Advertising Ch. 3 - Newspaper and Magazine Advertising

Layout

integrates the first three parts into one whole print advertisement. This places the headline, illustration and copy in their proper spectrum.

Headline

is commonly presented at the upper portion of the space, in big fonts and a variety of designs. It can be a news headline, taking the form of an announcement about the new product. It may use the words: new, introducing, 'narito na', 'ipinapakilala'.

Illustration

is the visual part of the advertisement. This puts the words into pictures. Forms of illustration can be photograph form, using actual picture of the product, scene, and talents.

Offset lithography

photochemical process, using a thin flat aluminum plate moving towards a cylinder. The plate is coated with a liquid solution that repels ink.

Combination rate

special rate for newspaper, such as morning paper and an evening paper issue, set by the same publisher.

Letterpress

the method of printing based on the principle of a 'rubber stamp', where the plate has a raised area for the image, and the background is etched below.

Rotogravure

the opposite of letterpress, wherein the image is etched below and the background is raised from the plate surface.

Testimonial headline

this headline presents a well known personality, directly associated with product advertised, and his endorsement or signature on the layout.

Command headline

this headline starts with an action word encouraging the reader to take an immediate action to buy the product.

Legal Advertising

Advertisement by government offices; Measured per column centimeter

Screen Printing or silkscreen

advisable for short-volume and limited color production. The process uses a textile, ink or paint, squeegee or brush, the paper with design and metallic or synthetic screen.

Classified Display Advertising

"Box Ads' about job vacancies; Allowed to use larger space; Allowed to use decorative border lines and company logo; Not allowed to use color; Measured per column centimeter

Amusement Advertising

Advertisements of movies to be shown, concerts, stage plays, and other activities' schedules for relaxation or pleasure.

Display Advertising

Allowed to use any larger space desired; Allowed to use color; Measure per column centimeter

Creative Art

Art in advertising refers to the whole visual presentation, how the words are arranged, the size and style of type, photographs and illustrations, and how they should be organized. In short, if copy is the spoken words, the art is the body language. Several people are employed in advertising art, they are the commercial artists, but generally not trained to draw but to perform other artistic specialties.

Typefaces

Design of characters, letters and numerals is known as the _____. ______ used in advertising reveal the mood or feeling and should complement the illustrations and text of the whole layout. A typefont is presented in one size and face including all the characters and numerals. A typefamily is presented in two or more series of types coming from varieties of design.

The Advertising Visual

Each of the various steps in the layout process serves a particular purpose. Initially, thumbnail sketches are drawings that are approximately one-fourth of the size of the finished ad, and they are used for trying out ideas. Rough layout is drawn to the size of the actual advertisement. Headlines and subheads are lettered onto the layout, intended illustrations and photographs are sketched in, and the body copy is simulated by using pencil lines. If the advertisement is for television, the scenes are drawn in a storyboard form.

Picas and Points

In the printing industry, picas and points are common units of measurement. One inch equals 6 picas or 72 points. Thus, typeset at 36 points would be 1/2 inch tall, and 18 pica column of type would be 3 inches wide.

Run-of-paper (ROP)

Includes rate quoted by a newspaper publisher which entitles the advertisement to be positioned anywhere in the paper that the publisher chooses to place it.

Magazine Advertising

Magazine is a paper back publication that is issued at regular intervals, either weekly, monthly or quarterly. It contains stories, articles and other featured items of various writers, that may interest readers. A publication which is one the major national advertising medium to advertise goods and services.

Humor

Most advertising is entertainment, humor can make a positive and lasting impression.

Newspaper Advertising

Newspaper is a publication regularly printed and distributed, usually daily or twice a day, containing news opinion, items of general interest and advertisements. This is usually the common advertising medium for small firms and retailers as well as some corporations.

Discount rate

Open rate provides some discount structure classified as frequency discount or bulk discount. Frequency discount is based on unit or pattern of purchase in addition to total amount of space.

Classified Advertising

Published under different headings: "Help Wanted Ads"; Uniform width, measured in terms of number of lines occupied; Not allowed to use larger space and typeface; Not allowed to use color

Negative appeal

Quite effective to point out what happens if the advertised product is not used. Illustrations of not using the product will be very compelling.

The Psychological Impact of Color

Reactions to color, says Walter Margulies, 3 is generally based on a person's national origin or culture. For example, "warm colors are red, yellow, and orange; these tend to stimulate, excite, and create an active response." Those from a warmer climate, apparently, are most responsive to those colors.

First cover page

The front cover of the magazine; page 1 of the issue.

The Copywriter's Terminology

The headline is the most important element in the print advertisement. Headline refers to the words in the leading position of the advertisement, the words that will be read first or that are positioned to draw the most attention.

Third cover page

The inside of the back cover; page 49, if the magazine issue has page. 50 pages.

Second cover page

The inside of the front cover; page 2 of the issue.

art direction, production values

The non-verbal aspects include the _____ and _____. These ensure that the advertising will be saying the right things to the right person in the right context in the right tone and in the right manner.

Magazine Elements

The page size of a magazine is the type area, not the actual page. This size of most magazine is characterized as standard size about 8 x 10 inches; 8 1⁄2 x 11 inches or 10.7 x 13 inches for the former issues of Woman's Home Companion; or about 4 3/8 x 6 1⁄2 inches like the Readers' Digest.

Objectives of Good Copy

The purpose of copywriting is usually to persuade or remind a group or groups of individuals to take some action in order to satisfy a need or want. But first, people need to be made aware of the problem. Let them realize the presence of the problem, and a possible solution. To create awareness, in order to get people's attention.

Copy

are the words of the advertisement. This explains the features, benefits, and advantages of the item advertised in simple phrases, series of sentences or long paragraphs.

Product comparison

A brand advertised being compared with another competitor or other brands.

Other Newspaper Advertising

Service termination notices; Obituaries /death notices; Anniversaries,birthday announcements and greetings

Fourth cover page

The back cover; page 50, if the magazine issue has 50 pages

copy platform

The ______ is a document that serves as the creative team's guide for writing and producing the advertisement.

Type Selection

The art of selecting and setting type is known as typography. The selected typeface affects the advertisment's mood, appearance, readability, and design. Knowledge of the effects of typefaces is very vital in the advertising business.

Testimonial

This can make the advertisement not just truthful but also believable as endorsed by a well known personality.

The Print Production

This conversion process, which can be the responsibility of the advertiser or the agency, is called print production. The process may include negotiating for a photographer, illustrators, retouchers and photo laboratories. The use of computers as a graphics tool of creating layouts, gave the advertiser many chances and choices for designs.

Before and after

This may show variation of the illustration to recognize differences.

Product in use

This should demonstrate how the car is used with selling point in luxury or economy; how a cosmetic product beautifies; or how a toothpaste protects teeth and gums.

Product features

This should present product benefits, advantages, and features. It should show a way to get a customer's attention and show how the advertised product or service will benefit them.

Product itself

This should show the advertised item itself.

Package of the product

This will help consumers identify the product on the point of purchase or selling shelves.

Writing Copy

Understanding the message strategy is a pre-requisite in creative copywriting. If the client has not spelled out the detail of the advertising plan, the copywriter should immediately build a message strategy, in teamwork with the art director, and get it approved before going any further.