Preparing Print

Advertising

Commtech– Mr Raposo/Mr Quadrini

1) HeadlineKey to attracting attentionKey to attracting attention

All good headlines use words that All good headlines use words that attract a certain target market:attract a certain target market:

New parents ……… BabyNew parents ……… BabyBusiness owners…. EntrepreneurBusiness owners…. EntrepreneurAction words:Action words:

SaveSave Improved Improved

NewNew Easy Easy

Last chance IntroducingLast chance Introducing

ItIt’’s here…s here…

Headline

Types of Headlines

1.1. The name of the product / service The name of the product / service appears prominently appears prominently

2.2. A commandA command3.3. A questionA question4.4. A claimA claim5.5. A benefitA benefit6.6. A personalized statementA personalized statement

2) Subheads

Mini-headlinesMini-headlines

Break up the writing so that it looks like fewer Break up the writing so that it looks like fewer words to readwords to read

Make the ad look more interestingMake the ad look more interesting

Help direct the readerHelp direct the reader’’s eyes to important s eyes to important facts facts

3) Illustrations

Can be a photograph or a drawing (in Can be a photograph or a drawing (in black and white, or colour)black and white, or colour)

Can be attention-gettingCan be attention-getting

Illustration

Types of Illustrations

Being UsedBeing Used

By ItselfBy Itself

In an Acceptable LocationIn an Acceptable Location

AbstractAbstract

Cross-SectionCross-Section

4) Copy

The written part of an adThe written part of an ad

Should turn the readerShould turn the reader’’s interest into desires interest into desire

Should include the information needed to Should include the information needed to take actiontake action

Copy

Good Copy Has 3 Main

Characteristics:

1.1. It is directIt is direct

2.2. It is imaginativeIt is imaginative

3.3. It is readableIt is readable

5) Signature• Indicate who sells the goods or services, Indicate who sells the goods or services,

or where to purchase themor where to purchase them

• Could be a logo, website URL, QR Code, Could be a logo, website URL, QR Code, phone number and/or email.phone number and/or email.

• This is the action part of the AIDA This is the action part of the AIDA formulaformula

Signature