Business Plan

Print Ad

A print ad is one of the most common forms of advertising. It can be used for a variety of publishing mediums such as newspaper and magazine publications.

Components of a Print Ad

Parts of Print Ad (graphic)

Headline – lettering, slogan, or saying that gets the readers' attention, arouses their interest, and leads them to read the rest of the ad.

  • 32% of most effective ads have a familiar saying with a twist
  • San Serif fonts may be more appropriate
  • Read more about creating effective headlines from Deca's Print Advertisements

Copy – the selling message in a written advertisement.

  • written in conversation or as education
  • appeals to the senses – humorous, dramatic, emotional, direct
  • longer applications should use a San Serif fonts for readability
  • Read more about creating an effective copy from Deca's Print Advertisements

Illustration – the photograph or drawing used in a print advertisement

  • may show features, functions, advantages, safety features, uses, needs, status, prestige, leisure
  • Read more about creating an effective copy from Deca's Print Advertisements

Signature – logo or distinctive identification symbol for a business

Slogan – a catchy phrase or words that identify the product or company. Below are common techniques for developing a slogan:

  • Alliteration – repeating initial consonant sounds – Ruffles Have Ridges
  • Paradox – a seeming contradiction that could be true – You're Not Getting Older, You're Getting Better
  • RhymeBounty...The Quicker Picker-Upper
  • Pun – a humorous use of a word that suggests two or more of its meanings or the meaning of another word similar in sound – Every Litter Bit Hurts
  • Play on WordsFor Soft Babies and Soft Hands

People tend to scan pages from the top left corner to the bottom right. Therefore, headlines are generally located more to the top left and signatures almost always on the bottom right.

If you need some more direction, browse through Deca's Print Advertisements


Create a print ad for your business. The medium of publication is a magazine, so it can be full color. Review the demographic and psychographic data for you business before you begin your design. Do a quick search for magazine publications and find one that you think would be a good fit with your business – identify their Target Market and see if their data lines up with your target market data.

You many need to spend time designing a logo in order to complete the assignment

General Guidelines

  1. Document size = 8.5" x 11"
  2. Suggested resolution: 300 dpi
  3. Must incorporate the components of a print ad (above)
  4. Design must be aligned with your Target Market


Example from Margaret Faliano '17