Press Advertising – Proofs
When you decide to have an ad made the advertising representative will bring you a "proof" of the ad. It is usually your ad on a piece of paper surrounded by white space. It looks great on paper but how [...]
Press Advertising – Ad Creative
The key to writing a successful ad is knowing your audience and understanding what will motivate them to buy. You should already know what makes your target market tick before you even consider writing an advertisement. You also need to [...]
Press Advertising – Understanding Rate Cards
You can normally find a rate card for each magazine on their website. Don't pay this rate, they will always give a discount. Typically 10 to 15% without any real negotiation and much more than this if they are up [...]
Press Advertising – Targeting
You need to work out how to reach your target audience. Local papers and free magazines could provide the right audience for a small business operating in a specific catchment area. Business-to-business firms can use industry publications and events to [...]
Press Advertising – Objectives
A number of goals and objectives are employed in advertising and can be both short or long term in nature. Short-term goals and objectives pertain to the ad copy itself. Ads are designed to introduce certain concepts and must also [...]
Press Advertising – Costs
Newspaper Advertising Costs When it comes to advertising in newspapers there are two options – local or national newspapers. The quality of local newspapers can vary greatly but you can expect to pay in excess of £250 for a quarter [...]