Elements of a print ad
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The document outlines the common elements of print advertisements, including the header, image, body, call to action, and contact information. The header attracts attention and communicates key benefits. Images create curiosity and show what readers will learn. The body elaborates on the header and builds interest in the product. The call to action leads readers to take a specific action, like visiting the store. Finally, the contact information tells readers how to get in touch with the business.
Elements of a print ad
- 2. Header - also known as the title, it attracts attention to the ad and lets the reader know what he will find out in the copy. It should communicate a key benefit described in the ad, such as a discount sale or a limited-time offer. It may also identify a problem a reader might have and propose a solution. The header is commonly the strongest element of a print advertisement, and can determine whether the viewer reads the remainder of the ad.
- 3. Image - An image at the top or in the body of the ad creates curiosity and communicates what the viewer will learn by continuing to read the ad. Newspaper advertisements are typically black- and-white, but a color image can increase the impact of the ad. Choose an image relevant to the product or service for sale, and use one, strong image if possible to keep the ad simple.
- 4. Body - Print advertisements commonly include a body, which is the main part of the ad. The body elaborates on the concept of the title, and should build interest in the product or service. Print ad copy should be well organized. Use bullet points or sub-headers when appropriate to make the information easily understandable for the reader.
- 5. Call to Action - A call to action typically follows the ad copy. As the name suggests, a call to action leads the reader to take a specific action, such as visiting the store or contacting the store for more information. Because readers can quickly forget the body copy, the call to action needs to create a sense of urgency. Phrases like "call today" and "this offer expires ..." with a date direct the reader to do something now.
- 6. Contact Information - it tells the viewer how to get in touch with the business to take advantage of the offer. Include as much information as appropriate to make it easy for the reader to find the business. This section usually includes the company name, address, telephone number and website address.