ADVERTISING AND PROMOTION

MANAGEMENT
Lesson 6 - Advertising Layout and Typography
Lesson Objectives
•To explain the meaning of Advertising layout and Typography
•To discuss the principles of how to plan the layout
•To describe the guidelines for designing the layout
•To discuss the essence of Typography
•To discuss copywriting , copy devices and elements

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 Advertising Layout
•It is a mock-up or model in the form of a sketch, drawing, or painting of what the proposed ad
might look like .

•It is the plan that indicates where the component parts of the ad(headline, subheadings,
illustrations, and body, copy) are placed for most effective communication.

•It involves decisions as to how the various components of the heading, body, copy , illustrations
and other elements of a print ad are to be arranged and positioned on the page.

•It guides the copywriter in planning a copy and the lettering specialists, typographers, and
other production experts in their work. It also provides a guide for estimating costs.

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 Advertising Layout
Preparing the Layout
•Layout artists often work within certain space limitations.

•In newspapers and magazines, they are limited to certain standard sizes and
shapes, typefaces etc.

•In designing outdoor ads e.g., billboards, they are limited by standard billboard
sizes

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Advertising Layout
Principles of Preparing the Layout
1. Law of Unity –All parts of a layout should unite to make a whole.
Care must be taken to avoid the following:-
Conflicting typefaces
Badly distributed colour
Disproportionate elements
Busy layouts

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Bad Layout
Principles of Good Layout

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Advertising Layout

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Advertising Layout
Principles of Preparing the Layout
2. Law of Variety –there should be change and contrast as with bold and
medium weight of type, or good use of white space.
The advertisement should not be monotonous
Variety can be used with the help of pictures

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Advertising Layout
Principles of Preparing the Layout

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Advertising Layout
Principles of Preparing the Layout
3. Law of balance –An advertisement should be well balanced
A picture headline may occupy one-third and the text copy two-thirds to
achieve an optical balance
The symmetrical balance falls mid-way so that a design can be divided into
equal halves or quarters etc.
Care should be taken not to divide an advertisement into halves making it
look like separate advertisements.

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Advertising Layout

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Advertising Layout
Principles of Preparing the Layout
4. Law of Rhythm –Although a printed advertisement is static, it is still
possible to obtain a sense of movement so that the eye is able to scan the
advertisement.
An indented paragraph of text is useful in leading the eye from paragraph to
paragraph.
The general flow of the overall design should be pleasantly rhythmic.

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Advertising Layout

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Advertising Layout
Principles of Preparing the Layout
5. Law of harmony –Avoid sharp annoying and jerky contrasts unless there is a
deliberate intention as in some kinds of direct response ads which use shock
tactics
All elements should harmonize, helping to create unity.

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Advertising Layout
6.Law of Proportion –this applies to the type sizes used for different widths of
copy.
The wider the column, the larger the type size and vice versa
A narrow advertisement needs small text type, however a wide advertisement
needs larger text type.
Wider columns and larger type also need larger heading size.

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Advertising Layout
7. Law of Scale –Visibility depends on the scale of tones and colours, some
appearing to recede, others appearing to advance.
Pale pastel colours recede, while white bold primary colours advance.
Black looks closer to the eye than grey, while red is the most dominant colour.
Black on either yellow or orange is very bold whereas, white on yellow is weak.
The law of scale can be used with typographical design when headlines and
subheadings are made to contrast with grey areas of text type.

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Advertising Layout
8. Law of Emphasis –an advertisement can be made to look interesting if there
is emphasis such as bold type or if certain words are emphasized in a second
colour.
A sentence in upper or lower case lettering reads more easily than one wholly
in capital letters
Emphasis is essential and links up with the other laws of variety and scale.
White space is also an effective way of creating emphasis.
 Another form of contrast is to reverse white on black, a method often used
with logotypes and name plates.
Printing a lot of text in white on a black or coloured background is a bad
mistake.

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Guidelines for Designing an effective Advertising Layout
1. The headline should occupy about 10 to 15 percent of the total area and
should be placed below the illustration and above the copy
2. The picture should occupy slightly more than one-half of the entire space.
3. Unless the name of the product is prominently displayed in the headline or
shown in the illustration, the logotype should be emphasized and put in a
prominent setting.
4. Borders are useful to keep readers from wandering away from the ad
especially in the newspaper advertisements
5. Typographical consistency reassures readers that they are looking at one ad,
not several.

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 Typography
• As seen, a type face is the particular design of a font.

• Type faces in and by themselves communicate a lot about the mood and
intent of the advertiser.

• A typographer is a master of type faces. He will take the copy and the layout
and select and instruct the typesetter on the faces and sizes required.

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 Typography
2 basic ways of presenting any type faces, Serif and Sans Serif

A serifs typeface are semi-structural details on the ends of some of the strokes
that make up letters and symbols

A sans serif typeface is one that does not have the small features called "serifs"
at the end of strokes.

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Typefaces have their own personality, emotion & eligibility.
For instance, what would Strathmore be advertising if;
1.Strathmore University
2.Strathmore University
3.Strathmore University
4.Strathmore University
5.Strathmore University
6.Strathmore University
7.Strathmore University
8.Strathmore University
 Copywriting
• Copy writing is the use of words to promote a person, business, opinion, or idea.

• Copywriting is getting across the perfect message, with the perfect words.

• Copywriting is primarily the mental process of first getting your thoughts organized in your
mind and then eventually transferring them into paper

• Copywriting is the art of writing, selling messages.

• It is the salesmanship in print.

• It is assisted by other forms of creativity such as pictures, typography and colour

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Copywriting
A Copywriter:
Writes the words used in advertisements for newspapers, radio, television,
magazines, and other media.
Responsible for writing the wording of adverts.
Doesn’t have to follow the grammar rules

•The copywriter should work closely with visualiser and typographer to obtain
artistic and typographical interpretation of his or her copy.

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Basic Rules in Copywriting
1. Ad must sell
2. Successful adverts are repetitive
3. People don’t have time to read the adverts
4. Use simple words to retain attention
5. Short words, short sentences, short paragraphs
6. Copywriters tend to ‘abuse’ the language

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Elements of a Hard selling Advertising Copy
1. Typefaces: Type faces are the particular design of a font.
Important for this to communicate with the brand and the
audience
2. Paragraph Headings: these give the first impression about the
Ad. The heading may not necessarily show exactly what the
advert is all about.
3. First Sentence: They should be short, interesting and eye
catching e.g.: “losing weight made easy”, “Leakage to final exams”

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Elements of a Hard selling Advertising Copy
4. Second Sentence: Needs to ensure the momentum of your
audience is carried on, and arouse curiosity
5. Price: Although not necessary in most adverts, some adverts
require that you mention the price, especially when the objective is
to sell. Don’t have to mention the exact price. Use terminologies
such as items from Kshs. 2,500.

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Copy Devices
1. Action words: to give an advert a sense of urgency. E.g. Try, buy,
2. Emotive or Exciting word: Words that enhance the facts and
make the target react emotionally to an advert. E.g. Sumptuously
sweet, tantalizing…
3. Alliteration: It is the repetition of initial consonant sounds in
two or more neighboring words or syllables E.g. Go well, go shell;
You need it, we’ve got it;

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Contd.,
4. Colloquialisms: expression not used in formal speech. E.g. "y'all" or "gonna"
or "wanna“, ain't nothin‘

5. Punctuation and Grammar: best deal in town

6. Repetition: Ariel advert…..ina mabaka ya matope, mabaka ya mafuta….

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GROUP DISCUSSION
In your role as marketing manager at L’oreal you have been asked to prepare an
advertising copy for a brand of shampoo to be inserted in one of the
newspapers. Explain the points you will consider in the preparation of such a
copy.

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