I am not certain how to begain with this assignment. Interested in a subject matter experts understanding and responses if this was your project.

Creating a magazine ad is a great way to test concepts for other media. Even if your media plan did not include magazines, an advertisement designed for that medium can be readily adapted to other media such as internet display ads, out-of-home media, and even television commercials.

You know the product and the market better than anyone at this point. That knowledge may guide the content and layout of the ad. You are not being asked to create an ad that is finished, final, and ready for printing. You are being asked to create three thumbnails.

A thumbnail is a small, very rough sketch that shows the placement of the content elements, without requiring artistic ability. They are typically hand drawn (as this is generally faster than using a computer). Their purpose is to allow the quick trial of various layouts moving things around on the page before much time or money has been spent on the concept.

• Pro Tip: Prices for placing magazines vary with the circulation and the desirability of the readership. An ad in a small, local magazine may cost only a few hundred dollars, while $250,000 per placement is a good ballpark figure when considering a full-page ad in a national magazine. Given that expense, you can understand why real, finished ads that appear in magazines are the result of the combined efforts of professional graphic designers, graphic artists, photographers, and copywriters.
• Pro Tip: Look at some ads online. You cant copy, but seeking inspiration is fair. Remember, what is clever, funny, and interesting is not necessarily effective. Also, remember its not what you like, but what will be effective with your prospective customer.

Action Items

1. Start with a review of your Customer Persona, Creative Brief, and Message & Media Selection assignments. Review any instructor feedback you received.
2. Decide which of the key elements below your ad will contain:
   • Headline What short phrase would grab your buyers attention? Dont be boring.
   • Sub-heading (optional) Does the headline need support or clarification?
   • Art (illustration, photo) What image will cut through the clutter and grab the reader? Will you include a picture of your product package? The product in use? Will it be a photo or some other type of illustration? What tone should the art convey?
     • Pro Tip: The headline and the illustration are your hook. Think about how you read a magazine. If youre like most, you dont really read it; you flip through it and only pause when something on the page catches your eye.
   • Body copy What will you write to get your message across efficiently, effectively, and with impact?
   • Signature (optional) Will you identify the producer? Do you want to provide some contact information like a web address?
   • Call to action (optional) Probably not in this case, but some ads ask the reader for a direct response.
3. Its now time to get your ideas on a page. Specifically, what the content will be of each element of your ad.
   • Pro Tip: People rarely read everything in an ad. Write for impact, not detail. Be ruthless in your editing.
   • Pro Tip: The focus should be on what the consumer wants, not what you want to say about your product.
   • Pro Tip: Dont clutter the page. Too many elements + too much copy = too little consumer notice.
4. Download the Magazine Ad Template Download Magazine Ad Template, and open a copy. Provide the content of each element in your ad (Write the heading youll use, describe the art, write the body copy, etc.). If you have multiple versions of any element, include all versions. If you have two headlines, provide them both. Save this file. Youll need it later.
5. Either print a copy of the Magazine Ad Template, or draw a 4 x 5.5 vertical rectangle in the center of at least three sheets of plain white paper.
   • Pro Tip: Standard-sized magazines are almost the same size as a standard piece of 8 x 11 paper. For your thumbnails, you want to use a space with the same proportions as the magazine. You also need to leave room around each thumbnail for notes. Hence the smaller rectangle. (As a bonus, youll find drawing is faster when your canvas is smaller.)
6. On each of the three sheets, sketch where the headline will go, where the body copy will go, and where the art will go. Use the margins around the rectangle to provide notes, arrows, and whatever else would be helpful to the viewer.
   • Pro Tip: Youll probably end up making more than three. Thats great. The point of the thumbnail step is to try out different ideas and pick the best one(s).
   • Pro Tip: A pencil and an eraser are the preferred tools for this step.
7. Make sure your three versions differ in some meaningful, noticeable way.
8. Take three pictures one of each of your three best thumbnails (a phone works great for this). Check your photos. If you used a light hand in your sketching, you might need to go over those lines with a pen or a darker pencil.
9. When you have three photos youre satisfied with, transfer them to your computer.