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Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
 Essential Elements of Advertising

Key Terms
advertising
campaign Objectives
advertising • Define Printing advertising
agencies
headline • Discuss how adverting campaigns are developed

copy • Explain the role of an advertising agency

illustration • Identify the main components of print advertisements
clip art
signature
slogan

Essential Elements of Advertising

Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
Graphic Organizer

Use a chart like this one to take notes about the components of a print ad.

PRINT ADVERTISING

An ideal form of marketing that uses physical printed media to reach customers on a broad
sales. The word Ads. is a the short form for the word advertisement are printed in hard copy
across different types of publications such as newspaper, magazines, brochures, or direct
mail.
The Advertising Campaign
An advertising campaign  is a group of advertisements, commercials, and related and related promotional
materials and activities designed to promotional meet the specific goals of a company.

An integrated campaign involves the creation and coordination of a series of advertisements.

Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
 Materials and activities that are designed as part of a coordinated advertising plan to meet a specific
goal of a company.

Advertising Agencies
Advertising agencies  are independent businesses that specialize in developing ad campaigns and
crafting the ads for clients. They do their job by:

• Setting objectives

• Developing advertising messages and strategies

Advertising Agencies
• Completing media plans

• Selecting media

• Coordinating related activities

Larger advertising agencies employ specialists like:

• Copywriters

Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
 • Graphic artists

• Media experts and marketing researchers

• Legal advisers

Advertising Agencies
Limited-service agencies specialize in one aspect of the campaign. Larger advertisers are increasingly
selecting specialists to strengthen certain areas of their promotional campaigns.

New Models for Advertising Agencies

New models for agencies include business formats such as:

• Creative boutiques

• Project team agencies

• Virtual agencies

A creative boutique is a specialized service agency that helps with creative production.

New Models for Advertising Agencies

Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
 Project team agencies provide copywriting, creative execution, and media placement without the
overhead of a larger agency.

A virtual agency is one individual who coordinates the work of a network of experienced freelancers.

Print advertisements have four key elements:

• Headline

• Copy

• Illustrations

• Signature

Some ads also include a company slogan.

Headline
The headline  is the phrase or sentence that attracts the readers’ attention to a product or
service. A headline should also lead readers into the ad’s illustration and make them want to
read the copy.

Before writing a headline, a copywriter must know the needs of the target market, including matters
concerning:
Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
 • Price and delivery

copy • Performance and reliability

The selling
message of a
written • Service and quality
advertisement.
Effective headlines are brief. They identify a benefit of the product or service and
stress those benefits by making promises, asking questions, posing challenges, or
using testimonials.

Copy
The copy  is the selling message of a written advertisement. It details how the
product or service meets the customer needs. It should:

• Be personal and friendly

• Be simple and direct

• Appeal to the senses

▪ Answer questions about the product using facts

• Add desire and urgency to the ad

Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
 • Provide a personal call to action now or in the near future

illustration
Illustration
The photograph, The illustration  is the photograph, drawing, or other graphic elements
drawing, or other used in an ad. It should attract and hold attention and encourage action.
graphic elements Clip art  takes the form of images, stock drawings, and photographs. Clip
used in an art is often used for print advertisements.
advertisement.
clip art Illustration
Images, stock What elements in this ad entice the viewer or the reader to take a look pay
drawings, and attention?
photographs Signature
used in print
advertisements. The signature , or logotype (logo), is the distinctive identification symbol for a
business. A well-designed signature gets instant recognition for a business.

A slogan  is a catchy phrase or words that identify a product or company. Here are
some techniques copywriters use when developing slogans:

• Alliteration uses repeating initial consonant sounds.

Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
 • A paradox is a seeming contradiction that could be true.

Signature
• Rhyme uses rhyming words or phrases.

▪ A pun is a humorous use of a word that suggests two or more of its meanings or the meaning of a similarly-
sounding word.

▪ A play on words cleverly uses words to mean something else.

Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
Key Terms
ad layout
advertising Advertising Layout
proof
Objectives

• Explain the principles of preparing an ad layout

• List advantages and disadvantages of using color in advertising

• Describe how typefaces and sizes add variety and emphasis to print
advertisements

Advertising Layout
Graphic Organizer
Use a chart like this one to take notes on the principles of ad design.

Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
Developing Print Advertising Layouts

An ad layout  is a sketch that shows the general arrangement and appearance

of a finished ad. It clearly indicates the position of the:

• Headline

• Illustration and copy

• Signature

Components of Effective Ad Layouts

Ad layouts should be prepared in exactly the same size as the final advertisement.
The illustrations should grab attention through size, humor, or dramatic content.

The best ads contain a focal point and lines of force that guide the viewer through
the copy.

Using Color In Print Advertisements

A color ad is usually more realistic and visually appealing and commands the
reader’s attention more than a black-and-white ad does.
Although color ads are more expensive than blackand-white ads, studies have
they are more costeffective.
Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
 Using Color In Print Advertisements
Be sure to choose colors appropriate to the mood of your ad. Also, consider the fact
that colors have different meanings in different cultures .

Selecting Typefaces and Type Sizes for Print Advertisements

The look and appearance of the type is called the typeface. A complete set of
letters in a specific size and typeface is called a font.

Selecting Typefaces and Type Sizes for Print Advertisements

The appearance of the typeface affects the entire character of an advertisement.
It is important that the font is large enough to read.

Checking Advertising Proofs

When advertisements are first created, an advertising proof  is developed. It

shows exactly how an ad will appear in print. To evaluate a proof, an advertiser will
consider these criteria:
• The ad should stand out next to other ads.

Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
 • The layout should look clean and uncluttered.

Checking Advertising Proofs

• The font needs to be easy to read and help to emphasize the company’s
message.

• The signature should be apparent and distinctive.

• The intended message and image projected must be appropriate for the
target audience.

Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
• Print advertisements usually contain four key elements: headline, copy, illustrations,
and signature. Some advertisements also include the company’s slogan, which is
often presented with or near the signature.

• An advertising campaign coordinates a series of ads around a theme. Ad

agencies specialize in developing ad campaigns and crafting ads for clients.

• An advertising campaign coordinates a series of ads around a theme. Ad

agencies specialize in developing ad campaigns and crafting ads for clients.

• Businesses need to follow ad layout principles when developing print

advertisements. Companies can turn to a variety of sources for helping in
developing their ad layouts.

Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228
Printing Advertising | MKTG 400 | Advertising - Facilitator- Enoch Sean Zokruah –ID3228