NEWSPAPER ADVERTISING GUIDELINES

Transcription

1 NEWSPAPER ADVERTISING GUIDELINES standards & practices

2 OVERVIEW The Ferris Newspaper Advertising Guidelines provide the foundation for consistent application of the Ferris brand across all print advertising and help you make a great ad marketing Ferris products. The Ferris brand is much more than a logo. Our brand is our image. Our brand is the reputation we ve spent years building as commercial mower specialists. It s one of the most valuable assets we have. It s this value that will help you market our mowers successfully. Following these guidelines will help you get approval for Co-op advertising funds. If you have any questions, please call the Ferris Marketing Department at x710. WHAT S IN A BRAND? Power. The power to separate our commercial mowers from the competition. By following these guidelines consistently you will help us build a strong, unified image with your dealership that helps us ensure that all printed communications are polished and professional a true reflection of the outstanding products we sell. WHY BRANDING IS IMPORTANT Inconsistent use of a brand is the number one factor that reduces the strength of a brand. By consistently putting forth a unified image to the public, we are bringing value, prominence and awareness to our product. CORRECT SOFTWARE IS KEY Before getting into the details of ad design, let s address the means by which you will create your advertisments. The use of industry-standard software for designing print materials is essential to ensuring the highest quality. Such applications allow for strict control of color, typography and images for print and web-based use. Software considered industry standard: LAYOUT: Quark XPress; Adobe InDesign or PageMaker VECTOR GRAPHICS: Macromedia FreeHand or Adobe Illustrator RASTER IMAGES/PHOTOGRAPHY: Adobe Photoshop Applications such as Microsoft Word, Microsoft Publisher, PrintShop, and Corel Draw do not conform to industry standards, and therefore, should not be used for print design. Should you have any questions, please do not improvise solutions without first consulting the Ferris Marketing Department at x710. ACCESS TO ARTWORK To help you develop effective Ferris advertisments, we made the process of accessing all the current Ferris images and logos simple. The design elements, artwork and most up-to-date information are easily accessible by visiting our advertising and clip art web site at When in doubt, call. These standards were carefully developed by experienced professionals in the Ferris Marketing Department. 2

3 IMPORTANT NOTES Legal Disclaimers: Sometimes text, an image, or a claim needs to be accompanied by a Legal Disclaimer. The disclaimer is often in the form of a footnote. Disclaimers can be no smaller than 6pt and should not be hidden in the design. The images on FerrisAdvertising.com are contained in a ZIP archive that includes a text file of pre-approved bullet points that help highlight the features of the mower. If you use these bullet points, don t forget to use the mandatory disclaimers included in the text file. Modifing logos, images, approved text, or legal disclaimers: You may not modify approved text or legal dislaimers in any way. They only way you may modify Ferris images or logos is to resize them. BRAND It is important that the Ferris logo is always used in its correct, trademarked form. The design of the logo must never be altered. Never modify the shape or proportion, or set the logo in a different typeface. The logo should never appear in any color except those approved in this guide. It should always appear prominently and be used in its entirety. The simplest way to ensure that the logo is used in its correct form is to use only approved master reproduction art. You can download the logo at FerrisAdvertising.com. Color Logo Gray Scale Logo B/W Logo INCORRECT USEAGE Never stretch the logo horizontally or vertically, or distort/change in any way. 3

4 COLOR PALETTE & TYPOGRAPHY Color Ferris Red PMS 1807C C/0 M/100 Y/96 K/28 R/183 G/0 B/4 Fonts Helvetica Neue 57 Condensed Helvetica Neue 77 Bold Condensed Helvetica Black Opti Vanilla If you do not have these fonts, use fonts from the Arial font family to replace the Helvetica fonts. TRADEMARKS Trademarks are valuable business assets and, therefore must be protected. Improper usage can jeopardize the legal status for these identification units and cause a loss of registration or uniformity. In headlines, sub-headlines or on product packaging the, TM or SM should appear after every use. In body text, the, TM or SM need only appear on first use. Later references to names should be properly capitalized but no mark is necessary. The following examples illustrate the acceptable form for the trademarks. Zero-Turns: Three-Wheel Riders: IS 5100Z IS 3100Z IS 2500Z IS 2000Z IS 1500Z IS 500Z Evolution ProCut S Attachments: FAST-Vac Collection System EZ-Dump EZ-Dump XL TURBO-Pro Collection System Walk-Behinds: ComfortControl DD HydroCut Features: Patented Suspension Technology icd Cutting System Torque Tuned Blades Patented Operator Forward Design and Ergonomics TAG LINES The idea behind our tag line is to create a memorable phrase that will sum up the tone and premise of our product or to reinforce the customer s memory of a product. The tagline art should never be used without the primary logo. 4

5 CO-BRANDING Our brand logo is a valuable asset. Our logo signifies our ownership and endorsement of products and ideas. When used with your logo/brand, the Ferris logo should be treated subservient to the your logo/brand so that it is clearly a product for sale by your company. IMPORTANT: Avoid using the Ferris logo in a manner that gives the appearance of co-branding. Example: Placement of the Ferris logo adjacent your logo. GRAPHIC ELEMENTS BUTTONS The use of Buttons can bring quick attention to your call of action. Below are a few examples that you can download from FerrisAdvertising.com. Large Buttons (3 or larger) Patented SUSPENSION Technology Special FINANCING Available! DEMO One Today! Small Buttons (3 or smaller) AUTHORIZED DEALER Spring into SAVINGS! Inventory Reduction SALE! 5

6 GRAPHIC ELEMENTS SWOOSHES AND ROUNDED CORNERS A few graphic elements are used consistently across Ferris marketing materials. The Swooshes can be used to frame and anchor a design in a layout. (Take care not to distort the proportions of the curves.) EPS files of the swooshes can be downloaded from FerrisAdvertising.com. Corners on picture boxes should be consistently rounded. Swooshes Rounded Corners 6

7 GRAPHIC ELEMENTS PHOTOGRAPHY FerrisAdvertising.com offers a variety of images for you to use. The images on FerrisAdvertising.com are contained in a ZIP archive that includes a text file of pre-approved bullet points that help highlight the features of the mower. If you use these bullet points, don t forget to use the mandatory disclaimers included in the text file. Do not modify the images, text, or disclaimers in any way. Below are some sample images. On the next page are examples of what not to do with our images. 7

8 GRAPHIC ELEMENTS INCORRECT PHOTO USAGE Make sure that the images are not improperly cropped, distorted or flipped. Image is improperly cropped Square corners are used Image is distorted (Out of proportion) Image is distorted (Out of proportion) Image is flipped Image is distorted (Out of proportion) & Square corners are used 8

9 NEWS PAP ER ADV ERTI S I NG GU ID E L IN E S EXAMPLES The dimensions of newspaper ads vary from newspaper to newspaper. Below are a few examples of ads that can be customized to your needs or used as inspiration for completely original designs. High resolution PDFs and native Adobe InDesign CS 5.5 files are available to download at As always, if you have any questions, please call the Ferris Marketing Department at x710. Full Page TRUCK HAS SUSPENSION. SHOULDN T MOWER? DEALERSHIP Test-drive a Ferris commercial zero-turn and you ll ask yourself, Why haven t I tried 123 Green Acres Drive, Mowertown, ST IS 3100Z IS 2000Z IS 3100Z MODEL: IS2000ZB2852 Ground speed up to 12 mph and mows up to 7.2 acres per hour, based 32 gross hp* Vanguard BIG BLOCK 30/28 gross hp* Briggs & Stratton Commercial Turf Series engine 25.5 gross hp** Kawasaki V-Twin engine IS 1500Z MODEL: IS3100ZB /32 gross hp* Vanguard BIG BLOCK engine 30 gross hp* Briggs & Stratton Commercial Turf Series Available in 72 or 61 cutting widths X MODEL: IS2500ZY20D52 28/26 gross hp* Briggs & Stratton Commercial Turf Series engine 24/23/18.5 gross hp** Kawasaki V-Twin engine 61, 52, 48 or 44 cutting widths 32 gross hp* Vanguard BIG BLOCK engine 30/28 gross hp* Briggs & Stratton Commercial Turf Series 25.5 gross hp** Kawasaki V-Twin engines unparalleled traction and stability icd Cutting System with Stripe Kit Ground speed up to 12 mph and mows up to 7.2 acres per hour, based on 80% efficiency ComfortControl DD IS 500Z FERRIS zero-turns Patented SUSPENSION provide comfort, Technology speed and maximum compact value MODEL: CCWKAV1536 DEMO One Today! 123 Green Acres Drive Mowertown, ST MODEL: IS500ZB /27 gross hp* Briggs & Stratton Professional Series engines 61, 52 or 44 cutting widths available Available in 61 or 52 cutting widths icd Cutting System with Stripe Kit Ground speed up to 10 mph and mows up to 5 acres per hour, based on 80% efficiency Your Dealership productivity! ^ Power levels rated by engine manufacturer. All loans subject to approval. Tax, set-up, and delivery fees not included. Models subject to change without notice. MODEL: IS2000ZB2852 diesel power mid-size, maximum value 61 or 52 cutting widths available IS 2500Z IS 2000Z extreme performance MODEL: IS3100ZB /20 gross hp^ Yanmar 3-Cylinder in-line diesel engine Available in 61 or 52 cutting widths beautiful manicured finish every time. Experience the difference suspension makes! maximum value X 36/32 gross hp* Vanguard BIG BLOCK engine 30 gross hp* Briggs & Stratton Commercial Turf Series engine Available in 72 or 61 cutting widths increases mower longevity, reduces operator fatigue, enhances comfort and leaves a extreme performance one sooner? Our patented suspension technology delivers maximum productivity, 23.5/20.5/15 gross hp** Kawasaki V-Twin engines Available in 36, 48, 52 and 61 cutting widths (61 & 51 models) Ground speed up to 8 mph and mows up to 4 acres per hour, based on 80% efficiency Quarter Page Electric start standard on all models Ground speed up to 6 mph and mows up to 3 acres per hour, based on 80% efficiency Tax, set-up, and delivery fees not included. Models subject to change without notice. DEALERSHIP IS 1500Z 123 Green Acres Drive, Mowertown, ST 28/26 gross hp* Briggs & Stratton Commercial Turf Series engine 24/23/18.5 gross hp** Kawasaki V-Twin engines Available in 44, 48, 52 or 61 cutting widths icd Cutting System with stripe kit mows up to 5 acres per hour, based 123 Green Acres Drive Mowertown, ST OPEN HOUSE Mon. Fri.: 9am 5pm Sat.: 9am 12pm Saturday Month XXth All loans subject to approval. Tax, set-up, and delivery fees not included. Models subject to change without notice. FERRIS zero-turns with patented suspension technology provide: IS 5100Z the ultimate mowing machine Mon. Fri.: 9am 5pm Sat.: 9am 12pm 123 Green Acres Drive Mowertown, ST Special Financing Available! MODEL: IS5100ZC33D61 Enhanced comfort A beautiful manicured finish every time! Experience the difference suspension makes! X MODEL: IS2500ZY20D52 Increased mower longevity diesel power X IS 1500Z Maximum productivity Reduced operator fatigue FERRIS zero-turns provide comfort, speed and maximum productivity! IS 2500Z 24 gross hp^ & 20 gross hp^ Yanmar 3-Cylinder In-Line diesel engine Available in 61 or 52 cutting widths alf Page H (Horizontal) 28/26 gross hp* Briggs & Stratton Commercial Turf Series engine 24/23/18.5 gross hp** Kawasaki V-Twin engines 61, 52, 48 or 44 cutting widths *All power levels are stated gross horsepower per SAE J1940 as rated Briggs & Stratton. **All power levels are stated gross horsepower per SAE J2723 as rated by Kawasaki. ^ Power levels rated by engine manufacturer. All loans subject to approval. Tax, set-up, and delivery fees not included. Models subject to change without notice. Half Page (Vertical) gross hp^ Caterpillar diesel engine Available in 72 or 61 side or rear-discharge cutting widths ^ icd Cutting System with stripe kit Ground speed up to 12 mph and mows up to 7.2 acres per hour, based Power levels rated by engine manufacturer. All loans subject to approval. Tax, set-up, and delivery fees not included. Models subject to change without notice. 123 Green Acres Drive, Mowertown, ST Mon. Fri.: 9am 5pm Sat.: 9am 12pm _ F E R _ F LY _

10 COMMONLY MISSED ITEMS THAT WILL NOT QUALIFY FOR CO-OP Though out this guide we have illustrated how to correctly brand your advertisements to qualify for Ferris co-op advertising funds. To the right is a graphic representation of a number of pit falls that can occur. These would result in the denial of a co-op application for your ad. 1 The dealer logo and the Ferris logo are too close, resulting in co-branding. 2 The image is cropped incorrectly 3 The term gross is missing from the horsepower claim. All mentions of horsepower must be footnoted as follows: XX gross hp* Vanguard TM BIG BLOCK TM XX gross hp* Briggs & Stratton Commercial Turf Series TM XX gross hp* Briggs & Stratton Professional Series TM XX gross hp** Kawasaki XX gross hp^ Caterpillar XX gross hp^ Yanmar TM * All power levels are stated gross horsepower per SAE J1940 as rated by Briggs & Stratton ** All power levels are stated gross horsepower per SAE J2723 as rated by Kawasaki ^ Power levels rated by engine manufacturer. 4 The financing offer has no footnote marking. You can find the current financing programs and disclaimers at 5 The image is distorted vertically. 6 The price offer has no footnote marking. We suggest you use the following disclaimer: Set-up, delivery and tax not included. Prices valid through 6/30/12. 7 The footnote disclaimers are too small. The font must be at least 6 pt. 123 Green Acres Drive, Mowertown, ST Mon. Fri.: 9am 5pm Sat.: 9am 12pm 28/26 hp* Briggs & Stratton Commercial Turf Series engine 24/23/18.5 hp** Kawasaki V-Twin engine 61, 52, 48 or 44 cutting widths 2 3 IS 1500Z for 36 Months! 0% Equal Payments 5 24/27 gross hp* Briggs & Stratton Professional Series engines 61, 52 or 44 cutting widths available IS 1 500Z compact value MODEL: IS500ZB2444 (61 & 51 models) Ground speed up to 8 mph and mows up to 4 acres per hour, based 4 6 All loans subject to approval. Tax, set-up, and delivery fees not included. Models subject to change without notice. Expires 4/30/12. The offer is subject to credit approval on your Yard Card or Yard Card Plus credit card account on purchases over 2000 between 3/1/12 and 4/30/12. During the promotional 36 month period the minimum monthly payment is calculated by dividing the Purchase amount by the length of the promotional period. No Interest accrues during the promotional period. If your account becomes 60 days past due the penalty APR will apply. After the promotional period expires, interest will be charged at the standard APR for Purchases on any remaining balances until paid in full. Current standard APR for Purchases is 28.99%%. Current Penalty APR 29.99% will be applied to your account if it becomes 60 days past due. APRs may vary with the market based on the Prime Rate. Minimum interest charge A one-time promotional fee of 125 will be applied to the account for this transaction. See dealer for details. 7 10

11 123 Green Acres Drive, Mowertown, ST Mon. Fri.: 9am 5pm Sat.: 9am 12pm 28/26 gross hp* Briggs & Stratton Commercial Turf Series engine 24/23/18.5 gross hp** Kawasaki V-Twin engine 61, 52, 48 or 44 cutting widths 0% for 36 Months! Equal Payments 24/27 gross hp* Briggs & Stratton Professional Series engines 61, 52 or 44 cutting widths available IS 1500Z IS 500Z compact value MODEL: IS500ZB2444 (61 & 51 models) Ground speed up to 8 mph and mows up to 4 acres per hour, based All loans subject to approval. Tax, set-up, and delivery fees not included. Models subject to change without notice. Expires 4/30/12. The offer is subject to credit approval on your Yard Card or Yard Card Plus credit card account on purchases over 2000 between 3/1/12 and 4/30/12. During the promotional 36 month period the minimum monthly payment is calculated by dividing the Purchase amount by the length of the promotional period. No Interest accrues during the promotional period. If your account becomes 60 days past due the penalty APR will apply. After the promotional period expires, interest will be charged at the standard APR for Purchases on any remaining balances until paid in full. Current standard APR for Purchases is 28.99%%. Current Penalty APR 29.99% will be applied to your account if it becomes 60 days past due. APRs may vary with the market based on the Prime Rate. Minimum interest charge A one-time promotional fee of 125 will be applied to the account for this transaction. See dealer for details. WILL QUALIFY FOR CO-OP 123 Green Acres Drive, Mowertown, ST Mon. Fri.: 9am 5pm Sat.: 9am 12pm 28/26 hp* Briggs & Stratton Commercial Turf Series engine 24/23/18.5 hp** Kawasaki V-Twin engine 61, 52, 48 or 44 cutting widths IS 1500Z for 36 Months! 0% Equal Payments 24/27 gross hp* Briggs & Stratton Professional Series engines 61, 52 or 44 cutting widths available IS 500Z compact value MODEL: IS500ZB2444 (61 & 51 models) Ground speed up to 8 mph and mows up to 4 acres per hour, based All loans subject to approval. Tax, set-up, and delivery fees not included. Models subject to change without notice. Expires 4/30/12. The offer is subject to credit approval on your Yard Card or Yard Card Plus credit card account on purchases over 2000 between 3/1/12 and 4/30/12. During the promotional 36 month period the minimum monthly payment is calculated by dividing the Purchase amount by the length of the promotional period. No Interest accrues during the promotional period. If your account becomes 60 days past due the penalty APR will apply. After the promotional period expires, interest will be charged at the standard APR for Purchases on any remaining balances until paid in full. Current standard APR for Purchases is 28.99%%. Current Penalty APR 29.99% will be applied to your account if it becomes 60 days past due. APRs may vary with the market based on the Prime Rate. Minimum interest charge A one-time promotional fee of 125 will be applied to the account for this transaction. See dealer for details. WILL NOT QUALIFY FOR CO-OP 11