CNBAM
Products and Proposals Newspaper Products
ROP ads The newspaper’s most obvious product is its daily ROP(Run of Press)/ Display advertising. ROP/Display ads offer the credibility of being mixed with news and the abilty to be flexible in size to create consistency and distinction. Classified Ads Ads within the classified section are bought not only by clients but also by students and faculty. These ads appear under various headings, such as help wanted, business, personal, announcements, etc. Classified ads are often called liner ads and offer more flexible deadlines than ROP. Classified ads are purchased by the word, so in many situations it is less expensive for the advertiser to run a display ad on the classified page than run a 50 word liner or classified ad. Special Sections Throughout the semester, many newspapers publish special sections highlighting different events on campus. Each section is different and offers different benefits. Some of those benefits include a higher shelf-life and targeted audiences. Samples of Special Sections: Fall Welcome Back Football Career Center Homecoming Basketball Holiday Gift Guide Spring Welcome Back Career Center Softball/Baseball Restaurant Guide Spring Break Graduation Summer New Student Edition
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CNBAM
Products and Proposals Inserts The newspaper offers accounts free-standing inserts (FSI’s). Inserts are a great way to increase revenue without a lot of effort. The account handles the printing and shipping of the inserts. The sales rep completes an insertion order and informs the printer of the run date through the appropriate person. Inserts have high visibility and offer outstanding color reproduction. Rates are priced per thousand inserts and by the number of pages in the insert. Online Advertising Newspapers offer advertising on their online news products. These ads are offered as buttons, banners, sponsorships, and text links. Ads may be sold by the impression or clicks, or for a specified period of time.
Quoting “per column inch” prices Here’s how to quote prices: A local advertiser wants to run a 3 column x 5 inches advertisement for one day. 3 columns x 5 inches=15 column inches The column inch rate is $10.00 15 column inches x $10.00 = $150.00 Things to remember If the ad is running more than one day, the advertiser may qualify for a discounted rate. Quote the correct rate -- local, on-campus, national, etc. Make sure the client understands column widths - 3 columns is not 3 inches. Include all run dates in your total. Check your math - twice! Measure the ad to verify size.
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CNBAM
Products and Proposals Creating Winning Proposals Budget and Overview How much will your recommendations cost? What is the customer’s budget? What are the customer’s needs? Does your proposal reflect a clear understanding of budget and needs? Objective What is the goal of the proposal related to the customer’s needs? Strategy What will the proposal do to meet the objective? Tactics How will the proposal meet the objective? (Specific Actions) Schedule What is the timeline for implementing your recommendations? Results How will your recommendations benefit the customer? Rationale What are your closing arguments (logical and emotional)? Summarize the benefits (not features) of the proposal. John Fellos, http://www.sellingpower.com
Give your numbers IMPACT Design easy-to-read charts, graphs or diagrams that show your prospects the story that the numbers tell. Keep figures to a minimum and use them to illustrate a point. Kevin Carroll, Selling Power, July/August 1997
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