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More Training |
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| General
Info |
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Reserving
Space
Ad reservation form: part three
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The fastest way
to increase sales!
Participate in this award-winning, newspaper-specific
ad sales course on-site or in a Webinar.
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Get past upfront stalls and objections
without any pushing |
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Make the account believe he really needs
you |
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Get better information from your prosepct |
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Develop quick ad strategies that work the
very first time |
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Eliminate size, frequency, content, cost
and most other objections before they ever arise |
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Get dramatic responses for all kinds of
advertisers |
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Never have to push an
advertiser to run again
click here
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Co-op
Refer to the sample reservation form below and notice the check box marked
co-op. If the ad is a co-op
ad, that is, if the advertiser
will be partially or fully reimbursed by a manufacturer whose item
appeared in the ad, check this box. Tearsheets, which are
full pages torn out of the newspaper containing the advertiser's
ads as well as invoices will likely be sent to the advertiser,
or the manufacturer on the advertiser's behalf, to insure proper reimbursement.
As you may recall from the chapter on the rate card, co-op is
something that usually needs to be discussed with the account prior to
running the ad. Generally, there is a manager at each newspaper in charge
of helping you and your accounts find and use co-op most effectively.
Make sure you spend some time with this person to find out how you can
help save your accounts money or run bigger for less.
Box or group pages
Box or group pages are considered by many to be an
effective way to strengthen an advertiser's response by grouping him
with a number of other advertisers under a special theme. Sometimes also
called a directory, these pages
contain smaller ads that run on the page, referred to as satellite
ads or some other name that lets people know they're a part of
a special directory.
A group page might have four 1/4-page satellites.
The parent ad, usually a full page, is reserved and holds the space
in the paper. The production department then "dummies" this
parent, or makes space for the ad in the newspaper as one unit instead
of indicating each satellite ad separately.
So, if you're selling ads
onto a group page, you would reserve the parent page first
to hold the space and it may receive its own ad number. Then, when
processing the satellite ads, you would include information about the
parent page as well. Whatever terms you use to describe these ads,
just remember not to reserve the same space twice,
once by reserving the parent page and then again by reserving more
space with the smaller ads that will go in the parent page.
Coupons
On the sample reservation form, you may have noticed the check box to
indicate whether or not your ad will contain coupons. This information
is very important because at no time do we want two ads with coupons
to appear in the newspaper back to back. That's because if someone
cuts out to use the first coupon, the one on the back can't be used.
Some advertisers refuse to pay for a coupon ad that's backed up to
another. Check this box if your ad contains a coupon and whoever puts
your paper together will make sure that they don't back up another
coupon ad to it.
Next: Ad
reservation form: part four
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