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Print Advertisements—Chapter 20 Name _____________________________

ELEMENTS OF ADVERTISING --Section 20.1

ADVERTISING CAMPAIGN:

____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

STEPS OF AN ADVERTISING CAMPAIGN

A. ____________________________________________________________________

B. _____________________________________________________________________

C. _____________________________________________________________________

D. _____________________________________________________________________

E. ____________________________________________________________________

F. ____________________________________________________________________

ADVERTISING AGENCIES

________________________________________________________________________________________________________________________________________________________________________

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Elements of Print Advertisements[pic]

FOUR PARTS OF A PRINT AD

1. Headline

o ____________________ or __________________ that attracts reader’s attention

o ___________attention ______________ and ____________ it

o __________________ to illustration and _______________

a. Powerful Headlines

a. A _______________ focus or _________________ idea

b. Use one or more of three most powerful words in advertising ____________________, ______________, and __________

c. ___________ word maximum

2. Copy

• Is the _______________________ _________________of a written advertisement

• _______________ how the product or service __________________ ______ _____________________ __________________

a. Conversation form and written in a personal friendly manner

b. Simple and ________________________

c. Appeal to the senses

d. Add desire and urgency – _______, “improved” “introducing”, “save” and “_______________”

e. Tell the _________, ___________, ______________, _____________, ____________ and ____________of your product

f. A personal call to action now or in the near future

3. Illustration

o Photograph or _____________________________

o Primary function: ______________________and _____________

attention

o _________________________a desire to buy

o Encourage a __________________ ____________________

o ________ into the _____________________ and copy

o ___________________________ for a sense of reality

o _____________________ for hidden parts of product

o Use _________________ ____________________

o Contain _______________ of ______________

Illustrations should show

o The ________________ of the product

o How the product _________________

o The _________________________________ of owning the product

o The _____________________________ features of the product

o The possible _____________________ for the product

o The need for the product

o An image associated with the product – _________________, status, or ______________

4. Signature

a. Logotype (logo) – the ___________________ _________________ ____________________ for a business

b. Name of Advertiser: includes address, phone number and sometimes business hours

c. Provides ________________ ___________ for the business

d. Slogans used with the signature to create a ____________ _____________ for the company, its products or it mission

4a. Slogan

o Catchy ____________ or _______________ that identify a product or company

o Supports the company’s ______________________

4b. Slogan Techniques

o _______________________repeating initial consonant sounds

o _______________________ seeming contradiction that could be true

o _____________________

o _____________________ humorous use of word that suggests two or more of its meanings

o _______________ ____ _________________ cleverly uses words to mean something else

Developing Print Advertising Layouts Section 20.2

■ Ad layout___________________________________________________________________________

____________________________________________________________________________________

■ Indicates the position of the ____________________________, _______________________________, ___________________________________________, _______________________________________

1. Components of effective ad layouts

■ prepare in exactly the ______________________ _______________________ as the final advertisement

■ Illustrations large enough to ________________________________________________________ and __________________________________________________ through size, humor or dramatic content

■ Contain a ____________________________________________________________________t

■ ____________________________________________—Dominant item on top, follow Z pattern

2. Using color in print advertisements

■ More realistic and visually appealing – ____________________________________________________

■ Increase readership by _________________________________________________________________

■ Increases _______________________________________ but also increases _____________________

■ Select colors for your _____________________________ and ___________________________ market

3. Selecting typefaces and type sizes for print ads

■ Select _________________________ and type ____________________________ that are distinctive

■ appropriate for __________________________________ and ________________________ audience

■ _________________________________________ – the look and appearance of the type

4. Checking advertising proofs

__________________________________________________: Shows exactly how an ad will appear in print.

■ Is the ad ________________________________________ enough to stand out on a page?

■ Does ______________________________________ arouse _______________________________?

■ Is the ________________________________________ obvious and distinctive?

■ Typeface & type size ______________________________________, send the correct _____________?

■ Is it appropriate for ______________________________________________________________________?

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