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Golden Gate Chapter, BMW CCA

Die Flüsternde Bombe News Magazine


& Online Advertising Brief
New Policy Note for 2007:
All Print Ads AND Payments Must Be Received ONE MONTH, PRIOR TO THE DEADLINE
on the 5th Before the Ad’s desired run issue.

Rev 10282006

Your Advertising Account Representative:

Percy M. Chow
7854 Shannon Avenue
Dublin, CA 94568
(925) 323-4844
percy_chow@percydesign.com


Table of Contents

Ad Rate Matrix 2
Die Flüsternde Bombe Magazine
GGC Website

Die Flüsternde Bombe Ad Dimensions 3


and Sample Sizes

GGC Website Ad Dimensions 7


and Sample Sizes

GGC Email Newsletter Ad Dimensions 9


and Sample Sizes

How to Maximize Your Ad Returns 10


Types of Advertising
Response and Conversion Rates

How to Prepare/Submit Your Ad 12


Preparing a Print Ad for the Die Flüsternde Bombe
Preparing a Web Advertisement
Submitting Your Ad Electronically

Ad Insertion Form 13


Ad Rate Matrix

The current ad rates apply for the 2007 Die Flüsternde Bombe Magazine, GGC website and newsletter.
Package buying is available at an additional 5% and 8% of total discount respectively. (i.e. Die Flüsternde
Bombe and Website and Die Flüsternde Bombe and Website and Newsletter, except Text ads.)
NOTE PRINT AD ARTWORK IS DUE 1 MONTH BEFORE ISSUE RELEASE DATE on the 5th.
PAYMENT IS DUE ON OR BEFORE AD SUBMISSION. See end of PDF for an insertion order.

Die Flüsternde Bombe Black and White Advertising - Interior Pages Only
Dimensions 1 issue 2-3 issues 4-7 issues 8-10 issues
Full Page $344.00 each $327.00 each $310.00 each $275.00 each
Half Page $188.00 each $179.00 each $169.00 each $150.00 each
Quarter Page $135.00 each $125.00 each $113.00 each $105.00 each
Business Card $88.00 each $84.00 each $79.00 each $70.00 each

Die Flüsternde Bombe Color Advertising - Interior Pages Only (Add 25% for Specified Placement requests)
Dimensions 1 issue 2-3 issues 4-7 issues 8-10 issues
Full Page $500.00 each $475.00 each $450.00 each $400.00 each
Half Page $263.00 each $250.00 each $237.00 each $210.00 each

Die Flüsternde Bombe Color Advertising - Inside Front/Back Cover and Back Cover
Dimensions 1 issue 2-3 issues 4-7 issues 8-10 issues
Full Page - Inside $513.00 each $488.00 each $462.00 each $410.00 each
Front/Back Cover
3/4 Page - $775.00 each $737.00 each $698.00 each $620.000 each
Back Cover

WEBSITE Advertising - General rotation throughout website


Dimensions 1 month 2-3 months 4-7 months 8+ months
Ad Banner - 50kb $188.00 each $179.00 each $169.00 each $150.00 each
468 x 60 pixels
BillBoard - 50kb $88.00 each $84.00 each $79.00 each $70.00 each
160 x 50 pixels
Skyscraper - 120kb $344.00 each $327.00 each $310.00 each $275.00 each
160 x 600

Email Newsletter Advertising - space limited to 10 advertisers per blast


Dimensions/Type 1 month 2-3 months 4-7 months 8+ months
Ad Banner - 50kb $188.00 each $179.00 each $169.00 each $150.00 each
468 x 60 pixels
Text Ad $25 each $24.00each $23.00each $22.00 each


Die Flüsternde Bombe Ad Dimension
and Samples Sizes

Full Page Ad - Interior Pages


7.75” wide x 10” height

You may also choose to submit a


8.375” wide x 10.875” height for a full bleed.
(add 1/8” all sides to accommodate bleed)


Half Page Ad - Interior Pages
7.75” wide x 4.75” height

Business Card Ad -
Interior Pages
3.5” wide x 2” height
Quarter Page Ad -
Interior Pages
3.5” wide x 4.75” height


Full Page Ad - Inside Cover
8.375” wide x 10.875” height
(add 1/8” all sides to accommodate bleed)


3/4 Page Ad - Back Cover
8.375” wide x 8” height
(Add 1/8” bleed top and left/right. Note slightly shorter height for
postal information)

postal information here


GGC Website Ad Dimensions
and Sample Sizes

Standard Ad Banner Billboard


468 x 60 pixels 160 x 50 pixels

Skyscraper
160 x 600 pixels


GGC Email Newsletter Ad Dimensions
and Sample Sizes

Text Ad
Standard Ad Banner
160 x 50 pixels
468 x 60 pixels
Text Ad
HOT ITEMS 160 x 50 pixels
South Bay Tour & BBQ
Text Ad
The sun is finally out, our beautiful California hills are in full bloom, you’ve washed
160 x 50 pixels
your Bimmer, and now it’s time to get outside and motor.
Text Ad
BMW Festorics at the Monterey Historics 160 x 50 pixels
BMW Festorics is a Club celebration at the Monterey Historic Automobile Races.
It’s a look back at what started as a fascination with cars, and turned into an ob- Text Ad
session — it’s a BMW CCA gathering of 350 of your closest club buddies at one of 160 x 50 pixels
the premier vintage car weekends in the world.
Text Ad
Thunderhill Driving School 160 x 50 pixels
Come learn the art of high-performance driving at our summer driving school be-
ing held at Thunderhill in Willows.

July Autocross
Join us at Marina Airport for a day of autocrossing fun. Registration is open.

CURRENT NEWS
San Jose Grand Prix
World class open-wheel racing returns to downtown San Jose July 28, 29 & 30.
Historic Stock Cars, Champ Car Atlantic, Formula BMW, and Formula Drift rounds
are what San Jose Grand Prix is all about.

FREE
more details | last updated SET OFon
by: kcollins WIPERS
Jul 13
WITH
BMW CCA Club Race - Thunderhill ANY OIL CHANGE OR SERVICE
Come toaction
Come watch the wheel-to-wheel Bimmerworks of LosThis
at Thunderhill. Gatos. Weisare
event hosted by the
qualified BMW technicians
Golden Gate Chapter and sanctioned by NASA (NorCal). for cars old & new.
123 Main Street. Phone (408) 123-45678.

exploded example
Text ads allow for up to
60 characters for the
headline and 150 characters
for the body text


How to Maximize Your Ad Returns

Types of Advertising
There are many types of advertising, from radio to television, print to internet. The GGC offers mainly print
and web based advertising at bargain rates. The specific type of advertising the GGC offers is called CPM or
Cost Per Mille/Impressions. The is a blanket advertising term used by most mass media firms to describe the
type of advertising that is presented to a broad audience base. It is defined as CPM as the advertiser (you)
pays to advertise to a set number of people.

Response and Conversion Rates


With most type of CPM advertising, the RESPONSE (or the rate at which a person react to the ad) is roughly
.01% or 1 person in 1,000. Traditionally, a RESPONSE is termed as a person making contact with the adver-
tiser in the form of a call, email, etc.

However, with the rise of performance marketing models, a new term has arisen called a CONVERSION
RATE. The CONVERSION RATE is taking a responding user and making them complete a desired task,
action or buying decision. It’s the much more desired action than the RESPONSE as it eventually results in a
revenue return.

For example, an ad which costs $100 will reach an audience of 10,000 people.
The traditional response rate is .01% or 10 people.
The projected conversion rate is .005% or 5 people.

This doesn’t sound great at first, but depending on your business costs to acquire new customers, $10 a
lead might be a bargain. And with a conversion rate of 5 people, for some business that number is a windfall
(i.e real estate, accountants, lawyers, etc.) as they average customer value is very high.

If your company’s average sale is $1000 and your ad converts 5 people, that $100 ad generated $4,900 of
revenue. Which means it paid for itself.

What Makes a Successful Ad?


With CPM print and web advertising, the success of the ad relies primarily on these 5 factors
working together

1. The size of the audience


2. The type of group which the ad is directed to
3. The service or product offering
4. Incentive to react to the ad
5. The number of times the audience sees the ad (also termed as impressions).

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1. The size of the audience
Typically with CPM type advertising, the larger the audience, the better the response and conversion rate.
The success of the web illustrates this point with high traffic websites also yielding high response rates to
sponsor ads.

2. The type of group which the ad is directed to


Another factor to the success of your ad is whether your typical customer base is similar to that of the Die
Flüsternde Bombe readership. The more similar your customer base, the better your response to your ad will
be.
For example, the average male BMW owner is white, in his mid-40’s and in a position of mid to high level
management. A seller of men’s business attire would be a good candidate to advertise in the Die Flüsternde
Bombe as his clientele is very similar to the BMW owner.

3. The service or product offering


The old addage of building a better mousetrap isn’t always true as not everyone needs a mousetrap. Thus
the advertiser must consider if their product or offering would fit into the general needs base of the Die
Flüsternde Bombe readership. A BMW independent repair shop would have appeal, but a vendor of used
tires may not as most BMW owners would but their tires new.

4. Incentive to react to the ad


Generally there are 2 types of ads with varying impact to the user.
A. Awareness - these ads usually feature a logo and perhaps an address and general product or service
offering. And example headline would read. “Jim’s Independent BMW”. These ads are meant to establish
credibility with the audience but traditionally have very low response rates if used long term.
B. Call-to-Action/Promotional - these ad usually features a promotion with headlines such as “Save 25% on
All BMW Parts, Make an Appointment Today!” These ads tend to garner the most response rates initially,
however, when repeated over the long term, the advertiser is eventually seen as bargain basement entity
or in danger of going out of business. Also to note, Promotional offers do need to be compelling. Saving
5% over any BMW service over $1000 is not as compelling an offer as Saving 25% over any service
of $100.

Which is the right ad to run? A mixture of awareness and promotional ads are best. When a firm starts ad-
vertising, initial promotional ads should run to help generate responses. After which, a series of awareness
campaign should be launched followed by promotional ads. And then let the cycle repeat itself.

5. Impresssions or the number of times the audience sees the ad


This term refers to the number of times an ad appears to the audience. For print, it is generally 2-3 impres-
sions per issue (or the number of times the reader, re-reads the magazine.) For an ad to be effective, it
has to be seen roughly THREE time before it is logged into the subconscious of the audience member. The
number of impression does note guarantee a response or conversion, but rather a value to which a response
or conversation rate can formulated. Generally, most print ads have a decision lead time of up to 3 months
(Time where the audience member absorbs the ad information to a time when they act on the information).

11
How to Prepare/Submit Your Ad

The Die Flüsternde Bombe magazine, in an effort to reduce production costs and keep the ad pricing as low
as possible, require that advertisers (or inform their ad designers to) submit their artwork in the following
formats:

Preparing a Print Ad for the Die Flüsternde Bombe


ARTWORK & PAYMENT IS DUE 1 MONTH BEFORE
ISSUE RELEASE DATE/DEADLINE on the 5th

Half Page, Full Page or Quarter Page ads that DO NOT BLEED:
1. Create your ad within the specified ad dimension.
2. Create your ad with a 1 point (1/32”) border surrounding the outer edge of your ad. Thicker borders are
acceptable BUT MUST PROTRUDE into the ad space.
3. Save your Color ad as a CMYK (or Black & White as a Grayscale) file at 300dpi.
4. Accepted formats are JPG (highest resolution), PDF (press quality) or TIF.
Absolutely NO GIF, PNG or GIF files.
5. Submit your ad via email to your ad representative.

Inside Front or Back Cover, Back Cover (3/4 Page) or Full Page Bleed Interior
1. Create your ad within the specified ad dimension.
2. Create your ad with crop marks and a 1/8” bleed on sides where applicable (all four sides with inside and
back cover ads, full page interior ads and only top and left/right for back cover ads.)
3. Save your Color ad as a CMYK (or Black & White as a Grayscale) file at 300dpi.
4. Accepted formats are JPG (highest resolution), PDF (press quality) or TIF.
Absolutely NO GIF, PNG or GIF files.
5. Submit your ad via email to your ad representative.

Preparing a Web Advertisement for the GGC Website or Email Newsletter


1. Create your ad within the specified ad dimension.
2. Acceptable formats are GIF and JPG. Please contact your ad representative for flash file usage.
3. Please note maximum file size values. When we publish a maximum file size of 10k, 10.9k is
acceptable, 11.0k is not.
4. Submit your ad via email to your ad representative.

Submitting Your Ad
You are welcome to submit your ad in one of 2 formats:

1. On CD or DVD - please include the art file as specified above as well as a paper proof. Mail your CD/DVD
to the address on the insertion form at back.
2. Upload your file via FTP - using an FTP program or Windows Explorer, upload your file to...

server: unix5.electricfox.net <http://unix5.electricfox.net>


username: client
pass: Webdesign1

Please label your file accordingly - suggest nameofclient-adsize.format (i.e. samplemotors-halfpage.tif)

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Ad Insertion Form
Once completed, please mail or fax this form along with your payment to your GGC,
BMW CCA representative. Please make checks payable to Golden Gate Chapter, BMW CCA.

I would like to place an ad with the BMW CCA - Golden Gate Chapter. I understand this insertion order, my
artwork AND payment are due on or before my ad will run (ONE MONTH BEFORE IN CASES OF PRINT
ADVERTISING, on the 5th). I also understand that I am responsible for the content of the ad and that I (or
my authorized agent) will provide artwork according to the club’s submission standard. If the content or the
artwork is either inappropriate or not to spec, my ad my not run as I intended.
Mail and Fax Info:

Percy M. Chow NAME: AUTHORIZING SIGNATURE:


Ad Manager
ADDRESS:
Golden Gate Chapter
BMW CCA - Advertising CITY: STATE: ZIP:
7854 Shannon Ave.
Dublin, CA 94568
CONTACT PHONE: CONTACT EMAIL:
Phone (925) 323-4844
Fax (925) 886-8714 YOUR ADVERTISING REPRESENTATIVE:

TOTAL #OF ADS: TOTAL AD SPEND THIS ORDER:

CHOICE OF AD FORMAT (indicate by circling Ad Type and Price):


Ad Type and
1 issue 2-3 issues 4-7 issues 8-10 issues
Dimensions
Die Flüsternde Bombe Black and White Advertising - Interior Pages Only
Full Page $344.00 each $327.00 each $310.00 each $275.00 each
Half Page $188.00 each $179.00 each $169.00 each $150.00 each
Quarter Page $135.00 each $125.00 each $113.00 each $105.00 each
Business Card $88.00 each $84.00 each $79.00 each $70.00 each
Die Flüsternde Bombe Color Advertising - Interior Pages Only (Add 25% for Specified Placement requests)
Full Page $500.00 each $475.00 each $450.00 each $400.00 each
Half Page $263.00 each $250.00 each $237.00 each $210.00 each
Die Flüsternde Bombe Color Advertising - Inside Front/Back Cover and Back Cover
Full Page - Inside $513.00 each $488.00 each $462.00 each $410.00 each
Front/Back Cover
3/4 Page - $775.00 each $737.00 each $698.00 each $620.000 each
Back Cover

Ad Type and
1 month 2-3 months 4-7 months 8+ months
Dimensions
Chapter Website Advertising - General rotation throughtout website
Ad Banner - 50kb $188.00 each $179.00 each $169.00 each $150.00 each
468 x 60 pixels
BillBoard - 50kb $88.00 each $84.00 each $79.00 each $70.00 each
OFFICE USE 160 x 50 pixels
ONLY Skyscraper - 120kb $344.00 each $327.00 each $310.00 each $275.00 each
Ad rep: 160 x 600
Ad run date: Chapter Email Newsletter Advertising - space limited to 10 advertisers per blast
Payment? Ad Banner - 50kb $188.00 each $179.00 each $169.00 each $150.00 each
468 x 60 pixels
Art In?
Text Ad $25 each $24.00each $23.00each $22.00 each