What is Ad Placement?
Essentially, it refers to the selection of media, ad size, frequency, position, and price for an ad or ad campaign. It can be applied to traditional media advertising like newspapers, magazines or billboards, or to on-line ads as well. Although it seems relatively easy to arrange for an advertisement, skilled placement people know how to negotiate for size and price and packages that client business usually can't get for themselves.
Why can't you use images from my web site for my brochure?
Resolution. Web images are created (when done properly) at low resolution (small file size) to speed web site loading. A printing press needs high resolution (big file size) files in order to provide crisp, sharp imagery in your printed materials. Printing low resolution files results in jagged edges and/or blurriness. There is a way (technically speaking) to increase file size in low resolution files called interpolation, but the results are not good and we don't attempt it. The bottom line is that you can use a print file on the web by sizing it down, but not the other way around.
Isn't on-line advertising less expensive than “regular” advertising?
Yes and no. Depending on where you run an on-line ad it can be very inexpensive. However, it may be quite ineffective. A more expensive “regular” (print, billboard, TV, etc.) ad that gets results may be a more worthwhile investment than a cheap ad that does little or nothing but burn up your money. It's more important to look at ways to determine the value of an advertisement and a means to compare and evaluate ads across venues and media platforms to make the right choices for your advertising budget and strategy.
Why does printing allow for overruns and underruns?
Generally, when running quality print jobs printers are entitled to overruns and underruns, typically in the 5% range. Due to “make-ready” (set-up) some paper and materials get sacrificed in order to get the job configured and running properly. When more than is expected gets used up – an underrun. When the printer gets the set-up quickly but has allotted more waste than occurred, leaving more material to be printed – an overrun.
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