A Beginners Guide<br />to Print and Online Advertising<br />By Carol Doane<br />
Columns <br />allow news and advertising to fit together<br />
Ads are sized to fit<br />within the columns<br />
Print ads are<br />small as a business card large as a full page<br />full page<br />HatsRUs<br />
To figure the ad costmeasure the ad<br />HatsRUs<br />
Measure the columns across<br />a 2 column ad<br />
Measure inchesbottom to top<br />2 x 5” =<br />5<br />
2 x 5” = 10<br />column inches<br />Multiply 10 by the rate<br />
2 x 5” = 10<br />column inches<br />x $ 40<br />rate<br />= $400<br />The ad costs $400<br />
Online ads are sized and priced differently<br />
Online ads run on the right rail<br />^<br />
Ads are measured in pixels in two basic sizes<br />Medium rectangle<br />300 x 250 pixels<br />^<br />
Medium rectangle and skyscraper<br />Skyscraper<br />160 x 600<br />^<br />
Online ads are priced per face<br />One person’s face viewing your ad page is one impression<br />
Faces, or impressions, are sold by the thousand<br />How many thousand impressions should you buy?<br />
10,000  is  the  minimum <br />Never buy the minimum<br />
Buy enough impressions to fill the nearest stadium<br />
Upgrade from the bleachersPurchase a ‘premium online seat’<br />
Premium stadium seats sell for a premium<br />
Premium or guaranteed page placement is<br /> $40 per thousand<br />$40 x 10K = $400<br />
Just like season tickets, purchase our ‘season’ and save $$<br />
Our season is twelve months <br />
Our 12 month program drops the price from 40<br />to $15 per thousand<br />$15 x 10K = $150<br />
Let your ad run on any page, your rate lowers to<br />   $10 per thousand<br />That’s run of site, or ROS, for $100<br />
Purchase the 12 month ROS season and the rate lowers to $8 per thousand<br />$8 x 10K = $80<br />
When should I run my ads?<br />Hats R Us<br />
Choose your store’s best shopping day<br />That’s when people are in the market to buy.<br />To boost slow days add more f...
Never run alone<br />Never run alone<br />Your print ad should run at least 2-3 times per week<br />
For online advertising<br />Purchase more than the minimum and enough days to fill the stadium<br />
Run with friends who work hard<br />Publish in print and online and get the most out of your marketing campaign<br />
Thank you<br />Carol Doane<br />360Convos.blogspot.com<br />TheClassicCarol@gmail.com<br />Twitter: @TheClassicCarol<br />...
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Beginners Guide To Advertising

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Learn the basics of measuring newspaper and online ads and calculating the cost. Discover best practices for scheduling impressions.

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Beginners Guide To Advertising

  1. 1. A Beginners Guide<br />to Print and Online Advertising<br />By Carol Doane<br />
  2. 2. Columns <br />allow news and advertising to fit together<br />
  3. 3. Ads are sized to fit<br />within the columns<br />
  4. 4. Print ads are<br />small as a business card large as a full page<br />full page<br />HatsRUs<br />
  5. 5. To figure the ad costmeasure the ad<br />HatsRUs<br />
  6. 6. Measure the columns across<br />a 2 column ad<br />
  7. 7. Measure inchesbottom to top<br />2 x 5” =<br />5<br />
  8. 8. 2 x 5” = 10<br />column inches<br />Multiply 10 by the rate<br />
  9. 9. 2 x 5” = 10<br />column inches<br />x $ 40<br />rate<br />= $400<br />The ad costs $400<br />
  10. 10. Online ads are sized and priced differently<br />
  11. 11. Online ads run on the right rail<br />^<br />
  12. 12. Ads are measured in pixels in two basic sizes<br />Medium rectangle<br />300 x 250 pixels<br />^<br />
  13. 13. Medium rectangle and skyscraper<br />Skyscraper<br />160 x 600<br />^<br />
  14. 14. Online ads are priced per face<br />One person’s face viewing your ad page is one impression<br />
  15. 15. Faces, or impressions, are sold by the thousand<br />How many thousand impressions should you buy?<br />
  16. 16. 10,000 is the minimum <br />Never buy the minimum<br />
  17. 17. Buy enough impressions to fill the nearest stadium<br />
  18. 18. Upgrade from the bleachersPurchase a ‘premium online seat’<br />
  19. 19. Premium stadium seats sell for a premium<br />
  20. 20. Premium or guaranteed page placement is<br /> $40 per thousand<br />$40 x 10K = $400<br />
  21. 21. Just like season tickets, purchase our ‘season’ and save $$<br />
  22. 22. Our season is twelve months <br />
  23. 23. Our 12 month program drops the price from 40<br />to $15 per thousand<br />$15 x 10K = $150<br />
  24. 24. Let your ad run on any page, your rate lowers to<br /> $10 per thousand<br />That’s run of site, or ROS, for $100<br />
  25. 25. Purchase the 12 month ROS season and the rate lowers to $8 per thousand<br />$8 x 10K = $80<br />
  26. 26. When should I run my ads?<br />Hats R Us<br />
  27. 27. Choose your store’s best shopping day<br />That’s when people are in the market to buy.<br />To boost slow days add more frequency<br />
  28. 28. Never run alone<br />Never run alone<br />Your print ad should run at least 2-3 times per week<br />
  29. 29. For online advertising<br />Purchase more than the minimum and enough days to fill the stadium<br />
  30. 30. Run with friends who work hard<br />Publish in print and online and get the most out of your marketing campaign<br />
  31. 31. Thank you<br />Carol Doane<br />360Convos.blogspot.com<br />TheClassicCarol@gmail.com<br />Twitter: @TheClassicCarol<br />Music Automne_Ensoleille, Royalty-free.tv UK<br />

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