PRINT PRINT ADVERTISINGADVERTISING

PRINT MEDIAPRINT MEDIA

Media that deliver messages one Media that deliver messages one topic at a time and one thought at a topic at a time and one thought at a time.time.

Newspapers, Magazines, Outdoor Newspapers, Magazines, Outdoor Advertising, DirectoriesAdvertising, Directories

NEWSPAPERSNEWSPAPERS

Three general types of newspaper Three general types of newspaper advertising:advertising:CLASSIFIED, DISPLAY, and SUPPLEMENTSCLASSIFIED, DISPLAY, and SUPPLEMENTS

CLASSIFIED ADVERTISINGCLASSIFIED ADVERTISINGConsists of all types of commercial messages Consists of all types of commercial messages

arranged according to their interest to readers, arranged according to their interest to readers, such as “Help Wanted,” “Real Estate for Sale,” such as “Help Wanted,” “Real Estate for Sale,” and “Cars for Sale.”and “Cars for Sale.”

NEWSPAPERSNEWSPAPERS

DISPLAYDISPLAYDisplay ads can be any size and placed Display ads can be any size and placed

anywhere in the newspaper except the anywhere in the newspaper except the editorial pageeditorial page

Two subcategories: Local (retail) and Two subcategories: Local (retail) and national (general) display advertising.national (general) display advertising.

Rate differential – difference between Rate differential – difference between what is charged for national display what is charged for national display advertising and local display advertisingadvertising and local display advertising

NEWSPAPERSNEWSPAPERSSUPPLEMENTSSUPPLEMENTS

Syndicated or local full-color advertising inserts Syndicated or local full-color advertising inserts that appear throughout the week and that appear throughout the week and especially in the Sunday edition of newspapersespecially in the Sunday edition of newspapers

FREE-STANDING INSERT FREE-STANDING INSERT ADVERTISEMENT (FSIA) or loose insertADVERTISEMENT (FSIA) or loose insertTwo reasons:Two reasons:

a. It allows greater control over the a. It allows greater control over the reproduction quality of the advertisementreproduction quality of the advertisement

b. the multipage FSIA is an excellent coupon b. the multipage FSIA is an excellent coupon carriercarrier

NEWSPAPER ADVERTISEMENTSNEWSPAPER ADVERTISEMENTS

Newspapers are the primary source of Newspapers are the primary source of local advertisinglocal advertising

Daily newspapers are printed at high Daily newspapers are printed at high speed on an inexpensive, rough-surfaced, speed on an inexpensive, rough-surfaced, spongy paper called NEWSPRINTspongy paper called NEWSPRINT

ADVANTAGES & ADVANTAGES & DISADVANTAGESDISADVANTAGES

Range of market Range of market coveragecoverage

Comparison Comparison shoppingshopping

Positive consumer Positive consumer attitudesattitudes

FlexibilityFlexibility Interaction of Interaction of

national and localnational and local

Short life spanShort life span ClutterClutter Limited coverage of Limited coverage of

certain groupscertain groups Product criteriaProduct criteria Poor reproductionPoor reproduction

MAGAZINESMAGAZINES

TYPES OF MAGAZINESTYPES OF MAGAZINESAUDIENCEAUDIENCEGEOGRAPHYGEOGRAPHYDEMOGRAPHICSDEMOGRAPHICSEDITORIAL CONTENTEDITORIAL CONTENT

TYPES OF MAGAZINESTYPES OF MAGAZINES

AUDIENCEAUDIENCEThe three main types of audiences that The three main types of audiences that

magazines target are consumer, business, magazines target are consumer, business, and farm audiencesand farm audiences

CONSUMER magazines – directed at CONSUMER magazines – directed at consumers who buy products for personal consumers who buy products for personal consumption, are distributed through the mail, consumption, are distributed through the mail, newsstands, or stores. Examples: newsstands, or stores. Examples: Reader’s Reader’s DigestDigest, , Time Time and and PeoplePeople

OUT-OF-HOME ADVERTISINGOUT-OF-HOME ADVERTISING

Includes fully painted buses, painted Includes fully painted buses, painted walls, telephone kiosks, painted semi walls, telephone kiosks, painted semi trucks, taxi signs, transit and rail trucks, taxi signs, transit and rail platforms, airport and bus terminal platforms, airport and bus terminal displays, bus shelter displays, bus displays, bus shelter displays, bus benches, shopping mall displays, benches, shopping mall displays, grocery store carts, bathroom walls, grocery store carts, bathroom walls, skywriting, and in-store clocks and aisle skywriting, and in-store clocks and aisle displaysdisplays

OUTDOOR ADVERTISINGOUTDOOR ADVERTISING

ADVANTAGESADVANTAGESImpactImpactStrategyStrategyMessage Message Cost Cost Long lifeLong life

DISADVANTAGESDISADVANTAGESMessageMessageExposureExposureCriticismCriticismAvailabilityAvailability

TRANSIT ADVERTISINGTRANSIT ADVERTISING

Mainly an urban advertising form that uses Mainly an urban advertising form that uses vehicles such as buses and taxis to carry vehicles such as buses and taxis to carry messages.messages.

Messages on wheels and circulates Messages on wheels and circulates through the community.through the community.

Includes the posters seen in bus shelters Includes the posters seen in bus shelters and train, airport, and subway stations.and train, airport, and subway stations.

Kiosks – special designed for public Kiosks – special designed for public posting of notices and advertisements.posting of notices and advertisements.

DIRECTORIESDIRECTORIES

Books that list the names pf people or Books that list the names pf people or companies, their phone numbers, and their companies, their phone numbers, and their addressesaddressesYELLOW PAGES ADVERTISING – described YELLOW PAGES ADVERTISING – described

as directional advertising because it tells as directional advertising because it tells people where to go to get the product or people where to go to get the product or service they want. service they want.

DIRECTORY ADVERTISINGDIRECTORY ADVERTISING

STRENGTHSSTRENGTHSHighly targetedHighly targetedCost Cost FlexibilityFlexibilityStrategyStrategyLong lifeLong life

WEAKNESSESWEAKNESSESClutterClutterMessageMessageAccessibilityAccessibilityPermanencePermanence

WHEN TO USE PRINTWHEN TO USE PRINTUSE NEWSPAPERS

IFUSE MAGAZINES IF USE OUT-OF-HOME

IFUSE DIRECTORIES IF

You are a local business

You have a well-defined target

audience

You are a local business that wants to

sell

You are a local business or can serve local customers

You want extensive market

coverage

You want to reinforce or remind the audience

You are a regional or national business that

want to remind or reinforce

You want to create action

You sell a product that is consumed in

a predictable manner

You have a product that does not have to be demonstrated, but

must be shown accurately and

beautifully

You have a product requiring little

information and little demonstration

You want to allow comparisons or provide

basic inquiry and purchase information

You do not need to demonstrate the

product

You need to relate moderate to extensive product information

You have a small to moderate budget

You have a small to moderate budget

You have a moderate to large

budget

You have a moderate to large budget

COPYWRITING FOR PRINTCOPYWRITING FOR PRINT

TWO CATEGORIESTWO CATEGORIES

1. Display Copy – includes all elements 1. Display Copy – includes all elements that readers see in their initial scanning that readers see in their initial scanning (elements: headlines, subheads, and (elements: headlines, subheads, and taglines)taglines)

2. Body copy (or text) – includes the 2. Body copy (or text) – includes the elements that are designed to be read and elements that are designed to be read and absorbed, such as the text of the message absorbed, such as the text of the message and captions.and captions.

HEADLINESHEADLINESThe most important display elementThe most important display elementWorks with the visual to get attention Works with the visual to get attention

and communicate the creative and communicate the creative conceptconcept

GENERAL PRINCIPLES GENERAL PRINCIPLES

A good headline will attract only those who A good headline will attract only those who are prospects—there is no sense attracting are prospects—there is no sense attracting people who are not in the market—by people who are not in the market—by speaking to their interests.speaking to their interests.

The headline must work in combination The headline must work in combination with the visual to stop and grab the reader’s with the visual to stop and grab the reader’s attentionattention

The headline must also involve the readerThe headline must also involve the readerThe headline should lead readers into the The headline should lead readers into the

body copybody copy

TYPES OF HEADLINESTYPES OF HEADLINESTYPE OF DIRECTACTION HEADLINE

DESCRIPTION

Assertion An assertion is used to state a claim or a promise that will motivate someone to try the product

Command A command headline politely tells the reader to do something

How-to statements People are rewarded for investigating a product when the message tells them how to use it or how to solve a problem

News Announcements

News headlines obviously are used with new product introductions, but also with changes, reformulation, new styles, and new uses. They announce that something new has happened. The news value is thought to motivate people to try the product.

TYPE OF INDIRECT Action Headline

Description

Puzzles Used strictly for their provocative power, puzzling statements and questions require the reader to examine the body copy to get the answer or explanation. The intention is to pull reader into the body copy

Associations These headlines use image and lifestyle cues and ambiguity to get attention and build interest

OTHER DISPLAY COPYOTHER DISPLAY COPY

CAPTIONS – attention is drawn immediately CAPTIONS – attention is drawn immediately to the caption under the illustrations; serve as to the caption under the illustrations; serve as an information functionan information function- Captions often explain what’s happening in Captions often explain what’s happening in

photos, because people may find visuals photos, because people may find visuals confusingconfusing

TAGLINES – short catchy phrases TAGLINES – short catchy phrases particularly memorable phrases used at the particularly memorable phrases used at the end of an ad to complete or wrap up the ideaend of an ad to complete or wrap up the idea

OTHER DISPLAY COPYOTHER DISPLAY COPY

SLOGANS – repeated from ad to ad as SLOGANS – repeated from ad to ad as part of a campaignpart of a campaign

WRITING CATCHY PHRASESWRITING CATCHY PHRASES

A startling or unexpected phraseA startling or unexpected phraseRhyme, rhythm, alliterationRhyme, rhythm, alliterationParallel constructionParallel construction

BODY COPYBODY COPY

Text of the ad. It develops the sales Text of the ad. It develops the sales message, states the argument, message, states the argument, summarizes the proof, and provide summarizes the proof, and provide explanationexplanation

Speak to the target audience in an Speak to the target audience in an appropriate language styleappropriate language style

Magazine articlesMagazine articles

TYPES OF BODY COPYTYPES OF BODY COPY

STRAIGHTFORWARD – factual copy STRAIGHTFORWARD – factual copy usually written in the words of an usually written in the words of an anonymous or unacknowledged anonymous or unacknowledged sourcesource

NARRATIVE – used to tell a story in NARRATIVE – used to tell a story in first person or third personfirst person or third person

DIALOGUE – lets the reader “listen DIALOGUE – lets the reader “listen in” on a conversationin” on a conversation

TYPES OF BODY COPYTYPES OF BODY COPY

EXPLANATION – explains how EXPLANATION – explains how something workssomething works

TRANSLATION – technical TRANSLATION – technical information, such as that written for information, such as that written for the high-technology and medical the high-technology and medical industries, must be defined and industries, must be defined and translated into understandable translated into understandable languagelanguage

DESIGNING FOR PRINTDESIGNING FOR PRINT

LAYOUT LAYOUT Is a map, the art director’s equivalent of a Is a map, the art director’s equivalent of a

blueprintblueprintA communication tool that translates the A communication tool that translates the

visual concept for others so that the idea can visual concept for others so that the idea can be discussed and revised before money is be discussed and revised before money is spent on productionspent on production

TYPES OF LAYOUTSTYPES OF LAYOUTS

PICTURE WINDOW – single dominant PICTURE WINDOW – single dominant visual that occupies about 60 to 70 visual that occupies about 60 to 70 percent of the area. Underneath it is a percent of the area. Underneath it is a headline and a copy block. The logo or headline and a copy block. The logo or signature signs off the message at the signature signs off the message at the bottom.bottom.

PANEL OR GRID – a layout that uses a PANEL OR GRID – a layout that uses a number of visuals of matched or number of visuals of matched or proportional sizes. proportional sizes.

TYPES OF LAYOUTTYPES OF LAYOUT

DOMINANT TYPE OR ALL COPY – DOMINANT TYPE OR ALL COPY – emphasize the type rather than the art or emphasize the type rather than the art or even an all-copy advertisement in which even an all-copy advertisement in which where the headline is treated as type artwhere the headline is treated as type art

CIRCUS – a layout that combines lots of CIRCUS – a layout that combines lots of elements – art, type, color – to deliberately elements – art, type, color – to deliberately create a busy, jumbled imagecreate a busy, jumbled image

TYPES OF LAYOUTSTYPES OF LAYOUTS

NONLINEAR – a contemporary style of NONLINEAR – a contemporary style of layout characterized by the early days of layout characterized by the early days of Wired that can be read starting at any Wired that can be read starting at any point in the imagepoint in the image

GRUNGE – a style of layout that reflects GRUNGE – a style of layout that reflects what is presumed to be a Generation X – what is presumed to be a Generation X – inspired lack of concern for the formalities inspired lack of concern for the formalities of art, design, and legibilityof art, design, and legibility

LAYOUT STAGES LAYOUT STAGES

SKETCHESSKETCHESROUGH LAYOUTSROUGH LAYOUTSSEMICOMPSSEMICOMPSCOMPREHENSIVESCOMPREHENSIVESMECHANICALSMECHANICALS

TYPOGRAPHYTYPOGRAPHY

Families of TypeFamilies of TypeFontFontLetter VariationsLetter VariationsType measurementsType measurementsJustificationJustificationColorColorLegibilityLegibility