Print Advertising

It is important to think carefully about the way in which you will lay out any print advertising. It can be divided into three separate parts: the illustration, the headlines and the body. The illustration is the part that catches the attention, so it is important to include one if possible; a caption should sell the product/service. Headlines should be attractive, not necessarily short (10 words is okay) and should help pinpoint the target audience. Finally, the body text should sell the product/service and invite a response (phone number, address, form to fill in, etc). The body should be written in clear, short sentences.

Layout

The layout is important. People normally read from top to bottom, so putting the most attractive part at the top makes sense. Hence, illustration, headline, body, in that order from the top will make the advertisement more likely to be read.

You need to promote the USP (unique selling point)  for your product or service. Be distinctive about it. The consumer will be interested in the benefits, so state them clearly in your advertising.

Advertising can be made more effective by using the AIDA formula (see bottom of page).

Good advertising is closely targeted to the desired audience and communicates a benefit in a powerful and memorable way. Think about where you can place your advert. You want to reach as much of your target audience as possible with minimum wastage (people who would never be interested in your product). For example, if you're an interior designer, you might feel that a home improvement magazine is more targeted than a local title. Good targeting makes the most of your budget.

The advantages and disadvantages of different types of advertising media are set out in the table below.