Elements of Print Advertisements<br />Sports and Entertainment Marketing<br />
Elements of Print Advertisement<br />
Elements of Print Advertisement<br />A headline: the saying that gets the readers’ attention, arouses their interest by pr...
Types of Headlines<br />Offer something new and improved<br />Solve a problem<br />Promise a benefit<br />Arouse curiosity...
Type of Headlines<br />Direct headlines are straightforward and informative in terms of the message they are presenting<br...
Elements of Print Advertisement<br />A headline can use several techniques:<br />Alliteration: repeating initial consonant...
Elements of a Print Advertisement<br />Subheadline:<br />Immediately below the headline in smaller type<br />Clarifies the...
Elements of a Print Advertisement<br />Copy: The selling message in a written advertisement.<br /><ul><li>Expands on the i...
Should stress the benefits and features of the product  advertised.
Should be simple, appeal to the senses and be direct
Should provide a call to action</li></ul>SELLING THE MESSAGE<br />
Types of Copy<br /><ul><li>Features – physical characteristic
Benefits – advantage the feature offers
Claims – saying your product does something w/o factual proof
Comparisons – between product with competitors product
Uses – ways to utilize the product
Testimonials – third party sharing positive experience
Endorsements – paid celebrity or company recommendation
Action – asks customer to act immediately</li></li></ul><li>Feature Print Advertisement<br />
Benefits Print Advertisement<br />
Claims Print Advertisement<br />
Comparison Print Advertisement<br />
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  1. 1. Elements of Print Advertisements<br />Sports and Entertainment Marketing<br />
  2. 2. Elements of Print Advertisement<br />
  3. 3. Elements of Print Advertisement<br />A headline: the saying that gets the readers’ attention, arouses their interest by providing a benefit, and leads them to read the rest of the ad<br />Effective headlines select an audience<br />Must be attention-getters<br />More than 80 percent of the people who look at print advertisements just read the headlines<br />Headlines should be contained to seven words or less<br />Usually set in larger type and are often set apart<br />
  4. 4. Types of Headlines<br />Offer something new and improved<br />Solve a problem<br />Promise a benefit<br />Arouse curiosity<br />
  5. 5. Type of Headlines<br />Direct headlines are straightforward and informative in terms of the message they are presenting<br />Indirect headlines are not straightforward about indentifying the product or service or getting to the point<br />Usually more effective at attracting readers attention<br />
  6. 6. Elements of Print Advertisement<br />A headline can use several techniques:<br />Alliteration: repeating initial consonant sounds<br />Paradox: a seeming contradiction that could be true<br />Rhyme: “The Quicker Picker-Upper!”<br />Pun: A humorous use of words that suggest to or more of its meanings<br />Play on words: “For soft babies and baby soft hands”<br />
  7. 7. Elements of a Print Advertisement<br />Subheadline:<br />Immediately below the headline in smaller type<br />Clarifies the headline<br />
  8. 8. Elements of a Print Advertisement<br />Copy: The selling message in a written advertisement.<br /><ul><li>Expands on the information in the headline or the product shown in an illustration.
  9. 9. Should stress the benefits and features of the product advertised.
  10. 10. Should be simple, appeal to the senses and be direct
  11. 11. Should provide a call to action</li></ul>SELLING THE MESSAGE<br />
  12. 12. Types of Copy<br /><ul><li>Features – physical characteristic
  13. 13. Benefits – advantage the feature offers
  14. 14. Claims – saying your product does something w/o factual proof
  15. 15. Comparisons – between product with competitors product
  16. 16. Uses – ways to utilize the product
  17. 17. Testimonials – third party sharing positive experience
  18. 18. Endorsements – paid celebrity or company recommendation
  19. 19. Action – asks customer to act immediately</li></li></ul><li>Feature Print Advertisement<br />
  20. 20. Benefits Print Advertisement<br />
  21. 21. Claims Print Advertisement<br />
  22. 22. Comparison Print Advertisement<br />
  23. 23. Use Print Advertisement<br />
  24. 24. Testimonial Print Advertisement<br />
  25. 25. Celebrity Endorsement Advertisement<br />
  26. 26. Call to Action Advertisement<br />
  27. 27. Elements of a Print Advertisement<br />Illustration: Photograph, drawing, graph or chart<br /><ul><li>Primary function is to attract attention and encourage</li></ul> a purchase<br /><ul><li>Should show the product, how the product works
  28. 28. Should project the appropriate image of product</li></li></ul><li>Types of Illustrations<br />Product itself<br />Products features<br />Product in an appropriate setting<br />Product in use<br />Benefits of using the product<br />
  29. 29. Elements of a Print Advertisement<br />Identification: Distinctive identification symbol for a business<br /><ul><li>Name of business
  30. 30. Logo/Slogans
  31. 31. Internet address
  32. 32. Street address
  33. 33. Telephone/toll free numbers
  34. 34. Hours of operation
  35. 35. Map
  36. 36. Credit cards</li></li></ul><li>Headline<br />Illustration<br />Copy<br />Identification<br />
  37. 37. Headline<br />Illustration<br />Copy<br />Identification<br />

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