elements of advertising

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Essential Elements of Advertising

Elements of Print AdvertisementsElements of Print Advertisements



Developing Print Advertisements

Print advertisements have four key elements:

Headline Copy

Illustrations

Signature

Slogan



Headline

The headline is the phrase or sentence thatattracts the readers¶ attention to a product or

service.

A headline should also lead readers into the ad¶sillustration and make them want to read the copy .

headline

The phrase orsentence thatcaptures thereaders¶

attention,arouses theirinterest, andentices them toread the rest of the ad.



Headline

Before writing a headline, a copywriter must knowthe needs of the target market, including matters

concerning:

Price

Delivery

Performance

Reliability

Service

Quality



Headline

Effective headlines are brief .

They identify a benefit of the product or serviceand stress those benefits by making promises,

asking questions, posing challenges, or usingtesti monials.

Three essential adv ertising wor d s guar anteed toattr ac t attention:

New! Now! Free!



Functions of Headline

The prime function of the headline is to gain immediateattention.

Sometimes the headline is expected to do this job alone. Moreoften it works hand in hand with the illustration or other visualelements.

A second function of most headlines is to lure readers into thetext.

Not only does the headline attract and select but it invites the

readers to step in and stay a while. Instead of telling the whole story it tells just enough to arouse

interest.



Types of Headline Direct headlines: Direct headlines are straight forward and informative. It tellspeople whether the message is in line with their predispositions.

Indirect headlines: If the appeal of the product is not very strong use indirectheadlines.

Combination headlines: Combination headlines seek to combine the virtues of direct and indirect headlines.

New headlines: These types of headlines can be most effective of all where theproduct or service had something new to provide for the consumers.

³How to´ headlines: It can be either direct or indirect. In this type of headline thewords ³how to´ can be implied as well as spelled out.

Question headlines: A question headline is more provocative if it carries someinteresting information or a stimulating idea.

Command headlines: A command headline polity ³orders´ the reader to dosomething.



Headline Length

There is no ideal length for a headline. It should use thewords necessary to accomplish its job-no more, no less.



Characteristics of a Good Headline

Headings should have an immediate impact on the readers.

It should include some promise of reward either direct orindirect.

It should be understandable at a glance because people will notspend time trying to figure out what your are saying.

Headlines should be specific and to the point. It should not begeneral and applicable to any product.

It should be co-ordinates with other element of the

advertisement.

No rule says to include a headline in every advertisement. If some other element can fulfill its functions more effectively byall means omit the head.



Subheads

Often advertisements have only one headline.

Some have several of these one is usually the main

headline and the others subordinate.

Subheads serve several purposes e.g. a writer whoexpresses a provocative thought in his main headline

may want to expand on that thought in a subhead

directly following.



Copy

The copy is the selling message of a writtenadvertisement.

It details how the product or service meets thecustomer needs identified in the headline.

Good copy should:

Be personal and friendly

Be simple and direct

Appeal to the senses

copy

The sellingmessage of awrittenadvertisement.



Copy

Answer questions about theproduct using facts

Add desire and urgency to the ad

Provide a personal call to actionnow or in the near future

An ad should use simple anddirect copy to motivate thereader to try the product orservice.



Copy Policy

³A copy policy is a diagram or blueprint of a number of pieces

of copy that are to be written´. It should explain the following:

To whom the copy is addressed any why?

What media are being used?

The exact purpose of this piece of copy.

The points that are to be made and the sequence inwhich they are to be made.



Functions of Copy

The copy must arouse interest.

It must provide believable information that is easy tounderstand and likely to what desire to won the product.

It must compel the readers to see the product and to tryit out or at least accept the image the writer haspresented.



Rules for copy writing

Gain a through understanding of the consumers to whom the message is to be addressed.

State what consumers want to hear.

Know the language of the reader and talk to him in his won language.

Stress on one appeal preferably.

Do not talk too many things.

Employ the present tense.

Be specific.

Avoid fine writing write simply.

Make sure that the copy is readily understandable to consumers at the first instance.

Break the copy into paragraphs not only for the purpose of conveying the message properlybut for easy reading also.

Make no untrue statements or statements which are likely to be doubted by readers.

Brevity is the best gift of copy.

Say maximum in the minimum space.

Thoughts should be conveyed properly.

Make the copy interesting which will lead the readers to read rest of the body text.

Use short rather than long words wherever possible but do not discard the long word if itreflects your meaning more exactly.

Copy should be timely relevant crispy and juicy.



Classifications of Copy

Copy can be classified into following types:

Reason Why Copy

Humorous Copy

Descriptive Copy Testimonial Copy

Straight Copy

Dialogue Copy

Narrative Copy



Reason Why Copy

Any copy that features a reward in the headline or illustration and explainswhy it is true is called reason why copy. Advertising should always giveconsumers a reason to buy the product.

The reason why approach is more common in print than in broadcast

advertising.

In print readers can proceed at their own speed from headline to copy .Inthe broadcast media the speed is controlled by the sender.



Humorous Copy

Advertisement can be made more appealing by a touch of humour. Humorous copy may have the following generalizations:

(a) Humorous messages attract attention.

(b) Humorous messages may detrimentally affect comprehension.

(c) Humour may distract the audience yielding a reduction incounter-argumentations.

(d) Humour tends to enhance source credibility.

(e) Humour should be related to the target audience.

(f) A humorous context may increase liking for the source andcreate a positive mood.



Descriptive Copy

When copy includes description of the product or service andthe description becomes the major focus of the advertisementthe copy is called descriptive.

This happens when the appearance of the product or reward itpromises needs strong emphasis in the copy to make it clear toprospective buyers.



Testimonial Copy

Advertisers tend to prefer celebrities who are widely knowneasily recognized well liked and who have not endorsed a widevariety of products.

The principal advantage of using celebrities is their ability to

attract immediate attention.

It generally includes the testimony of the quality/authenticity of the product.



Straight Copy Straight copy has very straight message.

It identifies the needs of the people you call it in simple words.



Dialogue Copy

When two or more persons are shown communicating with oneanother and solving their problems is called a dialogue copy.

Dialogue should be well written should be interestingconvincing and persuasive.

Poor dialogue is dull and unnatural dialogue is unconvincing.



Narrative Copy

The story is the main in the narrative copy.

Among the common forms of narrative copy are the short story thepicture and caption and the comic strip.



Illu

strationThe illustration is the photograph, drawing, orother graphic elements used in an advertisement.

It should attract and hold attention and encourageaction.

The illustration should transmit a message thatwould be hard to communicate with words alone.

Clip art takes the form of images, stock drawings,

and photographs.Clip art is often used for print advertisementsbecause it is inexpensive, quick, and easy to use.

illustration

The photograph,drawing, or othergraphic elementsused in an

advertisement.

clip art

Images, stockdrawings, andphotographsused in print

advertisements.



Illustration

What elements in this ad attractthe viewer or the reader to take a

look pay attention?

An ad¶s illustration shouldattract and hold the reader¶sattention and be integratedwith the headline.



Functions of Illustration

They attract the attention of the desired targetaudience.

They communicate a relevant idea quickly andeffectively.

They interest the audience in the headlines and copy.

They help make the advertisement more believable.

To make an illustration selective you must make sureit has some relevance to your product or to the copy.

This should be clear to the readers when they firstnote the advertisement or when they read the copy.



Characteristics of Illustration

The best illustrations usually have a simplicity thatmakes it easy for the reader to get the point.

It should be chosen with singleness of purpose.

The most interesting picture will be the one readers canidentify with themselves or their own problems andneeds.

The illustrations should be believable so that the readers

accept the rest of the advertisement.



Kinds of

Illu

strations Illustrations are commonly classified both on the basis of

(a) subject matter and

(b) technique used.



Subject-wise Classification

The illustrations can be classified subject- wise in thefollowing way:

The product itself.

Part of the product. The product ready for use. The product in use. The product being tested. Differentiating features of the product.

Consumer reward as a result of using the product. Effect on the consumer of not using the product. Testimonial for the product.



Technique- wise ClassificationThe two basic illustrative techniques available to the advertiser arephotographs and artwork.

Photographs: It is appropriate that a new product be announced by aphotograph we associate realism and authenticity with photographs.

Photographs are used extensively in industrial and trade publications sothat the technicians who read them will learn what the products look likeand how they will perform.

Artwork: Original art work is often used to create a desired mood. If some product feature is to be exaggerated or if a mood of warmth or coolness or sophistication is sought a skilful artist is engaged.

Artwork tends to cost more than photography. Artwork helps to makecartoons and diagrams cartoons represent a quality of homour.



Signat

u

re

The signature, or logotype (logo), is thedistinctive identification symbol for a business.

A well-designed signature gets instant recognitionfor a business.

signature

The distinctiveidentification fora business; alsoknown as

logotype or logo.



Making of a Slogan or Jingle

Once the catchy slogan or jingle becomes popular, it furtherleads to brand recognition and services as a reminder for thetarget audiences.

A lot of effort goes into brainstorming and creating anadvertising slogan / tag line / jingle for a brand / product.

The creative tag line must fall in place and gel with the overallmarketing efforts and corporate identity of the brand beingadvertised and promoted.



Examples

A few popular - radio jingles, advertising slogans and tag lines

Gagan Vanaspati - "K hao Gag an, R aho M ag an"

Complan - "I'm A Compl an Boy - I'm A Compl an Gir l!"

Tomato Ketchup - "K et c hu p Hog a K add oo Bhar a, I sme K add oo N ahi Z ar a"

LijjatP

apad - "K harr am K hurr

am, K hurr

am K h

arr am - M

az eda

r Laz

eda

r Sw aad

Sw aaad

Mein Lijj at Lijj at P a pad "

Nirma Detergent - " Nir ma Detergent Tikiy a - I ski Jhaag Ne J ad u K ar Diy a - P aani Mein

R ah K ar Bhi Ye K am Gal e Dheron K a pd e Dhoye Aur Zy ada Chal e"

Hawkins Pressure Cookers - " H awkins K i Seetee Ba ji, K husboo Hi K hushboo U d i,

M az edar Laz edar K hana H ai T ayyey ar - Murg Musaal am, Mutt ar P aneer, K heer Aur Dum

Al oo"

Mentos - " Di maag K i Batti Z al a De"

Sprite - " C l ear H ai !"

Coke - " Thanda M at l ab Coca-Col a" , " Piyo sar utha ke"

Saffola - " Abhi to main j aw an hoon"



S

ignatu

reA slogan is a catchy phrase or words that identify a

product or com pany .

Here are some techniques copywriters use whendeveloping slogans:

Alliteration uses repeating initial consonantsounds.

A paradox is a seeming contradiction that couldbe true.

Rhyme uses rhyming words or phrases.

A pun is a humorous use of a word that suggeststwo or more of its meanings or the meaning of asimilarly-sounding word.

A play on words cleverly uses words to meansomething else.

slogan

A catchy phraseor words thatidentify aproduct or

company.



Advertising Layout

Objectives

y Explain the principles of preparing an adlayout

y List advantages and disadvantages of using color in advertising

y Describe how typefaces and sizes addvariety and emphasis to printadvertisements

Key Terms

ad layout

advertisingproof



Developing Print AdvertisingLayouts

An ad layout is a sketch that shows the generalarrangement and appearance of a finished ad.

It clearly indicates the position of the:

Headline

Illustration

Copy

Signature

ad layout

A sketch thatshows thegeneralarrangement and

appearance of afinished ad.



Components of Effective Ad Layouts

Ad layouts should be prepared in exactly the samesize as the final advertisement.

The illustrations should grab attentionthrough size, humor, or dramatic content.

Ads that feature large visuals (60 to 70% of thetotal ad) are the best attention-getters.

The best ads contain a focal point and lines of force that guide the viewer through the copy.

One technique is to create a Z layout. The

reader¶s eye will follow the path of the Z.



Z Layout

The reader¶s eye will follow the pathof the Z.

Place important items or those youwant the reader to see first along thetop of the Z.

The eye normally follows the path of the Z, so place your "call to action"at the end of the Z.



Using Color In Print Advertisements

A color ad is usually more realistic and visually appealing and commands thereader¶s attention more than a black-and-white ad does.

Although color ads are more expensivethan two-color (usually black andanother color) ads, studies have alsoshown that color ads are usually more

cost-effective than two-color adsbecause of their increased responserates.



Using Color In Print Advertisements

Be sure to choose colors appropriate to the mood of your ad.

Also, consider the fact that colors have different meanings in different cultures.



Selecting Typefaces and Type Sizesfor Print Advertisements

The look and appearance of the type is called thetypeface.

A complete set of letters in a specific size andtypeface is called a font.



Selecting Typefaces and Type Sizesfor Print Advertisements

A serif font has short crosslines at the upper andlower ends of the letters. Times Roman and Palatino

are two commonly used serif fonts.Sans serif fonts do not have crosslines. Arial,Helvetica, and Futura are common sans serif fonts.

The appearance of the typeface affects the entirecharacter of an advertisement.

It is important that the font is large enough toread.



Checking Advertising Proofs

When advertisements are first created, anadvertising proof is developed.

It shows exactly how an ad will appear inprint.

To evaluate a proof, an advertiser will considerthese criteria:

The ad should be bold enough to stand outnext to other ads.

The layout should look clean and unclutteredand should guide the reader through thecopy.

advertisingproof

A representationof an ad thatshows exactly

how it willappear in print.



Checking Advertising Proofs

The font needs to be easy to read and help toemphasize the company¶s message.

The signature should be apparent anddistinctive.

The intended message and image projectedmust be appropriate for the target audience.



Print Advertising

Print advertisements usually contain four keyelements: headline, copy, illustrations, andsignature.

Some advertisements also include the company¶sslogan, which is often presented with or near thesignature.

Each of the four key elements enhances theoverall theme of a product promotion.

The four fundamental elements of a printadvertisement are applicable to ads in othermedia.



Campaigns and Agencies«

An advertising campaign coordinates a series of

ads around a theme.

Ad agencies specialize in developing ad campaignsand crafting ads for clients.

continued



Principles and Sources«

Businesses need to follow ad layout principleswhen developing print advertisements.

Companies can turn to a variety of sources forhelping in developing their ad layouts, includingnewspaper advertising salespeople, magazinerepresentatives, and advertising agency personnel(such as art directors, copywriters, or accountexecutives).



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