Hallahan Course Resources: Writing Print Ads

Ads, Writing Effective Print

PRINT ADVERTISING COPYWRITING AND LAYOUT: A PRIMER


Layout of a Print Ad
-   Headline - Draws attention, telegraphs benefit
-    Subhead - An optional elaboration of the headline, designed
     to explain while further drawing the reader into the ad.
-   Body Copy - Sells by stressing the benefits (versus
      merely the features) of the product
-   Signature - Optional slogan and logotype of the sponsor
-   Mandatory - Required disclosures, terms and conditions
      listed at the bottom.
-   Illustration - Although optional, photos, graphics, illustra- 
      tions draw attention to ads and can show the product.  When
      a service is involved, illustrations generally feature the
      benefit, rather than the product itself.

Headlines
-  Should be functional by getting the reader into the copy. 
   Heads need not be cute, memorable, witty, dramatic or even exciting.
-  5 to 15 words is reasonable
-  Should be graphically balanced with other ad components--
   generally up to one-third of the entire space (Rule of thirds:
   l/3 for headline; l/3 for illustration, l/3 for copy and       
   signature.)

Body Copy Content
-  Should contain description of the offer (size, colors,         
   materials, cost);  benefits of the offer; and proof of the     
   claims (in case of comparisons, for example).
-  Should lead the reader to action:  What are they to do?  Call,
   visit, buy?  Ask for the order!  Create a sense of urgency!
-  Should include enhancements or items that reduce risks. 
-  Mention money-back guarantees, warranties, payment facilitating terms  
   (e.g. pay with Visa or MasterCard), options (sizes, etc.),     
   incentives or savings to received.
-  Avoid needless background, self-legitimizing copy about 
   the company (unless relevant to the sale).
-  Never write negative copy--positive copy gets better results.
-  Mention things such as pollution or inflation only if you can
   solve the problem; don't ask readers to put themselves in a
   negative situation.
-  Be wary of comparisons -- and never run down the competition.
-  Stress how your product is superior to others; make sure you
   can back up such claims if challenged.
-  Humor is tricky -- and its effectiveness can wear out after
   two or three exposures.  Humor can offend, or evoke a negative
   response if people are not in the right mood.  Humor generally 
   does not work with business or professional audiences.
-  Use technical language sparingly, unless essential to reach 
   your audience.  Avoid needless jargon.
-  Whenever possible, use drama.   Don't lecture your audience. 

Body Copy Writing Style
-  Use active voice.
-  Talk to your audience.  Write to "you" -- avoid "we," "they,"
   and unclear generalities (e.g. Pilots who have problems
   with..."
-  Short copy generally works best (But there are important
   exceptions to this rule!  Especially for "high involvement"    
   products such as big ticket items, new technologies, and
   direct mail solicitations where want a lot of informaton.) 
-  Keep all paragraphs as short as possible -- no more than 4-6
   lines of set type
-  Use bold subheads and numbered/bulletted lists to break up
   the sea of type.
-  Vary sentence length.  One-word sentences and sentence
   fragments are acceptable:  And, there's more!  Today!

Type
-  Roman (serif) type like this is more readable than sanserif
   type. 
-  Headlines have been shown to be more readiable if set in upper and lower case
   (not all caps) in a typeface appropriate to the product/organization/
   situation.
-  Use short, bold-face lead-in words, underlining or italicize
   words or phrases to create interest.  Or, indent some
   paragraphs to add interest.  But don't over use such devices. 
-  Adopt a standard typographic look -- and stick with it. 
-  Avoid common problems:
    . Reverses -- white type comes out of photo or dark background 
    . Overprints -- dark ink over photos or dark background 
    . Excessive capitalization -- disrupts eye flow
    . Italics or script type -- except to emphasize a word or phrase.
    . Extremely long lines of type (65 characters per typeset line
      or more) -- unless you don't intend to have it read.    

Illustrations
-  Should work together with the copy. 
-  Be sure the illustration has a caption which draws the reader  
   into the illustration and explains the benefit. (Don't merely
   use a label.)
-  Use secondary captions ("call outs") to highlight special      
   features, especially in product photos.
   Whenever possible, show action or a product in use (rather
-  than a static product shot).  Feature people (or other
   living beings, such as dogs) whenever possible.
-  Photos generally are most effective compared to illustration
   or no artwork.  However, illustrations can be effective
   in technical presentations, or where photos are difficult.
-  Single illustrations that dominate the page will increase
   readership.  Multiple photos (such as insets) are
   acceptable and can be effective if the space is large enough
   and they help tell the story.

The Ad Production Process
-  Concept
-  First "rough" layout (pencil sketch by copywriter)
-  Second "refined" layout (loose, properly sized sketch by artist)
-  Comprehensive layout (tighter, actually sized sketch with
     illustration, before typesetting, or final production on the computer)
-  Final photography or special production activities
-  Mechanical
-  Engravings [Optional - if multiple copies needed]
-  Distribution to Media
 

Features of Good Ads
-  Appearance of good taste
-  Easy to read
-  Headline gets reader into copy
-  Illustration is appropriate to product and the mood
-  Balanced layout 
-  Informs reader of the action to take.