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Print Advertising lesson for Business 10 Class

1. PRINT
ADVERTISEMENTS

2. What is Advertising?
•Advertising: is the paid, nonpersonal form of
communication that businesses use to promote
their products.
•The first step in print advertising (and all
advertising) is determining your target market!

3. 2 Forms of Print Advertising
1. Promotional Advertising
is advertising by highlighting
items and pricing.

4. 2. Institutional Advertising
is a message where the
primary purpose is to
promote the name, image,
personnel, or reputation of a
company.

5. 3 Types of Print Advertising
1. Newspaper Ads
•Moderate cost depending on popularity of newspaper.
•Cost = $ to $$$$ -depending on readership, ex: The
Province is expensive to advertise in, but the Saanich
news would be cheaper

6. 3 Types of Print Ads
2. Magazine Ads
Very high cost because of
people tend to keep
magazines around much
longer than newspapers,
which get thrown out at the
end of the day.
Cost = $$ to
$$$$$(depending on
readership)

7. 3 Types of Print Ads
3. Direct Mail Ads
•Low cost, however most people throw them out without
even looking at them. Very low success rate!
•Cost = $ to $$

8. Developing Print Ads
•They usually contain four key elements
HEADLINE
IMAGE
SIGNATURE
COPY
Some also
include the
company’s
slogan

9. HEADLINE

10. Headline
The headline is the saying that gets the readers’
attention, arouses their interest by providing a
benefit, and leads them to read the rest of the ad.

11. Headline
•More than 80% of the
people who look at a
print ad just read the
headlines

12. Headline
•Headlines must be brief because most people
cannot take in more than 7 words at a time.

15. Writing Effective Headlines
•Most are brief –many people cannot take
in more than seven words at a time.
•Effective headlines stress benefits by
making a promise, asking a question,
posing a challenge, or using a testimonial.
•Many headlines use familiar sayings with a
twist.

16. COPY

17. Copy
•The copy is the selling
message in a written
advertisement.
•It expands on the
information in the
headline or the product
shown in the illustration.
•It should be simple and
direct

19. COPY

21. Copy
•It should appeal to the senses
•Tell the who, what, when, why, where, and how of
your product
•Key words used in copy, such as compare,
introducing, now, price, save, easy, and new,
establish immediate contact with the reader.

23. ILLUSTRATION
The photograph or drawing used in a print advertisement.

24. Illustration
•Primary function is to
attract attention

25. It should transmit a
total message that
would be hard to
communicate just
with words.

26. Illustrations may show the product, how the
product works, and its features.

28. Almost 100% of
ads will have an
illustration.
Some very well
known companies
will not even
bother with a
copy.

31. SIGNATURE
Logo

32. Signature
•No advertisement is
complete without naming its
sponsor.
•The signature, or logotype
(logo), is the distinctive
identification symbol for a
business.
•Well-designed signatures
get instant recognition for a
business.

35. SLOGANS

36. Slogan
•May support a firm’s signature
•A slogan is often added to the
four main elements of a print ad
•Is a catch phrase or small group
of words that are combined tin a
special way to identify a product
or company
The Breakfast of Champions

38. Developing Slogans for Ad Campaigns
•Alliteration (repeating initial consonant sounds) –It keeps
going and going and going… Energizer
•Paradox (a seeming contradiction that could be true) –
“The tastes awful but it works”(Buckley’s Cough Syrup).
•Rhyme –“It takes a lickin’ and keeps on tickin’ ” (Timex).
•Pun ( a humorous use of a word that suggests two or
more of its meanings or the meaning of another work
similar in sound –
•Play on Words –“Let your fingers do the walking”(Yellow
Pages).

39. PRINT AD LAYOUTS

40. The “Z” Form
•According to one theory, if you learned to
read left-to-right (English, Spanish, French,
etc.), your eyes will scan over the page from
left-to-right in a "Z" form unless a design
element directs your attention elsewhere.
•Marketing firms use this theory to place ad
elements where they will catch your eyes.
•There will be an element to lead your eyes in,
something catchy in the middle, and the logo
or message will frequently appear in the
lower-middle area to the right.

42. Standard Layouts

43. ASSIGNMENT

44. Evaluating Print Advertisements
1.Locate 3 Print Ads online that you find interesting.
2.Copy the image and paste it in a Word document.
3.Answer the following questions below the picture:
•What was the headline? Was it effective at getting your attention and
making you want to read the rest of the ad? Why or Why not?
•How was imagery used in this ad? Was it effective at drawing your
attention?
•Did the ad have a copy? Did the copy appeal to your senses? If so,
how? What key words did the copy use? Examples: compare,
introducing, now, price, save, easy, and new.
•Was there a clear signature? Where was it located?What company
was this ad created for?
•Was there a slogan? If so, what was it?
•Can you identify the Z formation?