Preparing an insert

Article Abstract:

Designing an advertising insert for the print media is discussed, highlighting the importance of the publication's trim size, how the publication is bound, and laying out the advertisement to meet these requirements with an easy, common fold. Also discussed are the technicalities of bleed size, and the avoidance of cross-page alignment requirements. Positioning the business reply card in the insert to accommodate the trim sizes and bleed sizes of more than one publication is explained; the key here placing the top of the card along the most constant dimension to minimize layout expense and eliminate insert problems. Details to be discussed with the insert's printer are also covered; these details may best be handled by approaching the printer with a dummy insert and a chart of publications' specifications.

Advertising layout and typography, Advertising copy, Layout (Printing)

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What Business/Industrial Copywriters Can Learn from the Mail Order Folks

Article Abstract:

Because mail-order copywriters get the sales results of their copy they often know more about how to write copy that sells than business-to-business copywriters. The 'three Es' of mail order copywriting can help make business-to-business ads and literature more exciting. They are enthusiasm, empathy, and economy. Examples of how the 'three Es' can be implemented are given. Additional mail-order copywriting techniques that can lead to increased sales are given.

Marketing, English language, Direct mail advertising, Industrial districts, Direct-mail advertising, Rhetoric

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Try Matchbooks for Awareness and Frequency

Article Abstract:

Universal Match Corp. claims that matchbook advertising can be more effective than direct mail in building advertising recall. Results of a survey the company did on matchbook advertising are given. Even though they may be effective, many companies do not usually use matchbooks. Opinions of matchbook advertising from some industry leaders are given.

Surveys

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