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Print AdvertisementsChapter 20
20.1
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Elements of Advertising
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The Advertising Campaign
• A group of advertisements, commercials, and related promotional materials and activities.
• Designed to meet specific company goals
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Important steps
1. Identify the target audience
2.Determine objectives - Increasing brand awareness.
3.Establish the budget
4.Develop the message
5.Select the media
6.Evaluate the campaign
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Advertising Agencies
• Independent business that specialize in developing ad campaigns.
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Types of Advertising Agencies
• Full-Service- Full Service handle all aspects
• Limited-Services- Specialize in one aspect of the campaign
• Virtual – Online advertisements
• Creative Boutique- Helps a business with the creative parts, then outsources
• Project Team – Provides research, copywriting, creative execution
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Developing Print Advertisements
• Logotype- a graphic or symbol; represents a company, brand or an organization
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Name the Company
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Slogan- Catch Phrase (can also be headline)
Headline- Phrase or sentence, which captures the readers’ attention
Signature- logo, symbol of the business
Disclosures- terms and conditions. All the small print
Copy- represents the selling message in the ad
Illustration- can be decorative, or showing how the product works
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Copy
• Six key tips to writing a effective copy
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Copy
1. Should be conversational and written in a personal, friendly style. Use familiar language
2. Simple and Direct; Should show the customer how using the product will solve their problems
3. Customer should be able to sense; see, hear, touch, taste & smell product
4. Tells the: Who, What, Where, When & why
5. Generates interest
6. Should provide a call to action
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Slogan
• A catch phrase or words that identify a product or a company
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Types of Slogan
• Alliteration- Uses repeating initial consonant sounds
• Welcome to the World Wide Wow (AOL)
• Paradox- A statement that is seeming contradiction that could be true
• The taste you love to hate (Listerine Mouthwash)
• Rhyme- Slogans using rhyming words or phrases
• Give a hoot, don’t pollute (United states Forest Service)
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Types of Slogans Continued
• Pun- A humorous use of a word that suggests tw0 or more meanings of its meaning
• Time to Re-Tire (Fisk Tires)
• Play on Words- Cleverly uses words to mean something else
• Let your fingers do the walking (Yellow Pages)
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Advertising LayoutChapter 20.2
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Print ad Layout
• Ad Layout- a sketch that shows the general arrangement and appearance of a finished ad
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Elements of Advertisements
• Layout
• Color
• Typeface
• Typesize
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Layout
• Single-visual
• Top-heavy
• Illustrated
• Z
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Color
• More realistic
• Visually appealing
• Add readership
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Typeface
• Large, bold for shouting
• Small, light for whispering
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Advertising Proof
• Advertising Proof- The final rendering prior to an advertisement being approved.