Local Display Ad

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Local Display Ad

• Read Assignment

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Used to Increase Local Sales

• Focus on a current promotion(e.g., Valentines
  Day Sale,50 Off Sale, a Special Event,a
  Special Band, etc.)
• Advertisers both national and local (sometimes
  the onlyaffordable ads for local biz)
• Looking for immediate tangible results, so
  offers such as coupons, discounts, and sales
  are widely used.

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Display Ad Guidelines

• 1.Ad Border Solid
• 2.CouponsCoupon increases response 25-100 on
  average.- Free is best, or more than 10
  off.- Coupon expiration date (Good through
  2/5/05)- Not good/redeemable with other
  offers.- Coupon border (broken) is key to
  attract readers

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Examples of Strong Offers
25 OFF All Store MerchandiseWith Coupon Only
Not valid w/ other offers Expires 2/7/05
FREE Dinnerwhen you buy one dinnerof equal or
greater value.With Coupon Only Not valid w/
other offers Expires 2/7/05
Buy One Meal Over 10 Get One FREEOf equal or
lesser price.With Coupon Only Not valid w/
other offers Expires 2/7/05
Steak Dinners9.95 Wednesdays after 6 p.m.
With Coupon Only Not valid w/ other offers
Expires 2/7/05
Ladies DressesBuy One Get One½ OFFWith Coupon
Only Not valid w/ other offers Expires 2/7/05
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Guidelines (Cont.)

• 3.Headline Logos
• Headline highlights a special current event,
  benefit, or reward. Or, the logo can be the
  headline if the ad is too small for another one.
• Logo (usually at bottom if not headline)

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Guidelines (Cont.)

• 4. Call to Action Contact Infoaddress/phone,
  web site if relevant.

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Strong Headlines

• Presidents Day SALEFriday and Saturday Only
• Sears Annual50 OFF Sale
• Fri/Sat NightNora Jones

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Guidelines (Cont.)

• 5.Visual
• Shows whats being promotede.g., sample sales
  item(s)event, celebrity, etc.
• Usually black and white
• 1 additional color increases response by 60
  average. Use for key words, etc.
• Avoid b/w food photos (go with line art)
• Avoid one-color people photos (go b/w)

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• Pretty colorswont drawif we cantunderstandth
  e productand benefitat a glance.

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Guidelines (Cont.)

• 5.Body Copy
• Focus on critical info features the viewer
  needs to know to buy.
• Keep it brief, usually bulleted lists.
• Avoid clutter leave white space.

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Strong Body Copy

• Gourmet Easter BuffetRoasted Turkey in Orange
  Sauce l Glazed Ham, Holiday Stuffing l Mashed
  Potatoes l Salad Bar Truffle Cake l Carmel Cream
  Pie.(Need address, phone)
• Sears Annual50 OFF Sale l Electronics l
  Kitchen Ware l Bed and Bath l Living Room
  Furniture (List locations if theres room)
• Fri/Sat NightNora Jones800 p.m. Doors open
  700 p.m.Tickets 24.00(Need address, phone,
  web site)

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Layout Tips

• CONTRAST Use type hierarchy(see this page).
• REPETITIONParallel items shouldhave the same in
  font
• ALIGNMENT Align each item with something else.
  Avoid center alignment.
• PROXIMITY Group similar items together.
  Separate dissimilar items.Leave white space
  between.

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Y Things to Avoid Y
Slanted text (amateurish, hard to read).

• FTYPE THAT GOES EVERYWHERE.
• J USING THESE ANNOYING ICONS (stick with bullets,
  squares, dashes, or check boxes for checklists)
• v CLUTTERGIVE IT SPACE, LET IT BREATHE LIKE A
  FINE WINE.
• AVOID ALL CAPITAL LETTERS (EXCEPT SHORT WORDS)
• CENTER ALIGNMENT
• Type thats all the same size (use type
  hierarchy and type contrasts)
• FONTS THAT ARE HARD TO READ AND LOTS of
  different fonts on a page (stick w/ 2 or 3)
• Ad with no border or broken border
• More than one dominant visual (divides
  attention)
• Cheezy clip art and borders that secretaries
  use. Lousy line breaks like the ones above.

Cheezy Word Art
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• Dominant Image
• Headline (Logo)
• Solid Ad Border
• Coupon Offer
• Call to Action
• Contact Info

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• CONTRAST Type hierarchy
• REPETITIONParallel items are in the same font
• ALIGNMENT Center alignmentis only used
  becauseit complements image.
• PROXIMITY Similar items together.Groups
  separated.White space between.

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Questions?

• View sample student ads.Begin copy platform
  worksheet.