Question
Where should the money go on a humorous print ad?
Answer
With comic advertising, the idea is worth more than the ink. Most of the money should go into the concept, with the rest covering production.
| Spend | Share of budget |
|---|---|
| Creative development (designer or copywriter) | 60 to 70 percent |
| Production and printing | 30 to 40 percent |
- Printing cost shifts with format, quantity, and paper type.
- Postcards and flyers run only cents per piece at higher volumes.
- Large-format pieces cost more but deliver far bigger visual impact.
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