PRINT AD SERM #68. ADVERTISING Paid communication Sponsor is identified Advertisers control where the message is seen and heard and how often repeated.

PRINT ADSERM #68

ADVERTISING• Paid communication

• Sponsor is identified

• Advertisers control where the message is seen and heard and how often repeated

• Average person exposed to over 2000 ads per week

PRINT ADVERTISING• Newspapers

• Magazines

• Direct Mail

• Outdoor Advertising

• Station Posters- Transit

• Stadium Signage

FOUR ELEMENTS OF PRINT AD• Headline

• Copy

• Illustration

• Signature

Can You Identify the Four Elements of This Print Ad?

HEADLINE• Phrase or sentence that attracts

attention

• Must convince reader to continue reading the ad

• Research show most effective include words such as you, your, how, and new

• Be brief- seven words or less

• Stress benefits- make a promise, ask a questions, pose a challenge or use testimonial

• Develop with needs of target market in mind- based on research

COPY• Sells the message

• Details how product or service meets the need identified in the headline

• Based on objective of ad campaign • Introduce/attract new

customers• Sells to existing customers

ILLUSTRATION• Photo, drawing or other

graphic elements

• Attract and hold attention

• Encourage action

• Along with headline, should motivate reader to continue reading the ad

SIGNATURE

• Also called logotype or logo

• Distinctive identification symbol for a business

• Should get instant recognition

CREATE A PRINT AD1. Select a company and product related to the SER industry

2. Create a print ad for this company and product

3. On the back of the ad that you turn in, write the following:• Target market:

• Identify the need that the ad is targeting:

• All four elements of a print ad must be included using the tips from this PPT and other information that you research on the Internet regarding how to create an effective print advertisement.

• The ad must be completed in an attractive manner that would be presented as a proto-type to an ad agency who would then complete the work for you.