Narrator: Welcome to our audio/visual presentation, Anatomy of a Print Ad.

Transcription

1 MKT 310 Module 5 AVP Transcript Title: Anatomy of a Print Ad Narrator: Welcome to our audio/visual presentation, Anatomy of a Print Ad. This module we ll be discussing the various parts of a well-designed print ad. We ll also review types of print media and some tactics advertisers use when developing an ad. Finally, we ll look at some humorous ads and a few that take a very different approach to sending a message. Key Parts of a Print Ad Image, photo, or other art Headline Reading line or sub-head Body copy Logo Image of a print ad with the following: Art: A cat lying down Headline (in large bold font): HE WAS THROWN OUT OF THE HOUSE JUST FOR LOOSING Body copy: It s cruel to dump a pet to protect a sofa. But it happens all the time. The SPCA helps prospective owners choose just the right pet to suit their lifestyle. So come by and take your pick from hundreds of loving animals. And stop them from shedding more tears. Logo: SPCA logo Narrator: This ad is one in a series of four run by the SPCA promoting responsible pet ownership. We ll use this ad as part of an example of a well-designed ad incorporating the four components you need to be familiar with as part of this course. Those components are: The art or photo Headline Body copy Logo Note that some ads use a device called a sub-head or reading line. It is copy that appears under or adjacent to the headline and adds additional information. Our SPCA ads lack a subhead but you should be aware that they are used in some ads.

2 Art Captures the reader s eye Helps tell the story Specific to the target audience(s) Image of a same print ad with the cat highlighted: Narrator: Let s start with the photo or art the designer selected. There are three important considerations when choosing art. First, does it capture the reader s eye and draw them into the ad? Second, does it help tell the ad s story? Third, does the image speak to the target audience? In this example, all three apply. For the target audience, animal lovers and pet parents, this image resonates and does indeed support the message. Headline and Sub-head Short and simple Conveys the key concept Intriguing Invokes a response Image of a same print ad with the headline highlighted: Narrator: Much like the art, our headline should tell the story and grab the reader s attention. You may only have a few seconds to engage your reader, so keep the headline simple and concise. Avoid complicated sentences or words that your reader may not understand. The headline should make your main point or story line it may be the only part of the ad that actually gets read. Body Copy Minimal Delivers the core message Simple language Call to action Image of a same print ad with the body copy highlighted: Narrator: One of the most common mistakes made in print ads is far too much body copy. This is frequently the case in home-grown ads in your local newspaper. Body copy should be simple and is a good example of less is more. You don t need to tell the reader your life story deliver your most important message and then shut up. In many cases you ll want to include a call to action such as buy or contact us ; however, it is often subtle or indirectly stated.

3 Logo Always use the logo Prominent placement Follow logo rules Image of a same print ad with the logo highlighted: Narrator: With rare exception, you will always want to include your logo. It is one of the critical parts of your brand and you want to make sure your consumers see it often. Research shows the more often we see a brand or logo the more apt we are to remember it Many firms have logo rules dictating how the logo is displayed. Traditional Print Media: Newspapers Despite declines still reaches about 75% of Americans once a week Standard advertising unit Run of paper vs. preferred position Displays Classified Supplements Narrator: One of the more common mediums for print ads is our local newspapers. Despite declining readership, about 75 percent of Americans read a paper at least once a week, and local ads tend to be very effective, especially for businesses such as retailers. On this slide you see some of the more common terms used in newspaper ads. A standard advertising unit is one column inch, or 2 1/16 wide by 1 inch deep and is used by most newspapers. Run of paper means the paper can choose where they place your ad as opposed to preferred position in which you specify where the ad is placed. Traditional Print Media: Magazines About 90% of American read a magazine a month or more Getting more specialized Two broad types Consumer General interest Specialized Trade (targets an industry or profession) Narrator: Magazines are another medium that, despite press coverage to the contrary, continues to do well and enjoys a strong readership with about 90 percent of Americans reading at least one magazine a month. What has changed in recent years is the ultra-specialization of magazines. People Magazine, for example, now has teen and Spanish language versions.

4 Most magazines target consumers, however most professions have specialized trade magazines that carry ads specific to the industry. These can be very useful for B2B products. When selecting a magazine for your ad you want to match the readership to your target segment. The magazine s media guide provides detailed information about the size and composition of its readership. Other Print Media Buses interior and exterior Point of purchase Cinema Car/truck wraps Restrooms Any type of signage Web sites Posters Narrator: Here s a list of other forms of print media, which we will not go over in detail. However, you can see that the list is extensive and in a few minutes we ll look at some ads that can be adapted to a number of media. Print Media Advantages Flexibility Segmentation Targeted interest Production costs Shelf life Transportability Global reach Narrator: Print ads have a number of advantages and this slide displays some of the more important ones. Print ads are very flexible, not only allowing for different media but also design styles and messages. They can be very targeted and are often quite affordable, especially in smaller publications. And, as we learned in this module s opening, they travel well and a single copy may reach many readers.

5 Style Guide The basic design guidelines our print ads will follow: Font Colors Logo use Image style Layout Narrator: Graphic artists employ a tool called a style guide, which lists the rules used for a given product, brand or organization. It describes such things as colors, logo use, fonts, and layouts. This helps build brand consistency and ensures that all the ads for a firm have a common look and feel. Message Strategy Methods Feel good ads ( It s Shake and Bake and I hep d. ) Humor ads (Bud ads) Sex appeal ads (Axe) Scare the consumer (most pharmaceuticals) Narrator: There are many different message strategies used in developing and writing ads and this slide lists only four of the more common. Your text lists others and goes into more detail. In the ads that follow you ll see examples of each of these. Adaptable and Flexible Ads Many of the following ads could be adapted to multiple mediums: Magazines Online Billboards Posters/signs Newspapers Direct mail Narrator: The ads that follow are not only good examples of different message strategies, but also demonstrate how flexible the designs can be. These ads, with little modification, could appear in a number of print mediums.

6 Juicy Fruit ad featuring a shark holding a man that says, THER S A MUCH JUICIER CHEW. Narrator: This ad featuring a gum chewing shark is good example of using humor to make simple point Juicy Fruit Gum tastes great. The agency that designed this ad uses a minimalist approach and an amusing, but compelling, image. It captures our attention, tells a simple story and makes us smile. All useful elements if we want to sell Juicy Fruit. Timotei ad featuring a lion with a stylish mane Narrator: In this ad the designer shows what might happen if a lion, our SLU mascot, were to use their brand of shampoo. The shampoo market, as with so many consumer products, is very crowded and competitive. It also represents billions of dollars in annual revenues and a small shift is market share may mean the difference between success and failure for the brand. Much like the Juicy Fruit ad, the agency uses a simple image and no copy to tell their story. This is a great example of the power of the creative process and graphic design. Ad described in detail in the narrative Narrator: Non-profits are very adept at the feel-good strategy as shown in this fundraising ad for the American Red Cross. The ad is intended to tug at our heartstrings and make us feel good about donating. Spend a moment looking at the visual elements in this, which once again uses very little copy to deliver its message. The family is scared, cold and alone truly in need of a helping hand. That helping hand is you and your check, which is sheltering them from the storm both literally and metaphorically. The copy finishes the story by telling us how badly the Red Cross needs our help. Coke ad featuring an attractive woman holding a can of Coca Cola Zero Narrator: Ads using sex appeal have become increasingly explicit over the years as advertisers attempt to get the attention of jaded readers. Many magazines have started drawing the line at what they will accept. This Coke Zero ad is a fairly mild example of a sex appeal ad. It is important to keep in mind the primary target audience for Coke Zero is males between 15 and 25. The question is not if that demographic will find this beautiful young woman appealing, but if that translates into buying the product. As this type of ad has become nearly ubiquitous in many magazines targeting this segment of consumers, the real question is if it makes any impression does it sell Coke Zero?

7 Billboard ad showing a girl s face with rotted teeth and sores around her mouth that says, YOU LL NEVER WORRY ABOUT LIPSTICK ON YOUR TEETH AGAIN. Narrator: The Montana Meth Project has developed a reputation for hard hitting, but effective ads with striking visuals and messages. In this slide and the one that follows, the non-profit targets young women, frequent users in rural areas, with a fear based strategy. Montana Meth Project billboard ad showing a disheveled thin girl that says, MY SISTER ALWAYS LOOKED UP TO ME. EVEN AFTER I MADE HER AN ADDICT. No narration with this slide Summary Use each element of the ad to tell your story Image Headline Copy You have several tactics to choose from Match your image and copy to your target Shocking and edgy is risky but powerful Narrator: Print ads can be a strong, flexible, and cost effective medium and a valuable part of a balanced IMC plan. When planning your ad you want to match your message, style, and media to your target audience and IMC objectives. End of Presentation