Www.wtps.org
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
________________________________________________________________________________________________________________________________________________________________________
[pic]
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 ______________________________________________________________________?
[pic]
[pic]
................
................
In order to avoid copyright disputes, this page is only a partial summary.
To fulfill the demand for quickly locating and searching documents.
It is intelligent file search solution for home and business.
Related searches
- https www municipalonlinepayments
- bcps org jobs
- smartcu org sign on page
- aarp org membership card registration
- free org email accounts
- hackensackumc org pay bill
- get my transcripts org from college
- bcps org community volunteer info
- my access tgh org portal
- bcps org employee self service
- intranet florida hospital org employee
- typical finance org chart