Ad Basics
This is a paid message in the yearbook where a business or person promotes something or gives a shout-out.
What is an advertisement (ad)?
This chart or document lists the sizes and prices of all the different ad options so businesses know how much each one costs
What is a rate card?
This is the big, bold line of text at the top of an ad that grabs attention first, like “Support Your Jaguars”
What is a headline?
When you talk to a business owner and explain why buying a yearbook ad is a good idea, you are giving this.
What is a sales pitch?
When artwork is designed to extend slightly past the edge of the page so there are no white borders after trimming, the design is said to “have” this.
What is bleed?
This type of ad is bought by a local company, like a restaurant or salon, to promote its products or services in the yearbook.
What is a business ad?
After a business agrees to buy a half-page ad, the yearbook staff sends them a document that shows how much they owe and when it is due.
What is an invoice?
In an ad, the written words that explain the message, give details, or persuade the reader are called this.
What is copy?
After a business agrees to buy an ad, they sign this written agreement that explains the ad size, price, and rules.
What is a contract?
A local bank gives money to help pay for the yearbook and in return gets its name and logo highlighted in a special section. This supportive role is called this.
What is sponsorship?
A parent wants to buy space in the yearbook to say “We are proud of you, Jaylen” with a baby photo. This kind of ad is called this.
What is a personal ad or recognition ad?
Your staff offers a lower price for businesses that purchase an ad before October 1. That special limited-time price is called this.
What is an early-bird discount?
When designing an ad, you decide where to put the picture, headline, and text so it looks balanced and easy to read. This overall arrangement on the page is called this
What is the layout?
Your adviser says all ad artwork and payments must be turned in by November 15. That final date is called this.
What is a deadline?
Before an ad is printed in the yearbook, you send the business a preview to check spelling, photos, and details. This preview is called this.
What is a proof?
Before your group designs an ad, you first decide who it should speak to, like “parents of 8th graders” or “small businesses near the school.” That group is called this.
What is the target audience?
A business can buy a quarter-page ad for 75 dollars or a package that includes a quarter-page ad plus their logo on the school website for 110 dollars. Offering several items together for one price is called this.
What is a bundle or package deal?
To keep an ad from looking crowded, designers leave some empty areas on purpose so the eyes can rest and the important information stands out. These empty areas have this name
What is white space?
A company bought a business card ad in last year’s yearbook. You contact them again this year and ask if they want to repeat or upgrade their ad. The act of trying to keep them as a customer from year to year is called this.
What is renewal?
After the yearbooks arrive, your staff has to organize how they are handed out to students and how customers receive what they paid for. This process is called this.
What is distribution?
Your yearbook team designs a poster that says “Buy your yearbook today” and includes “Scan to order now.” The short phrase that tells people exactly what to do next has this name.
What is a call to action (CTA)?
A local shop spends 150 dollars on a yearbook ad and then makes 600 dollars in new sales from students and families who saw the ad. The way a business measures if the ad was worth the money is called this.
What is return on investment (ROI)?
Your staff wants people to easily order yearbooks or buy ads by scanning something on a poster with their phone that takes them straight to the order website. That scannable square image is called this
What is a QR code?
While talking to a business that plans to buy a quarter-page ad, you suggest they move up to a half-page ad for more visibility. Encouraging a customer to buy a more expensive or larger option is called this.
What is upselling?
For each ad your staff sells, your program keeps a percentage of the money as a reward for making the sale. That percentage paid to the seller is known as this.
What is commission?