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Chapter 20 Preparing Print Advertisements 1
Essential Elements of Advertising
Marketing EssentialsMarketing EssentialsUNIT 6.3 Preparing Print Advertisements
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Essential Elements of AdvertisingEssential Elements of AdvertisingWhy It's ImportantWhy It's Important
In order to understand how successful
advertising campaigns help sell products,
you need to know how essential
advertising elements are used to develop
effective advertisements.
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Essential Elements of AdvertisingEssential Elements of Advertising
An advertising campaign involves the creation and coordination of a series of advertisements around a particular theme to promote a product. Advertising agencies work with businesses to develop advertising campaigns.
The Advertising Agency
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Essential Elements of AdvertisingEssential Elements of AdvertisingThe Advertising Agency
Full-service agencies perform advertising research, media election, copy development, and artwork for an advertising campaign.
Limited-service agencies specialize in one aspect of the campaign, such as creative services.
In-house agencies provide full or limited advertising services based upon the size of the company.
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Agency Organization
Advertising agencies are usually organized into four service departments:
client
creative
research
media
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Agency Organization
Client service departments work with agency groups and individual businesses to identify opportunities for advertising.
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Creative service departments develop the advertising messages and produce the ads. Graphic artists, copywriters, commercial designers, and art directors work together to create advertisements.
Agency Organization
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Research service departments study the target markets. This department helps determine the type of message that will have the greatest appeal for a particular market segment.
Agency Organization
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Media service departments advise clients on their media choices. Budgets $ for television, radio, newspapers, magazines, and other forms of advertising.
Agency Organization
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Advertising experts predict that the following new models for advertising agencies will be used in the future:
creative boutiques
project team agencies
virtual agencies
New Models for Advertising Agencies
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UNIT 6.3UNIT 6.3 Developing Print Advertisements
Print advertisements must contain four key elements: headline copy illustration signature
Some ads also include the company’s slogan.
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The headline is the saying that gets the readers' attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad.
Headline
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Graphic OrganizerGraphic Organizer
Purposes of a Headline
PurposesPurposesof aof a
HeadlineHeadline
Lead to theLead to the Illustration Illustration and Copyand Copy
Provide aProvide aBenefit toBenefit to
the Readerthe Reader
AttractAttractReaders'Readers'AttentionAttention
Select anSelect anAudienceAudience
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Effective headlines should:
be brief—seven words or less
be cleverly and effectively worded
have a single focus or main idea
Writing Effective Headlines
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The copy is the selling message in a written advertisement. It should directly expand on the information in the headline or the product shown in the illustration, and stress the benefits and features of the product advertised.
Copy
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The illustration is the photographor drawing used in a print advertisement. Its primary function is to attract attention.
Illustration
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The signature, or logotype (logo), is the distinctive identification symbol for a
business.
In national ads, the signature is the name of the firm, and sometimes the corporate symbol and slogan.
In local ads, the signature usually includes the business's name, hours, address, telephone number, or slogan.
Signature
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A slogan is a catch phase or small group of words that are combined in a special way to identify a product or company.
Slogan
Essential Elements of AdvertisingEssential Elements of Advertising