chapter 4 Flashcards
what year was the first print advertisement ?
1468- William Caxton promoting his first edition of a new book
how did the ads look like in the 1910s?
- visually crowded and copy heavy
- the use of images suggest the seeds of modern print
how did the ads look like in the 1920s?
- still relies on heavy copy but the use of images plays a larger role
- better use of all the blank space and they seem less cluttered
what did the ads look like in the 1930s?
- little change from the 20s
- heavily impacted ads by the Market Crash and Depression
how were the ads in the 1940s structured?
- depends more on images and slogans
- less copy and better use of all the negative space
how did the ads look like in the 1950s?
- used lots of experimentation
- better balance between imagery and copy
- the copy was pushed towards the bottom
what were the ads like in the 1960s?
- known as creative revolution
- big ideas and modern style
how were the ads like in the 1970s?
- more use of bright photographic imagery
- large headlines and body copy
what did the ads look like in the 1980s?
- lots of simplicity
- minimal use of copy
- females were the targeted consumers
what did the ads look like in the 1990s?
- lots of simplicity
- some of the most iconic ads were put out during this time
what ddi thr ads look like in the 2000s?
- simplicity and minimalism
- image based with a reliance on Digital manipulation
- simple ideas with little copy
what did the ads look like in 2010s?
- more focus on high resolution imagery and minimalist use of copy
- a lot of surrealist image that focuses on contrasts
what are the 3 types of ads?
- Generel Interest :
- most common
- general audience
- brand range of topics
- heavy general advertising
- glossy finish
- widely available
- Special Interest :
- next most common
- specific to a particular audience
- singular themes
- specific advertising
- widely available
- Professional:
- article driven
- niche audience
- limited advertising
what are some characteristics to Magazines?
- most expensive print platform
- best vehicle for experimentation and creativity
- global reach for many publication
- can positively influcne the advertised product/service
whats a key issue with Magazines?
- declining readership
- environment
what are the 5 different types of Newspapers ?
- National: covers the news across the entire country as well as international
- Regional: contains some national and international news, but focuses on the specific area of the country
- Local: contains some national and international, but the focus is local news in detail
- Tabloid: covers all national and international news. contains gossip or scandalous news and more personal stories
- Braodsheet: larger in size than a traditional paper. has elects of seriousness and tabloid
what are some characteristics of Newspapers ?
- most common form of print advertising
- most inexpensive way to reach a broad base
- size, location, and frequency dependant on budget
- allows you to better target consumers
what are thr key issues with Newspapers ?
- readership id declining
- aesthetics
- environment
what are some characteristics of Flyers ?
- inexpensive
- usually done in weekly inserts into established publications
- clear calls to action
- about the copy, and not the image
what are some characteristics of Directories?
- the most common print advertising
- has become somewhat abolsute with the advent of digitization
- affordable
- nothing memorable
who uses Posters most?
small businesses
whats the purpose of a Poster?
provides a message intended to promote brand awareness or call attention to a company event
what are the keys to effectiveness with Print Advertisements ?
- draws attention
- holds your interest
- easy to remember
- has a clear, simple message
- avoided confusion
- be clear on intent
- clear brand recognition
- an extension of Brand Startegy : tells a story. Play off the story and look similar enough to the rest of a company’s marketing so that its clear they’re related, even without the logo or tagline
- call to action
- gets results
what are the mechanisms of Print Advertising?
- Hammer out your Headline:
- Shape the Sub Heads
- Build your Body Copy
- generate your Graphics
what are the Pros to Print Advertising ?
- print readers have greater attention spans therefore greater ad recall
- “influentials” are swayed by print
- trustworthiness/credibility
- tends to offer more flexibility and option
- much more cost effective, with more built in budget flexibility: not one size fits all. you have options for locations and size and each comes with a different set cost
- a trend towards “unplugging” in the digital age
- drives action
- making a concerted effort to leverage the digital age
how do print ads offer more flexibility and options?
- you can drill down to the exact section of the publication
- you can choose the exact day to run it
- you can choose what publication best fits your message
- you can predetermine the exact geography
what are the cons of Print Advertising ?
- one dimensional : cannot captures the sound and motion provide by TV or on like advertising
- lead times: the ad could be absolute by the time it arrives at your door, not as real time
- impact on the environment
