Personal Fitness Professional - June 2008 - (Page 28)

Ad printing is typically run in either spot printing or process printing (full color). The quick lesson with printing is spot color is an individually matched single color, and process printing is actually four ink colors (cyan, magenta, yellow and black) printed in tiny dots to create the eﬀect of full color. Full color ads are more expensive to print versus a spot color ad; however, spot color ads can be just as eﬀective as full color, with the right headline and graphic. Don’t sell your business or product short; if you are selling something that visually can be seen better in a full color picture or if you have a colorful logo, then you should spend the extra dollars for full color — at least initially, until people get to know your name, logo and recognize your ad. We would all recognize the Nike “swoosh” in any color, including grayscale! Approximately ﬁve to 10% of annual sales should be spent on marketing and advertising your business. Unfortunately, most companies don’t think to do this until business is slow and there is no budget to spend on marketing and advertising. It’s critical to brand your company or product, create a marketing plan, be consistent with your advertising and try diﬀerent methods of advertising. There are many ways to advertise: print, electronic, radio and television are just a few. Here are nine basic elements of creating a strategic advertisement: Consistency Consistency! Consistency! Consistency! That cannot be stressed more. Branding your company and product is essential in any advertising medium. Use of your logo, typeface, colors, layout and/or theme are all part of recognition and branding. Do not get overly creative and change your ad look, feel and message too often. You want people to recognize your company and look for your oﬀerings. 28 JUNE-JULY2008 · WWW.FIT-PRO.COM http://www.humankinetics.com http://WWW.FIT-PRO.COM

Table of Contents Feed for the Digital Edition of Personal Fitness Professional - June 2008

Personal Fitness Professional - June 2008 Contents Letter From the Editor, Writers To Franchise Or Not To Franchise? Current Controversies Insuring Success Case Study Exercise Spotlights Raising Rates Through Better Session Design Mark Your Calendar The Perfect Ad The Movement Triad Exercise Spotlights Product Profile New on the Market Spotlight: Brian Boyle

Personal Fitness Professional - June 2008

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