TITLE

Finding the perfect print ad

AUTHOR(S)
Liesse, Julie
PUB. DATE
August 1990
SOURCE
Advertising Age;8/13/1990, Vol. 61 Issue 33, p52
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the advice from marketing executives, Paul Mulcahy and Tony Adams of Campbell Soup Co., on creating and assessing print advertising. When planning a print ad, an advertiser must consider the demographics of the target audience and study the ad and editorial environment of available magazines. Do not forget the basics. A print ad must command attention, involve and engage the reader, offer a sales message, and persuade and reward the reader. Headlines should be clear and specific, and begin communicating what the ad will say. Print ads can be especially effective in certain situations, such as playing off a TV campaign.
ACCESSION #
10484857

 

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