AD DESIGN The 5 Essential Elements

ADVERTISING DEFINED “Advertising is controlled, identifiable

persuasion by means of mass communication media.”

-Advertising is also any form of non-personal presentation and promotion of ideas, goods or services, by an identified sponsor.

-PAID is the key word here

THE 5 ESSENTIAL ELEMENTS FOR ADS 1. Art or photo and caption2. Benefit headline/Subhead3. Copy (the pitch)4. Close/ Action (the sale)5. Business identification (name, hours,

phone, directions, etc.)

THE ART Can be a drawing, photo or graphic element. Use simple layouts Put caption under photo Get story appeal in your illustration Before/after photos better than words Photos of product most effective selling tool

BENEFIT HEADLINE Grab’s the readers attention and interest Should promise to deliver a benefit, “news”

about the product, or appeal to their curiosity.

Use humor or creativity Use long headlines Use a headline extension (a second headline

or subhead that serves as a bridge that relates the original reader interest idea to the product.)

COPY EXPANDS THE PITCH The presentation and support of product

claims, also called the pitch, is made here. Sell positive benefits in your product. Offer evidence to back up claims Testimonials must be memorable Let them know WHY they NEED this product

CLOSE OR CALL TO ACTION This is the suggestion for action by the

reader Some are indirect Most ads are designed to get the reader to

do something The surest way to get someone to do

something is to ask them Avoid closing with a weak suggestion, like

“see your dealer.” Give some motivation…”limited time only!”

BUSINESS IDENTIFICATION Give business name, address, phone, etc. Use company logos Avoid making the business name your

headline or dominant art.

10 QUESTIONS TO ASK ABOUT YOUR PRODUCT…Will the product/service/idea….1. Make the purchaser feel more important?2. Make the purchaser happier?3. Make the purchaser more comfortable?4. Make the purchaser more prosperous?5. Make the work easier for the purchaser?6. Give the purchaser greater security?7. Make the purchaser more attractive? Or better

liked?8. Give the purchaser some distinction?9. Improve, protect, or maintain the purchaser’s

health?10. Appeal to the purchaser as a bargain?

STEP 1RESEARCH!! -Before an ad can be prepared, you must

gather essential info. How can the product be identified? How much does it cost? How does it compare with the competition?

STEP 2Discover the essential facts about the

prospects (those who would purchase the product) by asking…

Is it used by men and women? What target age group? Does occupation affect the purchase? Income?

THINK AIDAAttention- The ad should first attract the

prospect’s attention.Interest- Create an interest in the product,

service or idea.Desire- Create a desire the reader will want to

fulfill.Action- Tell the reader how to act to fulfill that

desire to purchase the product/service/idea.

5 STEPS TO AD DESIGN Despite the many new media options

available, traditional newspapers are still a great advertising venue for many types of businesses and organizations.

The keys to maximizing your newspaper advertising dollars include ad size, frequency of runs and of course, the design of the ad.

STEP 1:Start with a powerful headline that will attract

the reader's eye to your ad. Use relatively short phrases with action words

related to your promotion. The use of humor, questions, seasonal

references or popular cultural phrases can be effective as long as they are readily understood by your audience.

If the ad is part of an ongoing promotion or one of several used in various media outlets, keep your headlines consistent.

Make sure the headline is presented in a very readable font.

STEP 2:Write a concise presentation of your

promotion, sale or marketing message. Although your newspaper audience is

interested in reading articles, they won't necessarily read your ad.

Make sure the message you are trying to communicate is short and straightforward.

Use bullet points rather than sentences. Highlight or bold recognizable brand names and promotion offerings. Include a call to action such as "call now," "visit

our Web site," or "bring in this coupon."

STEP 3Use black and white space (refers to the blank

(white) area between written characters or graphic regions) effectively.

Because newspapers are mostly words and crowded advertising space, large areas of white or black tend to attract the reader's eye.

Consider using minimal teaser text on larger black or white fields for your entire ad or for your headline area. This will make your ad stand out above others on the page.

STEP 4Choose typefaces and graphics that will

reinforce your brand. Limit your fonts to three at most to give your

ad a clean look. Make sure they are very readable and reflect

the tone of your ad, whether classic and sophisticated or funky and trendy. Consider using elements of your logo or simple

illustrations and photographs that can be repeated through multiple ad runs and media outlets to offer greater brand recognition.

STEP 5Give your logo and contact info the best

placement. Key is BALANCE!....formal vs informal

balance For newspaper ads, that means the bottom

right corner. Because people read from left to right and top to bottom, placing your logo in the lower right will ensure that it is the last thing the reader sees as he scans your ad.

Be sure to include your phone number and Web address with your logo.