Essential Elements of Advertising

Elements of Print Advertisements

Developing Print Advertisements

Print advertisements have four key elements: Headline Copy Illustrations Signature Slogan

Headline
headline The phrase or sentence that captures the readers attention, arouses their interest, and entices them to read the rest of the ad.

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

Headline

Before writing a headline, a copywriter must know the needs of the target market, including matters concerning: Price Delivery Performance Reliability Service Quality

Headline

Effective headlines are brief. They identify a benefit of the product or service and stress those benefits by making promises, asking questions, posing challenges, or using testimonials.

Three essential advertising words guaranteed to attract attention: New! Now! Free!

Functions of Headline

The prime function of the headline is to gain immediate attention. Sometimes the headline is expected to do this job alone. More often it works hand in hand with the illustration or other visual elements. A second function of most headlines is to lure readers into the text. Not only does the headline attract and select but it invites the readers to step in and stay a while. Instead of telling the whole story it tells just enough to arouse interest.

Types of Headline
Direct headlines: Direct headlines are straight forward and informative. It tells people whether the message is in line with their predispositions. Indirect headlines: If the appeal of the product is not very strong use indirect headlines. Combination headlines: Combination headlines seek to combine the virtues of direct and indirect headlines. New headlines: These types of headlines can be most effective of all where the product or service had something new to provide for the consumers. How to headlines: It can be either direct or indirect. In this type of headline the words how to can be implied as well as spelled out. Question headlines: A question headline is more provocative if it carries some interesting information or a stimulating idea. Command headlines: A command headline polity orders the reader to do something.

Headline Length

There is no ideal length for a headline. It should use the words necessary to accomplish its job-no more, no less.

Characteristics of a Good Headline

Headings should have an immediate impact on the readers. It should include some promise of reward either direct or indirect. It should be understandable at a glance because people will not spend time trying to figure out what your are saying. Headlines should be specific and to the point. It should not be general and applicable to any product. It should be co-ordinates with other element of the advertisement. No rule says to include a headline in every advertisement. If some other element can fulfill its functions more effectively by all means omit the head.

Subheads
Often advertisements have only one headline. Some have several of these one is usually the main headline and the others subordinate. Subheads serve several purposes e.g. a writer who expresses a provocative thought in his main headline may want to expand on that thought in a subhead directly following.

Copy
copy The selling message of a written advertisement.

The copy is the selling message of a written advertisement. It details how the product or service meets the customer needs identified in the headline. Good copy should: Be personal and friendly Be simple and direct Appeal to the senses

Copy

Answer questions about the product using facts Add desire and urgency to the ad Provide a personal call to action now or in the near future An ad should use simple and direct copy to motivate the reader to try the product or service.

Copy Policy
A copy policy is a diagram or blueprint of a number of pieces of copy that are to be written. It should explain the following: To whom the copy is addressed any why? What media are being used? The exact purpose of this piece of copy. The points that are to be made and the sequence in which they are to be made.

Functions of Copy
The copy must arouse interest. It must provide believable information that is easy to understand and likely to what desire to won the product. It must compel the readers to see the product and to try it out or at least accept the image the writer has presented.

Rules for copy writing

Gain a through understanding of the consumers to whom the message is to be addressed. State what consumers want to hear. Know the language of the reader and talk to him in his won language. Stress on one appeal preferably. Do not talk too many things. Employ the present tense. Be specific. Avoid fine writing write simply. Make sure that the copy is readily understandable to consumers at the first instance. Break the copy into paragraphs not only for the purpose of conveying the message properly but for easy reading also. Make no untrue statements or statements which are likely to be doubted by readers. Brevity is the best gift of copy. Say maximum in the minimum space. Thoughts should be conveyed properly. Make the copy interesting which will lead the readers to read rest of the body text. Use short rather than long words wherever possible but do not discard the long word if it reflects your meaning more exactly. Copy should be timely relevant crispy and juicy.

Classifications of Copy
Copy can be classified into following types: Reason Why Copy Humorous Copy Descriptive Copy Testimonial Copy Straight Copy Dialogue Copy Narrative Copy

Reason Why Copy

Any copy that features a reward in the headline or illustration and explains why it is true is called reason why copy. Advertising should always give consumers a reason to buy the product. The reason why approach is more common in print than in broadcast advertising. In print readers can proceed at their own speed from headline to copy .In the broadcast media the speed is controlled by the sender.

Humorous Copy
Advertisement can be made more appealing by a touch of humour. Humorous copy may have the following generalizations: (a) Humorous messages attract attention. (b) Humorous messages may detrimentally affect comprehension. (c) Humour may distract the audience yielding a reduction in counter-argumentations. (d) Humour tends to enhance source credibility. (e) Humour should be related to the target audience. (f) A humorous context may increase liking for the source and create a positive mood.

Descriptive Copy
When copy includes description of the product or service and the description becomes the major focus of the advertisement the copy is called descriptive. This happens when the appearance of the product or reward it promises needs strong emphasis in the copy to make it clear to prospective buyers.

Testimonial Copy
Advertisers tend to prefer celebrities who are widely known easily recognized well liked and who have not endorsed a wide variety of products. The principal advantage of using celebrities is their ability to attract immediate attention. It generally includes the testimony of the quality/authenticity of the product.

Straight Copy
Straight copy has very straight message. It identifies the needs of the people you call it in simple words.

Dialogue Copy
When two or more persons are shown communicating with one another and solving their problems is called a dialogue copy. Dialogue should be well written should be interesting convincing and persuasive. Poor dialogue is dull and unnatural dialogue is unconvincing.

Narrative Copy
The story is the main in the narrative copy. Among the common forms of narrative copy are the short story the picture and caption and the comic strip.

Illustration
illustration The photograph, drawing, or other graphic elements used in an advertisement. clip art Images, stock drawings, and photographs used in print advertisements.

The illustration is the photograph, drawing, or other graphic elements used in an advertisement. It should attract and hold attention and encourage action. The illustration should transmit a message that would be hard to communicate with words alone.

Clip art takes the form of images, stock drawings, and photographs. Clip art is often used for print advertisements because it is inexpensive, quick, and easy to use.

Illustration

What elements in this ad attract the viewer or the reader to take a look pay attention?

An ads illustration should attract and hold the readers attention and be integrated with the headline.

Functions of Illustration
They attract the attention of the desired target audience. They communicate a relevant idea quickly and effectively. They interest the audience in the headlines and copy. They help make the advertisement more believable. To make an illustration selective you must make sure it has some relevance to your product or to the copy. This should be clear to the readers when they first note the advertisement or when they read the copy.

Characteristics of Illustration
The best illustrations usually have a simplicity that makes it easy for the reader to get the point. It should be chosen with singleness of purpose. The most interesting picture will be the one readers can identify with themselves or their own problems and needs. The illustrations should be believable so that the readers accept the rest of the advertisement.

Kinds of Illustrations
Illustrations are commonly classified both on the basis of (a) subject matter and (b) technique used.

Subject-wise Classification
The illustrations can be classified subject- wise in the following way: The product itself. Part of the product. The product ready for use. The product in use. The product being tested. Differentiating features of the product. Consumer reward as a result of using the product. Effect on the consumer of not using the product. Testimonial for the product.

Technique- wise Classification

The two basic illustrative techniques available to the advertiser are photographs and art- work. Photographs: It is appropriate that a new product be announced by a photograph we associate realism and authenticity with photographs. Photographs are used extensively in industrial and trade publications so that the technicians who read them will learn what the products look like and how they will perform. Artwork: Original art work is often used to create a desired mood. If some product feature is to be exaggerated or if a mood of warmth or coolness or sophistication is sought a skilful artist is engaged. Artwork tends to cost more than photography. Artwork helps to make cartoons and diagrams cartoons represent a quality of homour.

Signature
signature The distinctive identification for a business; also known as logotype or logo.

The signature, or logotype (logo), is the distinctive identification symbol for a business. A well-designed signature gets instant recognition for a business.

Making of a Slogan or Jingle

Once the catchy slogan or jingle becomes popular, it further leads to brand recognition and services as a reminder for the target audiences. A lot of effort goes into brainstorming and creating an advertising slogan / tag line / jingle for a brand / product. The creative tag line must fall in place and gel with the overall marketing efforts and corporate identity of the brand being advertised and promoted.

Examples
A few popular - radio jingles, advertising slogans and tag lines

Gagan Vanaspati - "Khao Gagan, Raho Magan" Complan - "I'm A Complan Boy - I'm A Complan Girl!" Tomato Ketchup - "Ketchup Hoga Kaddoo Bhara, Isme Kaddoo Nahi Zara" Lijjat Papad - "Kharram Khurram, Khurram Kharram - Mazedar Lazedar Swaad Swaaad Mein Lijjat Lijjat Papad" Nirma Detergent - "Nirma Detergent Tikiya - Iski Jhaag Ne Jadu Kar Diya - Paani Mein Rah Kar Bhi Ye Kam Gale Dheron Kapde Dhoye Aur Zyada Chale" Hawkins Pressure Cookers - "Hawkins Ki Seetee Baji, Khusboo Hi Khushboo Udi, Mazedar Lazedar Khana Hai Tayyeyar - Murg Musaalam, Muttar Paneer, Kheer Aur Dum Aloo" Mentos - "Dimaag Ki Batti Zala De" Sprite - "Clear Hai!" Coke - "Thanda Matlab Coca-Cola", "Piyo sar utha ke" Saffola - "Abhi to main jawan hoon"

Signature
slogan A catchy phrase or words that identify a product or company.

A slogan is a catchy phrase or words that identify a product or company. Here are some techniques copywriters use when developing slogans: Alliteration uses repeating initial consonant sounds. A paradox is a seeming contradiction that could be true. Rhyme uses rhyming words or phrases. A pun is a humorous use of a word that suggests two or more of its meanings or the meaning of a similarly-sounding word. A play on words cleverly uses words to mean something else.

Advertising Layout
Key Terms ad layout advertising proof

Objectives y Explain the principles of preparing an ad layout y List advantages and disadvantages of using color in advertising y Describe how typefaces and sizes add variety and emphasis to print advertisements

ad layout A sketch that shows the general arrangement and appearance of a finished ad.

Developing Print Advertising Layouts

An ad layout is a sketch that shows the general arrangement and appearance of a finished ad. It clearly indicates the position of the: Headline Illustration Copy Signature

Components of Effective Ad Layouts

Ad layouts should be prepared in exactly the same size as the final advertisement. The illustrations should grab attention through size, humor, or dramatic content. Ads that feature large visuals (60 to 70% of the total ad) are the best attention-getters. The best ads contain a focal point and lines of force that guide the viewer through the copy. One technique is to create a Z layout. The readers eye will follow the path of the Z.

Z Layout
The readers eye will follow the path of the Z. Place important items or those you want the reader to see first along the top of the Z. The eye normally follows the path of the Z, so place your "call to action" at the end of the Z.

Using Color In Print Advertisements

A color ad is usually more realistic and visually appealing and commands the readers attention more than a blackand-white ad does.

Although color ads are more expensive than two-color (usually black and another color) ads, studies have also shown that color ads are usually more cost-effective than two-color ads because of their increased response rates.

Using Color In Print Advertisements

Be sure to choose colors appropriate to the mood of your ad. Also, consider the fact that colors have different meanings in different cultures.

Selecting Typefaces and Type Sizes for Print Advertisements

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

Selecting Typefaces and Type Sizes for Print Advertisements

A serif font has short crosslines at the upper and lower ends of the letters. Times Roman and Palatino are two commonly used serif fonts. Sans serif fonts do not have crosslines. Arial, Helvetica, and Futura are common sans serif fonts. The appearance of the typeface affects the entire character of an advertisement. It is important that the font is large enough to read.

Checking Advertising Proofs

advertising proof A representation of an ad that shows exactly how it will appear in print.

When advertisements are first created, an advertising proof is developed. It shows exactly how an ad will appear in print. To evaluate a proof, an advertiser will consider these criteria: The ad should be bold enough to stand out next to other ads. The layout should look clean and uncluttered and should guide the reader through the copy.

Checking Advertising Proofs

The font needs to be easy to read and help to emphasize the companys message. The signature should be apparent and distinctive. The intended message and image projected must be appropriate for the target audience.

Print Advertising Print advertisements usually contain four key elements: headline, copy, illustrations, and signature. Some advertisements also include the companys 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.

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Campaigns and Agencies An advertising campaign coordinates a series of ads around a theme. Ad agencies specialize in developing ad campaigns and crafting ads for clients.

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Principles and Sources 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, including newspaper advertising salespeople, magazine representatives, and advertising agency personnel (such as art directors, copywriters, or account executives).

Thank You