Components of a Print Advertisement

1
Components of a Print Advertisement
1. Headline 2. Subheadline 3. Body Copy 4
Illustration 5. Signature All elements must
blend together so that the elements of balance,
unity, and flow are established.
2
Attracting Attention
Headlines have five times the readership of body
copy. They must grab your attention.

• Promise
• Curiosity
• Question
• News
• Command

3
Subheadlines
The subheadline is a transitional statement
between the headline and the body copy. It begins
to explain the promise. It moves the reader to
the body copy.
4
Body Copy
Informative prose that elaborates on the central
theme. Body copy provides proof of promise or
product claims. How much body copy is needed is
always an issue.
5
Signature
Often referred to as a tagline, the signature
usually includes a slogan and logo. The purpose
of the signature is to

• Summarize central theme
• Position product in customers mind

6
Achieving Distinctiveness in Design

• Some factors to consider include
• Balance, unity, and flow
• Colour and contrast
• Size
• Bleeds
• Artwork versus photography
• White space
• Clarity and simplicity

7
Types of Layouts

• Poster
• Vertical Split
• Horizontal Split
• Multiple Illustration
• Long Copy
• Insert Layout

8
Design Considerations for Outdoor

• Identification of brand name is critical
• Extensions grab attention
• Bold colour and contrast
• Simple, clear, easy-to-read fonts

9
Design Considerations for Transit

• Interior
• Passengers are trapped communications can be
  detailed.
• Contrast, and clear, easy-to-read copy is
  essential.
• Exterior
• Often viewed from angles bold type, punchy copy
  lines and simplicity are essential.

10
Point-of-Purchase
P-O-P encourages impulse buying and last minute
choices among brands. Display materials must
provide

• Impact
• Identification
• Information
• Imagery

11
Design Considerations for Direct Mail

• Grab readers attention
• Personalize mailing
• Include complete presentation
• Include multiple pieces in mailing

12
Designing Television Commercials
Storyboard Renderings of a finished commercial in
a television-frame format with appropriate copy
to show what a commercial will look like. Clients
approve campaign proposals on the basis of a
storyboard.
13
Creative Considerations for Television

• Unity
• Integration of Audio and Video
• Special Effects
• Pace
• Live Action / Animation

14
Television Execution
Choosing the right format to dramatize the
message is important.

• Demonstrations
• Narratives
• Testimonials and Endorsements

15
Television Production Stages
Production involves four separate stages

• Obtaining Cost Quotations
• Pre-production
• Production
• Post-production

16
Direct Response Television (DRTV)
An infomercial presents in more detail the
benefits of a brand and encourages immediate
action.
Infomercials tend to be repetitive and consumers
interact with them through1-800 numbers and the
Internet.
17
Creative Considerations for Radio
Grabbing attention quickly is crucial as
listeners tune out ads.

• Mention brand name often
• Focus on one significant idea
• Use sound effects to create visual images
• Be positive and upbeat

18
Radio Commercials

• Musical
• Slice-of-life
• Straight Announcement
• Personality Announcement

19
Designing Banner Ads
The goal is to get people to click on a banner.
Some tips for improving response include

• Choose words wisely
• Offer an incentive
• Add some humour
• Be specific

• Choose right colours
• Consider animation
• Size helps
• Change frequently

20
Web Site Design
Information on the Net should be interesting,
useful and compelling. If the experience isnt
enjoyable, they wont be back.

• Have a focused concept
• Have a consistent look
• Keep scrolling simple
• Clarity of graphics
• Plan for expansion