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Print Ads. How to WOW your target market…. Elements of a Print Ad. Illustration. Headline. Copy. Identification. Headline. Text is set in large type and usually placed at the top of the ad To attract attention To arouse interest To encourage reading of the entire ad. Headline Cont… .
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Print Ads How to WOW your target market…
Elements of a Print Ad Illustration Headline Copy Identification
Headline • Text is set in large type and usually placed at the top of the ad • To attract attention • To arouse interest • To encourage reading of the entire ad
Headline Cont… • May be 1 word, phrase, or 1 or more sentences…even a question • OFTEN CONSIDERED MOST IMPORTANT • More than 80% of the people who look at a print ad just read the headlines
Use of Headlines • Offer something new or improved • Solve a problem • Make a claim • Promise a benefit • Arouse curiosity • Subheadline- continue or clarify the thought expressed in the headline
Illustration • A photograph, drawing, painting, or graphic such as a chart, table, or graph • Purposes: Create desire by showing the product and/or its uses and benefits.
Use of Illustrations to Focus on Products • Product Itself • Product’s Features • Product in an Appropriate Setting • Product in Use • Benefits of Using the Product
Copy • Written message of a print ad.
Signature/Identification/Logo • Signature/Identification/Logo- the distinctive identification symbol for a business • These three terms are used interchangeably! • A well-designed signature gets instant recognition for a business.
Signature/Identification/Logo Cont. • In national ads, the signature is the name of the firm. It may also include the corporate symbol and slogan. • The signature in local ads usually includes the business’s name, address, telephone number, business hours, or slogan, and often their web address.
Signature/Identification/Logo Cont… • Slogan- catch phrase or small group of words that are combined in a special way to identify a product or company • Slogans create a distinct image for a company, its products, or its corporate mission. • Headlines are often the slogan for an ad campaign. • Ex: Melts in your mouth, not in your hand.