Television & print ad -creation process

1. Television & Print Ad
Prepared By
Nijaz N

2. Print media
2
• Print advertising includes printed
advertisements in newspapers, magazines,
brochures, posters, and outdoor boards
• Print provides more detailed information, rich
imagery, and a longer message life
• Mainly :
1. Newspaper
2. Magazine

3. 8 - 3
Creative tactics for print advertising
• There are three basic components of a print ad
1. The headline,
2. Body copy, and
3. The visual elements or illustrations.
 These elements are brought together through a layout.

4. Creative Tactics for print advertising
1. HEADLINES
 The headline refers to the words in the leading position of the
advertisement
 Likely to be read first or are positioned to draw the most attention.
 The most important function of a headline is to attract the readers’
attention and make them interested in the remainder of the advertising
message.
 There are various types of headlines including:
• Direct headlines – straightforward and informative in terms of the
message presented.
• Indirect headlines—provoke curiosity and intrigue by using
questions, challenges, provocations, and other methods

5. Creative Tactics for print advertising
2. SUBHEADS
 These subheads usually appear in a smaller type size than the
main headline and are generally larger the type size used for the
body copy.
 They are used to break-up or section off large amount of body
copy and highlight key sales points in the ad.
3. BODY COPY
 The main text portion of a print ad is referred to as the body copy.
 Body copy content depends on the type of advertising appeal and/or
execution style being used.

6. Creative Tactics for print advertising
4. VISUAL ELEMENTS
 Visual components often dominate print advertising and play a
very important role in determining effectiveness.
5. LAYOUT
 A layout refers to the physical arrangement of the various parts of
the ad including the headline, subheads, illustrations, body copy
and any identifying marks.

7. 8 - 7
Creative tactics for television advertising
• Television commercials have several components which must work
together to create the right impact and communicate the advertiser's
message.
1. VIDEO
• The video or visual elements are what is seen on the television
screen.
• The main focus of the visual such as the product, the presenter,
action sequences, lighting graphics, colour and other factors.

8. 8 - 8
Creative tactics for television advertising
2. AUDIO
• The audio portion of a commercial includes several elements such
as voice, music and sound effects.
• A common method for presenting the audio portion of a
commercial is through a voice-over whereby the message is
delivered or action on the screen is narrated by the voice of an
announcer who is not visible.
• A trend among major advertisers is to hire celebrities with
distinctive voices to do the voiceovers for their commercials.

9. 8 - 9
Creative tactics for television advertising
3. MUSIC
 A very important part of many television commercials is music
which plays various roles and functions such as providing a
pleasant background or helping create the appropriate mood or
setting.
 Musical element in both television and radio commercials is
jingles, which are catchy songs about a product or service that
usually carry the advertising theme and a simple message