Handout: Elements of Print Ad

ℂ𝔸𝔼-𝟙𝟘
ℍ𝕒𝕟𝕕𝕠𝕦𝕥
𝔼𝕝𝕖𝕞𝕖𝕟𝕥𝕤 𝕠𝕗 ℙ𝕣𝕚𝕟𝕥 𝔸𝔻
𝐏𝐫𝐢𝐧𝐭 𝐀𝐝

 an advertisement that appears in a newspaper or magazine, rather than on

television, radio, or the internet (Links to an external site.)
 print media advertising is a type of advertising that uses physically printed media,
such as magazines and newspapers, to reach target consumers, business
customers and prospects.

𝐅𝐢𝐯𝐞 𝐁𝐚𝐬𝐢𝐜 𝐄𝐥𝐞𝐦𝐞𝐧𝐭𝐬

𝐇𝐞𝐚𝐝𝐞𝐫
The header, also known as the title, attracts attention to the ad and lets the reader know what he will
find out in the copy. The header 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 to the problem.

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.

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.

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.

𝐂𝐨𝐧𝐭𝐚𝐜𝐭 𝐈𝐧𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧
Contact information 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.
 
Sources:
https://dictionary.cambridge.org/us/dictionary/english/print-ad  (Links to an external site.)
https://www.quora.com/What-is-a-print-ad (Links to an external site.)
Unicom Advertising (Links to an external site.), MBA Marketing, University of Delhi (2000)
https://smallbusiness.chron.com/five-common-elements-print-advertisement-21400.html