Hi, my name is Greg. Let’s start by looking at a sample magazine advertisement. Notice that the most importantthing in his ad. is the headline. It gets your attention.
Next is the copy. This is the written part of an advertisement.
Many ads. have a coupon: This is the removable part of an advertisement where the potential customer can either request more information or order the product or service .Usually this type of ad. will have one or more product pictures, like this.
If an ad. has color photos in it ,these pictures will need color separations. A color separation looks like this: notice there are several sheets of film. Each sheet corresponds to one of these 4 basic colors: blue, red, yellow, and black. The top sheet is the matching print. It shows the printer how the final picture should look.
When we talk about the way an ad. looks we refer to its layout: This is the plan how all the elements in an advertisement are going to look. For example, this advertisement has a simple layout. Notice the large headline, the eyecatching picture, and the use of only a few words of copy.
When a company gets a famous person or typical customer to talk about its product or service we call this a testimonial ad. Right now I’m working on this testimonial ad. Notice that I have one testimonial from a man and one from a woman. I also have a product picture and my copy here.
Here is another type of ad. I am working on. When it is run in the newspaper it will look very much like a regular newspaper article. This type of ad. is called an editorial style ad. The copy typically starts out like a regular article and then shifts to ad. copy somewhere near the middle or end of the ad.
You might be wondering which type of ad. is the most effective.Actually, nobody knows for sure because there are so many factors to consider in advertising. Sometimes we make comparisons of two different ads. by running them at the same time in the same publication. This is called a split run. Usually you have to key the ad. to know which ad. is getting your customers to respond. One way to do that is to put a special code on the coupon or if the customer is calling you then you can have him ask for a particular person. In this way, you can measure the effectiveness of the two ads. to see which one outpulls the other.
The terms outpull is used in advertising to indicate which ad. was more effective in terms of getting customers to respond.