• Skip to primary navigation
  • Skip to content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • Business Directory
    • Buyers | Licensees
    • Sellers | Ancillary Businesses
    • Submit Product & Service Press Release
  • CBE Exchange
  • CBE Jobs Exchange
  • Events
  • Featured Videos
  • Product & Service Press Releases
  • Sponsored Polls
  • Webinars
    • Upcoming Webinars
    • Archived Webinars
  • Whitepapers

Cannabis Business Executive - Cannabis and Marijuana industry news

Recreational, Medical, Marijuana, Cannabis, And Hemp News for Cannabis Businesses

  • Follow on Facebook
  • Follow on Twitter
  • Follow on Google+
  • Follow on LinkedIn
  • Subscribe to our RSS feed
Newsletter 2
  • Home
  • Policy & Legal
    • Hemp Business Executive
    • International
      • Canada
      • Mexico
      • Israel
    • US A to F
      • Alabama
      • Alaska
      • Arizona
      • Arkansas
      • California
      • Colorado
      • Connecticut
      • Delaware
      • District of Columbia
      • Florida
    • US G to M
      • Georgia
      • Hawaii
      • Illinois
      • Indiana
      • Idaho
      • Iowa
      • Kansas
      • Kentucky
      • Louisiana
      • Maine
      • Maryland
      • Massachusetts
    • US M to N
      • Michigan
      • Minnesota
      • Mississippi
      • Missouri
      • Montana
      • Nebraska
      • Nevada
      • New Hampshire
      • New Jersey
      • New Mexico
      • New York
      • North Carolina
      • North Dakota
    • US O to V
      • Ohio
      • Oklahoma
      • Oregon
      • Pennsylvania
      • Rhode Island
      • South Carolina
      • South Dakota
      • Tennessee
      • Texas
      • Utah
      • Vermont
    • US V to W
      • Virginia
      • Washington
      • Wisconsin
      • Wyoming
      • Guam
      • Puerto Rico
  • Industry News
    • Advertising, Marketing, PR & Research
    • Banking, Finance & Real Estate
    • Compliance and Regulations
    • Corporate Social Responsibility
    • Retailers
    • Hemp Business Executive
    • HR and Staffing
    • North Of The Border
    • Industry People/On the Move
    • Packaging and Supplies
    • Press Releases
    • Processors
    • Producers
    • Security Solutions
    • Science and Technology
    • South Of The Border
  • CBE Lists
    • Ancillary Businesses
      • 2019 CBE Ancillary Business Survey CLICK HERE
      • 2018 CBE 155 A/B
      • 2017 CBE 150 A/B
      • 2016 CBE 100 A/B
    • Producers, Processors, Retailers
      • 2017 CBE 200 PPRs
      • 2015 CBE 100 PPRs
    • Industry Women
      • Glass Ceiling Wreckers: 2019 CBE Power Women of Cannabis
      • 2017 CBE 75 Most Important Women
      • 2016 CBE Top 50 Women
      • 2014 CBE Most Influential Women
    • Most Important Companies
      • 2016 CBE 10 Most Important Companies
      • 2014 CBE 10 Most Important Companies
    • Political 100
      • 2017 CBE Political 100
      • 2016 CBE 100 Political
      • 2014 CBE Political 50
    • 2014 CBE 100 Most Important People
    • CBE RFP Hotlists
      • 2014 CBE Lab Testing Services HotList
      • 2016 BHO Extraction Equipment
      • 2016 CBE Supercritical CO2 Extraction Equipment
      • 2016 CBE Security Solutions
      • 2016 Edibles & Infused Products
  • Company Stories
    • Up and Comers
  • Hemp Business Executive
    • Hemp Policy & Legal
    • Hemp Industry News
    • Hemp State Regulatory Agencies
  • Newsletters
    • CBE Week
    • CBE Human Capital Management
    • CBE Technology & Solutions
    • CBE Policy and Legal Update
    • CBE Product and Service Announcements
  • Op-Ed
    • Cartoons
    • The Buck Stops Here
    • Opinions
    • Comments
  • Associations
  • State Regulatory Agencies
    • Marijuana
    • Hemp
  • Contact
  • AB Survey
  • About Us
  • Account
  • Accounting Services
  • Advertise
  • Advertising, PR & Marketing
  • All Cannabis News
  • Ancillary Business Survey 2018
  • Ancillary Business Survey 2019
  • Archived Webinars
  • Associations & Organizations
  • Banking & Payment Processing
  • Better Start for the Glass Ceiling in this Industry, CBE’s Most Influential Women
  • Book Reviews
  • Business Directory
  • Business Directory Introduction
  • Business Directory Listing
  • Business Directory Manage
  • Business Directory Registration Info
  • Business Directory Welcome
  • Call for speakers
  • Cannabis Investments
  • Cart
  • CBE Exchange
  • CBE HotLists
    • CBE Lab Testing Services HotList 2014
  • CBE Lists
  • CBE Political 50
  • CBE Press LLC Privacy Statement
  • CBE Press News
  • Checkout
  • Consulting Services
  • Consumption Gear
  • Contact
  • Contribute
  • Contributors
  • Create Your Product & Service Press Release
  • Creative Submission
  • Cultivation Products & Services
  • Current Poll
  • Edible & Infused Products
  • Editor’s Page
  • Email Whitelisting Instructions
  • Event Listing Questionaire
  • Featured Videos
  • Funding Options
  • Hemp State Regulatory List
  • Home
  • Human Capital Management Newsletters
  • Industry Jobs
  • Join the CBE Business Directory
  • Join the Directory
  • Lab Testing Regulations
  • Lab Testing Services
  • Login
  • Logout
  • Marijuana State Regulatory Contacts
  • Marijuana Tax Facts
  • Media Kit
  • Medical Marijuana Qualifying Conditions
  • Members
  • MJ Media Kit
  • Most Popular Stories
  • Most Read Stories
  • New Product & Service Listings Welcome
  • News Releases
  • Newsletters
    • Ask CBE
    • CBE Human Capital Management
    • CBE Policy and Legal Update
    • CBE Product and Service Announcements
    • CBE Technology & Solutions
    • CBE Week
  • On the Move
  • Organizations & Associations
  • Packaging & Supplies
  • Password Reset
  • Policy & Legal
  • PPR Survey
  • Product Releases
  • Profile Update
  • Register
  • Security Solutions
  • Software & Technology
  • Sponsored Polls
  • State Cannabis Product Packaging Requirements
  • Terms of Service
  • Thank You
  • The Most Influential People in the Cannabis Industry, The Cannabis Business Executive 100
  • Training & Educational Services
  • Upcoming Webinars
  • User
  • Whitepapers
  • WV Senate passes medical marijuana bill to House
  • Categories
  • Locations
  • My Bookings
You are here: Home / Industry News / Advertising, Marketing, PR & Research / Creating Effective Advertising
Effective Advertising Buddbranding_cannabis_branding_v4a2

Creating Effective Advertising

August 4, 2016 by Wendy Rall Leave a Comment

“Can’t we just use the back of the brochure as our advertising?” This question was posed to me last week and inspired me to share this experience with you. One of our awesome clients in cultivation is interested in running one-third (1/3) page magazine print ads. We completed the branding, printed cards, and brochures to date; and we are about to start on packaging designs. The client’s idea to use the back of the brochure and send it to various magazines sounded like a sensible idea for the following reasons:

  • The proportions already designed are close to most 1/3 page magazine ads.
  • All of the contact information is included.
  • The logo is included.
  • The owner’s headshots are included.
  • The brand image is well represented.

I was interested to know why the business owners would want to use the back of the brochure as opposed to creating a custom advertising design. The response was solely because the back of the brochure “looked nice” and they thought it would be good for an ad.

This is where working with professionals that have knowledge and experience in creating effective advertising comes in! You want your ad space to WORK for you. Let’s review the original concept for this ad and potential missteps. The client was ready to place an ad that would have missed the opportunity to do the following:

  • Include a photo of packaging consumers can expect.
    Objective: Brand recognition.
  • Include a photo of the actual flower itself .
    Objective: Representation of quality.
  • Include national contact information.
    Objective: Representation of stability.
  • Include a very brief story or bullet points about the brand.
    Objective: Representation of experience, tying a human element to the brand and making an important connection.
buddbranding_cannabis_branding

Comparison of brochure back panel vs. 1/3 page print advertisement

Effective Advertising

In a natural progression, the ads that run will be created once the package design is completed for the company. The 1/3 page ad should feature the brand’s visual imagery (with the logo and sub text on top), the featured packaging, and contact information that will be prominently placed. An image of the flower would be inset or included in a still life setting. This design will visually attract more readers than the design from the back of the brochure. The client will get more value from their ad space.

Image Advertising

Now there is another route that we could take if this particular company wanted to place an advertisement immediately. Should the deadline not allow for packaging design and photography, a simple image ad may be created. This ad would have an objective of driving traffic to the website using the brand’s visual image and feature the following:

  • logo
  • contact information
  • tag line or brief introduction
  • website and all social media addresses.

On another important note: sizing and production is critical. The size of the back of the brochure is not the exact size nor proportion of most 1/3 page magazine advertisements. If this panel of the brochure is provided to the magazine, it would be rendered unusable. A reputable magazine should inform their client that the ad needs to be recreated to the proper proportions. You take a risk, however, when you provide an improperly formatted advertisement to the magazine production artist, who must “stretch” your ad to fit. You do not want this to happen. In a following article, I will further discuss the need for advertisements to be custom sized for each magazine.

After hearing our recommendations, the owners of the cultivation center fully understood that they would get more out of their advertising dollars by creating a custom design versus the design on the back of the brochure. Please be on the look-out for a follow up article showing the contrast between the back of the brochure design and the ad that is under development.

Volume 4 Article 2: This article is part of a series found on cannabisbusinessexecutive.com as well as www.buddbranding.com/brandingadvice

Filed Under: Advertising, Marketing, PR & Research Tagged With: advertising, branding, branding cannabis, cannabis brand, cannabis branding, consumer branding, marijuana branding

Primary Sidebar

Ad: Sidebar 1

Featured Video

Associations & Organizations

clearing div

Ad: Sidebar 2

Business Directory

Ad: Skyscraper 1

CBE Jobs Exchange


Featured Jobs
Go
Post a Job
More jobs
Powered by CBEJobsExchange.com

RSS Recent Jobs

  • Business Development Officer - Specialty Ag - Bank Michigan - Ann Arbor, MI
  • Field Applications Support Scientist - Danaher - Framingham, MA
  • Flash Chromatography Applications Chemist - VRS Recruitment - , NY

Product & Service Press Releases

Ad: Sidebar 3

CBE Events

Ad: Sidebar 4

State Regulatory Agencies

Ad: Skyscraper 2

Webinars

Ad: Sidebar 5

Associations & Organizations

Ad: Sidebar 6

Featured Video

Ad: Skyscraper 3

Business Directory

Ad: Sidebar 7

CBE Jobs Exchange

Ad: Sidebar 8

CBE Events

Ad: Skyscraper 4

Industry Blogs



Footer

  • Home
  • About Us
  • Advertise
  • Contact
  • CBE Press LLC Privacy Statement
  • Contribute
  • Contributors
  • Newsletters
  • Terms of Service
  • Contributor Login
  • Follow on Facebook
  • Follow on Twitter
  • Follow on Google+
  • Follow on LinkedIn
  • Subscribe to our RSS feed
Newsletter 2

© Copyright 2020 CBE PRESS LLC. - All Rights Reserved. Cannabis Business Executive Is A Trademark Of CBE PRESS LLC. · All Rights Reserved · And Our Sitemap · All Logos & Trademarks Belong To Their Respective Owners·