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Parts of a Print Ad
Transcript of Parts of a Print Ad
Must be short and snappy
Must affect reader emotionally - make them laugh, make them angry, make them curious etc.
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
and 30% look at headline
Nike's caption: Just do it
If you have lots of copy, break it up with subheadings
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
5% will read your copy
Don't overwhelm with information
Where contact information belongs
Could be name or organization, address, phone number or web address
When creating these Print Ads, what is the ultimate goal?
Need to grab reader's attention
Attention grabber is in HEADLINE
Make people STOP
Now that you have the attention of your target audience, can you engage them enough so they'll want to spend their precious
understanding your message in more detail?
Connect Sales Message to Visual Message
To create Desire you can:
Urge the reader to act
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
Offer reader a special price
Offer something that can't be offered by your competitors
Fill out this