Print ads are used in medical magazines or in course programs to promote a variety of AO benefits, such as a membership or a key service offering.
There are two main types of ads:
Membership ads refer to the advantages and benefits of being a member of the respective clinical division/unit.
The strict grid defines the frame for the layout. The contents and key messages are adapted to target audiences.
Alternative promotion ads are used to clearly and concisely promote other benefits offered by the AO, such as courses, tools, and services. The strict grid defines the frame for the layout. The grid and the footer are predefined, the layout depends on the individual content.
Alternative promotion category ads
The layout is based on a simple three-part grid and consists of a fixed and a variable part.
The fixed part includes all sender information. The structure and placement are always the same. Depending on the usage, the social media icons can be adapted or supplemented.
The variable part covers all messaging needs. In addition to the central image window and the headline placed on the top, a copy text or call to action (CTA) button can be added (variable placement).
To the point
The clear grid creates a tidy and competent overall appearance.
The layout relies on clear content that is quickly comprehensible. It is therefore particularly important that the headline is kept short and crisp, that the image or illustration is carefully selected and that the copy contains a clear statement with a call-to-action.
Same but different
The basic grid leaves plenty of scope but also creates a high degree of coherence in perception.
Illustrations can be used instead of pictures. The meaning of illustrations must be easy to comprehend, comply with the basic visual principles of AO and adhere to the AO colour range.
Membership examples, layout variations
Same but different
Depending on the context and use of the print ads, the three-part grid can also be used to move the image window up or to extend an area to two-thirds.
Always make sure that the typography and the AO color range are used carefully.
Alternative promotion ads, events
The alternative promotion ads for events such as courses and seminars are based on the same primary grid as the membership ads, using the same typographical principles and the AO color range.
The course contents are listed on a light gray color field and can be supplemented with an illustration.
The CTA button is a variable element and is adapted in color and typography according to the context.