Chapter 13
Creating and Placing Print and Outdoor Ads
In This Chapter
Writing copy and choosing strong visual elements for your print ad
Understanding print media terms and rates
Running your ad in newspapers and magazines
Advertising on billboards, signs, posters, and sandwich boards
Getting found in print and online directories
W hen was the last time you opened the Yellow Pages?
If your answer is typical, it tells just how much directory advertising has changed over a few years. The year 2011 was a tipping point, when more people got their information from the Internet than from newspapers and when online advertising got most of the ad dollars as well.
Yet even though the numbers are declining, four out of ten people say they still get their news from newspapers. My mom is one of them, which supports this conclusion: You better know your customers before you abandon traditional advertising altogether (turn to Chapter 2 for help in defining your customers). If you’re advertising ...
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