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Show Publisher presents seminar on effective newspaper ads - . " '? - .. ; . . ... - . :.-v ; : ;-.' - - J j- - i-j-J--' i - 'r -- '-' f ' ';, . in i ! ' - : , - ? J . . rl ' X 1' .M M fi, V u i I ' "lt 4 i - - Brett Bezzant, publisher of the Pleasant Grove Review, American Fork Citizen and Lehi Free Press, told members of the Pleasant Grove-Lindon Grove-Lindon Area Chamber of Commerce Friday how to gel the most from their advertising. In an early morning seminar, the newspaperman gave members suggestions and helps with advertising ad-vertising of their businesses. He told those assembled that more money is spent on newspaper advertising ad-vertising than on any other form, including the price paid for spots on the Super Bowl television broadcasts. broad-casts. The publisher urged businessmen to chart when their peak sales times are. Advertising campaigns should be geared to begin just before these peak sales times take place. Bezzant said that the reason businesses advertise is to build increased traffic throughout the store, step up sales of advertised items and enhance the store's reputation. He explained how they can choose which items to advertise. He suggested that they choose items which are in demand right now, items which are stocked in depth, items which are newsworthy, items which are typical of their store, items which are the best values, coordinate price lines and don't go overboard on clearance items. A good ad should be easily recognizable as a certain store's promotion, it should have a simple layout, should feature a dominant element, use a prominent benefit headline, let the white space work for you, make the copy complete, slate price or range of prices, specify branded merchandise, include in-clude related items, and urge readers to buy now. Bezzant noted that a businessman should set a budget for advertising, set a date for his store campaigns, and set his objectives in advertising. He said that in planning an advertising ad-vertising campaign, a merchant should use the AIDA formula which stands for Attention, Interest, Desire and Action. A good ad can get the reader's attention with headlines or illustrations. Bezzant showed examples of ads which had won national awards for their effect. He said that an ad should have about 70 per cent illustration and 30 per cent text, and should have newswor-thiness newswor-thiness and human interest. The ad should identify the benefit of the product to the reader to create a des.re for the product and sho.u create a sense of urgency so thafS reader feels compelled to E0 1 out and purchase the product ' He noted that color ads do boil. 1 than black and white. Thev h ' better readership but they should'h! used sparingly. UDe Bezzant suggested tha, ' businessmen chart their sales mo by month for a year so that , know exactly when the best tim are for their sales campaigns He reminded them to watch what their competitors are doing andkee their own store name before lb public as much as possible. This seminar on advertisings one of several which have been held this year and which will be held in the coming months to provide helm for the local businesses The I Pleasant Grove-Lindon Area ' Chamber of Commerce is happvi0 take any suggestions the members might have on seminar subjects If you would like to sponsor a f seminar or if you have any ideas for seminars which would be helpful contact Dennis Barnett of Barnett's V & S Variety, Laurel Kindred at ; Lindon Care and Training Center or Marcella Walker at the Pleasant Grove Review. Enjoying the spooky Halloween decorations outside their home are, L-R, Clint, Brandon and Rachel (sitting) Mcintosh, They are children of Rick and Pam Mcintosh. Rick, a native of California, likes to decorate for each holiday. This ghostly scene may be viewed at 645 E. Center in Pleasant Grove. : : : - - ..; . - - . - , .' ' .' 1 ' -- ' " ' '- V. . V -'' I - I i ; 1 i X s- , i. ' r 1 ' - - Mama Pumpkin, Kathy Blatter, explains how to get an apple off a string to little pumpkin, pum-pkin, Jacob. Brother Dracula (Derek) looks on. |
