ABSTRACT
Print advertisements are persuasive messages that appear in newspapers, magazines or other controlled paper media. Print ads often are part of a larger advertising campaign that may include radio, television, mobile, direct mail, outdoor and online advertising designed to create a desired brand image. Usually, the target audience is a well-defined segment of the total potential market for the product. The medium for a print ad is paper, usually in a newspaper or magazine. Many of the principles of successful print ads, however, transfer to web and mobile ads. Using the principles of good design discussed in Strategic Design will help create effective, visually appealing ads. The headline, which is read by approximately a third of a print ad's viewers, must capture the ad's key message and direct the consumer's attention to the body copy. Subheadlines are optional secondary headlines. They clarify the main headline or divide longer copy blocks into manageable chunks.
