This document discusses creative tactics for print and television advertising. For print advertising, it outlines the basic components of a print ad including the headline, body copy, and visual elements brought together through layout. It describes different types of headlines and uses of subheads and body copy. For television advertising, it identifies the video, audio, and music as key components, and their roles in communicating the advertiser's message.

1. Television & Print Ad
Prepared By
Nijaz N

2. Print media
2
• Print advertising includes printed
advertisements in newspapers, magazines,
brochures, posters, and outdoor boards
• Print provides more detailed information, rich
imagery, and a longer message life
• Mainly :
1. Newspaper
2. Magazine

3. 8 - 3
Creative tactics for print advertising
• There are three basic components of a print ad
1. The headline,
2. Body copy, and
3. The visual elements or illustrations.
 These elements are brought together through a layout.

4. Creative Tactics for print advertising
1. HEADLINES
 The headline refers to the words in the leading position of the
advertisement
 Likely to be read first or are positioned to draw the most attention.
 The most important function of a headline is to attract the readers’
attention and make them interested in the remainder of the advertising
message.
 There are various types of headlines including:
• Direct headlines – straightforward and informative in terms of the
message presented.
• Indirect headlines—provoke curiosity and intrigue by using
questions, challenges, provocations, and other methods

5. Creative Tactics for print advertising
2. SUBHEADS
 These subheads usually appear in a smaller type size than the
main headline and are generally larger the type size used for the
body copy.
 They are used to break-up or section off large amount of body
copy and highlight key sales points in the ad.
3. BODY COPY
 The main text portion of a print ad is referred to as the body copy.
 Body copy content depends on the type of advertising appeal and/or
execution style being used.

6. Creative Tactics for print advertising
4. VISUAL ELEMENTS
 Visual components often dominate print advertising and play a
very important role in determining effectiveness.
5. LAYOUT
 A layout refers to the physical arrangement of the various parts of
the ad including the headline, subheads, illustrations, body copy
and any identifying marks.

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Creative tactics for television advertising
• Television commercials have several components which must work
together to create the right impact and communicate the advertiser's
message.
1. VIDEO
• The video or visual elements are what is seen on the television
screen.
• The main focus of the visual such as the product, the presenter,
action sequences, lighting graphics, colour and other factors.

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Creative tactics for television advertising
2. AUDIO
• The audio portion of a commercial includes several elements such
as voice, music and sound effects.
• A common method for presenting the audio portion of a
commercial is through a voice-over whereby the message is
delivered or action on the screen is narrated by the voice of an
announcer who is not visible.
• A trend among major advertisers is to hire celebrities with
distinctive voices to do the voiceovers for their commercials.

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Creative tactics for television advertising
3. MUSIC
 A very important part of many television commercials is music
which plays various roles and functions such as providing a
pleasant background or helping create the appropriate mood or
setting.
 Musical element in both television and radio commercials is
jingles, which are catchy songs about a product or service that
usually carry the advertising theme and a simple message