Advertising And Beef Cattle Marketing
Here Are Some Exercises You Can Use For Developing Advertising And Beef Cattle
Market Development Exercises For Developing Your
Now that you have taken the first steps of where and when to
advertise, decide what type of advertisement you wish to use: an image, or cattle for sale ad. The steps to
developing an advertisement are divided into four basic categories: headline, artwork, copy, and call to action.
The headline and the artwork are instrumental in attracting the reader’s (potential buyer’s) attention. The copy
provides information on what the headline states. This is where you should focus on outstanding achievements and
pedigree information. The call to action should make the reader want to do more than just turn the page.
The headline is the message that serves as an introduction
to the advertisement. It works with the photograph to attract the reader's attention. These two factors together
can make or break the advertisement. The headline can account for 50-75% of the reason others look at your ad.
Types of Headlines
A headline command tells the reader to do something Example: “Don’t Miss This Special Herd
News announcements disseminate new information that the average reader would
not know about your herd
Example: Grand Champion at Houston!
Curiosity arouses the reader's attention
Example: 2006 Grand Champion Bull
Benefit shows what the reader would gain from your
Example: From every angle...these cattle will perform!
Art work, especially photographs, draws the reader’s attention to your advertisement. No
words you write will describe your herd like a photograph. Professional cattle photographers are glad to picture
your animals at shows or personal farm visits. A good time to plan farm visits for a photographer is when
neighboring farms also want to picture some of their herd.
Farm logos and slogans will help when put in your ad, so the reader knows your name and
sees a repetitious symbol and/or slogan that bring your herd to mind.
Types and examples of Art Work
Photographs are visual representation that may include professional cattle and or
Logo or unique trademark that includes farm name, contact person, name, address and business phone number.
Your copy should include important
facts about what you are featuring in your advertisement. Select a theme that follows your headline. Examples:
breeding efficiency, conformation, individual animal accomplishments, longevity, management, pedigree, performance
achievements, and how your animals have done for others. Ad copy should be brief, simple, and specific, selling the
performance and pedigree of the featured animals. Give the animal's complete name and other important facts. Do not
judge the effectiveness of a copy by its length.
Call To Action
Be sure to create a desire
to finish reading the ad and to end the advertisement with a call to action. A call to action makes the reader want
to find out more either by visiting your farm or calling for more information. Remember, if it is an animal for
sale advertisement, the reader should want to invest in the consignment.
Developing Your Layout
When laying out the advertisement, create thumbnail sketches. These are rough images of
where to place the components of the advertisement. Determine headline and photograph size, type styles, and if
color will be used. Your media representative may be able to help with this.
The bigger the photograph the better. Bleeding the photo off the edge of the page can
be done on any of the four sides. Borders add emphasis, especially on pictures. Unique photo shots will make your
ad stand out. The animal may also be outlined which is when the background is deleted from the photograph.
If you can fit it in your budget, using bright colors is another way to attract
attention. Advertisements can be done in full color or a combination of two colors. Full color uses four base
colors to create any color you would like to see in your ad, ranging from emerald green to fuchsia. Screens may be
used to make your layout appear to have different colors. For example, if you choose to use the color blue, you
could incorporate both light and dark shades of blue to develop a different appearance. Reverse processing can also
be done, which is when the background of an ad is black and the text is white. Using bright colors is always
eye-catching but that is not to imply that a black and white ad would not be just as appealing.
Good Techincal Layout Rules
1. Use short type measure--length of lines
2. Paragraph copy--no big blocks
3. Use window lines--short lines at the end of a paragraph
4. Use sub-headlines
Once you have made these decisions, make a clean legible copy of what you want your
advertisement to look like.
Make a copy of the ad for your files, and send the advertisement to the publication you
have selected to advertise with.
Be sure to enclose any photographs that will be used in the ad. Remember, it is very
important to meet publication deadlines. Here are a few simple exercises to help you in
developing a budget to refer to in your Advertising and Beef Cattle Marketing.
Cost investigation chart for your advertising
Publication Name _________________________________________
Publication Cost _________________________________________
Cost of 1/8 page _________________________________________
¼ page _________________________________________
½ page _________________________________________
Full page _________________________________________
Audience Type _________________________________________
Frequency of Ad _________________________________________
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