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Chapter 20
Ch 20 Sec 1 Essential Elements of Advertising
• How ad campaigns are developed
• The creation of advertising headlines
• The preparation of advertising copy
• The selection of advertising illustrations
• The significance of advertising signatures
What you’ll learn . . .
The Advertising Agency
• Advertising agencies work jointly with business clients to develop advertising campaigns.
• An advertising campaign involves the creation and coordination of a series of advertisements (both broadcast and print) around a particular theme
This building on Main Street, designed by Frank Gehry, is the headquarters of Chiat / Day / Mojo, an advertising agency. Its entrance is flanked by a Claes Oldenburg / Coosje van Bruggen binocular
sculpture.
Developing Print Advertisements
• Print ads are very important to most campaigns.
• They usually contain four key elements– Headline– Copy– Illustrations– Signature
• Some also include the company’s slogan• Each element enhances the overall theme of a
product promotion
Headline
• The headline is the saying that gets the readers’ attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad.
• More than 80% of the people who look at a print ad just read the headlines.
• A headline provides a benefit to the reader
Writing Effective Headlines
• Most are brief – many people cannot take in more than seven words at a time.
• Effective headlines stress benefits by making a promise, asking a question, posing a challenge, or using a testimonial.
• Many headlines use familiar sayings with a twist.
Copy
• The copy is the selling message in a written advertisement.
• It expands on the information in the headline or the product shown in the illustration.
• It should be simple and direct• It should appeal to the senses• Tell the who, what, when, why, where, and how of your
product• Key words used in copy, such as compare, introducing,
now, price, save, easy, and new, establish immediate contact with the reader.
• It should provide a call to action to shoppers
Illustration
• The photograph or drawing used in a print advertisement.
• Its primary function is to attract attention
• It should transmit a total message that would be hard to communicate just with words.
• Illustrations may show the product, how the product works, and its features.
To see how this illustration was created, please click on it.
Signature
• No advertisement is complete without naming its sponsor.
• The signature, or logotype (logo), is the distinctive identification symbol for a business.
• Well-designed signatures get instant recognition for a business.
Signature
Slogan
• May support a firm’s signature• A slogan is often added to the four main
elements of a print ad• Is a catch phrase or small group of
words that are combined tin a special way to identify a product or company
Check out this slogan quiz – Can you name the products? Click on the Wheaties box to take you there.
The Breakfast of Champions
Developing Slogans for Ad Campaigns
• Alliteration (repeating initial consonant sounds) – Welcome to the World Wide Wow” (AOL)
• Paradox (a seeming contradiction that could be true) – “The taste you love to hate” (Listerine mouthwash).
• Rhyme – “Give a hoot, don’t pollute” (United States Forest Service).
• Pun ( a humorous use of a word that suggests two or more of its meanings or the meaning of another work similar in sound – “Time to Re-Tire” (Fisk Tires).
• Play on Words – “Let your fingers do the walking” (Yellow Pages).
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