| A | B |
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| Ad Layout | A rough draft that shows the general arrangement and appearance of a finished ad that clearly indicates the position of the headline, illustration, copy, and signature |
| Good Layout | Large headline, big important looking illustration, logotype that stands out, make it distinctive |
| Competitive Ad | Make price figures prominent, Use illustration or headline as focal point to attract readers attention, show product in large detail |
| Design Flow | Ad should be laid out in such a way to guide the eye from the top to the bottom, ex. S,C, and Z patterns |
| Maximum Readership | Headline placed immediately above main copy block, type lines kept in short measure, remember one big illustration is better than several smaller ones |
| Sensible Proportions | Makes coupons noticeable and usable, there should be a heavy border (solid or dotted line) around the coupon, room should be left for readers to write notes |
| Using Color | Color ads are more visually appealing and command more attention, color ads draw a higher response rate, color ads cost more |
| Selecting a Typeface and Type Size | Typefaces should be distinctive, yet appropriate for the business and target audience |
| Evaluative Criteria | The ad should be bold enough to stand out, even if it is placed next to other ads, the overall layout look clean and uncluttered, and should guide the reader through the story |
| Evaluative Criteria Cont. | Typefaces and Type Sizes should be easy to read, the signature plate should be apparent and distinctive, the intended message and image projected must be appropriate for the target audience |
| Elements of Print Advertisements | Headline/ Subheadline, Copy, Illustration, Signature/Logo |
| Headline | Responsible for the overall effectiveness of most advertising campaigns. Purposes include: Attract readers' attention, select an audience, provide benefit to the reader, lead to the illustration and copy |
| Headline Writing Techniques | Alliteration: Repeating initial consonant sounds. Ex: Samsung -"Win with Wireless." Paradox: a seeming contradiction that could be true. Ex: Honda Insight- "It's and environmental movement all by itself." |
| Headline Techniques Cont. | Rhyming. Ex: Bounty-"The quicker picker-upper." Pun: A homorous use of a word that suggests two or more meanings or the meaning of another word similar in sound. Ex: Ball Park Franks- "Beauty and the Beef" Play on words. Ex: "For Soft Babies and Baby Soft Hands." |
| Subheadline | Used to add emphasis to the headline and to explain it further |
| Copy | The selling message in a written advertisement, it should stress the benefits and features of the product advertised to encourage customers to try this product or service, it should tell the who, what, when, why ,where, and how of the product |
| Illustration | The photgraphs or drawings used in a print advertisement, the primary function is to attract attention and to encourage a purchase of the advertised product, it should tie into the headline and copy |
| Examples of Illustrations | Photographs- Should be used in advertisements when a sense of reality is necessary Drawings- Are often used to show a part of the product that the reader would not normally use |
| Signature/ Logo | The distinctive identification symbol for a business, Many businesses create and use slogans that help customers identify with the firm and its image, Slogan - A catch phrase or small group of words that are combined in a special way to identify a product or company |
