for Direct Mail ü Grab reader’s attention ü Personalize mailing ü Include complete presentation ü Include multiple pieces in mailing 11 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Designing Television Commercials Storyboard Renderings of a finished commercial in a television-frame format with appropriate copy to show what a commercial will look like. Clients approve campaign proposals on the basis of a storyboard. 12 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Creative Considerations for Television ü Unity ü Integration of Audio and Video ü Special Effects ü Pace ü Live Action / Animation 13 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Television Execution Choosing the right format to dramatize the message is important. Ø Demonstrations Ø Narratives Ø Testimonials and Endorsements 14 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Television Production Stages Production involves four separate stages: 1. Obtaining Cost Quotations 2. Pre-production 3. Production 4. Post-production 15 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Direct Response Television (DRTV) An infomercial presents in more detail the benefits of a brand encourages immediate action. Infomercials tend to be repetitive and consumers interact with them through 1 -800 numbers and the Internet. 16 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Creative Considerations for Radio Grabbing attention quickly is crucial as listeners “tune out” ads. ü Mention brand name often ü Focus on one significant idea ü Use sound effects to create visual images ü Be positive and upbeat 17 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Radio Commercials Ø Musical Ø Slice-of-life Ø Straight Announcement Ø Personality Announcement 18 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Designing Banner Ads The goal is to get people to click on a banner. Some tips for improving response include: • Choose words wisely • Choose right colours • Offer an incentive • Consider animation • Add some humour • Size helps • Be specific • Change frequently 19 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.

Web Site Design Information on the Net should be interesting, useful and compelling. If the experience isn’t enjoyable, they won’t be back. ü Have a focused concept ü Have a consistent look ü Keep scrolling simple ü Clarity of graphics ü Plan for expansion 20 Canadian Advertising in Action, 6 th ed. Keith J. Tuckwell © 2003 Pearson Education Canada Inc.