Best Sales Strategy for a Special Section – The Daily Collegian – Penn State University When approaching the end of the 2013 fall semester we were looking to increase the advertising frequency of our clients using our two publications, the Holiday Gift Guide and the Finals Issue. The deadlines and run dates of the promotions were very close together so we decided to create a promotion that would encourage advertisers to run in both. The strategic sales promotion that we devised was as follows: Every client that ran an ad in the Holiday Gift Guide would receive free full process color and that same ad in the Finals Issue at 20 percent off. This definitely encouraged clients to run in both of these high-exposure editions and provided a benefit for choosing both, not just one or the other. Internally, we included an incentive for account executives that for every client they got in either issue they received two incentive ticket entries into our Powerball Sales Incentive Program. We saw success with this promotion as our inches and revenue saw a net increase of 97 inches! The following is an advertising inches comparison between 2012 and 2013 for both publications. It shows the increase we saw overall in inches, and therefore revenue. Holiday Gift Guide - Tuesday, Nov. 27, 2012 - 242" Holiday Gift Guide - Tuesday, Dec. 3, 2013 - 220" Finals Magazine - Monday, Dec. 17, 2012 - 145" Finals Week Edition of The Daily Collegian - Monday, Dec. 16, 2013 - 264"
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*Finals Issue of Collegian Mag is now the Finals Week Issue of The Daily Collegian. Broadsheet format allows you to advertise any size.
65.2531
| 814.8 123 S. Burrowes St.
Advertise in the Daily Collegian’s
HOL DAY G FT GU DE
Get students to buy the most memorable gifts this holiday season! Students willto be looking to spread thememorable holiday cheer Get students buy the most gift this holiday season? by doing all their shopping for the holiday season.
Gifts for friends and loved ones, party goods, even hair and manicure services for formals will be in high demand!
Advertisments may be 2, 4, or 6 columns wide Speak to your account executive or call (814) 865-2531 for more information!
Run an ad in this guide and receive 20% off an ad in our Finals issue
Ad deadline: 4 p.m. Tuesday, November 19 Published: Tuesday, December 3
Free Full Process Color! Reserve a spot today!