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Discovery ProjectENGAGE

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Discovery Project Resources Send students to the Online Learning Center to download a rubric to evaluate their projects.

Visual LiteracyRead the chapter opener photo caption question to students: Think of a print ad you have seen recently. What makes it effective? Students may mention one or all of the four elements of an advertisement—layout, color, typeface, and type size. They may suggest that any one of these elements or a combination of these elements is what makes the ad effective. Ask these guiding questions to focus the discussion about advertising.

Guiding Questions

List What types of advertising make up print advertising?

newspaper, magazine, direct-mail, directory, outdoor, and transit

Evaluate What are some advantages of advertising in a newspaper?

Because a newspaper’s distribution is known, advertisers can target their advertising to people living in certain areas or with certain interests. Responses to newspaper ads and coupon sales are dated and easily tracked.

The Print Advertisement Ask students where they typically see print advertisements. Students may mention newspaper, magazine, direct-mail, directory, outdoor, and transit ads. Then ask them the Discovery Project Essential Question: What key components make a print advertisement effective? Answers will vary but may include layout, color, typeface, and type size, all of which are important to making a print ad effective (logo). They might also mention headline, copy, illustrations, and signature as important parts to an effective ad. Ask students to share what they typically look at fi rst when viewing a print ad. Students might suggest the headline, illustrations, copy, or the signature.

464 Unit 6 · Promotion

Connection

DECA Event Role PlayConcepts in this chapter are related to DECA competitive events that involve either an interview or role play.

Performance Indicators The performance indicators represent key skills and knowledge. Your key to success in DECA competitive events is relating them to concepts in this chapter.

• Explain the components of advertisements.

• Explain the importance of coordinating elements in advertisements.

• Explain the nature of effective written communication.

• Edit and revise written work consistent with professional standards.

• Orient new employees.

DECA PrepRole Play Practice role-playing with the DECA Connection competitive-event activity at the end of this chapter. More information on DECA events can be found on DECA’s Web site.

Discovery Project

The Print AdvertisementWhat key components make a print advertisement effective?

Essential Question

Project GoalYou and a classmate are employed at a sporting goods store. You and your partner must design a print advertisement for a product offered by the store. Your ad must include a headline, advertising copy, an illustration, and a signature. Develop your print advertisement and prepare a brief class presentation explaining the reasons for its design and why you believe the ad is effective.

Ask Yourself…• What is your product and its target market?

• What will your headline and advertising copy say?

• What will your illustration and signature look like?

• How will you design the advertisement and organize your presentation?

Analyze What type of print advertisement will best attract your target audience?

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Activity Get a worksheet activity about designing print ads.

Evaluate Download a rubric you can use to evaluate your project.

Chapter 20 · Print Advertisements 465

Visual Literacy Print advertisements have the ability to attract attention and help sell goods and services. Writing style, design, and the images in ads depend on the product and where the print ad appears. Think of a print ad you have seen recently. What makes it effective?

p int adv er tisements print advertisements

Section 20.1Elements of Advertising

Section 20.2Advertising LayoutChapter 20

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Chapter 20

PRINT RESOURCES Student Edition

Teacher Edition

Student Activity Workbook with Academic Integration includes worksheets and activities correlated to the text.

Mathematics for Marketing Workbook provides math activities for every unit in the text.

TECHNOLOGY TOOLBOX Connect

ConnectPlus

ExamView Assessment Suite is a comprehensive solution for creating, administering, and scoring tests.

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Graphic Organizers for organizing text concepts visually. Digital Nation Activities and Green Marketer

Activities extend learning beyond the text features. Career Chatroom Career Profiles allow students to

explore different marketing occupations in depth. After You Read Answer Keys for students to check

their answers. Discovery Project Rubrics and Marketing Internship

Project Rubrics for students to evaluate their projects.

Student Activity Workbook with Academic Integration Teacher Annotated Edition includes annotated answers for the activities and worksheets.

Marketing Research Project Workbook provides a step-by-step approach for students to complete their own marketing research studies.

School-to-Career Activity Workbook helps students relate their class work to on-the-job experience and involves work-site analysis and working with mentors.

Competitive Events Workbook helps prepare students for state and national marketing education competitions.

Inclusion in the Marketing Education Classroom provides teaching resources for working with students with special needs.

PowerPoint Presentations provides visual teaching aids and assessments for this chapter.

Online Learning Center provides a variety of resources to enrich and enhance learning.

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Discuss the performance indicators listed in the DECA Connection feature. Explain to students that performance indicators tell them how to demonstrate their acquired skills and knowledge through individual or team competitive events.

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Competitive Events Workbook For more DECA Role Plays, send students to the Online Learning Center to download the Competitive Events Workbook.

Connection

Introduce the ChapterChapter 20 provides an in-depth look at print advertising. These main concepts are introduced and discussed:

• Advertising campaigns

• Advertising agencies

• Headlines

• Copy

• Illustrations

• Signatures

• Layout

• Color

• Typeface

• Type size

Discussion StarterTell students that as a member of a marketing team, they might be asked their opinion about various aspects of an advertising campaign that is in development. Ask: What elements contribute to effective print advertisements? Students may suggest headline, copy, illustrations, signature, layout, color, typeface, or type size. Now list common consumer products or the names of national chain retailers for the class to read and ask: What advertising have you seen that promotes these products or stores? Students may mention print ads in newspapers or magazines, or television ads. Ask: What brands do you associate with memorable advertising campaigns? Answers will vary but should include well-known brands or products that are heavily advertised.


ENGAGE

Anticipation ActivityImproving Student Achievement Have students choose a familiar product, and then have them imagine a new product based on the familiar product. Tell students to choose a name for the new product and develop an idea for a print advertisement that includes a photo or illustration, copy, and a catchy slogan. Have them draw a layout of the advertisement. Then ask volunteers to share their advertisements.

Objectives• Discuss how advertising campaigns are developed. Identify

the target audience, determine objectives, establish the budget, develop the message, select the media, evaluate the campaign.

• Explain the role of an advertising agency. Agencies set objectives, develop advertising messages and strategies, complete media plans, select media, and coordinate sales promotion and public relations

• Identify the main components of print advertisements. headline, copy illustrations, and signature

Graphic Organizer

1. Headline 4. Signature3. Illustration2. Copy

Ad Components

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Graphic Organizer Send students to the Online Learning Center to print this graphic organizer.


To advertise a product or service, a company must plan an advertising campaign. An advertising campaign is a group of advertisements, commercials, and related promotional materials and activities that are designed as part of a coordinated advertising plan to meet the specific goals of a company.

An advertising campaign involves the creation and coordination of a series of advertisements placed in various types of media. Broadcast, print, Internet, outdoor, and specialty advertisements are organized around a particular theme. The theme of an advertising campaign is the central message that a company hopes to communicate to potential customers. The theme can be used to promote a specific product or service or a mix of the company's various products and services.

To advertise a product or service, a company must plan an advertising campaign.

The size and the financial resources of a business determine whether an advertising campaign is developed by an in-house advertising department, a few designated individuals, or an advertising agency. Advertising agencies from outside the company can be full-service or limited-service. These distinctions indicate the agency's level of involvement in the creation and production of the advertisement. Regardless of how it is developed, an advertising campaign should be part of a promotional effort that includes personal selling, public relations, and sales promotion.

Planning an integrated advertising campaign involves a series of steps:

1. Identify the target audience Advertisers analyze the market for a product or service and determine which potential customers should receive messages.

2. Determine objectives An advertiser identifies the objec, such as increasing brand awareness or sales, changing customer attitudes, or increasing knowledge about the product.

3. Establish the budget Advertisers decide what to spend on advertising over a set period of time. It is important to make sure that advertising dollars are spent as effectively as possible.

4. Develop the message Advertisers develop the overall theme and messages based on the features, benefits, and uses of a particular product or service. The message can also be used to highlight a company's unique mix of products and services.

5. Select the media The target audience and available funds determine the best media to use, such as TV, radio, Internet, or print. Selections are based upon which media will have the best chance to reach the target audience and stay within the budget.

6. Evaluate the campaign Advertisers use market research to see if the campaign met its objectives and if the advertising messages were well received. Metrics, such as improvement in sales, increases in sales leads, and response rates for direct mail may be used to determine if a print advertising campaign was successful.

Reflect What elements of graphic design have you noticed in ads?

As You Read

THE ADVERTISING CAMPAIGN

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20.1 Elements of

Advertising


READING GUIDE

MARKETING CORE FUNCTION

Promotion

ACADEMIC

English Language ArtsNCTE 1 Read texts to acquire new information.

Science NSES E Develop abilities of technological design, understandings about science and technology.

NCSS National Council for the Social Studies

NCTE National Council of Teachers of English

NCTM National Council of Teachers of Mathematics

NSES National Science Education Standards

Common Core Reading Integrate and evaluate content presented in diverse formats and media, including visually and quantitatively, as well as in words.

STANDARDS

Graphic Organizer Draw or print this chart to organize your notes about the components of a print ad.

Objectives

• Discuss how advertising campaigns are developed.

• Explain the role of an advertising agency.

• Identify the main components of print advertisements.

The Main Idea Successful advertising campaigns include essential elements to help sell goods and services.

VocabularyContent Vocabulary• advertising campaign • advertising agencies• logotype • headline • copy • illustration • clip art • signature • slogan

Academic Vocabulary You will find these words in your reading and on your tests. Make sure you know their meanings.

• experts• statistics

Analyze Compare print ads from a recent newspaper or magazine. What are key elements they share?

Before You Read

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Print this graphic organizer.


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Ad Components

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ENGAGE EXPLORE EXPLAIN ELABORATE EVALUATESection 20.1

EXPLORE Elements of Advertising

Before You Read

Read the Before You Read question aloud: Compare print ads from a recent newspaper or magazine. What are key elements they share? Students may recognize that the ads all contain headlines, copy, illustrations, and a signature. Ask: Which element(s) do you find most interesting? Why? Answers will vary but should include an explanation of why they find the element(s) interesting. Sample answer: I like the way the car is photographed because it emphasizes the unique lines and details.

Preteaching VocabularyHave students go to the Online Learning Center at glencoe.com for the Section 20.1 Preteaching Vocabulary online quiz.

Content VocabularyTell students to write a paragraph in which they discuss how the Content Vocabulary terms are interrelated. Sample paragraph: Advertising campaigns are often created and developed by advertising agencies. Print ads developed as part of a campaign typically include elements such as logotypes, headlines, copy, illustrations, signatures, and slogans. Illustrations are generally made up of photos, drawings, or clip art. Ask volunteers to share their paragraphs with the rest of the class.

Academic VocabularyExperts—Usage Divide the class into small groups and have them develop lists of experts. Lists can include trades people such as plumbers, electricians, and carpenters or professionals such as Web site designers, computer programmers, doctors, dentists, and lawyers. After groups develop their lists, work together as a class to combine the lists into one class list. Ask: What is it that makes these people experts? They have a great amount of knowledge and skill in their particular area.

Statistics—Usage Ask students: How have you heard the term statistics used? Some may say that they have heard it used to describe numbers that track situations such as baseball or basketball statistics. Tell students that statistics are often used in advertising to make a point.

THE ADVERTISING CAMPAIGN Tell students that the right advertising campaign can make a product successful. Ask these guiding questions to focus the discussion.

Guiding Questions

Identify What are the steps involved in planning an integrated advertising campaign?

(1) Identify the target audience; 2) Determine objectives; (3) Establish the budget; (4) Develop the message; (5) Select the media; (6) Evaluate the campaign

Explain What determines whether an advertising campaign is developed in-house or by an advertising agency?

The size and financial resources of a business determine where and how the advertising campaign is developed.

Analyze Why is it important to analyze an advertising campaign?

Students should recognize that analysis is important so the company can know the effectiveness of the campaign.

As You Read

Read students the As You Read question: What elements of graphic design have you noticed in ads? Successful ads contain a headline, copy, illustrations, a signature, a slogan, and disclosures and use color and layout to attract attention.

Expert AdviceRead the quote to students:

To advertise a product or service, a company must plan an advertising campaign.

Ask students: What might happen if a company came out with a new product but did not advertise it? The product would not sell because no one would know about it, and the company would lose money because they wouldn’t have paying customers to make up for what was spent on developing or manufacturing the product.

PROFESSIONALDEVELOPMENT

ELL: Previewing a Text Go to the Online Learning Center for a video in which a teacher points out strategies to increase comprehension.


EXPLAIN ADVERTISING AGENCIES Ask these guiding questions to focus the discussion on advertising agencies.

Guiding Questions

Explain What do full-service advertising agencies do?

Plan an entire campaign: set objectives, develop messages and strategies, complete media plans, select media, coordinate related activities

Analyze What are the advantages of using a full-service advertising agency?

Full-service agencies offer one-stop advertising shopping and offer all services necessary to develop a campaign.

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DIGITAL NATION

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Worksheet Activity Send students to the Online Learning Center to get a Digital Nation worksheet activity.

Social Studies Answer Read the Social Studies Activity to students: Behavioral targeting is an approach that analyzes a Web surfers’ browsing and search history to provide relevant ads. What ethical issues does this practice raise? collecting information about Web activity is an invasion of privacy; Internet users are bombarded with unwanted advertisements that try to induce them to spend money they may or may not have, which could create issues with debt.


NEW MODELS FOR ADVERTISING AGENCIES

Some new models for advertising agencies include several business formats. They are creative boutiques, project team agencies, and virtual agencies.

A creative boutique is a specialized service agency that helps businesses with creative production. In a creative boutique, the advertiser develops the message and copy but outsources the design and production of the advertisement. This type of organization enables the advertiser to create ads more quickly than a traditional agency could.

Agencies that are organized around a project team provide research, copywriting, creative execution, and media placement without the overhead of a larger agency. Teams can come together to do one project, and then move on to the next when the ad campaign is complete.

In a virtual agency, one individual coordinates the work of a network of experienced freelancers. A freelancer is a self-employed person who sells work or services by the hour, day, or job, rather than working on a regular salary basis for one employer. One of the benefits of this type of agency is that the agency has lower overhead expenses, which means lower costs for the client.

Recall What are the types of advertising agencies?

Reading Check

DEVELOPING PRINT ADVERTISEMENTS

Although they are only one part of an advertising campaign, print advertisements are very important to most campaigns. Print advertisements have four key elements: headline, copy, illustrations, and signature (see Figure 20.1 on page 470).

Some advertisements also include a company’s slogan, logo, and, if required, product disclosures. A logotype or logo is a graphic symbol for a company, brand, or organization. It can be used separately or in combination with a signature.

Ads that must include mandatory disclosures, terms, and conditions may display them on the bottom of a print advertisement. For example, a car or truck ad that advertises better gas mileage must disclose the Environmental Protection Agency’s (EPA) estimated mileage at the bottom of the ad.

Gems The ancient Greeks valued them as the “tears of the Gods.” People in the Dark Ages swallowed them to cure illness. Medieval knights wore them under their armor for protection. Diamonds have been prized for thousands of years. Today’s advertisers promote diamonds with an appeal to emotions and the excitement of spectacular discoveries.

African Treasure South Africa supplies half the global demand for diamonds. It also claims some of the world’s rarest diamonds. A seven-carat, flawless blue diamond was unearthed in its Cullinan mine in 2008. It sold for a record $9.5 million. In 1905, it produced the largest diamond ever found. Experts cut more than 100 diamonds from this massive gemstone, including the Great Star of Africa and the Lesser Star of Africa. Both are part of the British Crown Jewels.

World Market

South Africa

ScienceCompare Imagine you are working for an advertising agency. You are working with a company that sells natural diamonds. Research the differences between natural diamonds and synthetic diamonds. Create an ad that features this distinction.

NSES A Develop abilities necessary to do scientific inquiry, understandings about scientific inquiry.

Here are some entry-level phrases that are used in conversations about marketing all over the world.

English Afrikaans

HelloGoodbyeHow are you?Thank youYou’re welcome

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ADVERTISING AGENCIES Advertising agencies are independent businesses that

specialize in developing ad campaigns and crafting the ads for clients. Depending on the scope and size of the advertising campaign and the needs of the business, agencies can serve as a full-service agency or a limited-service agency. There are also new models that advertising agencies can follow.

Types of Advertising Agencies

Limited-service

Creative Boutique

Project Team

Virtual

Full-service

Full-service agencies plan an entire advertising campaign by setting objectives, developing advertising messages and strategies, and completing media plans. They also select media and coordinate related activities such as sales promotion and public relations.

Larger businesses often select a full-service agency to be the agency of record to handle all aspects of the campaign. The agency of record does all the necessary research, media selection, copy development, and artwork. Advertising agencies employ specialists, such as copywriters, graphic artists, media experts, marketing researchers, and legal advisers to help with the development and execution of campaigns.

Limited-service agencies specialize in one aspect of the campaign, such as creative services, media planning, or media buying for an advertising campaign. Larger companies are increasingly selecting specialists, such as those who concentrate only on Internet advertising, to develop different aspects of an advertising campaign. Global consumer brands also make use of specialty agencies to develop or tailor campaigns to specific countries, ethnic groups, or other target markets.

Technology and e-commerce opportunities have led many businesses to employ in-house staff for some advertising functions, such as Web-site development and maintenance.Some companies assist in-house resources with the work of freelance professionals or limited-service agencies.

Ads on the WebDoes advertising work on the Web? Studies show that most people ignore ads on Web pages, especially if they are brightly colored or flashing. Advertisers have tried a variety of strategies to encourage users to notice online ads. These strategies include pop-ups, interactive videos, and behavioral targeting that matches the content of an ad to a user’s browsing history. There are also in-text ads that appear in the text ofthe Web site.

In-Text AdvertisingIn-text ads look like regular Web links, except that they feature a dashed or double underline. When you click on or mouse over these links, a small pop-up ad appears. In-text ads can be very effective, because only users who are interested in the topic click on them. However, some people say that in-text ads are misleading because they look like regular links.

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Get a Digital Nation Activity.

DIGITAL NATION

Social StudiesDiscuss Behavioral targeting is an approach that analyzes a Web surfers’ browsing and search history to provide relevant ads. What ethical issues does this practice raise? Discuss with your class.

NCSS X D Civic Ideals & Practices Practice forms of civic discussion and participation consistent with the ideals of citizens in a democratic republic.


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Section 20.1

Graphic OrganizerDisplay this diagram. Ask students to describe the different types of advertising agencies. Possible answers are provided.

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Critical ThinkingHave students locate and study the Web sites of three different advertising agencies. Students should choose one of the agencies and write a half-page essay in which they describe the overall message the Web site sends to potential customers. Have students discuss how the copy and visuals used on the home page of the Web site support that message. Students will have a variety of opinions about how the copy and visuals support (or don’t support) the particular message on their selected Web sites. Some sites are very edgy or forward-looking. Other sites may have a “traditional” look and lack appeal for savvy consumers. Ask students to share their essays with the class.

EnrichmentDevelop an Ad Divide the class into groups of four or fi ve. Tell groups that they manage the creative services department at an advertising agency. Their department, which includes copywriters and graphic designers, is responsible for presenting ideas for an advertising campaign to a client. Tell students the client has invented a new product. They are to create a name for the product and develop ideas for a photo or illustration, copy, and a catchy slogan. Groups should prepare and give brief presentations to express their ideas. Presentations should demonstrate an understanding of the tasks involved in building and advertising campaign. Presentations should include a name for the client’s product, ideas for a photo or illustration, copy, and a catchy slogan.

Parts of a Team Organize the class into small groups. Have students discuss the different departments of an advertising agency such as copywriting, graphic arts, media, research, and legal. Have students share with their group which department of an advertising agency they would like to work in and in what capacity. Ask each group member to consider if he or she would make the most valuable contribution in a creative, research, media, or client role. Based on their answers, encourage students to identify the skills they would need to develop to succeed in their chosen role. Graphic arts role-playing might need a strong art background; copywriters might need a strong language arts background, and so on.

Mini Projects

World Market

Science

Organize students into pairs to identify the differences between synthetic and natural diamonds. Have each pair create a two-column chart and label the columns Synthetic Diamonds and Natural Diamonds. Put together a class chart based on the pairs’ charts. Ask: Which of these qualities would you focus on in your ad for natural diamonds? natural diamonds are created deep in the earth over millions of years and synthetic diamonds are created in laboratories. The flaws and blemishes sometimes found in natural diamonds add to their natural beauty.

Read the Reading Check question to students: What are the types of advertising agencies? Advertising agencies consist of full-service, limited-service, creative boutique, project team, and virtual.

Reading Check Answer


EXPLAIN

Visual LiteracyFigure 20.1 Caption Answer Read the caption question to students: How do the elements of an ad work together? Each key element—headline, illustration, signature, copy, work together to enhance the overall theme and promotes the product. When a slogan and disclosure are added, the message is extended and reinforced. Ask: In your opinion, what are the two most important elements necessary in a print ad? Student opinions will vary, but should show a rationale to why they chose these elements as the most important. Possible answer: a headline and an illustration are the best way to grab the reader’s attention—with a visual image and a catchy phrase to make a connection in the reader’s mind. This is also, in print, the traditional approach. Ask: Do the key elements work together in this ad effectively to portray the company as a global provider? Answers will vary. Possible answer: Yes, the painted hands depecting a fish and coral to communicate a visually effective message. Ask: What elements stand out as being the most effective? Students should explain why the elements work together. For example, the headline and the slogan are the same. The illustration of the hands alluding to a scene from a coral reef complements the copy referring to the Bahamas, which has extensive coral reefs. The global message works.

Critical ThinkingAsk students to discuss each of the key elements presented and defi ned in the advertisement on this page. Ask: Which elements do you think are the most effective? Why? Students may mention any of the elements, but should provide a rationale for their answers. Then ask: Are there any elements in the ad that you think can be improved? If so, which one(s)? How would you improve it (them)? Students should offer thoughtful answers and the reasoning behind them. Have students work in six groups. Each group is to create one element for a print ad. For example, there would be one group for headlines, illustrations, the signature, copy, a slogan, and disclosures. As a class, you may choose the product type that you will use. Then, have each group create their assigned element. As a class, create one ad from the elements.


Reading: Obstacles to AchievementGo to the Online Learning Center to view a video clip in which teachers work together to help students master specifi c standards.


Each key element enhances the overall theme and promotes the product. The four fundamental elements of a print advertisement are applicable for ads in other media, too. As you read this section, think of ways these concepts would apply to preparing television, radio, and Internet ads.

HEADLINE The headline is the phrase or sentence

that captures the readers’ attention, generates interest, and entices them to read the rest of the ad. Headlines quickly grab attention to a product. Headlines are responsible for the overall effectiveness of most advertising campaigns. Many experts believe that every print ad, including brochures, flyers, newspaper ads, and magazine ads, needs a headline. A headline leads readers into the ad’s illustration. It makes them want to read the copy to learn more about the product’s benefits.

PURPOSE OF HEADLINESHeadlines must be attention-getters or the ad

may not be read. More than 80 percent of the people who look at an advertisement just read the headline. Research shows that words such as free, new, now, and your attract attention.

Effective headlines target an audience. They have advertising appeal and provide reasons for purchasing a good or service. The motivation for purchasing helps to identify potential customers. Headlines appeal to people by using a variety of motivators, such as profit, love, fear, fun, and vanity. Effective headlines allow the advertised product to project an image for the potential customer.

A headline provides a benefit for the reader. It promises something that matches a need or want. Benefits might include more miles per gallon, better service, or fewer cavities.

Headlines lead to the copy and illustration. Headlines are often written so that readers grasp the entire point of the ad simply by viewing the headline, seeing the illustration, and reading a few words of copy. Other times, headlines have a sub-headline to either clarify or expand on the main idea expressed in the headline.

Sub-headlines are usually found in smaller type close to the headline. Powerful headlines draw potential customers into reading the copy.

WRITING EFFECTIVE HEADLINES Before writing a headline, a copywriter must

know the needs of the target market. These needs might relate to price, delivery, performance, reliability, service, or quality. The headline must identify a benefit of the product.

Effective headlines stress these benefits by making a promise, asking a question, posing a challenge, or using a testimonial. Key words are often used in headlines to link the benefits in a personal way to the reader. Research has found that the words used most frequently in successful headlines include you, your, how, and new.

Most headlines are brief and usually consist of five to fifteen words. Studies show that people have difficulty processing more than seven words at one time. One effective and short headline is for Sure® deodorant: “Works all day. Just like you.” It is possible to create longer headlines that are effective if they are striking or touch on specific emotions. A headline used by DeBeers® diamonds reads: “When She Describes This Anniversary To Her Friends, She’ll Start With ‘Once Upon A Time.’”

Catchy Headlines An effective headline grabs attention in print advertisements. Explain why headlines are so important in a print ad.


Elements of a Print AdvertisementKeys to Ad Success A print advertisement usually contains four elements: headline, copy, illustration, and a signature. Some advertisements also include the company’s slogan and product disclosures. How do the elements of an ad work together?

FIGURE 20.1


Best coverage worldwide.

Best coverage claim based on global coverage of U.S. carriers. Activation of international service required. ©2009 AT&T Intellectual Property. Service provided by AT&T Mobility. All rights reserved. AT&T, the AT&T logo, and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners. Coverage not available in all areas.

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eMarketing Worksheet Activity Send students to the Online Learning Center to download an eMarketing worksheet activity.

ELABORATE

Section 20.1

Augmented Reality and Mash-upsAugmented Reality (AR) is technology that permits read-ers to see expanded aspects of an illustration through a simulator, which may include 3D, holograms, or the abil-ity to see oneself using a product. A web cam computer connection is required. Imagine an illustration or product coming off the page into a virtual reality. A sunglasses company using augmented reality on its Web site allows viewers to see themselves trying on different virtual sunglasses. USPS Priority Mail uses augmented reality on its Web site to permit viewers to compare the item to be shipped with the various boxes offered by USPS. The user clicks on different size boxes, which appear transparent, to see which size box best fi ts the item to be shipped.

Innovate and Create Have students conduct an Internet search to fi nd examples of augmented reality and mash-ups. Once they have a handle on how they work, have students work in groups to create an ad campaign that that uses augmented reality or cut and paste mash-ups. They can begin with a current advertisement or create a completely new one. Final projects should be shared with classmates in an oral report. The ad campaign must contain augmented reality or cut and paste mash-ups. Any current advertisement could be used as the basis for the ad campaign, as long as it has elements that can be augmented. Students may elect to make use of a tie-in with a gaming site that matches the ad’s theme. For example, if an advertisement is for Georgia peaches or California grapes, a tie-in with Farmville would be a perfect tie-in. Students should note that their newly designed ads could be shared with friends via Facebook or as part of Farmville’s site. .

Visual LiteracyCatchy Headlines Caption Answer Read the caption question to students: Explain why headlines are so important in a print ad. The headline is the phrase or sentence that captures the readers’ attention, generates interest, and entices them to read the rest of the ad. Headlines are responsible for the overall effectiveness of an ad. Then have students write their own headlines for products that are in your classroom (books, globes, chairs, desks, and so on). Encourage them to make their headlines capture the readers’ attention, generate interest, and entice readers to read the rest of the ad.

VIRTUAL BUSINESSPROMOTION

Introduce students to the concept of promotion using Knowledge Matters’ Virtual Business Retailing visual simulation, Promotion. In this simulation, students will learn that promotion is the way in which stores actively communicate with their customers.

Mini Projects

Differentiated InstructionStudents with Learning Disabilities To reinforce students’ understanding of headlines, ask: What are the characteristics of effective headlines? Write students’ answers for the class to read. Answers should include: Brief, fewer than seven words; grab and hold the reader’s attention; contain the words you, your, how, and new; appeal to an immediate need; identify a benefit of the product or service; evoke emotion; use a familiar saying with a twist; make use of opposites. Ask: Does the headline in the ad on this page contain these characteristics? Students’ answers will vary; some may think the ad does contain the characteristics, while others may not. Encourage them to explain their answers.

Interpersonal Learners Tell students to imagine that they are members of an advertising agency team working on a campaign for a new client. Present a product or service with which students are familiar (possibilities include: MP3 player, DVDs, soft drinks, haircuts, and so on). Then lead a brainstorming session in which students develop headlines and sub-headlines for print advertisements for that product or service. Ask a volunteer to write the headlines and sub-headlines for the rest of the class to read. Have the class vote on the best headline and sub-headline for the product or service.


EXPLAIN

COPY Tell students that print advertisements contain copy, which is the selling message of a written advertisement. Then ask these guiding questions to focus the discussion on advertising copy.

Guiding Questions

Identify What are six tips for writing compelling, effective copy?

Be conversational and written in a personal, friendly manner; be simple and direct; appeal to the senses; have news value by providing specific information; generate interest; provide a personal call to action.

Explain What is a call for action? What words are often used to create a sense of urgency?

A call for action tells the reader to buy a product, visit a store or Web site, or contact a business or organization. Words used include last chance, limited supply, and special bonus.

Visual Literacy Good Copy Is Simple and Direct Caption Answer Read the photo caption question to students: How are these Western Union ads similar to each other? They all ask a question and give Yes! as the answer. Ask students: How does the signature provide instant recognition? Students should recognize that the signature includes Western Union’s corporate logo.

Critical ThinkingOrganize students into pairs to design and develop a signature for a company of their choosing. It can be an existing company or a company of their own creation. Ask pairs to share their signatures with the class. Signatures for national companies should contain the name of the company and the corporate symbol and slogan. If the company is local, the signature should contain the company’s name, address, telephone number, business hours, map and directions, and slogan.


In a recent study, creative directors from several major advertising agencies analyzed award-winning print advertisements to determine what their headlines had in common. They discovered that 32 percent of the headlines used familiar sayings—with a twist. For example, “When it rains, it pours®” (Morton® salt). About 23 percent of the headlines made use of opposites, for example, “Eats Gravel. Sips Fuel” (Chevy Silverado truck).

COPYThe copy is the selling message of a written

advertisement. The headline of your copy should identify a need for the customer. The copy then should detail how the product meets the customer’s needs. As with headlines, copy should be based on market research and the business objectives for the advertising campaign. For example, the objectives may be to introduce a new product, build an image, attract new customers, answer inquiries, or generate sales to existing customers.

Here are some tips to write compelling, effective copy:

1. Your copy should be conversational and written in a very personal, friendly style. Keep your copy personal by using familiar language and casual phrases and terms.

2. Good copy is simple and direct. Copy can vary from a few words to several paragraphs. Copy does not need to be extensive to get a message across. It shows how using a product can help a customer or solve a problem.

3. Copy should appeal to the senses. Through the words, the customer should be able to see, hear, touch, taste, or even smell a product. This can be done through using descriptive adjectives and action words.

4. Your copy should have news value by providing specific information. It should tell the who, what, when, where, why, and how of your product. Remember that facts about your product are more powerful than claims. Use case histories, examples, statistics, performance figures, dates, and quotes from experts whenever possible.

5. Your copy should generate interest, encourage awareness, and create desire. Key words used in the copy, such as easy, guaranteed, hurry, now, price, and save establish an immediate connection with a reader. Customers also enjoy being on the cutting edge when using innovative products, and words such as new, improved, and introducing give that impression.

6. Advertising copy should provide a personal call to action now or in the near future. It should always be written in the second person and in the active rather than the passive voice. For example, you would write, “This item will help you,” rather than the more passive phrase, “You will be helped by this item.” Words such as last chance, limited supply, or special bonus offer help create a sense of urgency and need for immediate action.

A call for action tells the reader to buy your product, visit your store or Web site, or contact the business or organization. Asking for immediate action is especially important to local advertisers. For example, most print ads in local newspapers seek immediate action for sale items or special events. On the other hand, most national advertisers are not looking for immediate action, but seek action in the near future. They desire to keep the product name in front of the public by building brand awareness for new prospects and brand loyalty for current customers.

Good copywriters write in short sentences, sentence fragments, or bulleted lists, if there is a lot of information. Try to avoid the use of commas. Long sentences and too many commas distract readers. White space in the copy breaks up the text and creates an illusion of shorter sentences and fewer words. Print ads with less copy and more white space have higher recall rates.

ILLUSTRATION The illustration is the photograph, drawing,

or other graphic elements that is used in an advertisement. An illustration should be clear enough to attract, hold attention, and even encourage action. It also integrates the headline and copy. The illustration and the headline motivate the consumer to read at least the first sentence of the copy.


Good Copy Is Simple and Direct Each element of an ad enhances the overall theme and promotes the product. How are these three Western Union ads similar to each other?


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ELABORATE

Section 20.1

Graphic OrganizerDisplay this T-chart. After students have read the information about copy and illustration in the text, call on volunteers to identify characteristics of effective copy and illustration in print advertisements. Possible answers:

Copy Illustration

• conversational and written in a personal, friendly manner

• simple and direct• appeals to the senses• has news value by providing

specific information• generates interest• provides a personal call to

action

• attracts attention• holds attention• encourages action• integrates headline and copy• helps to motivate consumer

to read at least the first sentence of the copy

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Critical ThinkingHave students look at the advertisements reprinted in this chapter or at other ads you have brought to class. Have students describe how the characteristics they listed in the Graphic Organizer activity above are refl ected in the ads. Ask students to pay particular attention to how the headlines, copy, and illustrations work together in especially effective ads. Copy: conversational and written in a personal, friendly manner; simple and direct; appeals to the senses; has news value by providing specific information; generates interest; provides a personal call to action. Illustration: attracts attention; holds attention; encourages action; integrates headline and copy; helps to motivate consumer to read at least the first sentence of the copy.

Mini Projects

Differentiated Instruction Linguistic Learners To help students better understand how advertisements should be written to attract attention, have students rewrite the following sentences in the active voice: 1. Gillette® brings you the next revolution in shaving closeness. Sample rewritten answer: Try Gillette’s next revolution in shaving closeness—you’ve never felt anything as close as this! 2. One hundred twenty images from Professional Photos are profi led in this coffee-table book and companion CD-ROM. Sample rewritten answer: Imagine, one hundred twenty professional quality images showcased in this huge book. This offer also includes a CD-ROM that allows you to view these images in crystal clear digital format. 3. A V8 engine, air conditioning, and many other luxury amenities are included as standard features of this new car. Sample rewritten answer: This new car has a V8 engine, air conditioning, and so many other luxury amenities as standard features that we don’t have space to list them all.

Visual Learners Have students collect and critique a variety of print ads and discuss the use of active and passive voices. Students can choose to do a one-page written analysis or a fi ve-minute oral presentation. Analyses should be written using good grammar and spelling. All information in a paragraph should relate to one idea and all details in the paragraph are relevant to the idea. Transitions show connections of cause and effect, time, and place. Presentations should be well-planned and include graphics (when presented in computer slideshows, on posters, or by other visual means).

English Language Learners Collect several print ads depicting action. Find simple ads that show verbs in action where you can re-enact the event, or illustrate the action. For example, pouring a cup of coffee, jumping hurdles, and so on. Have students identify the verbs and the subjects. Tell students that using a sentence with an active voice means that the verb tells the action performed by the subject. For example, She poured the coffee. A sentence with a passive voice has the action performed on the subject. For example, The coffee was poured by the girl. Have students write passive and active sentences for their ads. Sentences will vary depending upon the ads chosen and the action shown in each ad.

VIRTUAL BUSINESSADVANCED PROMOTION

Introduce the concept of advanced promotion using Knowledge Matters’ Virtual Business Retailing visual simulation, Advanced Promotion. In this simulation, students will learn about additional sales and merchandise promotion activities that a storeowner or manager can use to attain the stated goals of a sales promotion.


ELABORATE Visual LiteracyGot Milk? Appeal Caption Answer Read the caption question to students: After reading the copy, who do you think the target market might be for this ad? The skateboarder suggests that the ad is aimed at young males. Then ask: What is the slogan used for this ad? Got milk? What is the headline? Go Big. Ask: Which tip(s) for writing compelling, effective copy does this ad follow? conversational and written in a personal, friendly manner; simple and direct; appeals to the senses; has news value by providing specific information; generates interest; provides a personal call to action.

Critical ThinkingHave students locate a print advertisement and television advertisement for the same product. Ask students to analyze the different advertisements by answering questions such as: How are the ads the same? How are they different? Is the copy similar for both ads? If not, how does it differ? You might have students create a T-chart and put similarities in one column and differences in the other column.

Mini Project

Differentiated InstructionStudents with Learning Disabilities To help students better understand the different elements of a print advertisement, distribute a number of print ads to students. Provide students with a supply of sticky notes that they can write on and attach to the ads. Have students identify and label these parts of the ads: headline, copy, illustration, and signature. Ask students: What is a headline? A headline is the phrase or sentence that captures the reader’s attention, generates interest, and entices them to read the rest of the ad. What is copy? Copy is the selling message of a written advertisement. What is the illustration? The illustration is the photograph, drawing, or other graphic elements that is used in an advertisement. What is the signature? The signature is the name of the advertiser or the company’s logo.


After You Read

NCTM Number and Operations Compute fluently and make reasonable estimates.

NCTE 1 Read texts to acquire new information.

Practice AcademicsEnglish Language Arts 4. Review the latest issues of consumer or trade magazines for ad slogans

that use different copy writing techniques (alliteration, paradox, rhyme, pun, or play on words). Identify the advertised product, its sponsor, and the technique used for each ad slogan. Share your favorite ad with the class and explain why you enjoy it.

Mathematics 5. Your company plans to run an ad in a newspaper. What is the cost per

thousand (CPM) of a print ad that costs $125 in a newspaper with a community circulation of 6,000?

Math Concept Computation Determining the cost per thousand (CPM) of ads is a matter of multiplying the cost by 1,000, and then dividing by the number of people that will view it.

Starting Hint To solve this problem, multiply $125 by 1,000, and then divide by the audience size.

Section 20.1

Review Key Concepts 1. Explain why a headline is an important part of a print ad.

2. Describe what illustrations should show about a product.

3. Generate a slogan for a product you use and explain the literary device you used.

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Check your answers.For help, go to the Math Skills Handbook located at the back of this book.

SLOGAN A slogan is a catchy phrase or words that

identify a product or company. These advertising slogans have the power to attract attention and arouse interest for the company or its product. To support a firm’s signature, many businesses create and use slogans that will help their customers identify the firm and its image.

Here are some literary devices that copywriters use when developing slogans for advertising campaigns:

Alliteration This device uses repeating initial consonant sounds: “Welcome to the World Wide Wow” (AOL).

Paradox This is a statement that is a seeming contradiction that could be true: “The taste you love to hate” (Listerine® mou thwash).

Rhyme Slogans might use rhyming words or phrases: “Give a hoot, don’t pollute” (United States Forest Service).

Pun This technique is a humorous use of a word that suggests two or more of its meanings or the meaning of another word similar in sound: “Time to Re-Tire” (Fisk Tires).

Play on words This device cleverly uses words to mean something else: “Let your fingers do the walking” (Yellow Pages®).


The illustration and its graphic elements send a message that is hard to communicate with words alone. For example, illustrations show the product, how it works, and its safety features. Illustrations should also project the desired image or benefit such as convenience, entertainment, or status.

Sometimes consumers need to see the product in use. For example, models might wear featured clothing items. Businesses also need to choose images that will not become outdated too soon. Illustrations should be selected and evaluated periodically to match and convey the desired business imag e.

Photographs are effective in advertisements when a sense of reality is necessary. It is important for consumers to see how some products look or how they are used. Consumer products such as cars, computers, cosmetics, electronic equipment, furniture, sporting equipment, and vacation resorts are often depicted in photographs.

Drawings can show a part of a product that the reader would not normally see. Cut-away drawings

and illustrations of products and equipment help reveal important features not visible in a photograph. They also help the reader understand how a product is made and works.

Illustrations should be balanced with other ad components and take up about one-third of an entire ad’s space. Headlines should also use one-third of the ad's space, with the remaining one-third used for copy and the signature.

Businesses often use clip art in their print ads. Clip art includes inexpensive or free images, stock drawings, and photographs Suppliers, manufacturers, or trade associations can provide clip art for print ads. When clip art is not appropriate, professionals may be hired to photograph or illustrate situations or products.

SIGNATURE Print ads are not complete without the name of

the advertiser, or sponsor. The signature (name of the advertiser) or logotype (logo) is the distinctive identification symbol for a business. The signature usually appears at the bottom of an ad. A well-designed signature gets instant recognition for a business. No advertisement is complete without it.

In national ads, the signature is the name of the firm. It may also include the corporate symbol and slogan. The signature in local advertisements usually includes the business’s name, address, telephone number, business hours, map and directions, or slogan. Many advertisers also include their Web-site address for contact information.

Got Milk?

The use of celebrities or athletes is an effective way to attract viewers to read the copy. Who do you think the target market might be for this ad?


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EVALUATE

Section 20.1

Graphic OrganizerDisplay this diagram. Ask students to name the literary devices often used by copywriters when developing slogans for advertising campaigns. Write the literary devices in the outside shapes of the diagram. Then ask: What is alliteration? use of repeating initial consonant sounds What is a paradox? a seeming contradiction that could be true What is a rhyme? phrases that have similarity in sound What is a pun? funny use of a word with two or more meanings What is a play on words? use of words to mean something else

Literary Devices

Alliteration

Paradox

Rhyme

Play on words

Pun

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Mini Project

EnrichmentCreate Slogans Organize the class into pairs or small groups. Provide each group with a product or service for which they will create an advertisement. Have groups create an advertisement for their product or service that includes a slogan; however, slogans should not be put on the ads at this point. Groups should create at least one slogan for each of these literary devices: alliteration, paradox, rhyme, pun, and play on words. After groups have created their advertisements and slogans, have them read the slogans to the class and have the class vote on the best slogan for the advertisement. Then have groups fi nalize the ads with the selected slogans and post the ads throughout the classroom.

After You Read Section 20.1

Practice AcademicsEnglish Language Arts 4. Accept all reasonable and complete responses that

use proper grammar and spelling. Each headline must use a different copywriting technique. (alliteration, paradox, rhyme, pun, or play on words). The advertised product, its sponsor, and the technique used for each ad headline must be identified.

Mathematics 5. $20.83 ($125 × 1,000 ÷ 6,000).

Review Key Concepts 1. The headline captures the reader’s attention,

arouses, their interest, and entices them to read the rest of the ad.

2. Illustrations should transmit a message that would be difficult to communicate with words alone. It could show the product, how it works, safety features, or its benefits.

3. Slogans will vary but should use one of the following literary devices: alliteration, paradox, rhyme, pun, or play on words.

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Answer Key Send students to the Online Learning Center to check their answers.


ENGAGE

Anticipation ActivityImproving Student Achievement Have students work in pairs or small groups to select a product and create an ad for it. The ad should be exciting, subtle, or something in between. Have them choose a color palette to express that concept. Ask: Why did you choose these colors? What concept were you trying to communicate? Students should explain their color choices and how it conveys their concept. Ask the class if they think the concept was accurately conveyed.

Objectives• Explain the principles of preparing an ad layout. An ad layout

should be the same size as the final ad with illustrations large enough to show product, focal point

• List advantages and disadvantages of using color in advertising. advantages—more realistic, visually appealing, commands atten-tion, can increase readership; disadvantage—increased cost

• Describe how typefaces and sizes add variety and emphasis to print advertisements. Large, boldface, and uppercase type is strong and powerful and implies shouting. Small, lightface, lowercase type is delicate and implies whispering.

Graphic OrganizerTips for Developing Effective Ad Layouts

1. Leave white (unused) space.

2. Make illustrations large enough to grab attention.

3. Color is more realistic and visually appealing.

4. Employ distinctive and appropriate type faces and sizes.

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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, copy, and signature.

There are different sources for ad layout services, including newspaper salespeople, magazine representatives, and advertising agency personnel including art directors, copy editors, or account executives. In addition, desktop publishing programs are useful for smaller businesses.

You do not need to be an artist to develop an ad layout. You submit a rough draft of an idea, and the vendor creates a final ad based upon your information. You do need to make sure, however, that all the information is correct.

Evaluate How do businesses assess the effectiveness of their advertisements?

As You Read

COMPONENTS OF EFFECTIVE AD LAYOUTS

Ad layouts should be prepared in the same size as the final advertisement. Newspapers and magazines offer certain rates on pre-calculated ad sizes. Typical ad sizes are: 1 ___ 16 page, 1 __ 8 page. 1 __ 4 page, 1 __ 2 page, and full page.

The illustrations should be large enough to show the product in use and grab attention through size, humor, or dramatic content. Print ads that feature large visuals (60 to 70 percent of the total ad) are the best attention-getters. The image projected in the layout should be appropriate for the target audience.

Visual elements like color, different typefaces, and font sizes bring print advertisements to life.

PRINT ADVERTISING LAYOUTS

Sect

ion

20.2

Advertising Layout

Focal Point A single visual is a basic advertising layout design. How does this ad design create a memorable image for the viewer?


READING GUIDE

MARKETING CORE FUNCTION

Promotion

ACADEMIC

English Language Arts NCTE 1 Read texts to acquire new information.

Science NSES E Develop abilities of technological design, understandings about science and technology.

NCSS National Council for the Social Studies

NCTE National Council of Teachers of English

NCTM National Council of Teachers of Mathematics

NSES National Science Education Standards

Common Core Writing Produce clear and coherent writing in which the development, organization, and style are appropriate to task, purpose, and audience.

STANDARDS

Graphic Organizer Draw or print this chart for taking notes on the principles of ad design.

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.

The Main Idea Advertisers must understand effective design principles when developing ad layouts in order to quickly attract the attention of a targeted audience.

VocabularyContent Vocabulary• ad layout• advertising proof

Academic Vocabulary You will find these words in your reading and on your tests. Make sure you know their meanings.

• technique • emphasis

Predict How might the use of color in a print ad affect a viewer’s reaction?

Before You Read

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Print this graphic organizer.

Tips for Developing Effective Ad Layouts

1. Leave white (unused) space.

2.

3.

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EXPLORE

Section 20.2

Advertising Layout

Before You Read

Read the Before You Read question aloud: How might the use of color in a print ad affect a viewer’s reaction? Explain to students that warm colors such as red, orange, and yellow make things appear to advance, or move forward, and cool colors such as blues and greens make things appear to recede. How do colors affect your reaction to an ad? Students should explain which colors appeal to them and which colors “turn them off.”

Preteaching VocabularyHave students go to the Online Learning Center at glencoe.com for the Section 20.2 Preteaching Vocabulary online quiz.

Content VocabularyWrite the key terms ad layout and advertising proof for the class to read. Ask students to guess what the meanings of the terms might be. Then ask volunteers to look up the defi nitions of the terms in the glossary or in a dictionary and to share them with the class. An ad layout is a sketch that shows the general arrangement and appearance of a finished ad. An advertising proof is a representation of an ad that shows exactly how it will appear in print.

Academic VocabularyTechnique—Synonyms Display the term technique and ask students to share ways they have seen it used. Ask: What are some synonyms for this term? method, procedure, skill, routine Ask volunteers to use the term in an original sentence. Sample: My sister is learning Indian cooking techniques from a class at the recreation center. Our teachers use a variety of techniques to make sure all of the students benefit from the lesson.

Emphasis—Multiple Meanings Write the term emphasis for the class to read. Then read to students the following defi nitions of the term: (1) special importance; (2) forcefulness; (3) spoken stress on a word. Ask: Which of the three definitions do you think is the one used in this section on advertising layout? Why? Students might make a case for either definition 1 or definition 2. Adding emphasis to a layout can be done by giving special importance to an element or by forcefully presenting a product.

PRINT ADVERTISING LAYOUTS Ask these guiding questions to focus the discussion on print advertising layouts.

Guiding Questions

Identify What are some different sources for ad layout services?

newspaper salespeople, magazine representatives, ad agency personnel such as art directors, copy editors, account executives

Explain Why is a balance of white space and color desired in a print advertisement?

A balance highlights the image that you want the consumer to notice.

As You Read

Read students the As You Read question: How do businesses assess the effectiveness of their advertisements? Businesses measure the effectiveness of their advertisements by the number of responses and, ultimately, by the increase in sales generated by the ads.

Expert AdviceRead the quote to students:

Visual elements like color, different typefaces, and font sizes bring print advertisements to life.

Have students look through this chapter in their textbooks. Ask: Do you think the color, typefaces, and font sizes help make this text visually interesting? Students’ answers should reflect honesty and an understanding of the concepts.

Visual LiteracyFocal Point Caption Answer Read the caption question to students: How does this ad design create a memorable image for the viewer? It’s humorous and clever to see a ketchup bottle sliced like a tomato; the design is simple with emphasis on the image; the sliced bottle reflects the grown, not manufactured, image the company wants to project.


Reading: Strategic ReadersGo to the Online Learning Center to view a video clip in which an author discusses strategic readers.


EXPLAIN Critical ThinkingHave students refer to Figure 20.1 on page 470. After reading the Marketing Case Study about the AT&T “Hands” ad, read the last sentence, Unique in the world of print ads, the AT&T “Hands” ads rely on the relationship between illustration and copy. Explain that though there is very little copy, the headline, illustration, and other ad elements are tied together by the words, worldwide and global. Ask: What other qualities make this ad unique? Answers will vary but may include that the painted hands and the artwork is in itself unique; the artwork on the hands represent something technological and manmade, while the fish and coral represent something natural Ask: What other relationships can you identify? The use of the bars parallels the shape of the hands—one tall shape on the left, and several expanding shapes on the right.

Marketing CASE STUDY

English Language Arts Answer Students’ advertisements will vary but should incorporate the use of the product. They should also use the elements of illustration (a photograph, drawing, or other graphic element) and copy (the selling message of a written advertisement). After students have completed their ads, have them share the ads with the class. Have volunteers from the class point out how use of the product was incorporated into the ad and describe the use of illustration and design.


COLOR IN PRINT ADVERTISEMENTS

A color ad is usually more realistic and visually appealing than a black-and-white advertisement. In fact, research proves that color newspaper ads can increase the readership of ad copy by as much as 80 percent over black-and-white ads. In addition, studies have also shown that full-color ads are often more cost effective than two-color ads (usually black and another color) because of their increased response rates.

Although color commands the viewer’s attention by adding excitement and realism, each added color raises the cost of the advertisement. Adding another color can increase costs by as much as 35 percent. When businesses use color in advertisements, the added cost must be continually measured against the desired results.

Advertisers must consider the appropriate colors for the product and target market. For example, red is used for passion, excitement, and power. It is often used in automobile and food advertising. Also, when developing ads for global markets or ethnic groups in the United States, advertisers must be sensitive to the different meanings that color conveys to people of various cultures and countries.

TYPEFACES FOR PRINT ADVERTISEMENTS

Many typefaces and type sizes are effective for use in print advertisements. Advertisers make sure to select styles and type sizes that are distinctive, yet appropriate for the business and specific target audience.

The look and appearance (design) of the type is called the “typeface.” A complete set of letters in a specific size and typeface is called a “font.” The appearance of the typeface affects the entire character of an advertisement.

An advertiser would choose a large, bold typeface in a headline when the goal is to convey the message forcefully. A smaller, lighter typeface might be selected when the words in a headline are to be conveyed more gently or subtly. In general, print advertisers should use one typeface for headlines and prices, and another typeface for copy.

A Different LeagueThis ad demonstrates several components of an effective advertising layout. What principles of advertising layout are represented in this ad?


Marketing CASE STUDY

AT&T’s popular “Hands” ads show off the company’s international presence in the wireless communication industry. In these

creative print ads, hands are painted and posed in unusual ways to hint at the many parts of the world where customers can use AT&T’s wireless service. (See Figure 20.1 on page 470.)

Worth a Thousand WordsThe images use visual clues to represent different global regions. In one picture, a left hand is shaped and colored like an angel fish, while several right hands depict an orange reef with an AT&T phone sitting on top. Another ad shows two hands painted as elephants, holding a phone between them. Unique in the world of print ads, the AT&T “Hands” ads rely on the relationship between illustration and copy.

AT & T Hands On

English Language ArtsCreate Think of a product that you use often. Design a print ad that incorporates the use of the product. Be sure to combine the elements of illustration and copy in your design.

NCTE 4 Use written language to communicate effectively.

The ad should make generous use of white or unused space for a clean look. A proper balance of white space and color highlights the image or drawing that you want the consumer to notice. White space also helps to make copy legible and creates an “eye flow” for the ad. The typeface, style of printing type, and size should be easy to read and appropriate for the target audience.

Elements of Advertisements

Layout Color Typeface Type Size

TYPES OF ADVERTISING LAYOUTSThere are several popular types of ad layouts

that designers use in print advertisements. The best ads contain a focal point and lines of force that guide the reader to the copy through photographs and illustrations.

The single-visual layout design is a technique that uses a single illustration as a focal point with a very short headline and little copy. It is a simple, basic design but creates a powerful image.

The top-heavy layout places the illustration in the upper half to upper two-thirds of the space or on the left side of the layout. In this layout a strong headline is placed before or after the illustration, and the copy follows.

The illustrated layout uses photos or other images to show how a product can be used—or to illustrate additional technical concepts. An illustrated layout often gets attention by its dramatic presentation, the kinds of illustrations, or by using humor.

The Ogilvy layout, named after advertising expert David Ogilvy, arranges each ad element into a specific order. The elements are presented from top to bottom, in the order most people view them. Research shows that most people view ads in the following order: illustration, photo caption, headline, copy, and signature.

The Z layout is organized with the most important items an advertiser wants viewers to see (often the headline) placed on the top of the Z. Since a reader’s eye will normally follow the path of the Z, the illustrations and copy are on the line going down. The signature and “call to action” are at the bottom of the Z in the lower right corner.


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ELABORATE

Section 20.2

Critical ThinkingPoint out to students that color is not always required for an ad to be effective. Ask them to look in newspapers and magazines to fi nd ads they think work effectively in black and white and to share them with the class. Encourage students to support their opinions with specifi c examples. Suggest to students that they look for ads that have a strong call to action—ads that announce sales or provide a coupon for a substantial savings on a product with which most people are familiar. Ask: Why might a black-and-white ad with a coupon be more effective than a black-and-white ad that simply advertises a product? The ads with coupons have a strong call to action and people will want to read them and answer the call to action for the benefits it provides.

Visual Literacy A Different League Caption Answer Read the photo caption question to students: What principles of advertising layout are represented in this ad? Answers may include: the ad shows the illustrated layout with a large photo and another illustration showing the ad’s intent (inside his head and his thoughts); the large font size used in the headline on the second line emphasizes the idea of what a person Always wanted (to represent his dreams and desires); there is a lot of copy, but it easy to read and speaks directly to the intended audience; the Web address is mentioned twice; the signature identifies the company by using their recognizable logo; the ad contains a focal point; visuals match the target audience; type and type placement aid the reader; appropriate use of color.

Graphic OrganizerDisplay this chart. As you discuss the elements of advertisements with students, have them provide facts. Possible answers:

Layout Color Typeface Type Size

Elements of Advertisements

• Single-visual• Top-heavy• Illustrated• Ogilvy• Z

• More realistic

• Visually appealing

• Add readership

• Large, bold for shouting

• Small, light for whispering

• Serif• Sans serif• Adds variety

and emphasis

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Mini Projects

Mini Project

Differentiated InstructionStudents with Learning Disabilities For added practice identifying fonts, have students look through various textbooks, library books, magazines, and other printed materials readily available in the classroom. Ask them to look at the way fonts are used in the printed materials. Have them keep track of when and where serif fonts are used and sans serif fonts are used. Then have the class work together to develop a chart that indicates the most common places serif fonts are used and the most common places that sans serif fonts are used. serif fonts are often used for the body of the text; sans serif fonts are often used in headlines and captions.

Interpersonal/Linguistic Discuss with students the different types of advertising layouts—single-visual, top-heavy, illustrated, Ogilvy, and Z. Bring to class a number of different magazines, newspapers, and fl yers. Have students work in pairs to fi nd examples of each of the different types of layouts. Then have pairs show their advertisements to the class and explain why they fi t a particular layout. After the presentations, ask the class: Which layout seems to be the most popular? Why do you think this is so? Answers will depend on which layout is present in the most examples. Students should provide a rationale for the popularity of the different layout types.

Differentiated InstructionVisual/Kinesthetic Learners Bring in a variety of advertisements from diverse print sources, focusing on design and ad elements with or lacking bright colors. Set up several ads strategically around the room, creating stations. Place several add at each station, along with printed questions, to include: What is your reaction to the color? Answers will vary depending on the ads chosen. Students may suggest that the color is pleasing because it is bright, colorful, attracts attention, and adds emphasis to the advertisement. Ask: Who might this ad appeal to? Possible answers: people with a youthful attitude; people attracted to bright colors.


Reinforce VocabularySerif and Sans Serif—Origin Point out to students that serif typefaces were invented to aid the reader. The serifs added to the letters are designed to help the word hold together so that it appears as a unit, which makes it easier for the brain to recognize and read. Tell students that serif typefaces are often used with running text such as the paragraphs in books. Sans is the French word for without. Sans serif typefaces are often used in picture captions, callouts, and headlines.

Career Chatroom

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Career Exploration Send students to the Online Learning Center to read more about this career and to get a Career Exploration activity.

Use these questions to focus the discussion about the Career Chatroom feature.

Guiding Questions

Analyze What does Ms. La Pierre mean when she says, “Don’t be afraid”?

Try new things. Don’t make excuses. Be motivated to do the best you can do.

Predict What skills and attribut es should you develop for success in advertising and production?

computer, design, and creative skills and hard work, tenacity, and determination

ELABORATE


CHECKING ADVERTISING PROOFS

When designers create advertisements, an advertising proof is developed. The advertising proof is a presentation of an ad that shows exactly how it will appear in print. Most proofs are developed and delivered in a digital format, which saves time and money.

The advertising proof is sent to the advertiser for review and approval. Before giving final approval, the advertiser makes an evaluation based on the following criteria:

The ad should be bold enough to stand out on a page, even if it is placed next to other ads.

The overall layout should look clean and uncluttered and should guide the reader through the copy.

The typefaces and type sizes should be easy to read and help to emphasize the message.

The signature should be apparent and distinctive.

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

In addition, it is important to make sure that all prices printed in an ad are accurate and that all brand names and company names are spelled correctly. Any errors found in the proof must be marked and returned for correction before the ad is finally published.


For help, go to the Math Skills Handbook located at the back of this book.

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Check your answers.

Practice AcademicsEnglish Language Arts 4. Conduct research on popular advertising campaigns from the past. Select

one of these advertising campaigns and write a one-page newspaper editorial in reaction to it. Be sure to mention the company, name of the campaign, and the year or years that the campaign ran.

Mathematics 5. You must create a Web banner advertisement for a new hybrid automobile.

If the Web banner advertisement has a click-through rate of one percent and is sent to 55,000 people, how many people will visit the banner Web site?

Math Concept Computation It is necessary to convert percents to their decimal equivalent before using them in computations.

Starting Hints Divide one percent by 100 to get a decimal. Multiply the decimal by the number of people who received the ad to determine the number of visitors.

Review Key Concepts 1. Explain how to create a focal point and eye movement using a Z ad layout.

2. Describe how to select the size and type of a typeface.

3. List three things that you should look for in an advertising proof.




TYPE SIZES FOR PRINT ADSType size is measured in points. There are 12 points to one

pica, and 6 picas to 1 inch. So a point is about 1 ___ 72 of an inch. Word-processing program allows you to select type size.

One way to classify typefaces is serif or sans serif. A serif typeface has short crosslines at the upper and lower ends of the letters. Times Roman and Palatino are two commonly used serif fonts. Here are examples of these fonts in 10-point and 24-point type. Can you see the crosslines at the top and bottom of the letters T and P?

A sans serif font is one that is sans (French for “without”) any crosslines. These fonts are popular because their simple design makes them very easy to read. Some common sans serif fonts are Arial, Helvetica, and Futura. Here are examples:

The preferences and characteristics of the target market will dictate the choice of the type size. A study found that one-third of readers over 65 do not read ads because the type is too small. This means that a 14-point font would be a better choice than a 10-point font for ads designed to reach readers over 65. Many companies use serif typefaces and 12-point font sizes in most ad copy. Type that is too small or difficult to read will lower the readership of an ad.

You can add variety and emphasis by using different sizes of typefaces, italics, boldface, and combinations of capital and lowercase letters. The message remains the same, but capitalizing different words may change the effect on the viewer.

Michelle Skrabut La PierrePresident/Founder

Word of Mouth Productions

Career Chatroom

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Read more about this career and get a Career Exploration Activity.

We are a graphic design and advertising–production company. We use any tool to market and sell what-ever our clients want to sell. This includes creating logo design, brochures, stationery, catalogs, business cards, Web-sites, actor reels, video promotions, posters, package design, murals and original art, print media, and post-cards.

Don’t be afraid. Some people put obstacles in their way as an excuse not to succeed. You have to be motivated. You can have all the talent in the world, but if you don’t get out of bed everyday and use it, who will care?

Computer, design, and creative skills are important in produc-tion and advertising. But hard work, tenacity, and determina-tion go a long way, too. Oh, and be organized.

What do you do at work?

What is your key to success?

What skills are most important to you?


Focal Point Research indicates that using a serif font stresses the horizontal direction, helping people to read more easily.

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H O T H O T T O P I CT O P I CH O T H O T

T O P I C TO P I C

ENGAGE EXPLORE EXPLAIN ELABORATE EVALUATESection 20.2

EVALUATE

Graphic OrganizerDisplay this diagram. Ask students to provide additional criteria an advertiser should use in reviewing and checking advertising proofs. Remind students that the primary objective in checking proofs is to fi nd and eliminate any errors. Possible answers:

Criteria for Checking Advertising Proofs

Ad should be bold enough to stand out on a page, even if placed next to other ads.

Overall layout looks clean and uncluttered and should guide the reader through the copy.

Typefaces and type sizes should be easy to read and help to emphasize the message.

Signature should be apparent and distinctive.

Intended message and image projected must be appropriate for the target audience.

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Mini Project

ExtensionResearch Photos Have students explore commercial and other photo sources online using a search engine to fi nd images that could be used in certain ad situations to evoke emotions. Ask them to fi nd photos that could be used to convey comfort, excitement, sadness, happiness, sorrow, and other emotions. Have students print or make copies of the photos and create a paper or digital photo album with the photos labeled with the appropriate emotion. (Tell students to look carefully at the copyright information on any Web site they use. They should be sure it is allowable for them to use the photos in a school setting.) Have students share their photo albums with the class. Ask the class to make suggestions about what kinds of products or services might be advertised with a particular photo. For example, a photo of a happy couple might be used to advertise a jeweler who sells engagement rings.


Practice AcademicsEnglish Language Arts 4. Students must identify one of the top advertising

campaigns. The completed one-page report should list the company, name of the campaign, the year or years that the campaign ran and describe the company, its headquarters, current products, and number of employees using proper grammar, punctuation, and spelling.

Mathematics 5. 550 (55,000 × .01)

Review Key Concepts 1. Create a Z layout by placing the most dominant item

(typically the headline) on top of the Z. Then place copy and illustrations on the diagonal line of the Z, and your signature and call to action at the bottom of the Z in the right corner.

2. The size of the typeface should be distinctive, yet appropriate for the business and target audience.

3. When checking an advertising proof, you should make sure all prices are accurate and that all brand names and company names are spelled correctly. In addition, the following should be considered: The ad should be bold enough to stand out on a page, even if it is placed next to other ads. The overall layout should look clean and uncluttered and should guide the reader through the copy. The typefaces and type sizes should be easy to read and help to emphasize the message. The signature should be apparent and distinctive. The intended message and image projected must be appropriate for the target audience.

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Answer Key Send students to the Online Learning Center to check their answers.


EVALUATE

Visual SummaryExpress Creativity Ask students to develop their own visual summary of a concept in the chapter. Encourage students to use different formats for their visual summaries, such as a storyboard, a timeline, a table, a tree diagram, or a word web. Visual summaries will vary depending on the concept depicted. Questions to ask when assessing a visual summary include:

• Is the summary clear, economical, and simple?• Are any important steps left out?• Are steps or concepts arranged in the same order as

the original?• Does the summary reveal a pattern that connects the details?• Does the summary locate and highlight the most important

information?

Review Content Vocabulary and Academic Vocabulary 1. Classifications will vary, however students should provide a

reasonable explanation for their classifications. Sample answer:

Advertising a Product: advertising campaign, advertising agencies

Elements of Print Advertisements: logotype, headline, copy, illustration, clip art, signature, slogan

Developing the Advertisement: ad layout, advertising proof

Explanation: Advertising campaigns and advertising agencies are used to advertise or promote products and services. Logotype, headline, copy, illustration, clip art, signature, and slogan are all used in the creation of an advertisement. Ad layouts and advertising proofs are part of the development process for creating advertisements.


Visual SummaryChapter 20

Print AdvertisementsPrint advertisements usually contain four key elements.

Businesses need to follow ad layout principles when developing print advertisements.

HEADLINE ILLUSTRATION

COPY SIGNATURE

AD LAYOUTS

Visual Appeal Types

• Single Visual• Top-Heavy• Illustrated• Ogilvy• Z Layout

Copy

• White Space• Color

• Font • Type Size


Review and Activities

Assess for Understanding 2. Describe How are advertising campaigns developed?

3. Identify What are the different types of advertising agencies?

4. Contrast How is a logo different from a signature?

5. Invent What advertising copy would you create for a new athletic shoe?

6. Infer Why would an S-shaped layout not be useful for an ad?

7. Role Play What are some possible areas of concern when using color in print ads?

8. Justify What style of type (size and font) would you use to advertise grape juice to retired married couples?

9. Analyze Why do local supermarkets, banks, pharmacies, and department stores frequently use print advertising?

Content Vocabulary• advertising campaign

(p. 467)• advertising agencies (p. 468)• logotype (p. 469) • headline (p. 471) • copy (p. 473) • illustration (p. 473)

• clip art (p. 474) • signature (p. 474) • slogan (p. 475) • ad layout (p. 477) • advertising proof (p. 481)

Academic Vocabulary • experts (p. 468) • statistics (p. 473) • technique (p. 478) • emphasis (p. 480)

Review Content Vocabulary and Academic Vocabulary 1. Classify these terms into different categories and explain why you placed the words together.

Written Summary• 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.

• Each of the four key elements enhances the overall theme of a product promotion.

• The four fundamental elements of a print advertisement are applicable to ads in other media.

• 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.

• The sources can include full-service, limited-service, creative boutique, project team, and virtual teams.



EVALUATE

Chapter 20

Assess for Understanding 2. An advertising campaign depends on its scope, size, and the

size of the business. Smaller firms may develop the campaign “in-house” using individuals or their own advertising department. Larger companies often designate all or a part of the campaign to a full- or limited-service agency. Planning the campaign involves these steps: identify the target audience; determine objectives; establish the budget; develop the message; select the media; and evaluate the campaign.

3. Types of advertising agencies include: full-service, limited-service, creative boutique, project team, and virtual.

4. A logo is a graphic symbol for a company, brand, or organization. The signature is the distinctive identification for a business, often the name of the advertiser.

5. Students’ copy will vary. However, copy should follow these guidelines: copy should be conversational and written in a very personal, friendly manner; good copy is simple and direct; copy should appeal to the senses; copy should have news value by providing specific information.

6. Answers will vary. Sample answer: The eye does not naturally follow an S shape when reading or scanning a page, so the S layout would not have information in the order a person would normally look at it.

7. Adding more colors can increase costs by 35 percent. Cultural differences pertaining to color may have unintended results in certain target markets and with global commerce.

8. Students should suggest using a sans serif font in at least 14 point for the advertisement.

9. The primary trading area is well known, which allows these businesses to target customers effectively. Many people read print media, flyers, circulars, daily and weekly newspapers, so there is an immediate response to coupons, special events, and sales. These businesses mass market their products and print advertising can reach all customers in the area.


EVALUATE

Critical Thinking Skills 10. Answers will vary but students should be able to state pros for

the mandatory assessments, for example, the ad promotes the use of milk, and indirectly benefits milk sales for individual farmers. The cons are that the ads infringe on free speech rights by requiring farmers to pay for them. Recent U.S. District Court decisions have held that the ads do violate free speech rights, but litigation has been ongoing over the years in this case and in others related to generic advertising campaigns.

Financial Literacy Skills 11. Yearly cost is $42,000 (12 months × $3,500/month).

The quarterly cost is $10,500 ($42,000/4 quarters).

e-Marketing Skills12. Students should recall from Chapter 19 that Internet ads include

opt-in e-mail ads, search engine and banner ads, rich-media and video ads, and social-media advertising. Social-media ads, in particular, allow companies to develop advertising messages, to create customer profiles, to develop sales leads, to provide special offers, and to maintain customer feedback about the image and performance of their products. Rich-media and video ads offer animation and sound with interactive features to deliver advertising messages, which print ads cannot do. Students should locate examples of Internet ads for an agency that will develop the ad and present the examples.


For help, go to the Math Skills Handbook located at the back of this book.

Review and ActivitiesChapter 20


NSES E Develop abilities of technological design, understandings about science and technology.


Build Academic SkillsEnglish Language Arts 13. Advertising Layout Skills There are several popular types of ad layouts that

designers use in print advertisements. Review newspapers and magazines to research and find print advertisements. Select a print ad for each layout design. Organize your materials and give a presentation on how each ad represents a different layout design.

Science 14. Science, Technology, and Ads Marketers use scientific data to design

advertising campaigns. Examples include personal data mining; analyzing keywords and phrases from Internet searches; calculating direct-mail response rates; and researching purchase behavior. Identify the use of a scientific principle or technological innovation that has application for print advertising. Share an ad that features this principle or feature.

Mathematics 15. Calculate Advertising Credit Your home store has an arrangement with a

manufacturer of patio furniture. The store receives a 4-percent advertising credit on total yearly sales. What is your advertising credit on sales totaling $68,000?

Math Concept Computation A percent discount is usually calculated as an amount off an original price, not an amount off an already discounted price. To figure the amount of a discount, convert fractions and percents to decimals, and multiply.

Critical Thinking Skills 10. Ads and the Law One of the most successful print

advertising campaigns is the “Got Milk?” campaign. These ads are developed on behalf of America’s Milk Processors Board and are paid for by individual dairy producers. Producers are charged a per-head fee on cattle to pay for the campaign. That means dairy producers were charged more if they had more cattle. Discuss whether this payment method is fair.

Financial Literacy Skills 11. The Cost of Advertising A small, independently

owned business has hired a full-service advertising agency to develop an advertising campaign. The advertising agency will charge $3,500 a month to run the campaign. If the campaign runs for a year, what will be the yearly contracted amount? What will it cost the business each quarter?

e-Marketing Skills 12. Online Advertising Imagine that you work for

a local travel agency. You are considering placing Internet display ads on several travel Web sites. Your manager agrees about the need for advertising but is not convinced that the Internet is the best medium. Use what you know about advertising to convince your manager to follow through with this ad campaign.

• Identify the strengths of Internet advertisements.

• Explain the features of Internet ads that cannot be replicated in print.

• Find examples of Internet ads for an agency that will develop the ad.

• Present the examples of Internet ads to your manager for feedback.


Connection Role Play

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Role Plays Download the Competitive Events Workbook for more Role-Play practice.

ManagerSmall HotelSituation Your hotel is located in the historic district of a popular tourist destination. It has 30 guest rooms in a building and has been in operation for 145 years. The hotel has recently been renovated and redecorated. Bookings run at near capacity during the spring and fall months. Bookings during the summer and winter months are not as good. They reach about 70 percent of capacity. You advertise in upscale lifestyle magazines and in magazines that appeal to the traveling public.

You recently hired a new employee (judge) for your assistant manager position. You plan to train the new employee (judge) in all aspects of the hotel operation. You have assigned the new employee (judge) the task of creating a magazine advertisement that announces the hotel’s redecoration. Before the new employee (judge) begins working on the advertisement, you are to meet with the employee (judge) to explain print advertisements and their components.

Activity You are to explain to the new employee (judge) each of the components of print advertisements and the importance of coordinating those elements. You are also to explain the importance of ensuring that the copy is correct and that the advertisement meets the standards of your hotel.

Evaluation You will be evaluated on how well you meet the following performance indicators:

1. Explain the components of advertisements.

2. Explain the importance of coordinating elements in advertisements.

3. Explain the nature of effective written communication.

4. Edit and revise written work consistent with professional standards.

5. Orient new employees.

Test-Taking TipLook for key words in test directions, such as choose, describe, explain, compare, identify, similar, except, not and not.

Standardized Test PracticeDirections Read the following questions. On a separate sheet of paper, write the best possible answer for each one.

1. Which of the following provides the selling message in a print advertisement?

A. Copy

B. Headline

C. Illustration

D. Signature

2. Clip art in a print ad can include images, stock drawing, and photographs.

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Connection Role PlayEVALUATE

Chapter 20

Build Academic SkillsEnglish Language Arts 13. Accept all correctly identified advertising layouts. Each ad

selected should represent one of the different ad layout designs (single visual, top heavy, illustrated, Oglivy, and Z layout designs).

Science 14. Accept all reasonable answers that identify a scientific principle

or technology that is currently being used to assist with print advertising or advertising campaigns.

Mathematics 15. $2,720 ($68,000 × .04 = $2,720)

Standardized Test Practice 1. A Copy

2. True

3. ad layout

Evaluations will be based on these performance indicators:

1. Explain the components of advertisements. The elements of a print advertisement include: headlines, which attract readers, arouse interest, and get them to look at the illustration and copy; copy represents the selling message in the ad; the signature, or logotype, is the identification symbol for a business; a slogan is a catch phrase or small group of words that are combined in a way that identifies a product or company; disclosures, which include terms and conditions, are included in some advertisements; illustrations help expand on the copy by showing how the product works or how it is used.

2. Explain the importance of coordinating elements in advertisements. The four main elements of advertise-ments—layout, color, typeface, and type size—must work together (coordinate) to create the most effective adver-tisement possible. If the type is too big or the colors clash, for example, it will affect the layout and interest level of the ad. The four elements must be balanced for the ad to grab the interest of the target audience.

3. Explain the nature of effective written communication. Basic considerations in effective written communication include: know your audience; know your purpose; and know your subject. Using language effectively and organizing your thoughts are also important to effective written communication.

4. Edit and revise written work consistent with professional standards. Students should demonstrate how they would check a written communication for spelling and grammar errors and to make sure all prices, dates, and so on are correct.

5. Orient new employees. Students should show how they would train new employees in all aspects of the business, or in the parts of the business that the employee will be involved in. They should develop training manuals and interactive presentations as appropriate. They need to be able to answer any questions the new employees might have about the company.

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Role Plays For more DECA Role Plays, send students to the Online Learning Center to download the Competitive Events Workbook.


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Chapter 20 Elements of Advertising Advertising Layout adv ...glencoe.mheducation.com/sites/dl/premium/007895312x/instructor/... · an advertisement—layout, ... (logo). They might