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.