5.00 UNDERSTAND PROMOTION 5.01 Understand the use of an advertisement’s components to communicate with targeted audiences. 5-130 5-131 Advertising Define the following terms: headline, illustration, identification, copy, layout, and white space. • Headline – The attention grabbing copy at the top of the ad • Illustration – Any picture or drawing put into the ad • Identification – Clearly shows the company name and/or logo • Copy – wording in the ad • Layout – Where each of the parts of the ad are positioned • White space – Empty areas of the ad, used to help emphasize other parts of the ad Advertising The basic Ogilvy ad layout: visual, caption, headline, copy, signature Illustration © J. Bear http://desktoppub.about.com/od/ads/a/ad_parts.htm Advertising • Explain the purpose of each element in an advertisement. ▫ Print advertisements must contain four key elements, which include headline, copy, illustrations, and signature. ▫ Text (headline, copy) – information in word form ▫ Visuals (illustrations) – information as pictures or artwork ▫ Signature - Logotype (logo) symbol used to distinctly identify a business Advertising • Describe the purpose of an ad’s layout. 1. Catch the eye of the reader 2. Encourage the person to read and act • Identify approaches businesses can use with headlines to achieve the ad’s objectives. ▫ Many experts consider headlines the most important part of the advertisement ▫ Attract readers' attention, select an audience, provide a benefit to the reader, and lead to the illustration and copy Advertising • Explain ways businesses can use illustrations in advertisements to focus reader’s attention on the product. ▫ Its primary function is to attract attention and to encourage a purchase of the advertised product ▫ The illustration should transmit a total message that would be hard to communicate just with words Advertising • Describe copy techniques that businesses can use to create desire for a product in a print advertisement. ▫ copy is the written selling message ▫ directly expands on the information in the headline or the product shown in the illustration ▫ simple and direct ▫ can vary from, a few words to several paragraphs Advertising • Identify types of information contained in the identification element of advertisements. ▫ Clearly identifies the company ▫ Logotype (logo) symbol ▫ Consists of one or more of the following: Logo Advertiser Name Address Phone Number Map or Driving Directions Web Site Address 5-132 5-134 Advertisement • Discuss the impact of color on an advertisement’s message. ▫ Colors carry subliminal messages (sets a mood) ▫ Grabs attention ▫ Hints at the product (think of the theme of a movie) ▫ Supports the brand Advertisement • Explain how the image/art used in an advertisement can support or detract from an ad’s message/product being sold. ▫ Overpower the product ▫ No clear connection to the product ▫ Set a mood that encourages the customer to act (buy) – smiling people using the product Advertisement • Discuss how the copy should coordinate with the headline. ▫ Matching or complementary fonts ▫ Supports the message of the headline • Describe how white space affects the elements of advertisements. ▫ White space is the absence of content ▫ Its effective use it can greatly add to the content of both photos and text ▫ The goal is to present the text in a readable and economical format ▫ Sales are promoted through quick visual summaries made using a visual code in which white space plays a dominant part Advertisement • Explain how the consistent use of design across media helps to promote brand identity. ▫ An easy to recognize logo, use of color and fonts helps the customer know the brand (New polar bear Coke) • Discuss the role of typography in creating brand identity. ▫ Fonts become recognizable and connected to a brand • Describe the impact of layout in creating brand identity. ▫ The look of the ad can remind the customer of your brand • Explain the importance of coordinating an ad’s style with its other elements. ▫ Effective branding requires close coordination of all the parts of a promotion campaign