Brief Manual Of Procedures

Procedures for creating flyers and brochures should be the same whether you do everything yourself, are part of an internal team, or supervise outside resources. The procedures apply to everything from simple do-it-yourself projects to the most sophisticated agency-produced materials. As with every promotion, creating a flyer or brochure is a five-step process 1. Learn, or decide on, the purpose of your promotion. 2. Establish a time frame and remain within it. 3. Establish and remain within a...

Case History

A client wanted a video on how to unpack and install a piece of their equipment. As diplomatically as possible, Sound Video asked, Shouldn't your marketing department be involved in this, too Why don't you ask them and maybe they'll split the cost. It was the latter point that won the day. When marketing saw the project, they immediately recognized its value for showing the features, advantages, and benefits of the product to potential customers, as well as how the machinery was packed,...

Continuous Process

The preparation of film or file for use in advertising or printing and the printing itself are so interrelated that we shall treat them as continuous, with the previous list and the notes that follow a part of the basic information. Whereas in other chapters checklist notes are supplemental, here they are a significant part of the text. The proof delivered by the prepress firm and accepted by the printer carries an implied guarantee that the film or file will produce what the proof shows. Many...

Magical Word

Invitation is one of those magical words, like free, new, and now, that many prospective and current customers accept uncritically. You are invited in magazine and newspaper ads, by radio and television commercials, on bulletin boards, on the Internet, by fax, and in the mail. All of these take advantage of the built-in association of invitation and enjoyment. It is this expectation of a pleasant experience that makes invitations such an effective sales tool and one that should be more widely...

System For Internal Approvals

The approval process is unique to each organization. Fight, if you must, to organize and limit the number of approvals required. Nothing is as frustrating as waiting for approvals from managers who assign deadlines and then do not find time to meet them themselves. The approval steps in creating and producing the catalog constitute a process rather than a specific number of persons. Whether you do it all yourself or have a staff, the procedure is the same. No matter how large the staff, the...

About Type Sizes

Type sizes have a measuring system all their own, called points, with each point being 1 72 of an inch. This paragraph is set in nine-point (1 8-inch) type, but a quick measurement will tell you that none of the letters are actually this size. Ascenders and Descenders. Take a good look at this paragraph. Some letters in it, such as h and l, extend toward the top, and others, such as p and g, extend toward the bottom. Yet despite these ascenders and descenders, none of the lines run into each...

Additional Triple Postcard Suggestions

Your triple card does not have to have a removable reply card. Design it to be returned with section C on the outside (Figure 5.12), and two, or all three, of the sections are returned to you. Make certain that the card will refold easily. Very few optional messages may appear on side C, the return address side. Check with the post office regarding regulations on such self-mailers. Two advantages of the triple card format are Questionnaire and other research answers seem less formidable in the...

Advertising And Promotion

Because advertising and promotion are often used interchangeably, even by professionals, some definitions may be helpful. In ordinary use, promotion is everything that is done to help sell a product or service in every step of the sales chain, from the presentation materials a salesperson uses during a sales call to the television commercial or newspaper advertisement that tries to get the customer to think favorably about what is being advertised. Technically speaking, however, advertising is...

Alternatives to Getting Your Own Web Site

If you do not want to go through all the design and business needs of establishing your own Web site, there are numerous alternative. Many established, reputable concerns have templates for you to use and most basic small business needs figured out so you can have an Internet presence. You won't have your own URL, but with an address such as Amazon.com or Yahoo store your name, as opposed to www.your name. com, you may gain credibility rather than losing identity. An even simpler option is...

An Eplan Case History

A bar owner asked his customers to give him their e-mail addresses if they smoked cigars and would like a Friday after-work smoker. In a few months he had a substantial list. But he had planned more than just inviting them in to drink and smoke. Before his first e-mail message was send, he had learned about cigars and gotten a license to sell them. His e-mail now tells them about the unusual or special brands these aficionados can buy and try at each week's gathering. If they like something...

And Key Charts

Newspaper Magazine Advertising Checklist 41 Invitation Invitational Bulletin Checklist 76 Mailing Cost Testing and Budgeting Formula 106 Yellow Pages Advertising Checklist 172 Basic Internet Advertising Checklist 221 Publicity Public Relations Checklist 245 Media Creative and Production Checklist 260 New Display Construction Checklist 288 Conventions Trade Shows Meetings Checklist 289 Prepress File Film Preparation Checklist 297 Standard Envelope Size Reference Chart 312

Application

Neither the checklist itself nor these notes are a time line. Many of the items must be done at the same time rather than sequentially. For instance, numbers 5 through 8, plus 18, are first decided, then worked on simultaneously. 1. Quotations. The total of all quoted and or estimated costs accepted from outside suppliers, plus the known or estimated internal out-of-pocket costs. This is the amount given for budget approval in 2. 2. Budget approval. The amount either accepted from 1, or...

B

Benefits of product service, promotion of, 20-23 brochures, flyers, 61 -62 conventions, 272 direct mail, 92 -93 e-mail, 202 newspaper, magazine, 21-22 Billboards, 141-146 Bindery, binding, 306 -307 folds, 56, 101-104, 132, 307 Body copy. See Writing copy Brainstorming, 20 -21 group diversity, need for, 20 guidelines, 21 uses, 21 Branding, 1-11 ad content, 5 Branding (continued) assessment, 3 brand newsworthiness, 7 vital assets, 3-4 brand support research, 9 sales force, 10 trade, 10...

Billboards and Their Cost

Outdoor companies offer programs in showing levels, from a single panel to 100 percent of the GRP (gross rating point) potential audience. Common showing sizes include 25, 50, 75, and 100 with the number of display pannels relating directly to a market. For instance In smaller communities, local suppliers may need comparatively few panels to offer a high-frequency audience 100 percent showing that is, a billboard on Figure 7.2 For ease of contact, the name of the leasing agent is centered...

But Mice Dont Buy Mousetraps How To Find The Audience You Need

Profile building can be critically important for many different kinds of business and the success of their advertising and promotions. If you are a retailer, your customer profile may seem obvious, but there is a simple and inexpensive way to make sure Ask your customers why they bought what they did at your shop. Since they may not want to tell you, use the same approach suggested for getting help in defining advertising objectives. Ask the marketing department of a nearby college or community...

Constructing Your One Show Display

The triangular column, shown in Figure 14.6, is made from a standard sheet of 3 g-inch-thick, 4 X 8-foot Foamcord. This exceptionally strong yet light display material is stocked by many sign suppliers. Keep the wording on the columns and signs to an absolute minimum. The fewer words, the more likely it is that they will be read and noted. The one-show, leave-behind display seen in Figure 14.5 cost less than 25 percent of just the shipping charges associated with using the company's...

Cooperative Advertising

Cooperative (co-op) advertising is an agreed-on sharing of specified advertising costs or other promotional costs among manufacturers and retailers or analogous groups. Co-op is an arrangement beneficial to both manufacturers and their business partners and an excellent way to expand advertising and promotion dollars. As Figure 2.6 shows, co-op can extend far beyond the traditional print and broadcast media in fact, many manufacturers now allow Internet advertising under the guidelines of their...

Cost Factors in Working with Outside Designers

Whether you work with a freelance designer, a design studio, or an advertising agency, the following factors will affect your costs 1. Time available to complete the project. Begin by asking potential suppliers their normal time needs for a project such as yours. What you consider a rush project may be their regular schedule. 2. Quality of manuscript. Has your copy been given final approval, or will there be repeated copy changes that will require new layouts Because you pay for each new...

Creating The Promotion An Outline

The outline that follows is written as if you were the promotional supervisor of a large organization. Exactly the same procedures apply to the one-person shop or any size of organization in between. 1. Purpose. The purpose of the piece is the most important reason or reasons for preparing it for instance (a) to use (walk through) during sales calls, (b) to distribute at conventions, and (c) to mail for leads and or sales. Make an absolute limit of three. (How many can be most important ) Put...

Creating Your Own Mailings The Letter

Chapter 4 covered the creation of the flyers or brochures you might include in your mailings. Chapter 6 will concentrate on letters. Just as the list is the most important external factor in determining whether direct mail will be successful, the letter is almost always the most important internal element within the mailing itself. In our experience, which ranges from self-mailers to catalogs to elaborate multicomponent mail packages, every test has shown the cost-effectiveness of including a...

Custom Built Displays Option

Custom-built displays are generally designed, built, and maintained by companies specializing in that field. They (and their cousins, the rental display companies, described shortly) are almost always the most impressive exhibits at a show. The most successful displays are designed with a specific goal in mind, and that is their strength, as long as the exhibitor's focus remains constant. A new focus may require a new display. Generally, displays wear out physically in about five years, so the...

Deciding Whos in Charge

Whether publicity and public relations are assigned to the advertising department or to a separate public relations department depends on both the workload and the experience and PR expertise the departments have. Advertising involves compara 2There are many columnists and feature writers whose coverage is as important as news is to companies and organizations. These writers and electronic commentators live on a constant supply of publicity-type information. It takes a long while to build this...

Design and Layout

Design and layout are not the same thing. The design of the catalog is the overall visual and aesthetic concept underlying the material presented. The design develops reader flow and gives your catalog sales impact just from its appearance and 'feel.' The layout is the arrangement of words and illustrations within the overall design. The design is analogous to an architect's sketch for a building, with the layout the later detailed blueprints for the construction crew. The creation of design...

Distribution

On Working with Your DMPC (Direct Mail Production Company) The direct mail production section of this chapter has been brought up to date with the help of Bill Krafcheck, vice president, Service Graphics, a full-service, nationwide direct mail production company, headquartered in Oakbrook Terrace, 1ll. (www.servicegraphics.com, sgibill servicegraphics.com). Lettershops began as mail-handling services that could print your letter and reply card or order form, address the letter on the bulky and...

Economics Of Yellow Pages Advertising

There are three keys to making your Yellow Pages (YP) ad creative and to making buying decisions 1. You are not looking for customers, clients, or patients. They are doing the looking for someone to fill their needs. 2. You are unlikely to get a second chance at attracting an individual YP user. You either get that response from your Yellow Pages ad or you don't. 3. Whatever you decide about YP advertising, you will have to live with that decision for a year. To help in making your creative...

Email Things to Do

Have a written plan that begins with what you expect to achieve, then lists, step by step, how you are going to achieve it, including staffing and costs. Remember Everything costs more than it costs and takes longer than it takes 2. Prospects customers. List, in writing, the reasons your customers and or prospects want to hear from you by e-mail. Make a separate list that tells how you know. No fair beginning with, I won't know until I try. BASIC INTERNET ADVERTISING CHECKLIST...

Envelopes And Teasers

The teaser is the message actual or implied by which you, the sender, gets someone to open an envelope or to look through a self-mailer. Like the headline in our ads, its job is to capture their attention to separate a particular piece of mail from all the others and get them to explore it a bit further. The majority of teasers, especially in business-to-business mailings, can be do-it-yourself projects. Others should be attempted only by professionals, with you responsible for overall...

Establishing Your Database

Imagine that you are a sales representative with 25 key accounts. In your customer database, or old-fashioned notebook, you keep the names of your clients with, as far as you can learn, their business reasons for dealing with you price, delivery, quality, and so on as well as such things as their birthdays and favorite places to eat. You'll note others on the staff who are important to the purchasing decision, and you'll note the politics involved in the decision. You'll try to discover the key...

Exhibit Space Configuration

Exhibit space is available in three configurations (see Figure 14.3) 1. Back wall. These in-line configurations are any number of booths lined up next to each other. The booths are usually 10 feet wide by 10 feet deep. Occasionally sizes differ, so be sure to check the show guide. The height of the booth is generally limited to 8 feet at the back and table height or 30 inches at the front. 2. Peninsula. Peninsula displays have aisles on three sides. Different rules and restrictions apply if...

Failure to Follow Up

Center for Exhibit Industry Research statistics indicate that 80 percent of trade show leads are not followed up, despite the fact that higher-level prospects are attending. The problem lies in a combination of poor lead-form design (What do I do with this garbage ) and lack of a system to ensure lead follow-up (I don't have time to make my regular calls now. Which ones do you want me to drop ). The solution, suggests Resnick lies in getting lead forms designed by the sales representatives who...

Film Separation And Proofing

Modern printing begins with a prepress prepublishing process that changes type and pictures into a computer digital format that lets you see them on a computer monitor. Rather than moving type and illustrations the old-fashioned way, by cutting and pasting, your designer and film house do it with the click of a mouse. Film preparation begins with one or more of three kinds of materials 1. Final art. All the type and illustrations with instructions on how they are to be combined to create an ad,...

Find National Media That Want Your News

Trade media are magazines, journals, and newsletters devoted to a specific interest, trade, or profession. They are the most likely national publications to welcome your news, provided that it will appeal to their readers. So many of these publications exist, that even PR professionals need special directories to keep up to date on them. For instance, the SRDS directory Business Publication Advertising Source lists 58 magazines and trade papers devoted to metalworking, with cross-references to...

Finding Suppliers

In larger markets, if no other guidance seems available, begin with the business Yellow Pages under Audio-Visual Production, Recording Services, or Video Production Services. In smaller communities, you're unlikely to find the same level of experience or sophisticated equipment, but you will be able to find someone who can help. Begin by deciding how big city you really have to be. Your com mercials will actually be seen on television. Instructional and informational infomercials are shown on...

Finding The Help You Need For Outsourcing

The process of finding a firm is the same as that just discussed for finding a consultant. The problem isn't in the finding it's deciding on what you need to find. Begin, as always, with a list. Figure 9.2 is an example. What teleservicer must know or learn about us _ AE experience with similar lists _ Bureau experience with similar lists _ Bureau's years of continuous teleservicing _ Legal history Ask teleservices. Check (use) DMA Better Business Bureau. Check annual reports for public...

Five Ways to Approach Testing

Test your product or service in exactly the way that was described in the last few pages. It's what the largest, most successful mailers do. 4Many direct mail experts are convinced that it takes at least 10,000 names, especially for business mailing. When using more than one list and duplicates are eliminated by merge purge, it is the net quantity that counts what comes out, not what goes in (See Chapter 16) 2. Decide what might really make a difference, and test just that. For...

Focus on Your Prospects Problems and Solve Them

Think of your prospects as buyers who, in turn, must please a specific kind of customer. This is true whether their customer is within their own organization (seeking new furniture for the offices or new locomotives for the trains) or outside (buying a new line of children's shoes or a new line of lawnmowers). Pleasing these ultimate customers should be the focus of everything your prospects do at a show. Your success lies not in appealing to them as a buyer but in assuring their success as a...

For Professional Pens Only

Some mailings tease us with offers we cannot refuse, in giant type right on the envelope or the front of the self-mailer. Figure 5.6 is of this variety. Other mailings tease with the look of important documents, legal forms, or checks, and the simple request POSTMASTER Dated material. Please expedite. The Other 90 Percent Set aside the mailings you'll assign to the pros anything to do with insurance, finance, and banking contests, games, and sweepstakes clubs (for books, foods, or records),...

From Telemarketing to Teleservicing

This chapter has been brought up to date with the help of Molly J. Cashman, director, Corporate Communications, APAC Customer Services, Inc., Deerfield, IL. One of the leading companies in its field, APAC handles both inbound and outbound teleservicing accounts. (www.Apaccustomerservices.com, (800) outsource). Telemarketing is the planned use of telecommunications equipment with a set business purpose or goal. What it is not is simply picking up the phone whether to answer or call out with no...

General Audience Newspapers

As of September 2001, 1,482 newspapers were published in the United States. Of these, 776 were morning papers, 704 were evening papers,1 and 913 published a Sunday edition. The six-month average circulation of the daily newspapers totaled 55,859,000. Approximately 82 percent of this total, or 45million-plus, is made up of morning papers the remaining 18 percent, or 9 million-plus, are afternoon editions. Sunday papers, published by 913 papers, totaled 62,020,0002 or over 6 million more than the...

Getting Your Site Known

How to Get the Existing Business Front Line Involved In adding e-commerce to your business, you must get your front line involved. Your clerks, your sales force, your phone order and service personnel are all critical to your success. They must be trained not only to ask for e-mail addresses (which they may consider an extra pain) but to make the asking a service to the customer. To make this easier, have a short written form that your personnel can follow or the customers can fill out. Be...

Help Abounds

Practically every major city in the United States has a direct marketing association that is able and eager to help you. Check the Yellow Pages. If you are unable to locate the association by this means, check the Direct Marketing Association. Web site at www.the_dma.org. Then join your local association. They will help you, even if you're not a member, but the continuing contacts alone are worth the price of admission. In addition, there is the excellent how-to magazine, Direct Marketing,...

How Much to Include

Whether you're a brand-new enterprise or long established, don't just guess at how much to tell your audience about who you are and what you have to sell. If you're part of an ongoing organization, accompany several experienced sales representatives as they make their calls. Try to differentiate between sales success based on personality (I like Chuck) and that based on how goods are being sold (I like what I hear and see). If you are a member of an enterprise that is just starting up, you may...

How Much To Pay For Advertising

How much you can, will, or must spend on advertising should be decided as objectively as possible that is, base your decision on reasoning rather than luck or hoped for results. To do this, take your advertising goals and calculate, as well as you can, both the static percentage-of-sales and the dynamic objective way of establishing your overall advertising budget. Both methods are explained below and have devoted followers. After you've become familiar with them, begin by using the one with...

How To Gain Local Coverage

For the majority of us, gaining truly national attention, through, for example, an article in Business Week, the Wall Street Journal, or Time, is unlikely. But don't despair. Send your major news releases to them anyway. They may surprise you More likely coverage, however, lies in your local media including major cities' neighborhood newspapers INC. magazine, and your regional or national professional and trade publications. They not only want your news they need it 3The term media kit is used...

How to Get Repeat and AddOn Sales

Whatever your business or its size, whether you lease heavy equipment to construction companies, supply popcorn to movie theaters, or are a neighborhood retailer, there are purchasing patterns you know and others only a computer record will reveal to you. Smaller businesses as well as large can have this major advantages of e-commerce the individual customer's sales history. It can also let you know immediately who your best customers are. If you wish, it can even be programmed to tell from...

How to Get Your Bulletin Read

For posting on a bulletin board, get all the excitement and information on a single page. Don't force your audience to see the other side to understand your message. You are producing a kind of billboard, not a brochure 'teaser copy and design can be used, as here, for an envelope or for a self- 'teaser copy and design can be used, as here, for an envelope or for a self- Make the benefit obvious. In Figure 4.4, additional training that is of interest to employers may translate into better pay,...

How To Research A Subject

Though even the SRDS services can't cover every subject, try them first. For online directories, flexible search optons are available. You can search by classification groupings, individual titles, and keyword. You can also narrow your search to just media that are audited. If you still can't find what you need, phone the SRDS Listing Locator Service at (800) 851-7737 or visit them online at www.SRDS.com. If, as is likely, you do find your category, you can link directly to additional planning...

How To Use Mergepurge For Maximum Savings

Any merge purge (M P) system will give you a single list that eliminates duplicates, insofar as a computer can detect them. However, without explicit and easy instructions to the computer, this will not give you the most economical results Here are the things you want to take into account A. When purchasing lists for a M P mailing, you pay only for the names you actually use. But there will be a minimum charge, usually for 5,000 to 10,000 names. It is the cost of that minimum and then...

Couldnt Have Done It Without

This book would not be nearly as valuable to the reader if individual chapters had not been read, critiqued, and updated by the experts and their organizaitons cited throughout. It also would not be as valuable without the help of the following who deserve my acknowledgment and the readers' thanks. Mindy Weissler, Advertising Checking Bureau. Maury Kauffman, Fax technology and services consultant. Lindsay Morrison Christine Pokomy SRDS,. Bob B. Swick, Anchor Computer, Inc., rbsemperfi aol.com....

If Your Original Uses A Standard Paragraph Format

If your models use a paragraph format, count the letters in each line, and then use the same space for the telegraphic style. Copy in paragraph format takes a writer, just as original design takes a designer. And in most instances, the telegraphic style will be more effective, regardless of writing skill. So stick to what you can do. 4. Highlight each benefit with its own bullet, box, or check. You want your readers to know how much they will get. Don't be afraid to pile it on 5. Separate the...

Industrywide Information

For industrywide information, the Interactive Advertising Source, one of the many SRDS guides listed on page 51, gives detailed information on thousands of Web sites that accept advertising. As you can see in Figure 11.2, some offer opportunities available nowhere else, while others have sites you can compare to print, radio, and TV media. If unfamiliar with Internet advertising, its terminology, opportunities, contacts, or costs (many of which are negotiable), this is the place to start.

Insight

Decide on the action(s) to be taken, based on possible results, before authorizing the research. If it's None I just want to know, why not use the money to throw a party everyone can enjoy The key is how to turn data into decisions. The key to the key (to murder our metaphor) is to recognize and use actionable research. Do your findings lead to action or just to filling PowerPoint slides Can you make the leap from raw tabs to real insight Can you learn how to use your brand assets more...

Internet Things to Do

Whether expanding from e-mail or starting with full use of the Internet, begin with a written plan. List your goals, then outline how you'll reach them. Put time and dollars for every step. Most businesses do not make money on the Internet, so be sure why you're there. 10. Web marketing supervisor. If you're thinking of doing this yourself, who will do the rest of your job 11. Staff addition training. Train your staff especially if it's yourself well in advance. You won't turn...

Layout And Design

With the guidance offered here, you can produce your own manuscript (copy). But few of us are given the skill to create our own professional-quality design or layout that is, the overall visual impression and detailed specifications that make a flyer or brochure work. Unlike newspaper and magazine advertising, for which you can find an existing model to follow, printed pieces tend to be too individualistic for that approach. So use a design studio if you can afford it. If not, you have several...

Media Creativity and Production

This chapter has been brought up to date with the help of William Holtane, founder and president of Sound Video Impressions, Des Plaine, IL. Founded in 1976, the studio is expert in audio, video, and computer-based media production. It is a full-service facility, from concept to writing, shooting recording, editing, graphics, animation, and interactive programming, to final output in all formats for distribution and order fulfillment. www.soundvideoimpressions.com.

Media Kits

A media kit (see Figures 12.3 and 12.4) is a package of materials that both includes and expands on your news release. It may contain an expanded news story or feature article. It will contain photographs, charts, and other pertinent illustrative materials for print media. Less often, it also holds audio and video materials for radio and television. It may contain a variety of background materials about your organization, including human interest stories about the people you want mentioned.

Moving Onto The World Wide

The mechanics of getting on and using the World Wide Web are covered in the instructions that are built into your computer and in literally thousands of books, articles, and community college classes. But before you start, you will want an Internet plan detailing why you want a Web site and what to do with it once you have it. A surprisingly large number of business and nonbusiness men and women now search on the Internet, rather than use the printed Yellow Pages. That is reason enough to...

No Friction Free Commerce

Many would-be entrepreneurs entered Internet marketing because they believed that the Net provided friction-free commerce, that it was a medium where the customer would do most of the work to find the seller, rather than the opposite. In a few cases that has proven to be true, as witness the loss of business for travel agents. But as the number of Web sites increase literally by the thousands per day, making yourself known as a small to medium-size enterprise demands more than the Web. It needs...

Notes On The Broadcast Fax Checklist

These notes are a supplement to the material presented in this chapter. They are not a substitute for that material. The checklist is presented in Figure 10.3. Figure 10.2 (Copy at 200 for easy legibility.) A full-page cover certainly adds class but is seldom worth the extra cost. The simple To personalization in Figure 10.2B works just as well. If immediate sender identification is important, use a regular or modified letterhead as in the newsletter in Figure 10.2C. If you broadcast fax a...

Notes On The Catalog Checklist

These notes are a supplement to the material presented in this chapter. They are not a substitute for that material. The checklist is shown in Figure 6.3. 1. Schedule. For scheduling purposes, the most important management decision is the date the catalog must be completed and what completed means. If meeting the deadline is impossible under normal time or budgeting constraints, management must decide whether or not to authorize the impossible. (Do not present management with an on-time...

Notes On The Conventionstrade Shows Meetings Checklist

These notes are a supplement to the material presented in this chapter. They are not a substitute for that material. The checklist is presented in Figure 14.8. 1. Exhibit focus. Determine why you are at that show at that time. The answer must determine everything else you do . . . every other point on this checklist. It therefore comes first. 2. Total budget. The complete-for-everything show budget. If the cost of a new display, whether rented, purchased, or custom built, is included, use the...

Notes On The Dmpclettershop Checklist

Unlike notes on most other checklists, these notes are not a supplement to the material presented in the chapter. Rather, they are an integral part of the chapter. The checklist is presented in Figure 16.2. 1. Discussion of project specifications. Your DMPC can be an unexcelled source of free consultation on the mechanical aspects of direct mail. Involve it in your preliminary planning. If you are not a direct mail pro, tell the DMPC people Ask for guidance in mechanical and postal...

Notes On The Filefilm Preparation Checklist

Unlike notes on most other checklists, these notes are not a supplement to the material presented in the chapter. Rather, they are an integral part of the chapter. The checklist is presented in Figure 15.1. 1. Project manager. The direct technical supervisor. If the client has no one in this capacity on staff, use the person or studio that prepared the final art. 2. Tentative schedule. The schedule prepared before the prepress firm is selected. This is generally done at the very beginning of...

Notes On The Invitationinvitational Bulletin Checklist

These notes are a supplement to the material presented in this chapter. They are not a self-contained substitute for that material. This checklist (Figure 4.6) covers the creation, printing, and mailing of invitations. It does not concern itself with who is invited or why, except insofar as that information ( 6 7) must be reflected in the invitation. 1. Event Budget OK. Invitations generally take up only a small portion of an event's total cost. Has that complete budget been approved, and does...

Notes on the Letter for Waxer Mailing

Use this box device, called a Johnson box, in one of two ways (a) When you have a single point you wish to emphasize in this case, the extraordinary profit opportunity but you want more than just a few words with which to do it. The box focuses your readers' attention and tells them instantly whether or not the rest of the letter must be read. (b) When you can use a statement from someone other than the person signing the letter for example, a note from the CEO of your company telling how...

Notes On The Media Creative And Production Checklist

These notes are a supplement to the material presented in this chapter. They are not a substitute for that material. The checklist is presented in Figure 13.1. MEDIA CREATIVE AND PRODUCTION CHECKLIST Overall Supervision By Budget ______________ Project __ Checklist Deadline __ MANAGEMENT DECISIONS ASSIGNED TO DUE IN MUST APPROVE BY DATE IN INFO COPY ONLY SEE ATTACHED 1. Purpose__ ___ _ 2. Client Self-Image _ _ ___ _ 3. Budget__ ___ _ 4. Project Supervision _ _ ___ _ 5. Focus__ ___ _ 6....

Notes On The Outofhome Checklist

These notes are a supplement to the material presented in this chapter. They are not a self-contained substitute for that material. The World Outdoor Services media and management company provided much of the information on which this checklist is based. The checklist appears in Figure 7.5. 1. Purpose. What is the one thing your message is to do Give directions Make it simple and exact (Next Exit. Left 1 4 miles) . . . Emphasize a price Add a benefit (Unconditional 2-Year Guarantee Only 99.95)...

Notes On The Publicitypublic Relations Checklist

These notes are a supplement to the material presented in this chapter. They are not a substitute for that material. The checklist is presented in Figure 12.7. 1. Audience. The audience(s) you want to reach and which if any to address specifically, rather than as part of the whole. Differentiate between the same message keyed to different interests and different messages. 2. Focus. Decide both what the message is to say and what it is to accomplish. Set realistic PR goals, not those for...

Notes On Yellow Pages Advertising Checklist

These notes are a supplement to the material presented in this chapter. They are not a self-contained substitute for that material. The checklist appears in Figure 8.4. 1. Quotations. Total of all quoted and or estimated costs on proposed project. 2. Budget approval. If lower than the amount in item 1, determine how the project is to be modified to fit the dollar allocation. 3. Project approval. Once it is determined that the project can be done for the amount in item 2, decide on whether it's...

On Postage Savings

The chart in Figure 16.1 is based on the rates of July 1, 2002 and is scheduled to be in effect for three years. Though rates may change and should be checked with 17W045 Hodges Road, Oakbrook Terrace, IL 60181 630 941-2899 630 941-1634 Fax Postage Rate Chart (in effect June 30, 2002) Pieces more thon 3.3 oz, per lb. Basic 70.8 60.8 58.3 11.5 additional per piece 15.4 additional per piece 61.0 51.0 48 6.8 additional per piece 70.8 60.8 58.3 14.2 additional per piece 19.8 additional per piece...

Ordering A New Display

The purchase or rental of displays is one of the most exciting projects for any promotion manager. Here, in outline form, is a basic schedule for this project. A special checklist is provided at the end of the chapter. 1. Getting in-house agreement on the basics of the display. Get agreement on the following items Type of display custom built, rental, tabletop, modular, leave-behind, and so on. Number of booths or running feet of display space. Budget. (Get advance cost and time estimates from...

Outof Home Advertising and Promotion

This chapter has been brought up to date with the help of Steven H. Mueller, president, and Stephen Faso, director of Strategic Planning, Outdoor Services, Inc., the national planning and buying agency for out-of-home guidance and information (www.OutdoorServices.com). This chapter describes and gives advice on using the major out-of-home media, from billboards to in-store advertising. Few of these are literally do-it-yourself projects in the sense of doing your own ads or direct mail you'd...

P

Paper for printing, 303-305 coating, 305 color availability, 305 cost, 303-304 printer's stock, 304 purchase, 303-304 selection, 304-305 textured, 304 weight, 303 Photographers, selection of, 126-127 advertising, 33-34 catalogs, 125 -128 ownership, 125 publicity use, 235 cost, 308-310 handling, 315 savings, 308-310 Post office information source, 97, 315 premail clearance, 97 Prepress process, 292-301. See also Film disk for printing Printers printing electronic file, 292 new art, 293 proofing,...

Paper Supplied by Client

I I Minimum order required I I Cost of specified paper and comparable stock I I Delivery schedule and guarantees I I Responsibility for quality I Alternatives if delivery or quality fails Many organizations and companies purchase their own paper. Others take advantage of their printers' house stocks, purchased in huge quantities at equally huge discounts. But when only one stock will do, allow enough time for its acquisition. Paper can seldom be manufactured overnight, no matter who orders it....

Printing and Binding

Printing and binding is covered in detail in Chapter 16. It is a process in which original materials the hard copy and or computer file are scanned or photographed and separated onto film or directly onto the printing plate. If film, each holds one of the colors used in printing. The image is transferred from film onto a printing place and then printed. The best advice that can be given about working with printers and binderies is to know what you want to achieve, but never to tell them how to...

Return On Investment

Your marketing plan must factor in a return on investment (ROI) from all of your advertising. Unless you are a politician, you do not advertise to keep your name in front of the public. You advertise to get income. Properly done, the process of profitable advertising will help you gain name recognition as well. Measuring Yellow Pages Return on Investment To measure the return on your Yellow Pages investment,1 the following four-step formula has proven its success.

Scope Of Teleservices

Excluding the brief dot-com bubble, teleservicing was the fastest-growing (see Figure 9.1) legitimate economic activity of the 1980s and 1990s and the industry shows every sign of continuing its growth into the twenty-first century. Just how its impact should be counted is one of the more pleasant industry debates. (For example, do you rank the impact of the phone call that ordered the Boeing 747, the same as the one that ordered the 790 ballpoint pen that signed the confirmation ) Teleservices...

Self Mailer Advantages and Disadvantages

The advantages of the self-mailer are its lower cost, the immediacy of its message, and its ability to stand out in the crowd of recipients' business mail. The disadvantages are that it may be less response efficient than a standard mailing and that it is often perceived as junk mail. Do not take any of these for granted, however. Test if possible Figure 5.9 Single-fold format with return flap. Figure 5.9 Single-fold format with return flap.

Selfmailers And Reply Cards

Think of your self-mailer as a large sheet of paper on which you print and then cut out an envelope, a letter, a brochure, and a coupon or reply form. But instead of cutting them apart, you fold the sheet in such a way that, when unfolded, they present your message in a logical fashion. Figures 5.8 through 5.12 show a few examples. Figure 5.8 uses a basic page size of 81 2 X 11 or 9 X 12. Almost any printer can run and fold the double gate fold format economically. Use this as a self-mailer or...

Sportsfitnessleisure Facility Advertising

From ski resorts to roller rinks, from health clubs to race tracks, from golf courses to amateur and semi-pro sports facilities, there are local, regional, and national advertising opportunities. Think, too, about tie-in promotions with sports bars and eating and drinking places near sports facilities. For industrywide or other large-scale advertising, see the SRDS directory. For local promotion, this demands one-on-one contact and persuasion. Begin by creating a benefit they will want and your...

Structuring a Test

Suppose that you have a reasonably successful package printed in full color (four colors) and offering a specific product at a specified price. You wish to find out if any of the following will be more cost effective 3One of my mailings, at 9,000 cost, produced only a single order from 6,000 prospects. That order totaled 500,000, from the A& P supermarket chain. The client did not object to the paucity of responses. Another client wanted to fire our agency because we'd far exceeded the...

Structuring Your Invitation

The basic invitation has an eight-part structure that adapts to almost any occasion. Although you may not want to use all eight parts, at least consider each one to make sure that it can be skipped. To show how this works, let's produce an invitation to attend a demonstration of a solar-powered car (see Figure 4.5). 1. You are invited. Invitations imply an enjoyable event. The very word invitation prepares the recipient to be well disposed toward what comes next, so make that word prominent and...

The Basic Skills

Your media projects require four distinct skills. Each of them has both a mechanical and a quality factor Synergy happens when you get a happy marriage of both. 1. Preproduction. The script with sound (such as a slamming door) indicated and a cartoon-style storyboard visual concept. 2. Production. Videotaping or recording the project on location, in the studio, or both. 3. Postproduction. In-studio or do-it-yourself editing. Each of these four skills can be (and often is) provided by different...

The Boutique Factor

Downsizing, especially in corporate media audiovisual (AV) departments, has led to much outsourcing, frequently to former employees at new one- or two-person media boutiques. Without in any way disparaging their creative abilities, their business know-how is frequently somewhat less. When working with such a boutique, make sure your working agreement states that you own all videotapes and audiotapes shot for your project, as well as everything converted to disks. After 1Holtane, president of...

The DoItYourself Quality Factor

Video editing requires computer equipment with a huge memory that is, definitely not a typical home or office desktop computer. Amateur systems can be as low as 100 for an editing program you can install on your home computer, but it is very limited and without the ancillary items such as input, output modules, audio, and so on. Quality low-end systems begin at about 5,000 but are still quite limited at that level. In 2002, serious studios pay in excess of 60,000 for basic professional systems,...

The One Show Leave Behind Display An Invitation to Adventure Option

With a custom-built or rental unit, much of the cost is made up of fees for storage, shipping, assembly, dismantling, reshipping, repair, and general maintenance. Constructing a leave-behind display that is of low weight and bulk, easy to assemble, and sturdy and attractive is not an impossible assignment for an imaginative designer. Since the display will always be brand new, you eliminate the cost of repair and maintenance. Because it's light and compact, you save a major portion if not all...

The Target Audience

Begin by determining to whom the piece will be addressed. The type and amount of information you include should be guided by its use. For instance, senior management will require a preponderance of financial data, the engineering depart- Figure 4.1 Eight formats for your flier. Planning a printing project requires a choice of format and paper. The most reliable way to appraise your selection is to have paper samples, called dummies, made by your printer or paper merchant. These blank dummies...

The Three Tells

In writing your letter, do not try to emulate the pros, with their cascading cornucopias of compelling reasons for complying with your offer. Keep it simple. Use the what, why, how technique What Tell your audience what you want it to do. Translate that into a benefit for them, not for you. Why Tell them why they should do it. Use the reasons you found to be the strongest for them. How Tell them how to do it how easy, how fast, how safe, and how resounding the benefit is if they act now. The...

The Triple Postcard

An interesting variation of the single fold with flap is the triple postcard in my experience, consistently one of those formats with the most bang for the buck. To make a dummy, or sample (see Figure 5.10), take an 81 2 X 11 sheet of paper, fold it horizontally into thirds, and cut along the fold. Tape the shorter ends together to make a single strip. Cut jg from one end. Then fold as shown in the figure. A teaser or brief note can go on the front cover addressing side (A). Currently, postal...

Three New Chapters Three New Authors

So much has changed in advertising in the past five years since the second edition of this book, that almost every chapter needed and received major revisions and updating. Not only have advertisers changed what they do, but even when they do the same thing, often it's called something else. Even more important there are now new chapters on subjects not covered before branding and Yellow Pages advertising plus a totally new approach to basic Internet advertising. Here's a quick overview of...

Three Steps To Yellow Pages Success

Figure 8.1 A single-column, two-inch Yellow Pages ad. Note This format always has advertiser name at top and address and phone at bottom. Left. So clean it gives practically no information. Yellow Pages advertising is not the medium for white space design Center. Addition of eye-appeal with the use of a standard cut. Although this will attract more of your audience, it fails to give any additional information once you have them. Right. Keeps the illustration and doubles the information that's...

Three Column Checklist Format

The DMPC lettershop distribution checklist is not complete in itself, except for the simplest of mailings. Its purpose is to guide you through at least one preliminary and final planning meeting with your DMPC. Additional checklists and schedules will be needed for creative design, printing, acquisition of mailing lists, and your in-house handling of responses and their evaluation. Make liberal use of the third column, See Attached. Where possible, use the other checklists in this book. Where...

Time Code

Most often, video editing begins with the placing of a small time-code window onto each frame. The window shows the hour, minute, second, and frame for that video and looks like this 03 16 32 05. Video is edited to 1 30 of a second. That is, there will be 30 frames for each second. But first comes the decision to edit for picture or sound. If the visual is the important thing, make the sound match it. If, on the other hand, you begin with a script that must be followed, tune the video to the...

To Card or Not to Card

The format and media you choose for your customer's reply, whether a card, an order form, an Internet address or something else, will depend on what you can get your readers to do and the impression you want them to have about you. For many business mailings, practically no one uses the response form you enclose they use their own purchase orders instead. But don't eliminate the BRC. It's what gets sent to the purchasing department with instructions to order this. The more complicated the...

Type Faces Weight and Sizes

There are thousands of different styles (faces) of type from which to choose, but there is no need to work with more than a very few. To see some obvious differences among them, see Figure 2.3. You may not find the exact same faces on your computer, but they will be close. Every typeface belongs to one of three families Cursive type imitates script or handwriting. It has little use in the body of an ad but is sometimes used for headline or logo. Serifs are the small curlicues or fine lines at...

Types Of Teleservicing

There are several types of teleservicing with which you're most likely to be involved. All can, of course, be given to outside firms. We emphasize the opportunities and problems each brings the do-it-yourselfer. In inbound teleservices, the inquiries and orders received by phone fax, e-mail, or Web, are increasingly important to direct response selling. Where speed in fulfilling orders is vital to business success, the toll-free telephone and, increasingly, the Internet and toll-free fax have...

Update To Update

Postal Service is scheduled to make Move Update savings possible for standard (bulk) and periodical mailings. The savings are so large that they are subject to audit, and you will need compliance records to make your discount audit-safe Check this with your post office's direct marketing expert and keep up-to-date in periodicals such as DM News. Large-volume mailers can contact Bob Swick at rbsemperfi aol.com, for a no-cost Power Point presentation on the Move Update and...

Use National Release Services

Several services provide the nation's media with a constant stream of stories, articles, features, and cartoons of such broad interest that they can appear almost anywhere yet still be of local interest. Depending on the season, these items may include stories on gardening or snow blowers, June wedding dresses or Thanksgiving turkey stuffing, child safety seats in automobiles or new gears for seniors' bikes. The subject list is endless. Unlike news services that employ reporters and charge...

Warning Beware Of The Rule Of

An often quoted Rule of Two states See an ad once, it's a test see it twice, it's a success. Do not take this at face value in trying to evaluate where, what, how often, and, most important, why others advertise Rather, see the Rule of Three, which follows shortly. Before using the Rule of Two or any other rule like it to evaluate a competitor's advertising schedule, consider the following three points 1. Response request. Is there any response requested in the ad If the reader is not urged, or...

Warning For Doityourselfers

Video editing requires the standard SMPTE frame-by-frame time code, produced automatically while shooting. Most consumer-grade cameras, however, do not have a time code that is readable for editing When planning in-house shooting, check with your production company on the compatibility of their editing equipment with your camera. It's much cheaper to rent the right camera than to retime all your shooting Use a tripod Leave handheld video to the pros. Shoot three times as much as you think...