Newspaper advertising has for years been a staple of the small business world, unfortunately becaue of poor ad design and placement it is often a tremendous waste of advertising dollars. We specialize in results oriented advertising. We focus on eye catching ads and proper placement, our goal is always to maximize our clients marketing dollars. Here are some examples of what we do.
A small 2" x 2" ad can be just as effective as a much bigger ad, the trick is to use smething that is unique and eye catching. Instead of using just text, we prefer to use a graphic and text format. This way as your customers are scanning ads, yours is the one that they will notice.
Our automotive clients love these kinds of ads, these ads offer a client the chance to showcase their inventory and their pricing as well as being eye catching and colorful without breaking the bank. This style of ad can also be utilized for any business that has a product for sale. We also leave space for any sort of special offers or special terms that amy apply.
Producing The Ad:
1 Start with a powerful headline that will attract the reader's eye to your ad. Use relatively short phrases with action words related to your promotion. The use of humor,
questions, seasonal references or popular cultural phrases can be effective as long as they are readily understood by your audience. If the ad is part of an ongoing promotion or one of several used in various media outlets, keep your headlines consistent. Make sure the headline is presented in a very readable font.
2 Write a concise presentation of your promotion, sale or marketing message. Although your newspaper audience is interested in reading articles, they won't necessarily read your ad. Make sure the message you are trying to communicate is short and straightforward. Use bullet points rather than sentences. Highlight or bold recognizable brand names and promotion offerings. Include a call to action such as "call now," "visit our Web site," or "bring in this coupon."
3 Use black and white space effectively. Because newspapers are mostly words and crowded advertising space, large areas of white or black tend to attract the reader's eye. Consider using minimal teaser text on larger black or white fields for your entire ad or for your headline area. This will make your ad stand out above others on the page.
4 Choose typefaces and graphics that will reinforce your brand. Limit your fonts to three at most to give your ad a clean look. Make sure they are very readable and reflect the
tone of your ad, whether classic and sophisticated or funky and trendy. Consider using elements of your logo or simple illustrations and photographs that can be repeated through multiple ad runs and media outlets to offer greater brand recognition.
5 Give your logo and contact info the best placement. For newspaper ads, that means the bottom right corner. Because people read from left to right and top to bottom, placing your logo in the
lower right will ensure that it is the last thing the reader sees
as he scans your ad. Be sure to include your phone number and Web address with
Running The Ad:
1 Call your local newspaper's advertising department. Decide on the format (color or black and white), size and location of the ad you wish to place, based on your budget. A
representative at the department can help you figure out what kind of ad will
work best for you, your budget and your business.
2 Make sure to ask the representative about what kind of dimensions and file format they will need to place it in the paper. Usually, they will require a .pdf file, but make sure
to find out if they will accept a version via e-mail or if they need it on a CD.
3 Think about what makes your business different from other similar companies. A good newspaper ad will include information about your business, such as an address and location, but it should also
bring readers in by telling them why they should choose your
4 Make sure your add meets the specifications the newspaper's advertising department has given you. Also, make sure your document is in CMYK color if you make the ad on your computer. This is very
important and will have an effect on the overall print
quality. If you make a hard copy of an ad by cutting and pasting items, make sure your newspaper will be able to scan the item.
5 Add any images or logos you may want to include to your advertisement. Make sure to include the address and telephone number of your business.
6 Include any specials you may have going on right now. If you run a store, you can also
include pictures and prices of the items on sale.
7 Make sure to save your file as a .pdf, and load it onto a CD or email it to the newspaper
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