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Parts of a Print Ad

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on 28 April 2014

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Transcript of Parts of a Print Ad

Parts of a Print Ad
Headline
Subheading/Caption
Ad Copy
Signature
Company Logo
Visual
Headline
Must be short and snappy
Must affect reader emotionally - make them laugh, make them angry, make them curious etc.
Visual
Helps draw attention to your ad
Image should be as interesting as possible
Image should be at least half of ad if possible
Research states 70% of people look at
visual
and 30% look at headline
Subheading (Caption)
Nike's caption: Just do it

If you have lots of copy, break it up with subheadings
Ad Copy
Here is where you make your case:

If you have compelling arguments, make them

If you have persuasive facts, state them

Be clear, precise, honest

Position copy
beneath
headline

5% will read your copy

Don't overwhelm with information




Signature
Where contact information belongs

Could be name or organization, address, phone number or web address
Company Logo
When creating these Print Ads, what is the ultimate goal?
A
ttention

I
nterest

D
esire

A
ction
Attention
Need to grab reader's attention
Attention grabber is in HEADLINE
Make people STOP
Interest
Now that you have the attention of your target audience, can you engage them enough so they'll want to spend their precious
time
understanding your message in more detail?
Desire
Connect Sales Message to Visual Message
To create Desire you can:
Action
Urge the reader to act
NOW
Make it EASY:
Publish Powerful Words.
THE MOST EXPENSIVE MISTAKE OF YOUR LIFE

HOW TO BURN BODY FAT IN MINUTES

WORK AT HOME IN YOUR PYJAMAS
Give your potential customers MULTIPLE BENEFITS that will positively enhance their LIFE

7 words or less
*Customers buy on BENEFITS not features
Incorporate "fear of loss" by having a limited time offer
Add a bonus for ordering immediately
Build urgency
Offer reader a special price
Offer something that can't be offered by your competitors
Call this
Number
Fill out this
Form
List a
Website
Store
Address
Payment
Options
Review Concepts

Review Concepts
Full transcript