By Abbey Klaassen (Editor)
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Additional resources for Advertising Age - 09 May 2011
The dollar value for achieving the goal. The time allowed for achieving the goal. 16 Newspaper and Magazine Advertising Advertising Planning & Record of Results (To be kept with copy of ad) Subject or Headline: July 4 Picnic Special. 2% WEATHER: Perfect for picnicking. About 85° SPECIAL NOTE: Lots of positive customer comments! “Best sale of year,” etc. 1 Spending on advertising. A typical record combines the advertising goals, the media used, the various costs (including co-op contributions explained on pages 38–40), and the results.
Score 0 to 10 for across-the-disciplines consistency, and 0 to 5 for across-the-years consistency. 7. Distribution The Consumer Products Problem In the conventional view, the single greatest problem for most consumer products brand holders is to get, hold, or expand retail shelf/floor space. So the conventional (that is, easiest) solution is to “buy” the distribution. Buying Distribution Pay the slotting fees, display allowances, baksheesh, and listing fees to get the shelf space, then discount like crazy to keep your facings.
My best headlines have generally grown out of a seed planted in the body, which I suddenly realize would make the perfect head. Of course, once the headline is in place, the entire ad may have to be fine-tuned to fit it, but that won’t matter, as long as you work within the ARM framework, which I will tell you about next. Where You Should Start Where you start really makes no difference. Many writers begin with the headline or body copy instead of the offer and work from there. But no matter where you start, the headline is of such crucial importance that we’ll treat it in detail first.
Advertising Age - 09 May 2011 by Abbey Klaassen (Editor)