Print Advertising, Ch #20Terms to Know

Headline TypefaceCopy ColorIllustration Type sizeSignature Print MediaLogo White SpaceLayout Limited Service Full Service Clip artVirtual Slogan Project Team Serif Type FaceCreative Boutique San Serif Type FaceFont Point Size

Print Media

Print Media advertising includes newspapers, magazines, direct mail, signs, and billboards. Over 50% of all retail advertising $s go into print media.

Layout

An ad Layout is where and how ad components are placed in the ad.

There is no right or wrong way to layout an ad

There are only guidelines and suggestions in the creation of the ad.

In an ad layout, use of Color is important

There are complementary colors, which are on opposite sides of the color wheel. Adjacent colors are next to each other on the color wheel, as well as share undertones. Triadic colors involve three colors that are equally spaced on the color wheel. An example of this is red, yellow and blue.

Color and color groups create specific moods and feelings

Colors from the warm side of the color wheel, such as red and yellow, convey a festive mood. Colors from the cool side of the color wheel, such as blue and green represent clam, tranquility and refinement.

White space

White space is void of graphics or text. It allows a break for the eyes and attracts attention to the ad.

Typeface

The typeface is the style of the printed word. Typefaces invoke feelings.

The Font is a synonym for the typeface. Fonts are measured in point size.

(72 points is equal to one inch)

Serifs are the ends of each letter to make the letters more distinctive. Sans is the French word for “Without”. San Serif typefaces should be used in advertising making it read quickly. “Ariel”, this typeface is San Serif.

Serif type faces are better for running text in books or newspapers. This typeface is “Times New Roman” and is an example of a Serif typeface.

Print ads can be broken into four parts.

1. Headline2. Copy3. Illustration 4. Signature

Headlines

A Headline pulls potential customers into reading / examining a print ad. The Headline is the phrase that generates attention and interest. It should be bold, catchy and appealing to the target market.

Copy

Copy is what is written in a print ad. (Yes, the Headline is part of copy, but is considered a separate component.) It can be a continuance of the Headline or can explain the Headline.

Copywriting is an advertising skill. It is salesmanship in written form.

Illustrations

An Illustration is a picture. People tend not to read. A picture needs to illustrate the purpose of the ad, bringing all the other components of ad together. 70% of people notice the illustration, only 5% read the ad copy.

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Clip Art

Clip Art is pre-made art work used in advertising purchased, in and effort not to have to pay an illustrator.

Signature

A Signature is the name of the advertiser or logotype, or slogan. The signature should also include how to purchase the product. An example of this could include: Hours open, directions, locations, telephone #, stores where the product is sold or a website.

A Logotype

Logos are organizational symbols

A Slogan

Is memorable marketing phrase that helps customers identify with the product.

                                                                           

In our society, we read from right to left.

The last portion of an ad the customer should read will be the signature at the bottom right side of the page. It is placed there in an effort to remind potential customers of the product.

There are five types of Advertising Agencies

1. Full Service

2. Virtual

3. Project Team

4. Creative Boutique

5. Limited Service

Full Service Agency

Creates an entire campaign. Fees are usually 15% of the advertising $s spent

Virtual

Virtual agencies is often one person networked to group of free-lanced people. Agency personnel can be used hourly or by the day. Lower overhead means lower costs for the client.

Project Team

Project Team agencies provide research, copywriting, creative execution and media placement for a lower cost than a Full Service agency on a per project basis.

Creative Boutique

Boutiques are agencies that develop a message, but outsource the design, production and media placement.

Limited Service

Only specializes in one aspect of a campaign, often on a fee basis. Examples of that one aspect could include: Media, Copy, Art, Production, Sweepstakes, PR, or Promotions.