Plan your Display Ad |
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Display Advertising is the most flexible form of advertising available.
With so many choices comes the need to plan your selections to ensure
your campaign reaches the success you intend. Keys things to understand for a successful Display campaign:
Define your goal. Adjust your ideas of budget, ad size and frequency accordingly. Select communities that give you the right audience. Determine which week(s) to run your display ad. REVIEW the booking and material deadlines that apply to your target run week(s). Develop your ad contents using Illustrations, logos, headlines and body wording. Determine who will build your ad(s). Finalize your plan and budget. Contact us to assist in the execution of your plan. Prepayment will be needed if no existing billing account is in place. Receive proof of performance/invoicing. Repeat.
Define your goal.
Unless your budget is unlimited, decide if the size of your ad is more important than the number of times it runs. Depending on what
you need your ad to do, you may favour:
Frequency - this refers to having your message appear often enough that the audience becomes familiar with it. This indicates to the audience dependability and a solid commitment. This is important if you wish to establish or maintain a relationship with the residents of the community in order to continue to do business or demonstrate credibility. Larger size - a larger display ad allows you to properly display and explain your product or
service. This is vital if what you have to offer is new or won't
be readily understood without illustration and description. Besides
being more easily noticed, a large ad creates urgency which is great
for promoting an event or announcing something is new.
Select the communities that your ad will appear in.
AWNA Display ads can be targeted to the communities you select. Deciding which papers to run your ad in usually comes down to two factors: geography and demographics. Geography - if your message
pertains to a certain region of the province, or is meant to for the
people who might shop as a certain location you wish to support,
then you will chose community markets by geography. Basic geography
assistance is provided by AWNA and advanced geographic help is available via
AdWest. Each can be accessed via the
SELECT page of the AWNA Display Ad webpage.
Demographics -demographics such
as age, income, education, occupation and thousands of other identifiers can be
used to identify the best candidates for your message. Communities can be
measured and ranked using the same characteristics of your target audience
giving you a priority list of communities in order to plan your advertising
investment. Demographic help is
available from AdWest and can be accessed via the SELECT page of the AWNA
Display Ad webpage.
In reality most market selection work involves a combination of both
strategies. Advanced research and planning is available from AdWest and the
AWNA staff is always available to help you get the information you need.
Determine which week(s) to run your ad Since AWNA member newspapers each appear on their individual publishing day, specifying a run date when planning multiple titles is best done by identifying the WEEK you wish the ads to run in. Weeks are identified by the Sunday date of that week.
For example "The week of August 11 would refer to the
papers that would run the following dates:
Sunday August 11
Monday August 12
Tuesday August 13
Wednesday August 14
Thursday August 15
Friday August 16
Saturday August 17
For each week identified, the guaranteed deadline for booking is the Wednesday at noon of the week before. The guaranteed material deadline is the following day, Thursday at noon.
Having a single deadline for all the individual papers keeps things
manageable for you and also guarantees that AWNA will be able to
properly make and verify your bookings. On the material side,
the guaranteed deadline gives us time to build and proof your ad
or, if you have provided camera-ready material, to pre-flight your material to match
the specifications of all the different presses that print AWNA member newspapers.
This is a step that guarantees quality and is valuable for keeping
campaign variables under control. Individual Display Ad deadlines are
available if absolutely required. Click here for
details.
Develop your Display Ad contents. Good print ads include 5 key elements. Missing out on any of these will usually reduce your ad's ability to work for you.
The Elements are: Headline Graphic Body Copy Call to Action Identification
Headline: What is
the benefit for the reader? The headline must tell them clearly or
risk being skimmed over.
Graphic: A picture
says a thousand words. The right graphic can be an illustration of
your product or service, or it can be something that shows how the reader
will feel about owning or using what you have to offer. A graphic
should be large enough to stop the eye and create interest.
Body copy:
Here is your big chance to communicate - if you have succeeded in
getting in front of the right audience, and have got there attention, this
is where you persuade and inform.
Good wording
in the body copy must cover the 5Ws (click here).
Call to action:
What do you want the reader to do? How will the reader feel or be
better off if they do? Tell them!
Identification:
Identify yourself with your logo and all the contact information the
reader needs to act on your message.
Determine who will build your ad AWNA can provide basic design. When your Display Ad quote is received you have all the tools you need
to finalize and execute your plan.
Contact us to assist in the execution of your plan. Prepayment will be needed if no pre-existing billing account is in
place.
Receive proof of performance/invoicing.
Once all the ads in your buy have run for the week ordered, the AWSOM
digital archive collects digital tearsheets.
These are sent to you via email and are easily viewed or printed for your
records. This email also contains your
invoice – marked paid unless a pre-existing billing account is being utilized.
Repeat
HOW
TO GET A BILLING ACCOUNT: AWNA is a
non-profit association but does offer billing account status upon approved
credit. To receive the forms to apply
for and AWNA account, click here. Allow
5 business days for account processing.
Or if you prefer, AWNA is here to make your advertising planning a snap, no matter how complicated your plan. If you would like to speak to an AWNA representative, contact displayads@awna.com or call 780-434-8746 Ext. 235
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Advanced research and planning tools available Click here for an introduction to the tools available through AdWest
To be successful
Reminders
Just in case
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