ARTICLES

What Makes An Effective Print Ad? (Part 2)

By Senior Living
Posted: Friday, March 6th, 2009

Know as much about your audience as possible before writing or designing anything.
This is elementary marketing, but it's easy to lose sight of it in the day-to-day management of
your business priorities. If you're targeting the youth market, your approach and design elements
will be vastly different than if you're after the 50+ crowd. And if your product is aimed at the
business segment, you'll use different techniques than if you're selling to the consumer market.
Effective advertising begins with a clear definition of the client's target audience. Once you
know your audience,
• Appeal to readers' needs and interests
• Write a good headline with a compelling visual
• Sell benefits - hopefully with urgency
Does your ad get the job done?
Many people judge good ad design on the 'look and feel' of the ad. The truth is, it doesn't matter
how good your ad looks if it doesn't do the job you want it to, which is make money for the
business. This doesn't mean your ad cannot look good. But your number one objective is to get
the sale. Never forsake this goal for creating a good-looking ad!
Keep it simple
Twenty-five words are worth five hundred words. A picture is worth a thousand words. In other
words, less copy is usually more effective, but if you can use a picture, you'll gain even more
from your advertising dollars.
Use white space
Because you want to get the most out of your advertising dollars, it's tempting to squeeze as
much information as possible into as small a space as possible. However, a sea of text won't get
read. In fact, white space can be more useful than all the words in the world because it can lead
your reader to the important information quicker and more effectively.
Use large photos
Research shows that ads with large photos or illustrations of merchandise get higher readership
than ads with small illustrations or no art. More people will be initially attracted by your visual
than by your copy, so make your photograph or illustration at least HALF YOUR AD whenever
possible."
Know how your readers read, and plan your ad accordingly
Most people skim ads in a sort of reversed "S" -- they start at the left top margin, and work down
to the right bottom margin.
Avoid headlines set in all capital letters
Our eyes and brains are conditioned to identify lower case letters and words easier than all caps.
We also read words by the shape of the word, not by reading individual letters. Ascenders and
descenders give distinctive shapes to words; all caps make most words look the same.
Create consistency
People want sign posts. They expect to see certain objects in certain places. Most readers must be
exposed to an ad several times before they notice it or take action on it. If nothing stays the same
in an ad from week to week or month to month, consumers don't know what to look for. In an ad
campaign there should be consistency in:
* Logo
* Color
* Typography
* Margins and borders
* Layout
* Spacing
* Photographs and captions
The essentials of every ad
Every ad should contain the Unique Selling Point (USP). It should clearly identify the main
attraction or offer. It should contain the necessary time, date, phone number or address.

Impact of print ads

With the internet marketing on the increase and the world turning digital, people somehow
undermine the importance of the print media advertising. There is no denying the fact that the
newer generation is more inclined to the computer and hand held internet devices but still the
print media has not lost its glory and probably will not as long as the baby boom generation
exists.
The fact remains that no matter how advanced and convenient the electronic media gets; the
importance of the print media will never die. The historic advent of TV in the advertising market
did have an impact but it couldnt replace the print advertising or even reduce its impact.
Although the computer and internet based advertising has its advantages of instant conversion
and sales over the other electronic media but the lasting impact of the print maintains its position
and status in the advertising market.
The real reason behind this fast is that the magazines are picked up by those interested in that
particular niche and direct advertisements to the niche readers has more chances of sale as
compared to the random surfers hitting a page. In case of advertising in newspaper the advantage
of circulation is already there. People interested in buying will automatically turn to the
classified section. On the other hand, the internet based advertisements do have a very large
circulation worldwide which in most cases is useless. Chances of an advertisement reaching the
correct group of people at the right place have a very low probability.
In case of a local event or a sales announcement at the local level there is nothing that can beat
the newspaper ad. This will be picked up by almost every home in the vicinity and surroundings
of the event. Even national events are effectively covered by the print advertising in a far better
way as compared to the internet or any other electronic media. The proof of this fact is that even
after such a massive influx of the internet, fashion, sports and other illustrated magazines based
on advertising havent lost their market.
The impact of the print advertising is without a doubt most effective and viral when compared to
any other marketing media. No major marketing campaign can ever be completed without the
inclusion of glossy ads in a wide circulation newspaper or a magazine. Those marketers who
contest this fact and give undue preference to other Medias eventually turn back to this form of
advertising sooner or later.

Read more: http://www.articlesnatch.com/Article/The-Impact-Of-Print-

Advertising/1169619#ixzz14aMnIyZf
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Differences between print media and electronic

media.

ANSWER

print media are newspapers ,maganinesm ets whereas electronic media are t.v.
radio,etc.
print media is cheaper than the electronic media
print media is written so only educated people can read it but the electronic media
has audio and vedio ,so the educated and non educated people can use it.

print media is the means of making infomation known by the use of books,
catalogues, journals, magazine,newspapers, newsletters and the like WHILES the
electronic media is through internet, T.V, radio and the like.

Print media is local such as newspapers, books, magazines as to electronic media is

on line advertising

Print media is the means of making infomation known by the use of books,
catalogues, journals, magazine,newspapers, newsletters and the like WHILES the
electronic media is through internet, T.V, radio and the like.
Main difference of print and electonic media electronic media process was very fast
and sending message as early time

Print media is being challenged by its electronic counterpart. But there are several
unique advantages that help both the mediums to create a niche place in the media
industry.
Print media is more capable than electronic media to deliver localized news that
may interest city or district residents.

Print media allows reader to store away articles that be used any time in the future.
But electronic medium is a much more faster way of providing news to people. The
standard of television news is deteriorating much faster that that of print media.
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Difference Between Print Media and

Electronic Media

Difference Between Print and Electronic Media

Printing is a process for reproducing text and image, typically with ink on paper using a printing press. It is
often carried out as a large-scale industrial process, and is an essential part of publishing and transaction
printing. Offset press
A story is a single article, news item or feature, usually concerning a single event, issue, theme, or profile of a
person. Correspondents report news occurring in the main, locally, from their own country, or from foreign
cities where they are stationed.
Most reporters file information or write their stories electronically from remote locations. In many cases,
breaking stories are written by staff members, through information collected and submitted by other
reporters who are out on the field gathering information for an event that has just occurred and needs to be
broadcast instantly. Radio and television reporters often compose stories and report "live" from the scene.
Some journalists also interpret the news or offer opinions and analysis to readers, viewers, or listeners. In this
role, they are called commentators or columnists.
Reporters take notes and also take photographs or shoot videos, either on their own, or through a
photographer or camera person. In the second phase, they organize the material, determine the focus or
emphasis (identify the peg), and finally write their stories. The story is then edited by news or copy-editors
(US style) or sub-editors , who function from the news desk. The headline of the story is decided by the news
desk, and practically never by the reporter or the writer of the piece. Often, the news desk also heavily re-
writes or changes the style and tone of the first draft prepared by the reporter / writer originally. Finally, a
collection of stories that have been picked for the newspaper or magazine edition, are laid out on dummy
(trial) pages, and after the chief editor has approved the content, style and language in the material, it is sent
for publishing.

Offset printing
Offset printing is a widely used printing technique where the inked image is transferred (or "offset") from a
plate to a rubber blanket, then to the printing surface. When used in combination with the lithographic
process, which is based on the repulsion of oil and water, the offset technique employs a flat (planographic)
image carrier on which the image to be printed obtains ink from ink rollers, while the non-printing area
attracts a film of water, keeping the non-printing areas ink-free.
Currently, most books and newspapers are printed using the technique of offset lithography. Other common
techniques include:
• flexography used for packaging, labels, newspapers.
• hot wax dye transfer
• inkjet used typically to print a small number of books or packaging, and also to print a variety of materials
from high quality papers simulate offset printing, to floor tiles; Inkjet is also used to apply mailing addresses
to direct mail pieces.
• laser printing mainly used in offices and for transactional printing (bills, bank documents). Laser printing is
commonly used by direct mail companies to create variable data letters or coupons, for example.
• pad printing popular for its unique ability to print on complex 3-dimensional surfaces.
• relief print, (mainly used for catalogues).
• rotogravure mainly used for magazines and packaging.
• screen-printing from T-shirts to floor tiles.
Digital printing
Digital printing accounts for approximately 9% of the 45 trillion pages printed annually (2005 figure) around
the world.[8]
Printing at home or in an office or engineering environment is subdivided into:
• small format (up to ledger size paper sheets), as used in business offices and libraries
• wide format (up to 3' or 914mm wide rolls of paper), as used in drafting and design establishments.
Some of the more common printing technologies are:
• blueprint—and related chemical technologies.
• daisy wheel—where pre-formed characters are applied individually.
• dot-matrix—which produces arbitrary patterns of dots with an array of printing studs.
• line printing—where pre-formed characters are applied to the paper by lines.
• heat transfer—like early fax machines or modern receipt printers that apply heat to special paper, which
turns black to form the printed image.
• inkjet—including bubble-jet—where ink is sprayed onto the paper to create the desired image.
• xerography—where toner is attracted to a charged image and then developed.
• laser—a type of xerography where the charged image is written pixel by pixel by a laser.
• solid ink printer—where cubes of ink are melted to make ink or liquid toner.
Vendors typically stress the total cost to operate the equipment, involving complex calculations that include
all cost factors involved in the operation as well as the capital equipment costs, amortization, etc. For the
most part, toner systems beat inkjet in the long run, whereas inkjets are less expensive in the initial purchase
price.
Professional digital printing
Professional digital printing (using toner) primarily uses an electrical charge to transfer toner or liquid ink to
the substrate it is printed on. Digital print quality has steadily improved from early color and black & white
copiers to sophisticated colour digital presses like the Xerox iGen3, the Kodak Nexpress, the HP Indigo
Digital Press series and the InfoPrint 5000. The iGen3 and Nexpress use toner particles and the Indigo uses
liquid ink. The InfoPrint 5000 is a full-color, continuous forms inkjet drop-on-demand printing system. All
handle variable data and rival offset in quality. Digital offset presses are also called direct imaging presses,
although these presses can receive computer files and automatically turn them into print-ready plates, they
cannot insert variable data.
Small press and fanzines generally use digital printing. Prior to the introduction of cheap photocopying the
use of machines such as the spirit duplicator, hectograph, and mimeograph was common.
Color printing is the reproduction of an image or text in color (as opposed to simpler black and white or
monochrome printing). Any natural scene or color photograph can be optically and physiologically dissected
into three Primary Colors, red, green and blue, roughly equal amounts of which give rise to the perception of
white, and different proportions of which give rise to the visual sensations of all other colors. The additive
combination of any two primary colors in roughly equal proportion gives rise to the perception of a
Secondary Color. For example, red and green yields yellow, red and blue yields magenta (a purple hue), and
green and blue yield cyan (a turquoise hue). Only yellow is counter-intuitive. Yellow, cyan and magenta are
merely the "basic" secondary colors: unequal mixtures of the primaries give rise to perception of many other
colors all of which may be considered "tertiary."
While there are many techniques for reproducing images in color, specific graphic processes and industrial
equipment are used for mass reproduction of color images on paper. In this sense, "color printing" involves
reproduction techniques suited for printing presses capable of thousands or millions of impressions for
publishing newspapers and magazines, brochures, cards, posters and similar mass-market items. In this type
of industrial or commercial printing, the technique used to print full-color images, such as color photographs,
is referred to as four-color-process or merely process printing. Four inks are used: three secondary colors
plus black. These ink colors are cyan, magenta and yellow;..
Color printing can also involve as few as one color ink, or multiple color inks which are not the primary
colors. Using a limited number of color inks, or specific color inks in addition to the primary colors, is
referred to as "spot color" printing. Generally, spot-color inks are specific formulations that are designed to
print alone, rather than to blend with other inks on the paper to produce various hues and shades. Color
printing involves a series of steps, or transformations, to generate a quality color reproduction. The following
sections focus on the steps used when reproducing a color image in CMYK printing, along with some
historical perspective.
Electronic media
Electronic media are media that use electronics or electromechanical energy for the end user (audience) to
access the content. This is in contrast to static media (mainly print media), which are most often created
electronically, but don't require electronics to be accessed by the end user in the printed form. The primary
electronic media sources familiar to the general public are better known as video recordings, audio
recordings, multimedia presentations, slide presentations, CD-ROM and Online Content. Most new media
are in the form of digital media. However, electronic media may be in either analog or digital format.
Although the term is usually associated with content recorded on a storage medium, recordings are not
required for live broadcasting and online networking.
Any equipment used in the electronic communication process (e.g. television, radio, telephone, desktop
computer, game console, handheld device) may also be considered electronic media.
Journalism is the craft of conveying news, descriptive material and opinion via a widening spectrum of
media. These include newspapers, magazines, radio and television, the internet and even, more recently, the
mobile phone. Journalists—be they writers, editors or photographers; broadcast presenters or producers—
serve as the chief purveyors of information and opinion in contemporary mass society. According to the BBC
journalist, Andrew Marr, "News is what the consensus of journalists determines it to be." [1]
From informal beginnings in the Europe of the 18th century, stimulated by the arrival of mechanized
printing—in due course by mass production and in the 20th century by electronic communications
technology—today's engines of journalistic enterprise include large corporations with global reach.
The formal status of journalism has varied historically and, still varies vastly, from country to country. The
modern state and hierarchical power structures in general have tended to see the unrestricted flow of
information as a potential threat, and inimical to their own proper function. Hitler described the Press as a
"machine for mass instruction," ideally, a "kind of school for adults." [2] Journalism at its most vigorous, by
contrast, tends to be propelled by the implications at least of the attitude epitomized by the Australian
journalist John Pilger: "Secretive power loathes journalists who do their job, who push back screens, peer
behind façades, lift rocks. Opprobrium from on high is their badge of honour."

Television
In a broadcast system (television), journalists or reporters are also involved with editing the video material
that has been shot alongside their research, and in working on the visual narrative of the story. Broadcast
journalists often make an appearance in the news story at the beginning or end of the video clip.
In television or broadcast journalism, news analysts (also called news-casters or news anchors) examine,
interpret, and broadcast news received from various sources of information. Anchors present this as news,
either videotaped or live, through transmissions from on-the-scene reporters (news correspondents).
News films ("clips") can vary in length; there are some which may be as long as ten minutes, others that need
to fit in all the relevant information and material in two or three minutes. News channels these days have also
begun to host special documentary films that stretch for much longer durations and are able to explore a
news subject or issue in greater detail.
The desk persons categorise news stories with various formats according to the merit of the story. Such
formats include AVO, AVO Byte, Pkg, VO SOT, VOX POP, and Ancho Visual.
• The AVO, or Anchor Voice Over, is the short form of news. The story is written in a gist. According to the
script visual is edited. The anchor reads the news while the visual is broadcast simultaneously. Generally, the
duration of an AVO is 30 to 40 seconds. The script is three to four lines. At first the anchor starts to read the
news, and, after reading one or one-and-a-half lines, the visual is aired, overlapping the face of anchor.
• The AVO Byte has two parts: An AVO, and one or more bytes. This is the same as an AVO, except that as
soon as the AVO ends, the Byte is aired.
• The Pkg has three parts: Anchor, Voice Over, and Sign Off. At first a Script is written. A voice over anchor
reads the anchor or anchor intro part.
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