Advertising and Promotion Chapter 12 Notes

1
Advertising and PromotionChapter 12 Notes

• Melodie Philhours
• from
• Arens, 8th ed.

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Creative in Print

• Design
• Artistic elements of an ad
• Layout
• Arrangement of
• Visual
• Headline
• Subhead
• Body copy
• Slogan
• Seal
• Logo
• signature

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Creative Process Terms

• Thumbnail
• 3 x 4 rough drawing visualizing layout
• Rough layout
• More detail than thumbnail
• Uses actual copy and art
• Comprehensive
• Very close to finished ad
• Dummy
• Rough layout of collateral materials
• Mechanical
• Ready for reproduction. Typically done on
  computer.

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Principles of Print Design

• Poster style format
• Highest recall
• Single, dominant visual occupies 60/70 percent of
  total ad area
• Headlines
• 10/15 percent of ad area
• Can be anywhere in the ad, but readership goes up
  10 percent if below the illustration
• Readership drops if ads have more than 50 words.
• Copy blocks should have less than 20 percent of
  the ad.
• Must keep ad objective in mind and mandatories.

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Visuals in Print

• Illustrators draw, paint, sketch
• Photographers use cameras
• Visuals
• Capture attention
• Clarify claims made by copy
• Identify the subject of the ad
• Show the product being used
• Qualify readers by stopping those who are
  interested
• Help convince the reader of the truth of copy
  claims
• Arouse interest
• Emphasize products unique features
• Create favorable impression
• Provide continuity for campaign

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Focus of Visuals

• Package containing product
• Helps consumer identify product on retail shelf
• Product alone
• Product in use
• How to use the product
• Important in recipe ads, cause high readership
• Product features
• Comparison of products
• User benefit
• Humor
• Testimonial
• Particularly important for personal services and
  before/after
• Negative appeal
• What if you dont use it?

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Types of Headlines

• Benefit headlines
• News/Information headlines
• Provocative headlines
• Question headlines
• Command headlines

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Body Copy Styles

• Straight-sell copy
• Institutional copy
• Narrative copy
• Dialog/monolog copy
• Picture-caption copy
• Device copy

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Slogan, Seals, Logo, Signatures

• Slogans, aka themelines, taglines
• Provide continuity to campaigns
• Provide brief, repeatable, memorable positioning
  statement
• Just Do It.
• Seal
• Recognized authority such as approved by the
  American Dental Association
• Logo and Signatures
• Special designs of company or product

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Formats for Radio/TV Ads

• Copy limitations
• 130-150 words 60 seconds
• Straight Announcement
• Integrated Commercial
• Presenter Commercial
• Radio personality
• Testimonial
• Demonstration
• Musical/Jingle
• Donut, musical logo, hook
• Slice of Life
• Animation