CONSUMER
PRINT ADS
Print is an amazing medium, even if it has become passe in our modern world. What a little creativity can accomplish, despite budgetary constraints imposed by a black and white small space ad, has always fascinated me. Below are four samples of the many newspaper and magazine ads I wrote and conceived visuals for during my agency career. These clients are so dissimilar. The target audiences of these ads are, too. Yet, each ad has a headline that grabs you, concise body copy that brings home the pitch and a memorable visual. Short, sweet and sometimes a little sassy gets the job done.
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B/W Magazine Ad: Arai Helmet “Freddie Spencer Crash”
WRITER
B/W Magazine Ad: Raymond Rosen “Wall Vault”
WRITER
B/W Newspaper Ad: Spectacor “Constitutional 200”
WRITER
B/W Magazine Ad: Movies Unlimited “Best Catalog”
WRITER
When I was writing this four-color Philadelphia Magazine ad campaign for a retail furniture client in center city Philadelphia, I recall that I wasn’t all that jazzed. The campaign was developed to promote their Century Furniture gallery in order to utilize available cooperative advertising funds. It was determined that stock manufacturer photography would be utilized, and the agency I was then working for had developed a visual format for the client’s print ads that had already been approved. The only real creative outlet would be the headline and body copy of each ad. I think I did a decent job with those, but still felt like an opportunity to do something wonderful had been lost.
As it turned out, the client was quite pleased with the campaign, and it increased sales for them, too. It just goes to prove that sometimes, like Mr. McLuhan said, the medium is the message. A 4-C ad campaign in a tony metropolitan rag sent the right message to the right audience…and got the job done.
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4C Magazine Ad Campaign: Kroungold’s Century Furniture Gallery, Ad 1 – “Free Design Service”
WRITER
4C Magazine Ad Campaign: Kroungold’s Century Furniture Gallery, Ad 2 – “The Best For A Century”
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4C Magazine Ad Campaign: Kroungold’s Century Furniture Gallery, Ad 3 – “Look of the Century”
WRITER
Below are two samples from my earliest professional writing experience. Just prior to graduating college, I interned at a prestigious advertising agency in the Lehigh Valley of Pennsylvania for two months. I learned a great deal about workflow in a busy mid-size agency and contributed to the work product of the creative, public relations and research departments. Plus, I had the opportunity to work on a number of fun assignments, including these two print ads that I wrote for a banking client. Even though my internship ended before these ads went into production and I did not receive printed samples, I had to include them here. Why? Simple. They impressed the Creative Director of the first ad agency I worked for enough to get me my first paying job. In this case, these ads got the job won!
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B/W Newspaper Ad: Merchants Bank “Christmas Club”
WRITER
B/W Newspaper Ad: Merchants Bank “Pension Investment”
WRITER
