Print advertisements need to give readers a reason to be interested in your business; they must be clear, succinct, informative, and inviting. Your print ad has just a split second to attract attention and quickly explain why your product or service has some lasting benefit to those who read about it.
Brand identity is the visible elements of a brand, such as color, design, and logo, that identify and distinguish the brand in consumers' minds. Brand identity is distinct from brand image. The former corresponds to the intent behind the branding and the way a company does the following—all to cultivate a certain image in consumers' minds:
Beyond saving the company money on promotion, a successful brand can be one of the company's most valuable assets. Brand value is intangible, making it difficult to quantify. Still, common approaches take into account the cost it would take to build a similar brand, the cost of royalties to use the brand name, and the cash flow of comparative unbranded businesses.
The headline must grab readers, but the subhead can explain the deal further. Not all ads require a subhead, but this element, generally set in smaller type, is there to give the reader additional information without cluttering up your ad.
Body copy, also known as the sell copy, is where you can explain your offer in detail. But, like everything else in a good print ad, you need to keep the body copy brief — and possibly not include it at all.
Graphic element of ad is aimed at attracting the readers’ eyes and interest them enough to read body copy of Ad. The graphic element usually calls attention to, or complements, the headline — the two elements work together to create the overall ambience of the ad.