Today I want to say something about the print form of the advertising. They was used very often, because have a lot of the advantages. Surely, it is easy and diverse method of promoting products. In addition, our credibility of ad is higher, because print media is a more trusted sources that the television, the radio or the Internet. It also cheaper. The general cost of developing the print ad are quite low. Everyone can do it in own computer or order it for graphic designer.

The last one of the advantages leads us to topic of the advertising’s look. The main rule is that the ad should look like an article, because in this way people think that it’s just another article. Color is only one exception. If it’s a black-and-white publication, the advertiser should use colors and contrary. Moreover, the text should read as if it were written by a third-party writer. Finally, we shouldn’t put company logo in the print.

Now, I want to say a few words about elements of the print ad. It is very important to remember about headlines. An effective headline persuade the reader to read the rest of the ad. In order to achieve it we can use also subheadlines. They also make that text aren’t too boring and reduce eyestrain.
The second elements of the print ad is the main text. In the first step, the advertiser shows the discomfort. Afterwards, he explains the problem, gives examples and amplifies the bad feelings. And at that moment, advertiser should propose his product as the only one solution.

The last topic, which I wish to mention is connected with the place, where the ad can be putted. Firstly, if the advertiser is trying to reach people in his city, the best option is publishing the ad in the daily local newspapers. The cheaper version of it are classified ads. They are short, as they are charged for by the line, and are one newspaper column wide.
There is also local magazines, which are intended for certain groups. In this way, the ad is directed for older audience, middle class or specific subculture and so on.
Sometimes the advertiser is trying to reach people of certain profession, business crowd or people who have specific hobby. In this case, the great idea is use industry trade publications, business papers or hobby magazines.
The ultimate goal of all types of advertising is to persuade the consumer to purchase the product. The manipulation, which advertisers use, are every-day reality. If company intentionally decides to manipulating the consumer, it could consider three stimuli.
A first stimulus consist in the knowledge of consumer’s purchasing behaviour and capability of the company to influence it. The next one is the extend of alteration of the mechanism of ad. Moreover, the non-ethical behaviour of the advertiser is also stimulus.
Now, I would like to say something about three types of manipulative advertising. The first one is the deceitful advertising which use facts, but they are deceptive or the most important ones are hidden. Another kind of the manipulative ad is called fallacious. The last one, emotive persuasion consist in play on consumer emotions through threaten or promise amazing results.
So as we can see, the ad is main part of marketing communication, which offers all needed tools for promoting the marketing objectives, but also for deceiving consumers.