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 …
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John Foust
Greensboro, NC
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7/26/22
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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 …
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John Foust
Greensboro, NC
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6/25/22
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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 …
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John Foust
Greensboro, NC
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5/25/22
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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, …
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John Foust
Raleigh, NC
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3/24/22
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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 …
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John Foust
Raleigh, NC
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2/22/22
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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 …
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John Foust
Raleigh, NC
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1/26/22
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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 …
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John Foust
Raleigh, NC
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12/13/21
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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 …
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John Foust
Raleigh, NC
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10/21/21
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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 …
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John Foust
Raleigh, NC
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9/29/21
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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 …
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John Foust
Raleigh, NC
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8/30/21
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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) …
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8/23/21
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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 …
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John Foust
Raleigh, NC
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7/29/21
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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 …
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John Foust
Raleigh, NC
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6/2/21
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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 …
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John Foust
Raleigh, NC
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5/5/21
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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 …
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John Foust
Raleigh, NC
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4/5/21
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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 …
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John Foust
Raleigh, NC
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3/4/21
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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 …
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2/19/21
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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 …
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John Foust
Raleigh, NC
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2/8/21
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Once an ad’s graphic design attracts readers’ eyes, it has to say something of value. Otherwise, readers will skip the ad and miss the message completely. Here are a dozen copywriting …
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John Foust
Raleigh, NC
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1/12/21
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Want to get more eyes on your ads? Let’s take a quick look at some ad design tips:
Keep things simple and uncluttered. The four basic elements of a print ad are (1) headline, …
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John Foust
Raleigh, NC
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12/17/20
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