The Art of Creating Print Ads

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The Art of Creating Print Ads
DesignHow the art director and graphic
artistchoose and structure ads artistic elements
LayoutHow the chosen ad formatelements are
arranged
Headline Visuals Subhead Slogan/Seal Body
Copy Logo
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The Art of Creating Print AdsCreative and
Approval Process
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The Art of Creating Print AdsPrinciples of
Design
Balance
Proportion
Sequence
Unity
Emphasis
Strong design . . .
commands attention,
holds that attention,
tells as much as possible,
and facilitates understanding.
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The Art of Creating Print AdsUse of Visuals
Purposes
Capture Attention
Clarify Copy
Identify Subject
Show Product in Use
Support Truth of Copy
Qualify Readers
Emphasize Features
Arouse Interest in Headline
Provide Campaign Continuity
Create Favorable Impression
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The Art of Creating Print AdsUse of Visuals
Chief FocusPossibilities
Package
Product Alone
Product in Use
How to Use Product
Comparison of Products
Product Features
Humor
User Benefit
Negative Appeal
Testimonial
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The Art of Creating Print AdsUse of Visuals
Selecting theVisual
Is a visual needed for communication?
Black-and-white or color?
Subjects relevance to creative strategy?
Illustrator or photographer?
Technical or budgetary issues?
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Copywriting and Formatsfor Print Ads
Copywriting with the creative pyramid Allstate ad
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Copywriting and FormatsHeadlines and Subheads
Types
Subheads
Purposes

• Benefit

• Attract attention

• Above or below head

• News/Information

• Engage audience

• Different color or style

• Provocative

• Explain visual

• Support interest step

• Question

• Lead into ad body

• Command

• Present message

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Managing the Advertising Production Process
Production Managers Role
Planning
Organizing
Directing
Controlling
Managing Production Costs
Budget Busters
PrintProduction
ElectronicProduction
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The Print Production ProcessPrepress and Press
Stripping
Color Separation
Cyan
Magenta
Yellow
Black
Negatives
Printing Finishing
Press Run
Binding
Shipping
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The Television CommercialProduction Process
Preproduction
Plan techniques
Script storyboard
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The Television CommercialProduction Process
Production The Shoot
Postproduction
Preproduction
Editing
Location
Mixing
Sound
Prints
Lights
Cameras
Talent