Milestones Magazine is the premiere Jewish special events publication, and milestonesmagazine.com is the top Bar/Bat Mitzvah and Jewish Wedding website in the world.
Milestone Media Group Presents... Milestone Media Group Presents... Call Today for Best Ad Placement! Call Today for Best Ad Placement! The Most Complete Party Planning and Resource Guide We Offer You a Complete Targeted Marketing Package Including... Targeted Publications in the Largest Markets Dynamic Vendor Expos in the Baltimore, Washington DC and South Florida Areas Online Shopping and Magazines www.MilestonesMagazine.com Direct Customer to Vendor Contact F F R R E E E E 25 Word Listing and a Link to your website when you buy a 1/4 Page Ad or larger! Baltimore Chicago Metro New York South Florida Washington DC and more coming soon! The Party Guide that EVERYONE is Talking About!
Transcript
Milestone Media Group Presents...Milestone Media Group Presents...
Call Today for Best Ad Placement!Call Today for Best Ad Placement!
The Most CompleteParty Planning and Resource Guide
We Offer You a CompleteTargeted Marketing Package Including...
Targeted Publicationsin the Largest Markets
Dynamic Vendor Exposin the Baltimore, Washington DC and South Florida Areas
Online Shopping and Magazineswww.MilestonesMagazine.com
Direct Customer to Vendor Contact
FFFFRRRREEEEEEEE25 Word Listing
and a Link to
your websitewhen you buy a
1/4 Page Ad or larger!Baltimore
ChicagoMetro New York
South FloridaWashington DC
and more coming soon!
The Party Guide thatEVERYONE
is Talking About!
Keep your business in the public eye with Milestones Party & Event Planning Guide!Milestones Party & Event Planning Guide is a publication of Milestone Media Group, Inc. • 5360-E Enterprise Street • Eldersburg, MD 21784
Keep your business in the public eye with Milestones Party & Event Planning Guide!
• Convenient family friendly formatdesigned for continual use, assuringMaximum Exposure for your ad.
• Distributed FREE throughSynagogues, JCCs, libraries, bridalshops and other convenient locations, guaranteed to reach 1000’s of Jewishfamilies.
• Content-rich copy, providinginvaluable party and event planninginformation, guaranteed to keep yourad at the fingertips of prospectiveclients.
• Published by Milestones Media Group,a Jewish-owned and operatedbusiness, with first-hand knowledgeof Bar/ Bat Mitzvah and weddingplanning.
• Affordable and cost-effective marketing. Advertising dollars arespent reaching the decision makers,so every ad exposure counts.
• Wide-spread support throughout theJewish community, includingSynagogues and other Jewish organizations.
Get to Know OurPublication!
Weekly PublicationsLook closely at their demographics. Their readers are typically over 55 and well established, butthey are not typically parents planning a party or event. The Bar/ Bat Mitzvah and wedding planning supplements go to subscribers only.MagazinesYou may not be reaching families who are shopping for your goods or services. These publicationslend themselves to such a broad spectrum of readers, that your ad receives only casual interest. Asmore magazines are circulated each year, readership has become more fragmented, creating theneed to place more ads to reach customers. In Milestones Party & Event Planning Guide, youraudience is expecting your ad.NewspapersLike magazines, newspapers target a broad range of readers, but with a greater variety of interests. Because they are published daily, only vendors selling goods and services with thewidest appeal (like food and automobiles) get the best value. Any ad is good for only one exposure, so reruns must be daily or weekly at considerable cost.Direct MailIf you add up the mailing list cost, printing and processing expenses, and postage, the expense ofdirect mail often far outweighs it’s effectiveness. Most consumers have little time to weed throughand digest the large volume of “junk mail” they receive. How do you know the names on the listare current and represent your real target market?Radio & TelevisionBroadcast media may have an immediate impact, but requires many exposures for memory retention. Customers may or may not write down your information. Costs, including production,may be out of reach for many advertisersYellow PagesWhen you know what you want, the Yellow Pages are a great way to find something, but no onecarries the Yellow Pages around with them like they do the Milestones Party & Event PlanningGuide. With so many different Yellow Pages (competing companies, multiple regions, many internet Yellow Pages), you never know if potential customers are even using the telephone directory you advertise in!Other Specialty PublicationsDo your homework. You should find out where and how these publications are distributed. A slickad that isn’t read by your target audience will not be effective. With their rich Jewish content,Milestones Party & Event Planning Guides are welcomed into Synagogues and Jewish CommunityCenters in all of our publication areas, unlike any competitor!!Online AdvertisingThese days, everyone is online. There are many sites to possibly reach your target audience, butwww.MilestonesMagazine.com (formerly www.bnaimitzvahguide.com) is the top jewish websitein the world. Visitors to our website are shopping for exactly what you offer. Every print ad in ourmagazine includes a FREE listing and hot link to your website in our popular regional shoppingguide. The entire magazine is also available online in an elegant flip-book presentation, and yourad image is linked directly to your website when you click on it. The online magazine is evenoptimized for moble devices such as the iPhone and iPad.
About Our PublicationAbout Our Publication
Compare our Publication with other Media:Reach Your Target AudienceGet to Know Our
Cover Photos Courtesy of Debra Liberman Photography
Your message is effectively delivered at the right time to theright people at the right price!
Advertise in Milestones Party & Event Planning Guide.
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• Parents tell us it’s the single most useful tool in planning a party orevent, and they refer to it over andover again. It works for you 7 days aweek.
• The cost for a one-week run of thesame ad in another media is likelymore than for an entire issue ofMilestones Party & Event PlanningGuide.
• It includes a free listing and (for mostsize ads) a free description of yourbusiness, as well as exposure in ouronline magazine edition.
• No other media comes close to thevalue of a Milestones Party & EventPlanning Guide ad. Our resource guideformat encourages continued adexposure.
• An ad in Milestones Party & EventPlanning Guide reaches the exactaudience you want.
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Maximum Value ForYour Dollar!
Maximum Value ForYour Dollar!
Maximum Value for your Dollar!Maximum Value for your Dollar!Local 410-549-5490 • Toll Free 1-877-856-5490 • Fax 410-549-6467 • [email protected] • www.milestonesmagazine.com
Our Unique Distribution System:
Reach Your Target Audience
Our unique distribution system delivers your message DIRECTLY to families that are in themarket for your goods and services. Your advertising dollars are spent reaching the decisionmakers, not the general public, giving our customers the best value for their budgets.
Directly to Customers:Distributed to parents at MilestonesParty Planning Expos and other bridalshows and event planning expos. Also,customers directly shop online and viewour online magazines.
In The Synagogues:Milestones Party & Event Planning Guides are distributed directly to most area synagogues, through religious schools or directly to parents.
In The Community:Milestones Party & Event Planning Guides are distributed throughout the community at strategic locations, which are listed on our website... www.milestonesmagazine.com
In the Marketplace:Through advertisers’ storefronts and directly tocustomers
...with Milestone Media Group...with Milestone Media Group
About Our PublicationAbout Our Publication
Baltimore MetroArea• 49 Synagogues• Jewish population nearly
100,000• Over $24 million spent on
approx.1200 Bar/BatMitzvah and 600 Jewishweddings each year
Chicago Area• 150 Synagogues• Jewish population over
250,000• Over $60 million spent on
approx. 2000 Bar/BatMitzvah and 1000 Jewishwedding each year
New York MetroArea• 400 Synagogues• Jewish population over
550,000• Over $140 millionspent on
approx. 6000 Bar/BatMitzvah and 3000 Jewishweddings a year
South Florida MetroArea• 185 Synagogues• Jewish population over
500,000• Over $66 million spent on
approx. 3000 Bar/BatMitzvah and 1500
Washington DCMetro Area• 72 Synagogues• Jewish population over
115,000• Over $30 million spent on
approx. 1300 Bar/BatMitzvah and 650 Jewishweddings each year
Our popular site has many features with moreadded all the time! It is supported by the widest circulated partyplanning publication and a helpful web team. When you purchase a 1/4 pg ad or larger, yourcompany will be given both a listing on ourwebsite and a direct link to your website or e-mail account. Your ad also appears in an elegant flip-book presentation, and your adimage is linked directly to your website when
you click on it. The online magazine is evenoptimized for moble devices such as theiPhone and iPad.Customers will be able to contact you directlyto purchase your services for theircelebration. Our website offers a complete ShoppingResource Directory for easy consumer access.Guests can browse our vendors by area andtype of services.
Milestone Media Group also offers website exposureto compliment your ad and fit your budget
To Place an Ad in one of our Upcoming Guides orReserve a Space in one of our Expos, Call Today!
We also offer...We also offer...
410-549-54901-877-856-5490
Our friendly sales staff and designers will work with you to ensure that yourcompany is represented with a Great Ad at an Unbeatable Price!
Milestones Party & Event Planning Guide is a publication of Milestone Media Group, Inc. • 5360-E Enterprise Street • Eldersburg, MD 21784
Visit us online…
www.MilestonesMagazine.com
Thank you for choosing Milestones Party & Event Planning Guide!Thank you for choosing Milestones Party & Event Planning Guide!
If you want to reach thousands andthousands of shoppers and increase your
Bar/Bat Mitzvah business, participate in ourannual Expos. Our Expos are an excitingway to directly communicate with your customers and get instantaneous feedback.
These popular events are held twice a yearin the Baltimore, MD, Washington D.C. andFlorida areas. From caterers to entertainers,our expos are always credited as the bestavailable! Call today to reserve your space atour next Expo!
In Baltimore, Washington DC, and Florida Areas
Other Web Services Available:• Ads on Our Local Resource Pages• Local Shopping Directory Listing• Website Image Builder Packages• Global Product Packages
PAYMENT OPTIONS(Terms: Net amt. due by deadline) Financecharges will be added to all past due balances.18% Annual Rate. Make Checks Payable To:
Milestone Media Group, Inc.1341 W. Liberty Rd.Sykesville, MD 21784
PLEASE SELECT PRIMARY& SECONDARY LISTINGS(Display ads will be placed in the primary section. Second listing may be placed at our discretion).
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SUBMITTAL OPTIONS -SELECT ONE:
q Please have Milestone Media Group, Inc. design my ad (additional fees apply). One-time fee applies*
q Electronic File Submittal(on disk or e-mail, see mechanical specifications) submit to [email protected]
q Enclosed Is My Hard Copy Ad Layout (Additional fees apply)PLEASE NOTE:Sometimes quality/sharpness of ad could be compromised if not submitted electronically.*
q USE MY EXISTING AD(S) ON FILE
q as last printed
q with modification(s) (please note)
q USE MY LISTING MESSAGE ON FILE
q NEW LISTING MESSAGE ATTACHED
Signature ___________________________________ Title_________________________________________ Date _______________The above signature indicates agreement with all terms and conditions on rate card (also on back of this form) that expires on June 15, 2015.
COVER OR SPECIAL PLACEMENT __________________________________________________ TOTAL $ ____________
Special Instructions:________________________________________________________________________________
MULTIPLE INSERTIONS (See Rate Card) Code _______________ (Without Discount Applied) TOTAL $ ____________2b
Formerly Bnai Mitzvah & Jewish Weddings
TERMS & CONDITIONS:
1. MILESTONE MEDIA GROUP, INC. does not endorse advertisers and does not guarantee the accuracy of any claims made by advertisers.
2. All orders are subject to publisher’s acceptance. The publisher reserves the right to reject or cancel any advertisement that does not conform to the edito-rial or graphic standards of the publication.
3. MILESTONE MEDIA GROUP, INC. endeavors to provide completely accurate information in all advertising. Proofs on advertisements created by the pub-lisher will be forwarded for approval. If changes or corrections are needed, they must be so noted on the proof and the proof returned to the publisherwithin one week of its receipt by the advertiser. Otherwise, no guarantee can be made of the changes requested.
4. The publisher shall not be liable for failure to publish or distribute all or any part of the guide because of labor dispute, accidents, fires, acts of G_d, or anyother circumstances beyond the publisher’s control. Further, in case of error or failure to print an advertisement, liability is limited to the cost of the adver-tisement.
5. By signing the Ad Placement Agreement, advertiser understands that payment is due by the first due date, that all discounts are contingent upon promptpayment, and that if allowed to run, past due balances are subject to an 18% Annual Rate late payment penalty. CANCELLATION PRIOR TO PUBLICA-TION IS SUBJECT TO A 5% CANCELLATION FEE. This agreement is entered into and governed by the laws of the State of Maryland.
6. The advertiser shall indemnify and hold harmless Milestone Media Group, Inc., its agents and employees, from and against any and all actions, claims,liabilities, demands, costs and expenses, including costs and attorney fees, from the publication of advertising material, or the content of any text, illustra-tions or copyrights, furnished by the advertiser.
MECHANICAL SPECIFICATIONS
ELECTRONIC FORMATAll ads are accepted in electronic formats only. Camera-ready art is subject to ad production fees to prepare filesfor printing.
• Type of files accepted:
TIFF – Save all photos at 300 dpi and line art at 600 dpi minimum
EPS – Create Outlines for all text & strokes.
PDF – Use Acrobat 7.0 compatibility,no compression or downsampling.
NOTE: Customer is responsible forquality of all PDF files.
• Save all black and white files in GRAYSCALE, not in color.
• Newspaper and magazine art and photos are not acceptable for reproduction.
HARD COPIES & PICTURESWording and designed art in clean black and white imagesmay be submitted in the specified dimensions, but may besubjected to ad scan and size adjustment fees (see otherside).
PLEASE NOTE:QUALITY/SHARPNESS OF AD COULD BE COMPRO-MISED IF NOT SUBMITTED ELECTRONICALLY.
• Full color ads must be submitted as electronic images.
• Original emulsion-based photos reproduce better than printed copies. Please submit originals. They will be returned without harm after the publication is finished.
COVER & FULL PAGE ADS • Cover submittals are in full color. If electronic files are
submitted, scanned photos should be set at 600 dpi and dropped down to 400 dpi when saved. When photos submitted are hard copies, only original emulsion-based photos are acceptable. No pre-screened art or photos will be used.
BIZCARDS 3 1/2” W by 2” H
Scanned business cards must have sharp black line art.No photos will be accepted. Quality not guaranteed forscans of color art and cards printed on color stock. If youdo not have a business card with the desired informationon it, we can design a BIZCARD ad in our standard for-mat for no additional charge. Call for details.
**DIGEST AD SIZES: Cut size 5.375” x 8.375” (**All Markets Except Chicago)
2-Page Spread: 10 3/4” W by 8 3/8” Hand bleeds to 11” W by 8 5/8” H
Full Page (border) 4 5/8” W by 7 1/8” HFull Page w/bleed:
extend background bleed to 5 5/8” by 8 5/8”keep live image within: 4 5/8” by 7 5/8”
Half Page: 4 5/8” W by 3 1/2” HQuarter Page: 2 1/4” W by 3 1/2” H
**STANDARD AD SIZES: Cut size 8.25” x 10.75” (**Chicago Only)
2-Page Spread: 16 1/2” W by 10 3/4” Hand bleeds to 16 3/4” W by 11” H
Full Page (border) 7 1/4” W by 9 5/8” HFull Page w/bleed:extend background bleed to 8.5” by 11”keep live image within: 7 1/2” by 10”
Half Page: 7 1/4” W by 4 5/8” HQuarter Page: 3 1/2” W by 4 5/8” H
**Please Note: All Markets are DIGEST in Size EXCEPT Chicago (See Above).
COLOROne-color ads will be run with “house colors.” Close PMS(Pantone Matching System) approximations are availableat extra charge. All house colors are built in process color.Four-color ads must be saved in CMYK and a color proofmust be submitted.
PLACEMENTPlacement is limited to section of choice, except Bizcards.Requests for placement preferences will be considered ona first-come, first-served basis, subject to the discretion ofpublisher.
SUBMISSIONPlease submit ad files via email when possible to [email protected] or you can alsoupload to our FTP site for details please call 877-856-5490.If you need to mail your materials please send them to:
Milestone Media GroupAttn: Production Department1341 W. Liberty Rd. Sykesville, MD 21784
Formerly Bnai Mitzvah & Jewish Weddings
Web Image BuilderAADD PPLLAACCEEMMEENNTT AAGGRREEEEMMEENNTT
WWEEBBSSIITTEE IIMMAAGGEE BBUUIILLDDEERR PPaacckkaaggeess Pick your Package Option:
� One Market Package --------- $400/12 Mos.• Save $329!• 160 x 173 web button on Resource Page in one market• Complete listing in up to two categories in up to 3 markets.• Link to your web site • Picture or ad image with listing• One year subscription • Customer must supply all artwork
� Multi-Market Package -------- $550/12 Mos.• Our Best Value! Perfect for Nationwide marketing• 160 x 173 web ad on Resource Page in three markets• Complete listing in up to two categories in every market• Link to your web site • Picture or ad image with listing• One year subscription • Customer must supply all artwork
For OfficeUse
� Atlanta� Baltimore� Boston� Chicago� Cleveland� Denver� Detroit� Houston� Las Vegas� Los Angeles� Milwaukee� Montreal� Minneapolis/
St Paul
� NY/NJ/CT� Philadelphia� Pheonix� Pittsburgh� Saint Louis� San Diego� San Francisco� Seattle� South Florida� Tampa� Toronto� Washington, DC� ALL MARKETS
Select Your Target Market(s)If you have selected an ad and a listing, circle the ad location:
Regional Products Regional Package Plans
Global ProductDisplays on Every Page (Except Resource Pages)
AADDSS OONN OOUURR LLOOCCAALL RREESSOOUURRCCEE PPAAGGEESS Appears on resource page for ONE market (please select below):
� Horizontal Banner - 540 x 60 ----------------------- $189/12 Mos� Stationary Button - 160 x 173 --------------------- $129/12 Mos.Banners and buttons may be static or animated.
� Horizontal Banner - 350 x 40 $360 $600All banners rotate at top of all pages (except Local Resource Pages).
� Stationary Button - 160 x 100 $240 $420Button appears on EVERY page (except Local Resource pages).
� Gifts/Jewelry/Judaica
� Banquet Facilities/Hotels
� Cakes & Pastries
� Invitations & Calligraphy
� Novelties & Favors
� Photography/Videography
� Music & Entertainment
� Clothing
� Rental Supplies
� Beauty
� Honeymoon/Travel
� Caterers/Catering
� Party/Event Planning Svcs
� Florists
� Decorations & Theme Decor
� Transportation
� Other _______________
Select Your Listing Category: Select the category(s) that you would like your listing to apppear in. (Select up to two)
(Page 1 of 2)
Global Package Plan� Global Package --------- $700/12 Mos.
• Our best value! Perfect for Nationwide Marketing• Stationary Button 160 x 100 on every page (except resources page)
• Shopping listing in up to two categories in every mrket• Link to your website • Picture or Ad image with listing• One year subscription • Customer must supply all artwork
Formerly Bnai Mitzvah & Jewish Weddings
TTEERRMMSS && CCOONNDDIITTIIOONNSS::1. MILESTONE MEDIA GROUP, INC. does not endorse advertisers and does not guarantee the accuracy of any claims made by advertisers.
2. All orders are subject to publisher’s acceptance. The publisher reserves the right to reject or cancel any advertisement that does not conform to the editorial or graphic standards of the publication.
3. MILESTONE MEDIA GROUP, INC. endeavors to provide completely accurate information in all advertising. Proofs on advertisements created by the publisher will be forwarded for approval. If changes or corrections are needed, they must be so
noted on the proof and the proof returned to the publisher within one week of its receipt by the advertiser. Otherwise, no guarantee can be made of the changes requested.
4. The publisher shall not be liable for failure to publish or distribute all or any part of the guide because of labor dispute, accidents, fires, acts of G_d, or any other circumstances beyond the publisher’s control. Further, in case of error or failure
to print an advertisement, liability is limited to the cost of the advertisement.
5. By signing the Ad Placement Agreement, advertiser understands that payment is due by the first due date, that all discounts are contingent upon prompt payment, and that if allowed to run, past due balances are subject to an 18% Annual
Rate late payment penalty. CANCELLATION PRIOR TO PUBLICATION IS SUBJECT TO A 5% CANCELLATION FEE. This agreement is entered into and governed by the laws of the State of Maryland.
6. The advertiser shall indemnify and hold harmless Milestone Media Group, Inc., its agents and employees, from and against any and all actions, claims, liabilities, demands, costs and expenses, including costs and attorney fees, from the publi-
cation of advertising material, or the content of any text, illustrations or copyrights, furnished by the advertiser.
SSUUBBMMIITTTTAALL OOPPTTIIOONNSS::Select how your banner or button is being submitted:
� My banner or button is being submitted electronically, on disk or via email (send to [email protected])
� Help design my button or banner(ADITIONAL FEES APPLY – please attach desired wording and artwork)
MMiilleessttoonnee MMeeddiiaa GGrroouupp,, IInncc..1341 W. Liberty Rd.Sykesville, MD 21784
Web Image BuilderAADD PPLLAACCEEMMEENNTT AAGGRREEEEMMEENNTT
Prices valid through December, 2014Formerly Bnai Mitzvah & Jewish Weddings
Advertising Goals
Target Your
Market
ConsistentMessage
IF YOU HAVE DIFFERENT MARKETS or SEGMENTS...a. you need separate ads, perhaps linked by a consistent slogan
or common design elements;b. Keep your message consistent from ad to ad, even if you are experimenting
with a new design;c. Customers like and want consistency and have faith in, and want to do
business with, successful businesses.
This information has been preparedspecifically to help you receive thegreatest impact for your printadvertising dollars. Businesses usuallyadvertise for two reasons: (1) to make customers and the public
more aware of their business, and (2) to increase sales. With this inmind, we offer the following guide toassist you in designing and purchasingthe most effective and attention-getting print ads.
Keep in mind the following goals when designing any ad or campaign:A SUCCESSFUL AD:
a. Conveys a promotional message to attract target consumers;b. Establishes brand recognition in your field or industry;c. Allows direct feedback, when combined with sales or coupons;d. Distinguishes you from the competition, establishing a competitive edge.
REASONS THEY BUY:a. Consumers have faith in, and want to do business with, successful businesses.b. Correctly or incorrectly, consumers judge success by the amount and size of
advertising and promotion they see or hear.
IT’S SIMPLE:a. To make the biggest possible impact...
choose ONE MESSAGE and aim it at a specific target market. b. Customers look for consistency and assume that a sudden change
in advertising frequency is a sign of trouble for the business.DON’T ADVERTISE ALL OF YOUR BENEFITS AND SERVICES:
a. This is an especially common mistake among small businesses; b. Try not to pack an ad space to list everything the business has to offer
every potential customer. c. Instead, LIMIT YOUR MESSAGE AND AIM IT AT A NARROW
AUDIENCE. THIS HAS THE BIGGEST IMPACT!
HOWTOADVERTISE
KEEP YOUR MESSAGE FOCUSEDHow do you want to be viewed by your most potential customer?
YOUR MESSAGE ...should be the single most important difference that separates you from your competitors.
Milestone Media Group, Inc. presents
(Continued on next page)
VISIBILITY IS CLOSELY RELATED TO HAVING A CONSISTENT MESSAGE:a. Have a consistent run of advertising exposure;b. Nothing counteracts the positive effects of good advertising copy and design
better than inconsistent placement of advertising; c. A well-designed advertising campaign allows for strategic placement of ads to
MAXIMIZE VISIBILITY;d. Try to run similar size ads on a regular basis;e. Keep the frequency of ad runs constant in daily and weekly publications;f. Try not to miss issues when you advertise in magazines published monthly or
greater (unless your business is seasonal). REASONS THEY BUY:
a. Numerous studies published in Harvard Business Review from 1927 to the present show that companies that did not cut advertising during slow business periods cleaned up on those that did cut back;
b. If competitors cut their advertising budget and you don’t, you’ll gain a definite competitive edge by remaining more visible in the market.
a. Branding is establishing your product or service as unique and important within a particular field or industry, using a recognizable name, logo, or slogan;
b. In order to build a brand name you must:• Saturate a customer segment or geographic niche;• be bold;• be likeable;• be brief.
ConsistentMessage
(CONT.)
StayVisible
Branding
Effective Ad
Design
CUTTING ADVERTISING in anticipation of slow sales ia a self-fulfilling prophesy
WHEN BUSINESS IS GOOD, advertising can make it better, opens new markets and retain the loyalty of existing customers.WHEN BUSINESS IS BAD, advertising helps weather the bad times.
THINK LIKE YOUR CUSTOMERS...What do they need to know about you?a. FOCUS ON ONE OR TWO STRONG POINTS;b. Don’t overwhelm the ad with information;c. WHITE SPACE IS YOUR FRIEND-Open space makes an ad easier on the eyes.
TRY SOMETHING DIFFERENT...Differentiate your ad by observing the competition and making your ad different;
• Bigger ad;• Black/white reversed;• Full or spot color.
DO NOT OVERUSE GRAPHICS:a. One or two attention-getting graphics, including your logo, is all you need;b. BUT, make sure your graphics are clear and sharp at any size; c. Consult a designer if you have any questions.
DON’T CHANGE ADVERTISING just because you’re bored with it.a. Research shows that consumers have a high tolerance for repeat ads, and they
equate this consistency with stability, a desirable attribute with a vendor;b. It also cuts down on design fees, allowing you to stretch your budget.
(Continued on next page)
Effective Copy
TipsFor
Best Results
EFFECTIVE COPY...a. Is the heart of any good ad;
b. Ad copy may include the following elements:
o HEADLINE
HEADLINES SHOULD BE BIG,BOLD, & ATTENTION GRABBING
This is the wording that gets your attention and conveys a message.
What ad headlines catch your attention? Why?
o SUBHEADThis is often an explanation of or addition to the headline. Make this a plainand clear message, it may be the last words a casual reader will see;
o BODY COPYThis is where the text of the ad is placed. It may include a special benefit oroffer-what makes you unique. Even if you have room, don’t write too much.You will lose your reader’s attention and make the ad appear too cluttered;
o CAPTIONS or CALLOUT’SCaptions beneath or explanations of pictures or graphics;
o TAG LINE: SLOGAN OR WRITTEN LOGOThis is a slogan or written logo. It can help with branding, or distinguishing you from the competition, but make a tag line memorable or leave it out.
REMEMBER: Grab Attention, Be Relevant, Be Memorable.
THINK LIKE YOUR BEST CUSTOMERS to design headlines that will capture their attention and make them read your ad.
STAND OUT AMONG THE COMPETITION:a. Stress the benefits, not features, of your business.
In most business ads, customers know or don’t care about what features you offer. Instead, highlight the benefits of your goods or services, even if you only focus on one or two features of the many you offer;
b. Don’t pat yourself on the back. Talk about “Quality” or “Service” is generally overdone, and consumers are therefore wary of such general claims. Instead, show quality in your ad by a photo or descriptive copy;
c. Use the right language. Copy should be active, lively, and it should involve the audience;
d. Avoid the wrong language. Negativism, humor, profanity, and sex are best left out of ad copy, at the risk of a backlash that is the reverse of the intended effect.
WRITE AN AD THAT’S INSTANTLY RECOGNIZABLE AS YOURS
Budget
Media
The Web
Cost
In short, web ads work for many businesses, particularly ones targeting specialitymarket segments. Unless you are selling products that have the widest customer base(travel, cell phones, etc.), look for sites that will attract your customers regularly.
TOTAL BUDGET:
a. Budgeting formulas vary widely from industry to industry. One general formula, used since the 1970’s, places the typical advertising budget at 4% to 10% of the annual gross income. Another ratio used is spend between 20% and30% of last year’s net income (before advertising expenses), depending on yourbusiness plans, the economy, your intended rate of growth, and your specificindustry.
MEDIA MIX:
a. This is the percentage of the total budget spent on different types of media,including newspapers, magazines, web ads, radio, television, sponsorship,premiums (giveaways). This will depend upon the type of business, theparticular markets and segments you want to reach, the size of budget, andother factors. Radio and television reach many people quickly, desirable whenyour segment is a large portion of the general population, or when speed andmarket saturation of an important message is critical. Broadcast media isrelatively expensive, and it’s messages tend to have a short-term, but strong,impact on customers (easily forgotten), so repeat runs of advertising arenecessary to maintain momentum. Broadcast media purchasing is often best leftfor professionals who will work with you to minimize cost and assurebeneficial placement.
b. Print advertising is usually less expensive than broadcast media, has longerlasting effects through repeat exposures of the same ad, but is not quick.Newspapers are the speediest print media, often have wide distribution, therebyaccounting for most of the “Sale” ads. Magazines, coupons, flyers, and similarprint media are slower, typically have smaller circulation, but are often idealwhen targeting special market segments such as geographic, hobbies, specialinterests, religious, etc. Placement would likely be based on your desire to gainaccess to those particular market segments.
B’nai Mitzvah! guides are published in Baltimore, Washington DC, Philadelphia, Long Island and SouthFlorida. Proms Plus! is published in Baltimore & Washington DC. Call us at 877-856-5490. Web/E-mail:www.bnaimitzvahguide.com / [email protected] / www.promsplus.com / [email protected]
WORLD WIDE WEB, OR INTERNET ADVERTISING IS NEW,but much has already been written about its effectiveness.
PRODUCTION COSTS:Many businesses with moderateadvertising budgets use a ratio of 80/20 or85/15 purchase cost to production costs.That is, out of a total advertising budget,80-85% is spent on direct purchase ofmedia, including agency fees, and 15-20%is spent for production costs, such asdesign fees, professional fees,spokesperson/endorsement fees, etc.Beware of the urge to use your entirebudget to purchase media, because
without properly designed and placed ads,your media purchase may not reach orattract customers, thereby wasting the costof the media purchase. If you absolutelydon’t have the budget, try rerunning adsseveral times or getting the publisher’s in-house designers to meet your needs. Don’texpect too much for free, however, and tryto get all files electronically on disk.Publishers will often send ad files directlyto other publishers as a courtesy ifrequested.
