STEPS

TO MORE CREATIVE
ADVERTISING
BY DANIEL M HAYGOOD

Producing impactful and creative advertising is

a challenge. The temptation to use multiple visuals
and place as much copy as possible in a single ad can
often be too strong. Even seasoned advertising account
representatives and ad designers can find it difficult to
resist clients’ pleas to include more copy lines about a
product or service or an additional visual of the product
or service.
The reality is that advertising works best when a
single, consumer-relevant message is communicated
in a highly creative way to targeted audiences. This
focused approach helps advertising stand out among
today’s cluttered advertising environment.
The approach involves eight steps to help students
develop creative advertising to achieve distinctive
results that enable high school media staffs to serve
local businesses. 
FALL 2016 COMMUNICATION: JOURNALISM EDUCATION TODAY | a publication of the Journalism Education Association | 23
BY EUGENIA CHEN, West High School (Iowa City, Iowa) | A Quill and Scroll judge
commented, “Although very, very simple, this advertisement promoting a cupcake store gets
its message across. Two large drawn cupcakes adorn the page, one decked out in a tux and
one in pearls and a low-cut “dress.” The only text in the piece is a gentle script. Not much
more needs to be said. The store’s logo is off to the side. Sometimes advertisements can be
too crowded and hard to decipher. Not this one, and that’s what makes it effective . . . and
fun.”
BY CHRISTINE SHI, Lakota East High School (Liberty Township, Ohio) | A Quill and Scroll
judge commented, “The dominant cutout photo and the strong use of typography create
an advertisement for a community college that is clean and sophisticated. The red type is
attractive, and the boldface part of it draws attention to important information. In addition,
the sans serif type is aligned nicely into a rectangle, which adds to the strength of the
design.”

10 TIPS FOR CREATING EFFECTIVE
PRINT ADVERTISING DESIGNS
Understanding how to create
effective print advertising designs
is a way to outshine potential
competitors while attracting new
potential customers or clients
who want to learn more about
your brand.
Below are 10 tips for designing
print advertisements that people
remember and take action upon.
1. Have a message in mind.
2. Use an updated logo.
3. Select the right color
scheme.
4. Consider the size of print
advertising designs.
5. Typography matters.
6. Consider graphics vs.
photos.
7. Use print-friendly images
and media.
8. Relate to the audience.
9. Incorporate a call to action.
10. Provide something in return.
From LINCHPIN, linchpinseo.com/effective-print-
advertising-design
1 2
STEP DO HOMEWORK STEP
Conduct thorough research on
the client’s product.
Do the homework
Conduct thorough research on the client’s
product or service as necessary groundwork for
creating effective advertising. The preparation
requires understanding the product or service
the client provides at a detailed level. This kind
of “homework” has several benefits.
It allows the student to approach a potential
or existing client with confidence. A well-pre-
pared student is more likely to make a powerful
impression and gain the client’s respect by gen-
erating a knowledgeable conversation about the
client’s business and its challenges. Contrast this
professional approach with a student who meets
a client while simply hoping he or she will pur-
chase ad space as a kind gesture of support for
the school.
Of most importance, the student will have a
good idea of the range of benefits the business
offers consumers and what kind of qualities or
benefits are most important to consumers. The
student must know what specific attribute or
benefit is different versus what competitors offer.
This point of difference may ultimately serve as
the primary message of the advertisement that
will be created.
DEFINE PSYCHOGRAPHIC
PROFILE
Define the target audience.
Define psychographic profile
One of the important pre-development stages
for creating advertising is to define the target
audience. Whom exactly is the client trying to
reach with the message? Clients should be able to
tell students who the primary consumers of their
product or service are. They also should know
which audience segment has the most growth
potential.
The typical demographic profile reveals the
basics about the target audience, such as age,
gender, race, marital status, education, income
and occupation. However, the key to develop-
ing advertising that connects with consumers is
to identify the psychographic profile. What are
the target’s interests? What do they do with their
time? What are their general attitudes?
Of most importance, what is the relationship
that the target consumer has with the product or
service category in which the client does busi-
ness? For example, what role does coffee play in
the lives of young males? Perhaps to this demo-
graphic segment, coffee is fuel for the day. For
other audience segments, coffee represents a
moment of relaxation or enjoyment when social-
izing with friends.
Identifying the role the product or service
plays in the target’s life establishes a point of
importance against which advertising can be cre-
ated. Professional advertisers often refer to this
as the “consumer insight” or the trigger that will
inspire consumers to act.

24 | COMMUNICATION: JOURNALISM EDUCATION TODAY | a publication of the Journalism Education Association FALL 2016
BY JAKE SCARBERRY, Boyertown Area Senior High School (Pennsylvania) | Produced for BY JACOB KUNES, Bellevue West High School (Nebraska) | The advertiser gave student
the annual magazine ROAR, this ad contains a dominant visual that pulls the viewer in. It also designers for The Thunderbeat, “free reign.” The clean, open look and white space pull the
contains readily visible contact information. viewer in to the artwork that is also clean and light.

3 4
STEP PLACE STRATEGY
BEFORE CREATIVITY
Incorporate a focused
message.
Place strategy before creativity
The foundation of a highly creative and effec- as a brand promise
tive advertisement is a well-honed copy strategy
that outlines a single idea to communicate in the
advertisement. In other words, what is the single
message the advertisement should communicate
about the product or service to the intended tar-
get audience?
Great advertising incorporates a single,
focused message and communicates it creatively
to the audience. The potential effectiveness of
advertising can be ruined by lack of discipline in
selecting a primary message.
Ideally, the single idea about the product or
service should be relevant or important to the
consumer and something that sets it apart from
the competition. For example, consider a locally
owned pizza shop that makes pizza based on
authentic and unique southern Italian recipes.
The pizza looks and tastes different versus other
well-known national brands. This idea of unique
pizzas might feed right into a consumer insight
of wanting something unusual for a Friday night
meal after the game.
Opportunities for selling ads are on many cor-
ners. Perhaps there is a local convenience store
that offers a “kick start” for the day. Or there
may be an area nail salon that offers a range of
pedicure services. Advertising specialists soon
become the kind of reporters who spot opportu-
nities everywhere they travel
“KAIZEN” is a
STEP EXPRESS BRAND PROMISE Japanese term that might
Determine what benefit the be helpful for students to
product or service can offer keep in mind. It means
consumer.
continual improvement.
This concept, most
prevalent in the Japanese
Express the strategy manufacturing sector,
Students should think of the copy strategy in captures the idea of being
the form of a brand promise or proposition that self aware, accepting
reflects the target audience’s want or desire. others’ criticism and
What does the brand offer consumers? The applying those lessons
regional bottled-water brand might provide the learned to new work and
users with the best-tasting water that makes con-
situations.
sumers feel reinvigorated by fresh, quality water.
The town’s car wash provides extra touches in Kaizen emphasizes
cleaning cars in a way that gives consumers that that the creation of any
sense of being in a brand-new car. product or service is a
The idea is to try and get into the target process to be embraced.
audience’s head and sort out what that audi- If students keep this
ence is looking for in a product or what benefit
concept in mind, they will
can be connected to what the client can offer.
Advertisements that convey a message or promise see each ad experience
crafted around what consumers want can connect as another step in their
with those individuals. They drive the consumers journey toward becoming
toward consideration of purchase. more proficient at their
The opportunity to drive consumers to ser- craft.
vices they will appreciate adds a service goal to
the job. The local formalwear boutique offers
many selections of prom dresses but promises
the look and feel of an extra special night as a
British royal. Perhaps the local breakfast shop
serves up drink and pastry products made from
ingredients sourced only from local suppliers. An
alert ad staff will encourage enthusiastic reporters
and editors to help them envision more busi-
ness options and develop new connections with
friendly managers

FALL 2016 COMMUNICATION: JOURNALISM EDUCATION TODAY | a publication of the Journalism Education Association | 25
BY MARIAH THOMPSON, North Kansas City High
School (Missouri) | The Hair by Chris ad was
designed by a student who included photos of
the hair stylist’s work. This ad does a good job of
asking the viewer to book a hair appointment and
how to do that.
BY ZOEY BOCK, North Kansas City High School
(Missouri) | The Warman Architecture ad was
created based off the company’s business card
and logo. It’s a very simple, clean design. Though
there is not a call to action, the ad is more of a
community-supporter advertisement.
10 TIPS FOR CREATING EFFECTIVE
PRINT ADVERTISING DESIGNS
A good ad …
• Connects with its audience;
• Is memorable and easily recalled;
• Provides information quickly and
succinctly;
• Doesn’t confuse viewers or make
them hunt for the pertinent
information; and
• Calls viewers to action.
It’s OK to have white space, pauses,
slow pans or other elements that some
might call a “waste” of space. Effective
advertising does not overwhelm the
viewer with information. It allows room
for the message to get the audience’s
attention and connect.
A good print ad is composed of four
elements:
• A provocative image
• A strong headline
• A paragraph or two of tight, well-
written copy
• A logo and/or contact information
From AGAMA ADVERTISING, agamaadvertising.com
26 | COMMUNICATION: JOURNALISM EDUCATION TODAY | a publication of the Journalism Education Association FALL 2016
5 6
STEP USE SINGLE VISUAL
A single, powerful visual
captures the brand promise
quickly.
Use the primacy
of a single, powerful visual
Once students get to the design stage, they
should recognize the reality and the primacy of
a single, powerful visual. Readers are becoming
a society of scanners. They skip through more
and more pages and websites loaded with
information. A single, key visual can interrupt
readers’ eyes and capture readers’ attention.
Visuals are the language of today’s advertising
world.
Most magazine print ads feature a single,
powerful visual, uncluttered by lines of copy.
Television advertising is now a visual story-
telling tool, relying little on earlier traditional
voice-over narration. Advertising placed on
websites entices through an appealing primary
visual, with the hope of having the audience
click through the ad.
A powerful visual captures and conveys the
brand promise and personality in a quick and
efficient way. Take a look at the pages of today’s
leading magazines, either the print or digital
versions. The majority of these ads feature
a powerful visual, containing a key promise
along with containing layers of meaning about
the brand’s values and personality.
STEP MAKE AD SIMPLE AND CLEAN
Create an ad that will stand
out for visual simplicity.
Make the ad simple and clean
A clear and clean environment surround-
ing a simple, powerful visual can help capture
the audience’s attention. Ads jammed with
information cause readers to divert their eyes
to cleaner spaces. Designers and writers must
think of each ad as a “safe space” for readers’
overwhelmed and exhausted eyes.
Resisting the temptation to add more and
more information to an ad is not easy. It is a
major challenge. But the designer’s mindset
should be focused on “decluttering” advertis-
ing so the main message can break through.
The Lego print campaign of several years ago
is an ideal example of simplicity and clarity.
The campaign delivered a powerful message to
readers. Its primary message was simply about
inspiring a child’s imagination with Lego.
Some of the world’s most prominent brands
have executed simple and direct ads that have
appeared in print and on the Internet. Global
brands such as Nike, McDonald’s Oreo, IKEA
and KitKat understand modern consumers’
reading and viewing habits. The companies
are creating brand messages that reflect the
changes in how consuming are absorbing and
processing information.
Media is now operating in a world where
simplicity and clarity are the new weapons in
a harshly cluttered advertising space. Every
day, consumers see more ads than they can
logically process. Creating advertising that can
stand out for its visual simplicity is a way to
rise above the sheer volume of clutter.

STEP
7 USE CONSISTENT
BRAND VOICE
Speak with clear voice that
STEP
reflects value and personality.
Use a consistent brand voice
Every advertisement should speak with
a clear brand voice that reflects the brand’s
values and personality. Many large, successful
brands have clearly defined brand values and a
brand personality. Think about the values and
personalities associated with major brands,
such as Apple, Southwest Airlines, ESPN, John
Deere and Starbucks.
A brand’s voice should be reflective of such
values and personalities, which are often how
consumers connect with brands. The brand
voice is how the brand speaks to the audience.
Consider the following scenario. A local
hair salon offers high-priced, sophisticated
services by hair stylists who study the latest
techniques from Paris and New York.
That salon’s brand voice is going to be vastly
different from the voice of the local, family-
owned barbershop. The upscale salon’s voice
would be refined, sophisticated and restrained.
The copy in the ad would speak with this
defined voice.
This brand voice also can serve as the core
for other design decisions that have to be made
in the creation of advertising. For example, the
selection of type style and size and the place-
ment of copy and visuals should all be driven
by this brand voice.
FALL 2016 COMMUNICATION: JOURNALISM EDUCATION TODAY | a publication of the Journalism Education Association | 27
By KEI CHUA and SYOUTA WAKISAKA, Southwest
Career and Technical Academy (Las Vegas, Nevada)
| The student designers worked with the business to
ensure it communicated the intended brand experience.
As adviser Matthew LaPorte, CJE, said, “Due to the influx
of consumers relying on social media, they were smart
to creatively incorporate the different tools the customer
could utilize to learn more about this business.”
8 DEVELOP BIG IDEA
Big ideas are rare. But when
possible, develop them.
CLASS ACTIVITY
On these pages there are
numerous recommendations
for developing effective
advertisements. There also are
samples of student-produced
Develop the big idea ads from throughout the
Actually, this is an important step students nation.
should keep in mind throughout the entire
After reading the
process of creating advertising. Practitioners
recommendations, consider
often talk about their desire to come up with a
“big idea” that can build a client’s business over each of the student-produced
time and elevate a brand to something more ads. Select four of the student-
than simply a product or service. Though big produced ads. On your own
advertising ideas are rare enough in the profes- paper, answer two questions:
sional world, students do best when respond-
1. Which of the following
ing to major challenges.
recommendations does
For example, consider the local car wash.
Instead of advertising the usual “blue ribbon each ad follow?
wax and wash,” why not offer consumers a “car 2. How could each ad be
makeover.” Perhaps offer consumers a chance improved?
to “treat your car to a spa day.” The delight-
ful offer communicates something different
Now, pick one of the
and special about this car wash’s service. It is
ads. Sketch a new version
clearly more than merely a cleaning.
The ability to spotlight the “big idea” evolves of the ad that follows the
as ad teams learn to think of advertising as a recommendations.
craft, a skill that is practiced and honed over
time. Students should look at each ad in print
and online media as part of a long journey
toward becoming better at generating indelible
ideas, compelling copy and powerful design
Too often, students look at each ad as a win-
or-lose proposition. Did the ad succeed or fail?
However, the ad process is far from simple. Of
necessity, every ad involves new artistic chal-
lenges, from patience to inspiration, to achieve
the marvel of the impactful, unforgettable
advertisement.
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