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1. |
Determine the purpose
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The most important thing to
consider before creating an
advertisement is to clearly
define its purpose. What
sort of product and why that
product? How does the sale
of that product benefit your
overall marketing strategy?
Was it bulk purchased
specifically? Does it need
to be cleared? Will the
market be receptive to that
product at this point in
time?
You must also do more than
simply 'advertise' your
product, you must give
people a reason to buy. If
you're advertising the same
product for the same price
as ten other companies, why
would anyone ever buy from
you? You must think of why
people should buy your
product - what is important
to them? What does your
product offer that the
competition doesn't? What
type of person buys your
product and what appeals to
them?
You must convey these
reasons through your
advertisement and embody
them in a 'call to action' -
a single, motivating reason
to buy right now. This may
be in the form of a special
offer or a discount and must
be for a limited time only,
to ensure the prospect acts
now. |
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2. |
Establish a concept |
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Now that you have determined
why you're running an
advertisement and you know
what you hope to achieve
from it, it is time to
conceptualize a means of
conveying it - a unique,
attention-grabbing 'theme'
that will satisfy the
advertisement's purpose.
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3. |
Write the copy
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With a clear concept in
mind, the copy can now be
written. It will usually
entail the following:
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a. |
Heading |
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Should be brief and
hard-hitting,
immediately gaining
the reader's
attention. |
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b. |
Sub-heading |
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Elaborates on the
heading, offering a
compelling reason to
continue reading. |
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c. |
Body copy |
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Gets into the
details of what's so
great about the
product and why you
should buy it.
Special offer - A
single, enticing
reason to buy your
product now.
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d. |
Back Cover |
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Gives them every
possible method of
contacting you. |
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4. |
Authorisation to commence
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Upon giving consideration to
your individual
requirements, we will
respond with an estimate
based on the information
gathered previously. We
require you to sign the
'commencement agreement' and
fax it back to us.
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5. |
Supply the content |
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You must now forward us all
supporting photographs,
images, text, logos etc. All
content must be in a readily
usable format so as not to
incur extra cost. *Scanning
of images may incur an extra
cost. Copy - Microsoft Word
document Images -
Hi-resolution JPEG Logos -
Illustrator EPS |
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6. |
Artwork Development |
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It is finally time for us to
'build' the advertisement
and develop the artwork. The
object of this process is
not to overpower the
advertisement with garish
artwork, but to use clever
design to convey your
marketing message to its
fullest. You will receive a
proof by email and will have
the opportunity to make
several refinements from
there. |
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7. |
Final proof |
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After some refinement, you
will be presented with a
final proof that you must
sign-off as your final
approval. |
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8. |
Send to print |
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As we deal with many major
magazines regularly, we have
most specifications on hand
and are able to send the
advertisement to them by
email or post, accompanied
by a hard copy for their
proofing. |
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