chapter 4

Question 1

what year was the first print advertisement ?

Answer 1

1468- William Caxton promoting his first edition of a new book

Question 2

how did the ads look like in the 1910s?

Answer 2

• visually crowded and copy heavy
• the use of images suggest the seeds of modern print

Question 3

how did the ads look like in the 1920s?

Answer 3

• 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

Question 4

what did the ads look like in the 1930s?

Answer 4

• little change from the 20s
• heavily impacted ads by the Market Crash and Depression

Question 5

how were the ads in the 1940s structured?

Answer 5

• depends more on images and slogans
• less copy and better use of all the negative space

Question 6

how did the ads look like in the 1950s?

Answer 6

• used lots of experimentation
• better balance between imagery and copy
• the copy was pushed towards the bottom

Question 7

what were the ads like in the 1960s?

Answer 7

• known as creative revolution
• big ideas and modern style

Question 8

how were the ads like in the 1970s?

Answer 8

• more use of bright photographic imagery
• large headlines and body copy

Question 9

what did the ads look like in the 1980s?

Answer 9

• lots of simplicity
• minimal use of copy
• females were the targeted consumers

Question 10

what did the ads look like in the 1990s?

Answer 10

• lots of simplicity
• some of the most iconic ads were put out during this time

Question 11

what ddi thr ads look like in the 2000s?

Answer 11

• simplicity and minimalism
• image based with a reliance on Digital manipulation
• simple ideas with little copy

Question 12

what did the ads look like in 2010s?

Answer 12

• more focus on high resolution imagery and minimalist use of copy
• a lot of surrealist image that focuses on contrasts

Question 13

what are the 3 types of ads?

Answer 13

• 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

Question 14

what are some characteristics to Magazines?

Answer 14

• most expensive print platform
• best vehicle for experimentation and creativity
• global reach for many publication
• can positively influcne the advertised product/service

Question 15

whats a key issue with Magazines?

Answer 15

• declining readership
• environment

Question 16

what are the 5 different types of Newspapers ?

Answer 16

• 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

Question 17

what are some characteristics of Newspapers ?

Answer 17

• 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

Question 18

what are thr key issues with Newspapers ?

Answer 18

• readership id declining
• aesthetics
• environment

Question 19

what are some characteristics of Flyers ?

Answer 19

• inexpensive
• usually done in weekly inserts into established publications
• clear calls to action
• about the copy, and not the image

Question 20

what are some characteristics of Directories?

Answer 20

• the most common print advertising
• has become somewhat abolsute with the advent of digitization
• affordable
• nothing memorable

Question 21

who uses Posters most?

Answer 21

small businesses

Question 22

whats the purpose of a Poster?

Answer 22

provides a message intended to promote brand awareness or call attention to a company event

Question 23

what are the keys to effectiveness with Print Advertisements ?

Answer 23

• 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

Question 24

what are the mechanisms of Print Advertising?

Answer 24

1. Hammer out your Headline:
2. Shape the Sub Heads
3. Build your Body Copy
4. generate your Graphics

Question 25

what are the Pros to Print Advertising ?

Answer 25

• 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

Question 26

how do print ads offer more flexibility and options?

Answer 26

• 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

Question 27

what are the cons of Print Advertising ?

Answer 27

• 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