No more than 1 minute Attention grabbing - Grab attention within 1st 3 seconds 1 theme - 1 idea or message to get across – don’t confuse viewer with several goals Product Visibility - Involve consumer with product, have product clearly visible throughout Closing Key Point - Show product benefit at climax of add (height of tension/excitement) Creative - Don’t just copy what competitors do
Print,direct mail,emails,banner ads,pop up ads,etc.
Headline Tips:1. big lettering2.should deliver benefit or identify product3.entice reader – gives you a reason to continue reading(5 times as many people read headline than any other part of the ad)4.no more than 8 words5. use simple, common, familiar wordsSubheading - Organizes body copy or clarifies headline
Copy Tips:1. font says something – different font give different messages2. use no more than 2 fonts (otherwise it is too busy)3. avoid using all caps (the impression is screaming)4. avoid reverse types in most situations (toys reverse R us5.keep phrases together on one line6.use present tense
Illustration - A photo, drawing, painting, graphic, chart or graph – AS IMPORTANT AS HEADLINE Layout - The way in which the elements of an ad are arranged Weight - Visual dominance of the ad Image dominant - Use for emotional products (ex. Food, clothing) Type dominant - Use for rational products (ex. Financial services, insurance, computers) Visual Flow - Z pattern – a reader’s natural tendency to read from left to right, top to bottom, left to right
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