Advertising / Sales

Great ideas and concepts for bolstering your ability to attract and serve advertisers.

Junky ads—letting form overwhelm content

April 9, 2018

The basic rule in all ad design is that the eye has to be drawn to the ad and the reader has to be motivated to actually read the ad without succumbing to distraction or irritation. Certainly, the selection of typefaces is important—with the emphasis on headings in sans serif type, which reads cleaner, and body copy in serif type, preferably in the nine to 12 point range. The visual syntax of ad design is important, and the popular “Z” path of ad elements is critical to the initial scanning pattern, which directs the eye around the ad (optical path).

The importance of thinking small

April 9, 2018

You might have heard about Volkswagen’s initial ad campaign. At a time when big gas guzzlers were the norm on the roads, a European carmaker had the seemingly impossible job of convincing North American consumers to buy smaller cars. With direction from the Doyle Dane Bernbach ad agency, one of their first print ads featured a small photo of the VW Beetle, surrounded by a sea of blank space. The headline read, “Think small,” and the text explained the benefits of a car with easy maintenance and good gas mileage. Sales sky-rocketed, and VW became a marketing sensation. Years later, Advertising Age magazine named it the best ad of all time.

A short course for print ad salespeople-7

April 9, 2018

Selling anything can be tedious, difficult and discouraging work. The process truly requires a special breed of person who is part hunter and part optimist. Even the best, most organized, most positive salesperson, especially one selling traditional print ads in today’s digital market, needs direction and encouragement.

The customer’s personalized beliefs and goals theory

March 21, 2018

Even with today’s amazing technology, there remains a classic, time-worn problem in the newspaper advertising sales field. How are the advertising materials organized and communicated between the client, the salesperson and the graphic artist? More specifically, how are presentation layouts presented to the client?

A new look at an old sales technique

March 14, 2018

Carla has been selling advertising for many years. She has researched and tried a variety of techniques to answer objections. “Just about everybody knows the Feel-Felt-Found formula,” she said. “When a prospect makes an objection—about price, for example—the response is, ‘I understand how you feel. Many others have felt the same way. Then they found that our paper offers good value for their investment.’

A short course for print ad salespeople-4

March 14, 2018

Chicken Little believed he had a story to tell, and he screamed it loudly everywhere he went. He claimed the sky was falling, and since nobody was correcting him, he was able to convince many that it was true.

What is the impact of value that you bring to your marketplace?

February 12, 2018

Your salespeople are telling your prospects and customers that you are the best newspaper in town or if you’re the only newspaper, you’re the best media choice in town. They go on to say you have the best customer service in town. But what is your major value? What is the value you bring to the marketplace that no one else can bring? What impact does that value have on the prospect, not intellectually, but emotionally? What value do you bring that will compel your prospect to ask you to fix their problems?

A sales principle that bears repeating

February 12, 2018

Carl is a marketing manager who has been on the receiving end of hundreds of media presentations. He knows a thing or two about effective sales techniques. “Most of the time, I’m the point person to gather information about advertising options,” he said. “I frequently need to pass information along to others in the company. Usually there’s a written proposal, but that doesn’t tell the whole story.

New Enforcement of Federal Drug Laws May Imperil Newspaper Advertising in Legal Marijuana States

January 10, 2018

New guidance from U.S. Attorney General Jeff Sessions could affect newspaper ads for legal marijuana sales in states that permit sales either for medicinal and recreational purposes.

A short course for print ad salespeople

December 29, 2017

Selling print advertising—or anything else—is as simple as 1, 2, 3!

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