Issue 3iJune 2004

ESA Marketing & Graphic Matter, Inc. sharing insights and methods.  

Cover

Marketing Matters:
Insights into Advertising from the Marketing Coach: Part 2

Design Matters:
Design Considerations in Advertising:  Part 2

MarketingMatters.biz archive
Issue 2 | May 2004
Advertising Issue: Part 1

E-Newsletters That Work

The small business owner's guide to creating, writing and managing an effective electronic newsletter.

- Michael J. Katz

Marketing Matters:
Insights into Advertising from the Marketing Coach:  Part 2

Once you’ve decided to include advertising in your marketing mix, you need to select the media and understand your options.  Before you pick up the phone to talk to an ad rep, here are some cost saving tips and guidelines.

MEDIA KITS

Media kits include the demographics of the publication’s readership, circulation, distribution, rate card, and editorial calendar.             

• See if the demographics and reader profile match your target market and customer profile
• Check the deadlines; if the deadline is noon and your ad arrives 12:05, it might not get in
• Look at the editorial and special sections calendar and see what matches your business.  If you are an interior decorator, consider placement in a Home Decorating supplement; and you may want to inquire if the editor accepts editorial (articles) for the section. 
• When you don’t understand, ask, “What does this mean?”

RATE CARDS 

Understanding the rate card can save money and allow a seemingly unaffordable publication in your budget.

• Volume Contracts:  The difference between the “open rate” and a “multiple insertion contract” is considerable. Every publication and various sections of the paper have different volume contracts, and they are seldom interchangeable.  They are usually based on total number of inches and/or total number of insertions within a year.   Sometimes, repetition of an ad within a 7 day period in a daily offers substantial discounts.  Which is best for your budget and plan?  Ask.
• Zones:  In the daily papers, you often can Zone your ad to appear in a targeted area rather than the “total run.”  For example, in the Star Ledger you can zone your ad by county.  Ask.
• Weekly Papers:  Many weekly papers are part of large demographic groups.  There are discounts for advertising in multiple papers.  The more papers utilized, the greater the discount.  It’s only a bargain if the multiple papers reach your target market.
• Sizing the Ad: Some papers and some special sections have predetermined sizes and rates; others are more flexible.  Ask.
• Calculating the Cost:  Prices on the rate card are either per line or per column inch (PCI).  Determine the size of your ad. The number of columns across x the number of inches down x the rate per inch (based on your contract rate) = the cost of the ad (there are 14 lines per inch in classified and usually 21 lines per inch in retail in the front of the paper).  Ex:  2 col x 4” = an 8” ad x $12 PCI = $96 per placement.

Remember your purpose: to get your message in front of your audience enough times to create action.  Know who they are, what they read, and how they buy.  Plan your campaign wisely and well and it will succeed!
 

Design Matters:
Design Considerations in Advertising:  Part 2

Now that your research is done, and you have selected the media, it’s time to design the ad.  Should you do it yourself?  Let the newspaper do it? after all they’ve offered it for “free”.  Or hire a professional?  To answer a question with a question -

What is going to make people stop and take notice of your ad among the many?

How are you going to stand out from the rest?

How will you get them to take action?

Here are some design dos and don’ts to guide you in your decisions.

Advertising DOs

Layout

• Create a unique ad design that becomes recognizable as your own. Be consistent with your identity – carry through your logo, tag line, colors, fonts, and image.

• Use a Custom Template: For consistency and to build recognition, consider having a template professionally designed just for your company. The look stays the same: all you have to do is change the copy or message whenever you run your ad.  In radio & TV it’s called a donut – the top and bottom remain the same; the copy in the middle changes.  This will also save production costs in the long run.

• Use of an illustration or photo makes an ad 27% more effective.

• Avoid graphic overkill and wall-to-wall copy - don’t confuse your message.

• Note the critical importance of white space. Read through some ads and see how white space calls attention.

Typography

• Make the copy Easy to Read: ALL CAPS IS HARDER TO READ than Upper and Lower case.

• Use styles like italics, bold, and all caps to emphasize focal points such as headlines and short phrases.

• In selecting fonts, use one typeface for the heading and one for the copy; avoid a plethora of typefaces. Keep your font usage consistent in all your marketing material to reinforce the brand.

Color

• Use of color and a border adds to the impact.

• In lieu of color, make effective use of black and white.

Copy

• Talk to your target audience not the world, answer “Why should I select you?”

• Be specific in your message

• Present benefits. Sell the aroma, not the steak.

• Remember a call to action. “What do you want me to do?”

• Make it easy to respond.

Ad Submission Guidelines

• Find out from the media what their ad submission guidelines are and send these to your designer. This is usually found on the rate card or spec sheet - if not included, ask for them. The submission guidelines will include the exact ad specifications, such as dimensions, file format, and how to deliver the ad to the media (electronic, disk, hard copy).

Advertising DON’Ts

• Make false or vague claims, or send mixed messages

• Don’t tell your company’s life story. Focus on WIIFM – what’s in it for me.

• Say I or We; Do say You

• Try to be all things to all people

• Make advertising your one and only strategy. Advertising is but one strategy in a mix of many.

• Avoid “free design service” offered by the media or “fill in the blanks ads.”  The problem with a generic template is they all look alike, you won’t stand out.

• Expect immediate results.  Remember you need to put your message in front of your probable purchaser 27 times before it makes a difference.