Page 499 - Foundations of Marketing

466 Part 6 | Promotion Decisions

claims, it is important to present the substantiation in a credible manner. The proof of claims
should help strengthen both the image of the product and company integrity. A shortcut expla-
nation of what much advertising is designed to accomplish is the AIDA model. Advertising
should create awareness, produce interest, create desire, and ultimately result in a purchase
( action). Typeface selection can help advertisers create a desired impression using fonts that
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are engaging, reassuring, or very prominent.
The signature identifies the advertisement’s sponsor. It may contain several elements,
including the firm’s trademark, logo, name, and address. The signature should be attractive,
legible, distinctive, and easy to identify in a variety of sizes.
Often, because radio listeners are not fully “tuned in” mentally to what they’re hearing,
radio copy should be informal and conversational to attract listeners’ attention. Radio mes-
sages are highly perishable and should consist of short, familiar terms, which increase their
impact. The length should not require a rate of speech exceeding approximately 2.5 words per
second.
In television copy, the audio material must not overpower the visual material, and vice
versa. However, a television message should make optimal use of its visual portion, which
can be very effective for product use, applications, and demonstrations. Copy for a television
commercial is sometimes initially written in parallel script form. Video is described in the left
column and audio in the right. When the parallel script is approved, the copywriter and artist
combine copy with visual material by using a storyboard , which depicts a series of miniature
television screens showing the sequence of major scenes in the commercial. Beneath each
storyboard A blueprint
that combines copy and screen is a description of the audio portion to be used with that video segment. Technical per-
visual material to show the sonnel use the storyboard as a blueprint when producing the commercial.
sequence of major scenes in a
commercial Artwork
artwork An advertisement’s
illustrations and layout Artwork consists of an advertisement’s illustrations and layout. Illustrations are often pho-
tographs but can also be drawings, graphs, charts, and tables. Illustrations are used to draw
illustrations Photos, draw-
ings, graphs, charts, and tables attention, encourage audiences to read or listen to the copy, communicate an idea quickly,
used to spark audience interest or convey ideas that are difficult to express. Illustrations can be more important in capturing
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in an advertisement attention than text or brand elements, independent of size. They are especially important,

Headline
Body Copy

Illustration

AP photos/Anonymous/PR NEWSWIRE

Components of a Print Ad
This Jaguar ad contains most of
the components of a print ad,
including a headline, body copy, Signature
signature, and illustration. It
does not have a subheadline.

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