Chapter 20
[Pages:38]Chapter 20
print advertisements
Section 20.1 Elements of Advertising
Section 20.2 Advertising Layout
Section 20.1
Elements of Advertising
ANALYZE Compare print ads from a recent newspaper of magazine. What are key elements they share?
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Section 20.1
Elements of Advertising
? Discuss how advertising campaigns are developed. ? Explain the role of an advertising agency. ? Identify the main components of print advertisements.
Copyright ? by McGraw-Hill Education. All rights reserved.
Section 20.1
Elements of Advertising
Successful advertising campaigns include essential elements to help sell goods and services.
Copyright ? by McGraw-Hill Education. All rights reserved.
Section 20.1
Elements of Advertising
? advertising campaign ? advertising agencies ? logotype ? headline ? copy
? illustration ? clip art ? signature ? slogan
Copyright ? by McGraw-Hill Education. All rights reserved.
Section 20.1
Elements of Advertising
Components of a Print Ad
Copyright ? by McGraw-Hill Education. All rights reserved.
Section 20.1
Elements of Advertising
Components of a Print Ad
Copyright ? by McGraw-Hill Education. All rights reserved.
Section 20.1
Elements of Advertising
The Advertising Campaign
Planning an Integrated Advertising Campaign 1 Identify the target audience 2 Determine objectives 3 Establish the budget 4 Develop the message 5 Select the media 6 Evaluate the campaign
advertising campaign
A group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company.
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