Unit 2: Building advertisements
Promotional Product Development notes · PTU syllabus (BSTD 505-20)
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Unit summary
This unit shows how an advertisement is built: layout, logo, headline and typography, print formats and the design of a complete promotional range for an end product.
After this unit you can
- Design a layout with logo, headline and body copy
- Choose typography and print formats
- Develop a promotional range
PTU syllabus topics
- Mechanics of building ads
- layout purpose and qualities
- logo
- headlines and typography
- brochures
- catalogues
- billboards and magazine ad formats
- designing a complete promotional range for an end product
- 1Headline
Grab attention
- 2Visual
Image or illustration
- 3Body copy
Benefits and details
- 4Logo and brand
- 5Call to action
Visit, buy, call
Topic 1
Mechanics of an advertisement
| Element | Role |
|---|---|
| Headline | Main promise, largest text |
| Visual | Image that attracts attention |
| Body copy | Details and persuasion |
| Logo | Brand identity |
| Call to action | Tells the reader what to do |
Qualities of a good layout: balance, a clear focal point, unity, sequence for the eye and simplicity
Typography: choose one or two typefaces; serif fonts suit tradition, sans serif suits modern looks; keep size and contrast readable.
Topic 2
Print formats and the promotional range
| Format | Use |
|---|---|
| Brochure | Detailed product story |
| Catalogue | Full range with prices |
| Billboard | Brand message for quick reading (7 words or fewer) |
| Magazine ad | Visual quality, targeted readers |
A promotional range for a product includes a logo, tag line, ad, brochure, catalogue page, packaging, social media posts and in-store display.
Key terms
- Headline
- Main message
- Body copy
- Descriptive text
- Call to action
- Instruction to act
- Typography
- Choice and arrangement of type
- Catalogue
- List of products
Quick revision
- Layout: visual, headline, copy, logo, call to action.
- Billboards need very short text.
- A promotional range spans print, digital and in-store.
Important exam questions
Practice questions written to the PTU exam pattern for this unit's syllabus: short answers (Section A style) and long answers (Sections B and C style).
Short-answer questions
- Q1.What is a headline?
- Q2.Name two print formats.
- Q3.What is a call to action?
Long-answer questions
- Q1.Explain how an advertisement layout is designed.
- Q2.Describe the promotional range for a product.
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