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Test for Lesson Six: Spec Ad Design

Understanding how to put together an effective spec ad is the key to selling an advertiser into your newspaper. See how well you understand the concepts!
1. Many potential advertisers won't feel comfortable enough to run an ad in your newspaper until you show them a well designed ad first. These ads made in advance before a business might have any desire to run with your newspaper are called ads made on speculation, or more simply, "spec ads". What's the best way to work with spec ads?
Bring a spec ad on the 1st call to break the ice
 Have the artists make up a spec ad based on an ad they ran previously
 Gather information on 1st sales call, analyze info, create an ad, return with an ad on the 2nd sales call

 

2. What's the best way to determine which size ad would be best for the advertiser?
Ask how much money they have, then divide it up between the months
 Think about how big the successful competitors are running
 Base the spec ad size on what ad size the account was running in the competitors newspaper

 

3. Most retailers have their own theories on what works in advertising, and when their theories aren't sound and they don't get a response, many times they'll blame the newspaper.
True
 False