Milestones magazines media kit 13a by Jay Freedman

Milestone Media Group Presents...

The Most Complete Party Planning and Resource Guide

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when you larger! Ad or 1/4 Page

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

The Party Guide that EVERYONE is Talking About!

Call Today for Best Ad Placement!

Baltimore Chicago Metro New York South Florida Washington DC and more coming soon!

About Our Publication

Get to Know Our Publication!

Reach Your Target Audience Compare our Publication with other Media: Weekly Publications

• Convenient family friendly format designed for continual use, assuring Maximum Exposure for your ad. • Distributed FREE through Synagogues, JCCs, libraries, bridal shops and other convenient locations, guaranteed to reach 1000’s of Jewish families. • Content-rich copy, providing invaluable party and event planning information, guaranteed to keep your ad at the fingertips of prospective clients. • Published by Milestones Media Group, a Jewish-owned and operated business, with first-hand knowledge of Bar/ Bat Mitzvah and wedding planning. • Affordable and cost-effective marketing. Advertising dollars are spent reaching the decision makers, so every ad exposure counts. • Wide-spread support throughout the Jewish community, including Synagogues and other Jewish organizations.

Call Today! 410-549-5490 1-877-856-5490 or Apply Online @ www.MilestonesMagazine.com Under Advertise With Us

Look closely at their demographics. Their readers are typically over 55 and well established, but they are not typically parents planning a party or event. The Bar/ Bat Mitzvah and wedding planning supplements go to subscribers only. Magazines

You may not be reaching families who are shopping for your goods or services. These publications lend themselves to such a broad spectrum of readers, that your ad receives only casual interest. As more magazines are circulated each year, readership has become more fragmented, creating the need to place more ads to reach customers. In Milestones Party & Event Planning Guide, your audience is expecting your ad. Newspapers

Like 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 the widest 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 Mail

If you add up the mailing list cost, printing and processing expenses, and postage, the expense of direct mail often far outweighs it’s effectiveness. Most consumers have little time to weed through and digest the large volume of “junk mail” they receive. How do you know the names on the list are current and represent your real target market? Radio & Television

Broadcast 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 advertisers Yellow Pages

When you know what you want, the Yellow Pages are a great way to find something, but no one carries the Yellow Pages around with them like they do the Milestones Party & Event Planning Guide. 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 Publications

Do your homework. You should find out where and how these publications are distributed. A slick ad 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 Community Centers in all of our publication areas, unlike any competitor!! Online Advertising

These days, everyone is online. There are many sites to possibly reach your target audience, but www.MilestonesMagazine.com (formerly www.bnaimitzvahguide.com) is the top jewish website in the world. Visitors to our website are shopping for exactly what you offer. Every print ad in our magazine includes a FREE listing and hot link to your website in our popular regional shopping guide. The entire magazine is also available online in an elegant flip-book presentation, and your ad image is linked directly to your website when you click on it. The online magazine is even optimized for moble devices such as the iPhone and iPad.

Your message is effectively delivered at the right time to the right people at the right price! Advertise in Milestones Party & Event Planning Guide. Cover Photos Courtesy of Debra Liberman Photography

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

About Our Publication

Reach Your Target Audience

Maximum Value For Your Dollar!

Our Unique Distribution System: • Parents tell us it’s the single most useful tool in planning a party or event, and they refer to it over and over again. It works for you 7 days a week. In The Synagogues: Milestones Party & Event Planning Guides are distributed directly to most area • The cost for a one-week run of the synagogues, through religious schools or directly to parents. same ad in another media is likely more than for an entire issue of Milestones Party & Event Planning In The Community: Guide. Milestones Party & Event Planning Guides are distributed throughout the community at strategic locations, which are listed on our website... • It includes a free listing and (for most www.milestonesmagazine.com size ads) a free description of your business, as well as exposure in our online magazine edition. • No other media comes close to the In the Marketplace: Through advertisers’ storefronts and directly to value of a Milestones Party & Event customers Planning Guide ad. Our resource guide format encourages continued ad Directly to Customers: exposure. Distributed to parents at Milestones • An ad in Milestones Party & Event Party Planning Expos and other bridal shows and event planning expos. Also, Planning Guide reaches the exact customers directly shop online and view audience you want. our online magazines.

Our unique distribution system delivers your message DIRECTLY to families that are in the market for your goods and services. Your advertising dollars are spent reaching the decision makers, not the general public, giving our customers the best value for their budgets.

1 2 3

...with Milestone Media Group Keep These Demographics in Mind... Baltimore Metro Area • 49 Synagogues • Jewish population nearly 100,000 • Over $24 million spent on approx.1200 Bar/Bat Mitzvah and 600 Jewish weddings each year

Chicago Area • 150 Synagogues • Jewish population over 250,000 • Over $60 million spent on approx. 2000 Bar/Bat Mitzvah and 1000 Jewish wedding each year

New York Metro Area • 400 Synagogues • Jewish population over 550,000 • Over $140 millionspent on approx. 6000 Bar/Bat Mitzvah and 3000 Jewish weddings a year

South Florida Metro Area • 185 Synagogues • Jewish population over 500,000 • Over $66 million spent on approx. 3000 Bar/Bat Mitzvah and 1500

Washington DC Metro Area • 72 Synagogues • Jewish population over 115,000 • Over $30 million spent on approx. 1300 Bar/Bat Mitzvah and 650 Jewish weddings each year

Maximum Value for your Dollar! Local 410-549-5490 • Toll Free 1-877-856-5490 • Fax 410-549-6467 • info@milestonesmagazine.com • www.milestonesmagazine.com

We also offer...

In Baltimore, Washington DC, and Florida Areas If you want to reach thousands and thousands of shoppers and increase your Bar/Bat Mitzvah business, participate in our annual Expos. Our Expos are an exciting way to directly communicate with your customers and get instantaneous feedback.

These popular events are held twice a year in the Baltimore, MD, Washington D.C. and Florida areas. From caterers to entertainers, our expos are always credited as the best available! Call today to reserve your space at our next Expo!

Milestone Media Group also offers website exposure to compliment your ad and fit your budget Our popular site has many features with more added all the time! It is supported by the widest circulated party planning publication and a helpful web team. When you purchase a 1/4 pg ad or larger, your company will be given both a listing on our website and a direct link to your website or e-mail account. Your ad also appears in an elegant flip-book presentation, and your ad image is linked directly to your website when

you click on it. The online magazine is even optimized for moble devices such as the iPhone and iPad. Customers will be able to contact you directly to purchase your services for theircelebration. Our website offers a complete Shopping Resource Directory for easy consumer access. Guests can browse our vendors by area and type of services.

www.mwww.MilestonesMagazine.com i l est o ne sma g a zi n e. c o Visit us online…

To Place an Ad in one of our Upcoming Guides or Reserve a Space in one of our Expos, Call Today!

410-549-5490 1-877-856-5490

Our friendly sales staff and designers will work with you to ensure that your company is represented with a Great Ad at an Unbeatable Price!

Other Web Services Available: • Ads on Our Local Resource Pages • Local Shopping Directory Listing • Website Image Builder Packages • Global Product Packages Thank you for choosing 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

Formerly Bnai Mitzvah & Jewish Weddings

For Office Use

AD PLACEMENT AGREEMENT See Rate Card For Additional Information

BILLING INFORMATION

Expires June 15, 2015

LISTING (As you would like it to be printed)

COMPANY_________________________________________

COMPANY NAME _______________________________________________

AGENCY (if applicable)_______________________________

____________________________________________________________

CONTACT PERSON __________________________________________

____________________________________________________________

BILLING ADDRESS _________________________________________

BUSINESS ADDRESS (include city & state, street address optional) ________

________________________________________________________

_____________________________________________________________

PHONE ___________________________________________________

_____________________________________________________________ PHONE (local) __________________________________________________

FAX _____________________________________________________ E-MAIL __________________________________________________

PHONE (toll free)________________________________________________ WEBSITE ______________________________________________________

LISTING MESSAGE

(FREE with ad, limit: 25 words. Over 25 words may be edited) • LISTING MESSAGE MUST BE PROVIDED BY THE AD PLACEMENT DEADLINE)

____________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________ ____________________________________________________________________________________________________________________________

DEADLINE

EDITION - Check boxes

❑ Baltimore/Washington- SUMMER ‘14 ❑ Baltimore/Washington- WINTER ‘15

2b 2c

COVER or SPECIAL

INSERTION ORDER: Ad prices include FULL COLOR, a 6-month run, plus online listing. See over for ad specs.

MULTIPLE INSERTIONS (See Rate Card)

1/4 page

1/2 page

Full Page

Aug 1, 2014

390.00

672.00

950.00

Feb. 1, 2015

390.00

672.00

950.00

Code _______________

❑ ❑

(Without Discount Applied) TOTAL $ ____________

COVER OR SPECIAL PLACEMENT __________________________________________________ TOTAL $ ____________ Special Instructions:________________________________________________________________________________

______________________________________________________________________________________________________

(If Applicable)

PRIMARY

❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑ ❑

(Display ads will be placed in the primary section. Second listing may be placed at our discretion).

SECONDARY

PLEASE SELECT PRIMARY & SECONDARY LISTINGS

❑ Banquet Facilities/Hotels ❑ Cakes /Pastries ❑ Caterers/Catering ❑ Clothing ❑ Decorations/Theme Design ❑ Giftware/Judaica ❑ Honeymoon/Travel ❑ Invitations/Calligraphy ❑ Music/Entertainment ❑ Novelties/Favors ❑ Party/Event Planning ❑ Photography/Videography ■ ROP (Run of Publication) ❑ Rental Supplies/Linens ❑ Transportation

4 ❑ ❑

SUBMITTAL OPTIONS SELECT ONE:

Please have Milestone Media Group, Inc. design my ad (additional fees apply). One-time fee applies* Electronic File Submittal (on disk or e-mail, see mechanical specifications) submit to

❑

production@milestonesmagazine.com Enclosed Is My Hard Copy Ad Layout (Additional fees apply) PLEASE NOTE: Sometimes quality/sharpness of ad could be compromised if not submitted electronically.*

❑

USE MY EXISTING AD(S) ON FILE as last printed with modification(s) (please note)

❑ ❑

TOTAL COSTS Ad Costs (2a or 2b) Special Costs (2c) Less Discount Design Fee

$________________ $________________ $ - ______________ $________________

TOTAL DUE $________________

PAYMENT OPTIONS (Terms: Net amt. due by deadline) Finance charges 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 Office: 410-549-5490 • Fax: 410-549-6467 TOLL FREE: 1-877-856-5490

❑ VISA

❑ MC

❑ AM EX

Card # ________________________________________ USE MY LISTING MESSAGE ON FILE NEW LISTING MESSAGE ATTACHED Name on Card _________________ Exp. Date ________

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.

MECHANICAL SPECIFICATIONS ELECTRONIC FORMAT All ads are accepted in electronic formats only. Cameraready art is subject to ad production fees to prepare files for 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 for quality 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 & PICTURES Wording and designed art in clean black and white images may be submitted in the specified dimensions, but may be subjected to ad scan and size adjustment fees (see other side). PLEASE NOTE: QUALITY/SHARPNESS OF AD COULD BE COMPROMISED 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 pho tos submitted are hard copies, only original emulsionbased 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 for scans of color art and cards printed on color stock. If you do not have a business card with the desired information on it, we can design a BIZCARD ad in our standard format for no additional charge. Call for details.

Formerly Bnai Mitzvah & Jewish Weddings

**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” H and bleeds to 11” W by 8 5/8” H Full Page (border) 4 5/8” W by 7 1/8” H Full 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: Quarter Page:

4 5/8” W by 3 1/2” H 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” H and bleeds to 16 3/4” W by 11” H 7 1/4” W by 9 5/8” H Full Page (border) Full Page w/bleed: extend background bleed to 8.5” by 11” keep live image within: 7 1/2” by 10”

Half Page: Quarter Page:

7 1/4” W by 4 5/8” H 3 1/2” W by 4 5/8” H

**Please Note: All Markets are DIGEST in Size EXCEPT Chicago (See Above).

COLOR One-color ads will be run with “house colors.” Close PMS (Pantone Matching System) approximations are available at extra charge. All house colors are built in process color. Four-color ads must be saved in CMYK and a color proof must be submitted. PLACEMENT Placement is limited to section of choice, except Bizcards. Requests for placement preferences will be considered on a first-come, first-served basis, subject to the discretion of publisher. SUBMISSION Please submit ad files via email when possible to production@milestonesmagazine.com or you can also upload to our FTP site for details please call 877-856-5490. If you need to mail your materials please send them to: Milestone Media Group Attn: Production Department 1341 W. Liberty Rd. Sykesville, MD 21784

TERMS & CONDITIONS: 1.

MILESTONE MEDIA GROUP, INC. does not endorse advertisers and does not guarantee the accuracy of any claims made by advertisers.

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.

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.

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.

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.

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, illustrations or copyrights, furnished by the advertiser.

Web Image Builder

For Office Use

A D P L A C EM E N T A GR EE M EN T Prices valid through December, 2014

Formerly Bnai Mitzvah & Jewish Weddings

1 Regional Products

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ADS O N O UR LO CAL RESO URCE PAGE S

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.

L OC A L S H OP P IN G D IR E C T O R Y L I S T IN G S ❑

6 mos. 12 mos. Shopping Listing (up to 3 markets) ----------- $125 ----- $200

NOTE: Current magazine advertisers receive free listings

❑ Shopping Listing (All markets) ------------------------------ $325 ❑ Link to Your Site (from everywhere your listing appears) --------- $75 ------- $100 Color Graphics Make Your Listing Stand Out

Image or photo with Your Listing -------- $200 ----- $300 ❑ Ad (One change for all markets, must purchase a listing)

Regional Package Plans WE B S I T E I M A G E BU I L D E R P ac k a g e s 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

5 Global Product

Displays on Every Page (Except Resource Pages)

Select Your Listing Category: Select the category(s) that you would like your listing to apppear in. (Select up to two)

❑ 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 _______________

3 Select Your Target Market(s)

If you have selected an ad and a listing, circle the ad location:

❑ 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

D I S P L A Y A D S ( s el e c t o n e )

6 mos. 12 mos.

$360 ❑ Horizontal Banner - 350 x 40 All banners rotate at top of all pages (except Local Resource Pages). $240 ❑ Stationary Button - 160 x 100

$600 $420

Button appears on EVERY page (except Local Resource pages).

6 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

Company Name: ____________________________

Please initial here: ________________ Date: ______

For Office Use

Web Image Builder A D P L A C EM EN T A G RE EM E N T Prices valid through December, 2014

Formerly Bnai Mitzvah & Jewish Weddings

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S U BM I T T A L O P T I ON S : Select how your banner or button is being submitted:

❑ ❑

COMPANY NAME_____________________________________ BUSINESS ADDRESS (include city & state, street address optional)

My banner or button is being submitted electronically, on disk or via email

__________________________________________________

(send to production@bnaimitzvahguide.com)

__________________________________________________

Help design my button or banner

PHONE (local) _______________________________________

(ADITIONAL FEES APPLY – please attach desired wording and artwork)

L I S T I N G IN F O R MA T IO N

PHONE (toll free)_____________________________________

B U T T ON A D DE S I G N F E E S

WEBSITE ADDRESS___________________________________

(Select one if you need Milestone Media Group to design this for you)

Listing Message______________________________________

❑ S t a ti c (N o n -a n i m a t e d g r a p hi c s ) - -- -- -- -- -- -- -- -- -- -- -- -- -- $ 1 2 5 ❑ 2 F ra m e A n i m a t e d - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - $ 2 0 0 ❑ 3 F ra m e A n i m a t e d - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - $ 2 7 5

__________________________________________________

Banner Ad design fee add $25 to all prices listed

B IL L IN G IN F O R MA T I O N

COMPANY ______________________________________ AGENCY (if applicable) ____________________________

__________________________________________________ __________________________________________________

PAYMENT OPTIONS Make Checks Payable To:

M i l es t o n e M ed i a G r o u p , I n c . 1341 W. Liberty Rd. Sykesville, MD 21784

CONTACT PERSON ______________________________ BILLING ADDRESS ______________________________

$ TOTAL ______

❑ VISA ❑ MC ❑ AM EX

Office: 410-549-5490 • 1-877-856-5490 • Fax: 410-549-6467

_______________________________________________ _ PHONE ________________________________________ FAX ___________________________________________ E-MAIL _________________________________________ P.O. NUMBER ___________________________________

Card #________________________________________ Name on Card _________________________________ Billing Address _________________________________ Exp. Date ____________________________________

T E R MS & C ON D IT I O N S : 1.

MILESTONE MEDIA GROUP, INC. does not endorse advertisers and does not guarantee the accuracy of any claims made by advertisers.

Signature: ______________________ Title: __________________________________________________ Date: _______

Milestone Media Group, Inc. presents

E T W S O O I ADVERT H This information has been prepared specifically to help you receive the greatest impact for your print advertising dollars. Businesses usually advertise for two reasons: (1) to make customers and the public

Advertising Goals

more aware of their business, and (2) to increase sales. With this in mind, we offer the following guide to assist you in designing and purchasing the most effective and attentiongetting 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.

KEEP YOUR MESSAGE FOCUSED How do you want to be viewed by your most potential customer?

Target Your Market

ITâ&#x20AC;&#x2122;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. DONâ&#x20AC;&#x2122;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!

YOUR MESSAGE ... should be the single most important difference that separates you from your competitors.

Consistent Message

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. (Continued on next page)

Consistent Message (CONT.)

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.

CUTTING ADVERTISING in anticipation of slow sales ia a self-fulfilling prophesy

Stay Visible

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.

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.

Branding

Effective Ad Design

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. 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.

REMEMBER: Grab Attention, Be Relevant, Be Memorable.

Effective Copy

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.

o o

What ad headlines catch your attention? Why? SUBHEAD This is often an explanation of or addition to the headline. Make this a plain and clear message, it may be the last words a casual reader will see; BODY COPY This is where the text of the ad is placed. It may include a special benefit or offer-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; CAPTIONS or CALLOUT’S Captions beneath or explanations of pictures or graphics; TAG LINE: SLOGAN OR WRITTEN LOGO This 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.

THINK LIKE YOUR BEST CUSTOMERS to design headlines that will capture their attention and make them read your ad.

Tips For Best Results

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 (Continued on next page)

Budget

Media

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% and 30% of last year’s net income (before advertising expenses), depending on your business plans, the economy, your intended rate of growth, and your specific industry. 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, the particular markets and segments you want to reach, the size of budget, and other factors. Radio and television reach many people quickly, desirable when your segment is a large portion of the general population, or when speed and market saturation of an important message is critical. Broadcast media is relatively expensive, and it’s messages tend to have a short-term, but strong, impact on customers (easily forgotten), so repeat runs of advertising are necessary to maintain momentum. Broadcast media purchasing is often best left for professionals who will work with you to minimize cost and assure beneficial placement. b. Print advertising is usually less expensive than broadcast media, has longer lasting effects through repeat exposures of the same ad, but is not quick. Newspapers are the speediest print media, often have wide distribution, thereby accounting for most of the “Sale” ads. Magazines, coupons, flyers, and similar print media are slower, typically have smaller circulation, but are often ideal when targeting special market segments such as geographic, hobbies, special interests, religious, etc. Placement would likely be based on your desire to gain access to those particular market segments.

WORLD WIDE WEB, OR INTERNET ADVERTISING IS NEW, but much has already been written about its effectiveness.

The Web Cost

In short, web ads work for many businesses, particularly ones targeting speciality market 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. PRODUCTION COSTS: Many businesses with moderate advertising budgets use a ratio of 80/20 or 85/15 purchase cost to production costs. That is, out of a total advertising budget, 80-85% is spent on direct purchase of media, including agency fees, and 15-20% is spent for production costs, such as design fees, professional fees, spokesperson/endorsement fees, etc. Beware of the urge to use your entire budget to purchase media, because

without properly designed and placed ads, your media purchase may not reach or attract customers, thereby wasting the cost of the media purchase. If you absolutely don’t have the budget, try rerunning ads several times or getting the publisher’s inhouse designers to meet your needs. Don’t expect too much for free, however, and try to get all files electronically on disk. Publishers will often send ad files directly to other publishers as a courtesy if requested.

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