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This document discusses different types of publishing models including print, digital, and hybrid options. It outlines pros and cons of print like time-tested credibility but higher expenses versus digital with lower costs but validity questions. Advertising formats are also covered ranging from print ads to online banners to content marketing. The document stresses designing ads and content with headlines, features, benefits for specific audiences and calls to action.
Training option
- 1. Overview Publishing model Who gets paid what? How does it work? Why do I care? Pros of print Time tested: More Control: Big Impact: Strong believability: Cons of Print Expense: Reach: Content depth Digital Pros Up to the minute Easily searchable User feedback and interaction Depth and richness of content Easy to produce and deliver Cons No limit to the volume of search results Question of validity and credibility Results need to be filtered and treated with caution Readability Divided attention multi-screen, multi-channel distraction Advertising Print display classified Online banners buttons sponsorships Emarketing Content marketing Native marketing Editorial News Features Products Hybrids Advertorials Blogs Native content Video Viral
- 2. Design an advertisement Headline Features Benefits Audience,context and content specific creative Call to action