Different types of print and digital ads

1. OUJ3700
Print and Digital

2. Writing tips
• Every second counts; therefore, every
word counts.
• Speak to the audience the way you would
speak to your friend at a restaurant. Be
more conversational.
• Contractions are your friend.
• This is the “Tell Them” part of the
equation.

3. Writing tips
• Jargon is lazy.
• Conveniently located….
• Now that (insert season here) is in the air….
• The friendly folks at….
• But wait, there’s more….
• Don’t miss out….
• Huge selection….

4. Get rid of jargon
• Active
• Alive
• Brimming
• Captivating
• Lively
• Secluded
• Vivid
Paint a picture and help the person understand what your
place is like if they have never visited there before.

5. Get rid of question
lead ins
• Are you looking for a great
way to cool your house?
• What if the answer is no?
• You lose your audience.
• Question lead in=one letter
grade deduction….

6. Avoid if
See my question point.
If….half a letter grade….

7. Avoid generalizations
• Yuck: We have dozens of
costumes on sale.
• Yeah: We have left shark,
right shark, Spiderman, etc…

8. Watch prepositions
• At Dan’s Suitshack, we have
alterations.
• Dan’s Suitshack has alterations.
• Think SVO
• Prepositions=chance to lower
the word count.

9. Two other thoughts
• Don’t go negative
• Think active present tense

10. Thinking about art
direction
1. Write your copy the way it will appear as
the finished product. If you are writing
16x9, format your screen that way. It will
save you lots of time.
2. Remember a column of ad copy is
usually 30-50 characters wide.
3. Adjust words so the copy breaks
naturally.
4. Talk about type and font.

11. Print principles
1. One liner
2. News/Demos
3. The Story
4. The Sermon
5. The Outline

12. THE FASTBALL
70-75% of the time

13. Print principles
The One liner
• One simple sentence that says it all.
• If you have a good commitment
statement, you’re really close to having
your copy read.
• The visual delivers much of the
communication.

14. The one line doesn’t have to even have
words. Noise cancelling headphones
don’t need words; they do need the logo.

15. Example of a one liner

16. Print principles
News/Demo
• When ads have worthwhile info, we are more apt to
read it.
• New information (price, use, sale) is a good time to
run an ad.
• Your challenge is to not make it seem like the same
old story.
• Differentiate why it is news: (Think contrast
before/after)
• Demonstrate your advantage (side by side, new/old)
• Good deeds matter. Cause marketing is becoming a
big deal.

17. News example

18. THE breaking ball
20-25% of the time

19. Print principles
The story
• Think testimonials
• Thinks case studies
• Establish characters and conflict
• Have your hero be the product and
save the day.
• Connected Protagonist…..

20. The story examples

21. Print principles
the sermon
• Act as an authority.
• Act as a friend.
• Tell them what you’re going to tell them.
• Tell them.
• Tell them what you told them.
• Think of the art as a visual aid. If we are talking
about drunk driving, I would to see an accident.
If I’m asking people to listen, ears help.

22. sermon example

23. Sermon example

24. Print principles
the outline
• These have lots of copy.
• Subheads tell the story.
• Small illustrations guide the story.
• Make sure you have a call to action
at the end.
• Think infographs.

25. Outline example

26. Web ads

27. Web writing tips
• Think about font size.
• 14 font
• Think about conversational writing.
• Think about legibility. I think dark text on
a light background is easiest to read.
• Think about bandwidth.
• Remember mobile.
• Don’t see the ad for as long…

28. Web advertising
types of ads
• Banner ads
• Logos
• Tile/Cube ads
• Pop-Up ads
• Button ads
• Intermercial
• Keyword Ads

29. Web advertising
banner ads
• Thinks online billboard.
• It’s in a boxed environment to the side of
the article or website you are visiting.
• They can be static or moving.
• You have room for multiple elements.

30. Banner ad

31. Web advertising
Logos
• If you have a strong brand or are looking
for just name retention, these work well.
• You can connect these to conversions
and allow the web host to get a part of the
profit. This can reduce cost.

32. Web advertising
Tile or Cube Ads
• These are more square in nature.
• You don’t have much copy, if any to use.
• They are at the bottom and sides of
pages.
• Big and bold helps here.

33. Cube ad

34. Web advertising
Pop Up ads
• They appear on screen for five seconds
when you visit a page.
• They can feature audio and video.
• Not everyone has their speakers on when
online.
• Focus on a dirt simple, must do now
conversion step.
• Anticipate backlash on social channels.

35. Web advertising
Button ads
• These are also square in nature.
• The action step is to download software.
• Anti-virus people use this all the time.

36. Button ad

37. Web advertising
intermercial
• It’s an interactive pop up ad.
• The best ones try and work through some form of gaming
theme.
• Make sure the visual work, because people tend to mute
or keep speakers off when videos appear without
prompting.
• If you make people click to play the video, I think it’s much
more effective.
• These don’t have to be :30
• They are always :05

38. Pay per click ads
• 25 Character Headline
• Two lines of copy. Each Line is
35 characters.
• Think Headline
• Thinks Support
• Think Act Now