Preparing Print Advertisements Chapter 20 The Advertising Campaign

Preparing Print Advertisements Chapter 20

The Advertising Campaign Definition n n Is a group of advertisements, commercials, and related promotional materials and activities Designed as part of a coordinated advertising plan to meet the specific goals of a company

Advertising Campaign Steps a. b. c. d. e. f. Identify the target audience Determine objectives Establish the budget Develop the message Select the media Evaluate the campaign

Advertising Agency Independent businesses that specialize in developing ad campaigns and creating the ads for clients. Different types of agencies: from fullservice to limited-service agencies

Elements of Advertising Describe the Different Types of Advertising Agencies The Advertising Campaign

Elements of Advertising The Advertising Campaign New Models for Advertising Agencies Creative Boutiques Project Team Agencies Virtual Agencies

Elements of Print Advertisements Headline n Copy n Illustration n Signature n

Headline Definition n Phrase or sentence that attracts the readers’ attention Grab attention fast and hold it Leads to illustration and copy

Powerful Headlines n n n a single focus or main idea Use one or more of the three most powerful words in advertising – new, now, and free 7 word maximum

Copy n n Is the selling message of a written advertisement Details how the product or service meets the customer needs

Copy a. b. c. d. Conversation form and written in a personal friendly manner Simple and direct Appeal to the senses Tell the who-what, when, where, why and how of your product e. f. Add desire and urgency – “new”, “improved” “introducing”, “save” and “easy” A personal call to action now or in the near future

Illustration n n Photograph or drawing used in a print ad Primary function: attract and hold attention Arouse a desire to buy Encourage a purchase decision n n Tie into the headline and copy Photographs for a sense of reality Drawings for parts of a product that the consumer can not see Use clip art Contain three lines of force

Illustrations should show n n The features of the product How the product works The advantages of owning the product The safety features of the product n n n The possible uses for the product The need for the product An image associated with the product – prestige, status, or leisure

Signature n n Logotype (logo) – the distinctive identification symbol for a business Name of the advertiser(may include address, phone number and business hours) Provides instant recognition for the business Slogans used with the signature to create a distinct image for the company, its products or it mission

Slogan n n Is a catchy phrase or words that identify a product or company Supports the company’s signature

Slogan Techniques n n n Alliteration – repeating initial consonant sounds Paradox – seeming contradiction that could be true Rhyme Pun – a humorous use of a word that suggests two or more of its meanings Play on Words-cleverly uses words to mean something else

Alliteration: WELCOME TO THE WORLD WIDE WOW (aol) Paradox: The taste you love to hate (listerine) Rhyme: Give a hoot, don’t pollute (US Forest Service) Pun: Best glue in the joint Boo’s Knit Wit Qui Enterprises Play on Words: When it rains, it pours When it pours, it reigns (Michelin) Carl’s Pane in the Glass (glass/window service in Texas)

THINK ABOUT IT AND DISCUSS Explain why a headline is an important part of a print ad. Describe what illustrations should show about a product. Generate a slogan for a product you use and explain the literary device you used.

Developing Print Advertising Layouts n n Ad layout – is a sketch that show the general arrangement and appearance of a finished ad Indicates the position of the headline, illustration, copy and signature

1. Components of effective ad layouts n n prepare in exactly the same size as the final advertisement Illustrations large enough to show the product in use and grab attention through size, humor or dramatic content Contain a focal point Z layout—Dominant item on top, follow Z pattern

2. Using color in print advertisements n n More realistic and visually appealing – commands reader’s attention Increase readership by 80% in newspaper Increases effectiveness but also increases cost Select colors for your product and target market

3. Selecting typefaces and type sizes for print ads n n n Select styles and type sizes that are distinctive appropriate for business and target audience Typeface – the look and appearance of the type

Advertising Layout Facts About the Elements of Advertisements

4. Checking advertising proofs Advertising Proof: Shows exactly how an ad will appear in print. n Is the ad bold enough to stand out on a page? n Does headline arouse interest? n Is the signature obvious and distinctive? n Typeface & type size easy to read, send the correct image? n Is it appropriate for target audience?

Advertising Layout Criteria an advertiser should use in reviewing and checking advertising proofs.