Display Advertising 

 
Display advertising is the most diverse and flexible type of advertising available. Display ads are the perfect choice to give your product or service the extra attention, illustration and description it needs.

Use bold fonts, illustrations, photographs, logos in black and white or in colour.  With display ads you can cover wide regions or pinpoint just the communities that match your strategy.

With all the possibilities comes additional planning.  The information presented on this website will guide you through all the choices and provide basic newspaper information to help you achieve your goals. Remember we are available to personally assist you as well.
 
 
 
First time doing this...




 


 


Planning a Display Ad Campaign

 

Planning guide sheet

  • For reference assistance, including the same step-by-step guidance through all things related to AWNA display advertising available on this website, including printed versions of all selections available to develop and execute your advertising plan. Coming soon.


Size and pricing

  • Your display ad pricing will be determined by the titles you select, the size of the ad, the number of times it is to run, and the use of colour.  In budgeting these variables, it is vital to keep your advertising goals in mind.
  • Ask what you need the ad to accomplish, and then select titles, and adjust your size, frequency and colour use to achieve them, relevant to your budget.

Depending on what you need your ad to do, and the budget available to accomplish it, you may favour size over frequency OR vice versa:

  • Frequency - refers to how many times your message will appear.  Repeating a message exposes it to any who may have missed it previously and allows an audience to become familiar with you and your offer over time.  Increase frequency to help a community become familiar with your product or service in a way that builds trust and confidence.
  • Larger size - a larger display ad, besides being more instantly noticeable on the page, gives your message an enhanced sense of importance and urgency.  It also allows you the space to properly display, illustrate and explain your offer.  Larger sizes are used to promote events or promote short-term offers.  If you need to create an instant response, or need to thoroughly show or explain your offer before it will be understood, budget to increase the size of your ad.
  • Colour - brings two significant benefits.  First, a splash of one colour or the attractiveness of full colour will attract the eye.  Second, colour triggers an emotional response which has been scientifically proven to improve how people remember and act on your message.


Market Selection
 

Deciding which papers to run your ad in usually comes down to two factors: geography and demographics.

  • Geography - if your message applies to a certain part of the province, or is meant for the people who might shop at a certain location you wish to support, then you will choose community markets by geography. Both basic title selection material and advanced geographic help may be accessed when the time comes to look at these choices in the next section.
  • Demographics - uses measurements such as age, income, education, occupation and thousands of other identifiers to isolate the best candidates for your message.  Likewise, communities can be measured and ranked using the same characteristics to give you a priority list of communities to invest in. Demographic help is available from AdWest and can be accessed in the next section.
  • AWNA staff is always available to help you get the information you need.
  • Review titles, zones, size and price estimates before continuing your plan
 
 
Putting your ad together
 

No matter who is building your display ad,  you will need to provide certain basic information and ensure the finished work includes the elements that allow ads to be successful.



Once you have gathered and prepared this basic information you will need to determine who is building your display ad for you.  There are 3 possibilities.

  • The material may already exist in the exact measurement you require.
    •  Slight size variation to existing ad material can also be done at minimal cost. 
    • You may have AWNA do affordable basic design.
      • Contact Glyn at 780-434-8746,  Ext. 235 Monday to Friday, 9 am to 5 pm for details.


    Order placement, payment and special conditions

    • Once you have worked out your campaign details it is time to connect with AWNA to solidify exact sizing and prices for the titles you have selected by obtaining a quote.
    • Use the online form which is a downloadable check list in the SELECT section, or the faxable form in your Display Ad Guide Sheet. You may also contact us directly for a quote.
    • Your request for a quote will be filled within 24 business hours.
    • Once all details have been confirmed, and you have accepted your AWNA quote, bookings can begin. 
    • Orders can be made using:
      • An insertion order (agencies)
      • An authorized purchase order 
      • Signed acceptance of an AWNA quote
    • Personal assistance is available at any point by calling Glyn at 780-434-8746, Ext. 235 Monday to Friday, 9 am to 5 pm.
     
     
    Deadlines
     
    • Guaranteed deadline for display ad booking is Wednesday noon for publication the following week (Sunday - Saturday).

    • Guaranteed deadline for display ad material is Thursday 4:00 pm for publication the following week (Sunday - Saturday).
     
     
    Deadline Exceptions
     
     
     
    Payment
     
     
     
    Special Conditions
     
    • While similar in many respects, Display Ad rates and column widths are often different than Career Display rates and column widths.  When booking space and producing material, make sure you specify the correct type of display ad.
    • Individual title deadlines for display advertising and career display advertising may also be different.
     
     
    Receive proof of performance and invoicing
     
    • Once all the newspapers in your buy have run for the week ordered, the AWSOM digital archive collects digital tearsheets of each page your ad appeared on. 
    • A link to these PDFs will be emailed to you. 
    • This email also contains your invoice – marked paid unless an existing billing account is being utilized.
     
     
    Prefer to plan with a person?
     
    • Contact Glyn Evans-Percy 780-434-8746,  Ext 235, Monday to Friday, 9 am to 5 pm.
    • > Or email Glyn >