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Joanne is an ad manager with a common-sense approach to managing her team and their goals.She believes in communication – not micro-management – but real communication on howthings are … more
Motivational speaker and author Zig Ziglar used to ask, “Are you a meaningful specific or a wandering generality?” He related his comment to a number of areas: long and short-term goal … more
Like some other kids, I learned how to drive before taking the drivers’ education class in high school. My father took me to the school’s football stadium on weekends when the expansive … more
Gregory talked to me about a lesson he learned in his early days of selling advertising. “In one of my first presentations, the prospect rejected my ideas for a new campaign. Back at the … more
As mentioned in previous articles, there are two types of advertising: image and response. Image advertising – sometimes known as institutional advertising – is designed to give people a … more
Proofreading is one of the most important skills in the advertising world. While anybody with a sense of humor can appreciate a harmless blooper (one of my favorites is the sign that read, … more
In order to look ahead to a new advertising idea, sometimes it helps to take a look at the past. When an advertiser has been in business for a number of years, there are plenty of … more
  Samuel, the ad manager at a community paper, told me about a simple technique his sales team uses at the end of meetings with prospects and clients.    “I once read … more
One of the most important questions you can ask an advertising client is, “Would you mind showing me around?”  Think about it. When you have a conversation in a client’s … more
Lately I have noticed a disturbing trend in print and online advertising: the overuse of exclamation marks. They’re all over the place. Interestingly, no grammar book I have ever seen has … more
My friends Mark and Sandy invited me to spend a couple of days in a vacation beach condo they had rented, about a month before their first child was born. Mark and I decided to do some fishing, so we … more
Let’s take a look at the sales cycle. For our purposes, the focus is on advertising media sales, but this concept can apply to any business. Although the cycle has a beginning and an end, the … more
Please see the attached guide as a reference to frequent questions on newspaper advertising. If you still have questions contact the NCPA legal hotline (919) 833-3833 or NCPA office (919) … more
Generally speaking, there are two types of advertising. Image advertising, which is often referred to as institutional advertising, is designed to create a positive overall impression. Response … more
Let’s say you’re meeting with a florist who has been running ads with the headline, “For all your floral needs.” Of course, you and I know this is an empty headline that … more
Kirk likes to work directly with his ad clients on their creative strategies. “Making a sale is just the first step in the journey,” he said. “It’s a big part of my job to … more
In my advertising and training career, I’ve observed – and heard about – a lot of boss-employee encounters. Some have been good, some have been bad.  All have been … more
When we learned how to drive, we heard about blind spots. Those are the areas which are not visible in our rear and side view mirrors. As a result, we have to be extra careful when we change … more
Modulsit is a cost-saving solution for newspapers to help individuals and businesses tell their stories, how they want them to be told.  Learn more about what Modulist can do for your newspaper … more
Imagine the editors of a prestigious news organization sitting around a conference table discussing a breaking story. The story is written and all they need is a headline to convey its importance to … more
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