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After creation of the advertising agency try whenever possible, to deal with representatives or agencies of mass-media, instead of to place advertising directly in them. From 85 to 88 % of all newspapers, and also the majority of magazines have in big cities of the representatives working on the basis of commission fee. Getting profit on advertising, they will not challenge your right to agency commission fee.There are editions in which it is difficult to place advertising, without speaking about reception of commission fee. In them demand into place for advertisements is so high that tariffs do not decrease at all, and commission fee pay extremely seldom and only in that who, according to publishers, really deserves them. But if other mass-media pay to you agency commission fee they hardly will refuse to you. http://evartist.narod.ru/text5/57.htm - _top#_top
Chapter 3 ADVERTISING STRATEGY
Design of the advertisement
By working out of design of advertising the main thing – to take care of its readership. To draw attention of the reader hardly. It demands serious creative efforts.
If the brochure is sent by mail, the most important thing – to force the subscriber to open an envelope (or an envelope-prospectus). The occupied businessman receives from 90 to 110 similar advertising envelopes in a week as on house, and the working address. Only it opens their small part, and even less – reads. Your advertising should be allocated «in crowd». The bright heading, the expressive drawing, an envelope of the unusual size – such technics is used often by organizers of seminars for attention attraction.
Ask a question, whether involves, whether keeps attention of the reader your brochure? Whether are elements drawing attention the most important things? Whether they lead the reader of following, even more important detail? Whether he has understood the announcement maintenance? Consider thus that graphic registration should supervise and direct attention of the reader.
In him it is necessary to allocate strengths of the program and to present them in the best possible light. People react as on emotional, and rational level. So your advertising should possess both motivation and logic. Describe the information which can be received on employment, note the advantages given by a course, – tell about possible changes to the best after study. Be not afraid to repeat all it repeatedly for it will fine be entered in the advertising brochure. «Porridge butter you will not spoil».
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