Elements of a Print Advertisement - a Powerpoint presentation.

1. Common Elements of
Print
Advertisement

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.