2. Director, Ad Operations and Sales Creative
Orange County Register: Newspaper, Magazines, Digital
Catherine Long

3. • Cross Media Impact – Age, Intention, Technology…
• Media Review – Branding and Direct Response
• Tips on HOW and WHY to design for multiple
platforms… Best Practices
TODAY’S TOPICS

4. • Newspaper
• Direct Mail
• Magazine
• Desktop Web Banners
• Desktop Email / Mobile Email
• Tablet
• Mobile Banners
• Social Media
MEDIA CHANNELS

5. • Consumers consume
content and messaging
differently from media to
media.
• Your design should change
(conceptually) and must
change (technology) as its
delivered from media to
media
IN OUR MULTI-CHANNEL,
MULTI-SCREEN WORLD…

6. IN OUR MULTI-CHANNEL, MULTI-SCREEN WORLD…
Readwrite.com, 2011

7. IN OUR MULTI-CHANNEL,
MULTI-SCREEN WORLD…

8. AGE IMPACT ON
DIFFERENT MEDIA
• Who is your typical
customer?
• Where are you likely to reach
them from media?

9. AGE IMPACT ON
DIFFERENT MEDIA
Copyright © 2013 The University of Alabama

10. AGE IMPACT ON DIFFERENT MEDIA
Pew Research Center, 2011

11. BRANDING VS
DIRECT RESPONSE
BRANDING
• Awareness, message
association, brand
favorability
DIRECT RESPONSE
• Conversion and purchase

12. • We advertise to move our
products through the purchase
funnel
BRANDING VS
DIRECT RESPONSSE
Branding
Direct Response
Loyalty
AWARENESS
CONSIDERATION
PREFERENCE
PURCHASE
REPURCHASE

13. BRANDING VS
DIRECT RESPONSSE
Branding Direct Response
Magazine
Tablet
Newspaper
Direct Mail
Mobile
Desktop Web

14. BRANDING VS DIRECT RESPONSE:
Design Tool Kit
Branding
• Magazine (Photoshop, In-Design, Illustrator)
• Tablet (html, html5, javascript)
• Desktop Web (html, flash, css)
Direct Response
• Newspaper (Photoshop, InDesign, Illustrator)
• Direct Mail (Photoshop, InDesign, Illustrator)
• Mobile (html 5, javascript)

15. Best Practices: Newspaper Design – DO!
Category: Direct Response
Other Design Impacts: Technology, age, time of day (time spent)
Design:
• Get Noticed. Attention is everything in newspaper advertising. You need visual impact of photos and
images, white space, a distinctive fonts, angles, or whatever it takes to stand out on the page.
• You newspaper advertising must be distinctive, unusual, and it should contrast with the other ads on
the page. Be different. (tip: take your designed ad and paste it in the paper)
Basics
• Start with a powerful headline that will attract the reader's eye to your ad.
• Write a concise presentation of your promotion, sale or marketing message.
• Use white space effectively.
• Give your logo and contact info the best placement (bottom right corner)

16. Best Practices:
Newspaper Design – DON’T!
• Too much clutter
• Unclear message
• Errors
• Lack of contact information

17. Best Practices: Newspaper Design
Ad Make Over
Before After

18. Best Practices: Direct Mail
Category: Direct Response
Other Design Impacts: Technology, age, time
of day (time spent)
Design
• More is More
• Provide Multiple Ways to
Respond
• Read or Scan Option
• Multiple Calls to Action and an
Expiration Date
• Use the power of the P.S.
• Personalization
Source: Jacobs & Clevenger

19. Best Practices:
Direct Mail Samples

20. Best Practices:
Magazine Design
Category: Branding
Other Design Impacts: Technology, age, time
of day (time spent)
What Else:
• Engagement: Magazine readers
spend an impressive 41 minutes with
each issue.
• Trust: 47% of Americans trust ads in
magazines and newspapers, ranking
higher than TV, radio or the internet.
• Influence: Magazine readers rank #1
and #2 as most influential consumers
across multiple product categories.
Source: The Association of Magazine Media Factbook, 2012-2013

21. Best Practices: Magazine
Source: The Association of Magazine Media Factbook, 2012-2013
Magazines ads can be more subtle and
image-driven since readers will take more
time to digest the message and will
appreciate the respect shown for their
intelligence and taste.
A distinctive image should be supported by
creative copy, organized so that the reader
is visually led first to the most important
information, then to the details.
Specifically
One or two striking photos - to show
examples of product or service.
One bold headline - that states the main
idea.
Clean, organized copy - to get the message
across to a well-educated and discerning
magazine audience

22. Best Practices: Magazine Design Ad Make Over
Better Best

23. Best Practices: Desktop Web Banners
Category: Branding and Direct Response
Other Design Impacts: Technology, age, time of day (time spent)
Rich Media:
• On average, Rich Media with and out Video shows statistically significant lift in all brand metrics studied
(except message association)
• Best practices tip: Incorporate user interaction elements to online advertising whenever possible.
Adding video is ideal.
Flash:
• Simple flash does show lift in awareness and message association, but other formats can show better
results in these categories
• Best practice tip: Make sure your message appears on ALL frames.
Static:
• On Average, GIF/JPG are the strongest at driving message association, perhaps due to static messaging
elements
• Best practices tip: Rotate in a static gif with your rich media and flash campaigns.

24. Best Practices: Desktop Web Banners
Animation:
• Animation should interest or communicate rather than annoy
• Don’t require a user to interact with your ad to receive your main message.
• Final frame - this should be able to stand on its own – the entire message should resonate
• Video: Add interactive enhancements – coupons, social sharing
Copy:
• Not too much or too little – two frames of clear copy is ideal.
• Pose a question or initial thought with payoff that stands alone or adds to initial message.
• Appropriate humor
Call to Action:
• Instruct Views to Click Here
• Include a benefit (save, special offer) - Online-only benefit is best

25. Best Practices: Desktop Web Banners

26. Best Practices:
Desktop Web Banners, High Impact

27. Best Practices: Email
Category: Direct Response
Other Design Impacts: Technology, age, time of day (time spent)
What Else:
• Pros: Trackable, Immediate Response, Highly Targeted, Cost Efficient
Things to Consider:
• Clutter, only permission based email will perform, many promotional
email end up in spam or junk box
Best Practices Tips:
• Design specifically for email, do NOT simply convert your print ads
• Design specifically for Mobile – email creative is better received on
phones – you can use animated gifs. Make sure you design is
“responsive” and sizes appropriately on phones

28. Design Layout Top 3 Checklist
• Important Details “above the fold”
• Text portion of email should stand on its own - not
every detail but the core information
• All pertinent info should follow an F shape pattern

29. • F-Shape Design
• Good use of color
• Compelling imagery
• Interesting call outs
• Good placement of offer
Best Practices: Email

30. Best Practices: Tablet
Category: Branding and Direct Response
Other Design Impacts: Technology, age, time of day (time spent)
What Else:
• Combines the best of print (large format) with the best of digital (interactivity)
Things to Consider:
• Pros: Reach early adopters, very little clutter
• Cons: Much newer medium, ad formats are more technical not as clearly defined
but offer exciting promise for interaction and branding
Best Practices Tips:
• Design for a “lean back” experience
• Plan to WOW – simple can be okay but remember the audience is sophisticated
• Know your Tech – tablet has very specific technical restrictions and options

31. Best Practices: Tablet - Samples
• Full Page magazine style
• Game Style Interactiion
• Multiple engagement points – buy
tickets online, Donate, etc.
• http://creative.freedominteractive.c
om/clients/ipad/DiscoveryZone/COR
P02373

32. • Full Page magazine style
• Ad “floats” and can be moved by
user
• Multiple engagement points –
facebook, video, offers, etc.
• Live Link
• http://creative.freedominteractive.c
om/clients/ipad/kohls/landing/
Best Practices: Tablet - Samples

33. • Full Page magazine style
• Ad “floats” and can be moved by
user
• Multiple engagement points –
subscribe, buy tickets, video, etc.
• Live Link
• http://creative.freedominteractive.c
om/clients/ipad/kohls/landing/
Best Practices: Tablet - Samples

34. Best Practices: Mobile Banners
Category: Direct Response
Other Design Impacts: Technology, age, time of day (time spent)
What Else:
• Pros: very little clutter
• Cons: very small format
Best Practices Tips:
• Economy of space – 4 words tops (standard sizes)
• Ideal for loyalty programs, coupons and text offers – can
you complete your action with a tap? Can your consumer
walk in with the phone to redeem?
• Know your Tech – mobile has very specific technical
restrictions and options

35. Mobile Channels
Best Practices:
Mobile Landing Pages and mSites
• Promotional Site for Branding and
Direct Response
• Large imagery to create leverage
fashion and leverage brand equity
• Multiple engagement points – $5
coupon, social media integration,
store locator
• Live Link
• http://creative.freedominteractive.c
om/clients/ipad/kohls/landing/

36. Best Practices: Social Media
Social Media
Options: Facebook, Twitter, Linked In, Pinterest
Why?:
• To start conversations about your brand
• Engage with audience
How:
• Start a fan page on Facebook
• Create a twitter account
• Promotions, contests
Best practices tip: Do not start social media programs
without a plan to continue or converse.

37. Best Practices: Social Media Samples

38. In Conclusion
• Revising your creative for different mediums is
critical for ROI
• Use best practices for ALL ad formats for best
results
• Use highly effective print mediums as the core of
your marketing programs
• Take advantage of lack of clutter in new and
exciting mediums such as mobile and social media
• Build your skills or work with local publishers for
creative support