Creative tactics
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The document discusses different elements of print advertisements including headlines, subheads, body copy, illustrations, and layout. Headlines can be direct and straightforward or indirect by using questions or provocations to pique interest. Subheads are smaller than the headline but larger than the body copy, and are used to break up large amounts of text and highlight key points. The body copy presents relevant information depending on the appeal and execution style. Illustrations and identification marks like logos must attract attention and work with other elements, while layout refers to how all the elements are physically arranged on the page.
Creative tactics
- 2. Words in the leading position of the ad. Attract readers attention/interest and encourage them to read the rest of the ad.
- 3. Direct Headlines straightforward and informative about the product or service. Indirect Headlines provoke curiosity and interest by use of questions, provocations, challenges.
- 4. Smaller than the main headline, larger than the copy. Used to break up large amounts of copy and highlights key sales points.
- 5. The main text portion of a print ad, used to present the relevant information. Content depends on appeal and execution style.
- 6. Must attract attention Communicate idea or message Work in synergistic fashion with headline and copy Illustrations such as drawing and photos Identification marks such as trademarks, logos, brandname
- 7. The physical arrangement of the various element of the print ad including headline, subheads, body copy, illustrations and identifying marks Decisions include size, color, white space