A memorable advertising campaign tells a story. It connects with the audience on an emotional level—evoking emotions, such as happiness, empowerment, compassion, or motivation. In 2013, Dove launched its “Real Beauty Sketches” campaign, which, according to Business Insider, boosted the audience’s self-esteem despite some criticism. Its goal was to show women that they are beautiful than they think by comparing separate sketches: how they describe themselves and how strangers see them. Because of this, Dove’s sales skyrocketed from $2.5 billion to $4 billion during the ad’s first ten years. Now, if you want to have an effective campaign for your business offers, make sure to review the advertising contract before sealing the deal.
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What Is an Advertising Contract?
Business contracts play an important role regardless of the industry your company belongs to. It helps streamline business processes and establishes a definite set of terms both parties should follow. One of the various examples of this document is an advertising contract. It is a legally binding agreement between a product or service provider (advertiser) and an advertising company (advertising media). An advertising contract example lays out the terms, rules, and responsibilities involved when the advertiser purchases a specific type of advertising time or space.
Moreover, the other party will fulfill its obligation in carrying out the message to the public through the agreed-upon media platforms. A social media advertising contract, billboard advertising contract, radio advertising contract, or print advertising contract will specify what will the advertising firm provide, how long the advertisement will run, and at what price.
How to Make an Advertising Contract
An advertising and promotion agreement or a contract for advertising space needs to have all the necessary elements for it to be of service. While writing this document is more efficient with the help of an advertising contract template or a sample marketing contract, we won’t let you do the process alone. In this section, we have outlined a step-by-step guide to help you create a draft of your contract.
1. Remember the Fundamentals
The first thing you have to do in creating an advertising contract is to provide a title of the document. Then on the first page, specify the names of the parties involved: the name of the business or the advertiser and the name of the publication, station, website, or the medium of advertisement. A standard contract should also have a section of the definition of terms. Here, it is important to define the terms used in the body of the agreement. These terms may include but not limited to ads, display ads, social media, SEO, and video advertisement.
2. Indicate the Timeframe
Whether the advertisers want to launch their advertisement on social media, television, or a radio station, it is crucial to specify the starting date and end date of your campaign. For television ads, the specific time and day of when the ads should run must also appear on the document. This section is significant to prevent the promotional service from running too early or too late.
3. Specify the Placement
The placement of an advertisement is also a factor that determines its success. That is why business owners have to display their ads strategically. In this section of the agreement, make sure to include where the ad should be on a particular space in the newspaper, magazine, or website.
4. Mention Any Special Considerations
If the advertiser has any special requests, be sure to mention it on the contract. This may include the size of the ad in pixels, the internal linking of banner ads, or the digital formats. Other provisions, such as the compensation for damages for billboard ads or initial test runs for print ads, must also be in this clause.
5. Include the Payment Terms
Of course, placing your advertisements on another party’s media platform would require payment. In this clause, specify the budget allocated for the ad, the payment schedule, and the payment method. Lastly, review the contract and discuss the stipulations with the other party.
What are the different types of advertising?
The means of advertising has evolved along with the rise of technology. Nowadays, both advertisers and advertising agencies have come up with strategic ways to reach out to the target market. Some examples of the means of advertising are the following:
- Digital Advertising
- Print Advertising
- Guerilla Advertising
- Broadcast Advertising
- Outdoor Advertising
- Event Marketing
- Product Placement
How do ads influence us?
If effective enough, advertisements influence the audience by creating favorable impressions of a particular product. When we think or feel that a specific good can help solve our problems, we will then purchase it.
Why do companies show advertisements again and again?
A Forbes article mentioned that on a daily basis, Americans see around 4 000 to 10 000 advertisements in different media platforms. And sometimes we didn’t even notice it was there. For this reason, companies make sure that their target market has seen their promotional materials. Thus, they show advertisements repeatedly.
There are advertisements that only had a little to no impact on us—like a passing wind. And there are some with those lines which we have memorized by heart. Marketing slogans like “Just Do It,” “Think Different,” and “Open Happiness” has become very familiar to us that we already knew what product it represents. Nevertheless, note that a successful marketing plan starts with strategic planning and ends with sealing the deal with a second party through an advertising contract. If you are in the process of creating this document, then feel free to use our professionally written templates above!
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