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More Training |
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Info |
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Reserving
Space
Ad reservation form: part five
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The fastest way
to increase sales!
Participate in this award-winning, newspaper-specific
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Get past upfront stalls and objections
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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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Never have to push an
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Presentation/Spec ad
Check off this box if you don't want to reserve space, but instead want
a speculative ad to be created by the creative services
department. As I mentioned earlier, most newspapers offer this service
at no cost to the potential advertiser. In many cases, however, you'll
have a separate Spec Ad Request form.
Pickup information
As with our sample, your newspaper's reservation form may have a section
devoted to more information about the pickup. This section will usually
ask for more details including the day and date the previous ad last
ran, the page number on which it appeared and the edition it appeared
in, for example Monday, July 20th, eastern edition. You should include
a description of the ad and it can also be helpful to attach a tearsheet
to your form so the production people know what to look for.
Account Information
On the sample Ad Reservation Form you may see an area for information
about the account, including "Account Name" which refers to their billing
name, Account DBA which is the "does business as" name. For example
the billing name of a company might be "B&G Industrial Concrete & Tile,"
while the name by which the company does business with the public might
be something like "Preferred Pools." It's the same company,
just two different names and it's important to include both. You'll
also need to write out the account's address, telephone and the name
of the ad agency if the account is using one.
Color
There are a few terms on the ad reservation form that you'll want to
familiarize yourself with in regards to color, if your newspaper offers
it. Spot color will probably be the type of color most commonly
used by your advertisers. If the ad is running with spot color, that
is black plus one color, indicate the color requested. The standard
colors at most newspapers are blue, yellow, and red, but you can also
order special colors if you give the press people enough time.
If an ad has a color photograph in it, then process color will need
to be used, requiring the three primary colors, again, Cyan, Magenta,
and Yellow, as well as black, and most likely, your advertiser will be
billed for at least those three additional colors.
There are also less
common uses of more than one spot color which may be referred to as Black
+2 or Black +3, meaning the color black plus 2 or 3 of the other colors
offered at the newspaper. For each color used in an ad, a separation
must be prepared either by your newspaper by an outside company. So,
for an ad that uses spot red for example, the ad would have two separations,
one sheet would contain just the black and white portion of the ad, while
the other would contain just the red portions of the ad.
Next: Ad
reservation form: part six
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