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Chapter 20
Ch 20 Sec 1 Essential Elements of Advertising
What you’ll learn . . .
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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
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
This building on Main Street, designed by Frank
broadcast and print)
around a particular theme 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 The Breakfast of Champions
Check out this slogan
quiz – Can you name the
products? Click on the
Wheaties box to take you
there.
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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