Creating an Effective Print Ad

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Creating an Effective Print Ad
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Writing Effective Headlines

• Phrase that attracts readers attention
• Must grab attention quickly and hold it
• Lead readers into ads illustration
• Make them want to read more

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Writing Effective Headlines

• Headline should identify benefit of product
• No more than 7 words
• You, your, how, new

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Copy

• The selling message
• Details on how product meets customer needs
• Based on campaign objectives

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Writing Effective Copy

• Personal, friendly
• Simple and direct
• Should appeal to senses
• Sense of urgency
• New, improved, introducing, save,
• Who, what, when, where, why, how
• Call to action
• Last chance, limited supplies, ends in two weeks,
  special bonus offer

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The Illustration

• Photograph, drawing, or other graphic element
• Attract and hold attention
• Along with headline, should motivate viewer to
  read the copy

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The Illustration

• Show the product
• How it works
• Safety features
• Project desired image or benefit

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The Signature

• Logo
• Instant brand recognition
• May include business name, address, telephone
  number, hours, slogan, web address

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Slogan

• Catchy phrase or words that identify a company
• Alliteration
• Repeating initial consonant sounds
• Paradox
• Contradiction that could be true
• Rhyming
• Pun
• Play on words

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