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Print Advertising Planning and Execution: Making Trade Print Advertising Pay Off in Your Company's Marketing Program

The Trouble with Print Advertising in B2B: Cost and Long Lead Times 9-1

• Should Your Company Be Advertising at All? 9-2

Key Elements of Your Company’s Print Advertising Program 9-4

• Your Advertising Program’s Goals 9-4

• Planning Your Company’s Print Advertising Programs 9-5

1. The Advertising Layout, or Deliverable 9-5

• What’s Your Offer? 9-6

• Always Test Every New Advertising Program 9-6

• Whenever You Run an Ad, Track It 9-7

2. Ad Size: What’s Best for Your Advertising Program? 9-8

• The Full-Page Ad Myth 9-8

• Don’t Run a Full Page Ad When a Smaller Size Will Do 9-10

• Sales vs. Inquiries from the Ad: Best Fractional Ad Sizes 9-12

3. Publication (Trade Media) Choices: Where to Advertise? 9-12

• Trade Media Placement in Your Industry: Usually, Two Publications Rule 9-12

• Standard Rate & Data Service (SRDS) 9-13

• How to Select Publications 9-13

• Media Kits and Sample Issues 9-14

4. Frequency: How Often Should We Advertise? 9-17

• Other Advertising Planning Issues: Ad Scheduling, Positioning and Tracking Response 9-18

• Your Advertising Schedule 9-18

• Display Advertising Positioning 9-19

• Getting the Best Ad Position in a Publication 9-20

• Publication Editorial Schedules 9-20

Using on-demand CRM to Track Your Ad Placement Schedule 9-21

Planning and Executing a New Print Advertising Campaign

Overview of Key Elements 9-23

Advertising Creative Development and Production (1-4 Weeks) 9-24

Step 1—Your De-Brief to the Agency 9-24

Step 2—The Ad Agency Presentation 9-24

Step 3—Final Ad Production (1 Week) 9-26

Step 4—Space Reservations and Ad Submissions (Less than 1 Week) 9-26

Ad Materials Submission 9-28

Marketer’s Action Plan (MAP): Checklist for Executing Print Advertising Campaigns in on-demand CRM 9-29

1.) Create Your Plan 9-29

Your Objectives 9-29

Targeting 9-29

Preparation (for Execution) 9-30

Concept and Production 9-30

2.) Plan for Measurement 9-31

Cost Side 9-31

Estimated Revenue Side 9-31

Preparation (Measurement) 9-31

3.) Execute 9-32

4.) Track, Measure, and Assess 9-32

5.) Evaluate, Adapt, and Improve 9-32

6.) Follow Through 9-33