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In this one-hour workshop (which closely follows the outline of the
book), we will:
- Take a closer look at the RoperASW Readership Study of Public Interest
Advertising, which captured reader responses to nearly 200 print ads
placed in national publications between 1990 and 2000.
- Examine in greater detail why so many of these ads failed to capture
and sustain reader attention.
- Review the seven "Print Ad Principles" that can help you design more
effective advertisements.
- Apply these principles to a few ads you haven't seen, and (where possible),
test ads you are currently developing against them as well.
Recent sponsors of this new workshop include: The Robert Wood Johnson
Foundation, Environmental Defense, New York Regional Association of Grantmakers,
Nonprofit Coordinating Committee, The Kansas Health Foundation, Council
on Foundations, and California Community Foundation.
All workshop attendees will receive a PDF copy of the book, Why Bad Ads Happen to Good Causes.
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