Advertising templates are designed to connect with our core target female consumer to increase consideration and store traffic. Ads contain key activation elements, while presenting stories in a very calculated and strategic manner. Adherence to the structure, type design and core elements are important to the success of the ad template.
Advertising templates are available for download and customization at http://lzbspext.la-z-boy.com/FGMarketing/default.aspx. Ads can be located following this path: FG Marketing Documents/Promotional Print Materials/Monthly Promotions.
Large watermark logo across top of ad
Image of core target female customer
Headline in form of quote to reinforce key brand messaging
Professionally written copy that supports headline and event
Do not alter header box design; color should follow approved palette
The product is the hero of the ad and is the dominant visual
Inspirational and dramatic room shot with vibrant colors to better accent furniture and the use of accessories
Talent should be included when possible
La-Z-Boy Home Furnishings & Décor logo with brand tagline
Furniture icons illustrating range of product offering
Logo box cannot be altered; color should follow approved palette
Pricing and Discounts
Advertised discounts should range from 10% to 40% for sales events and up to 50% for clearance ads only. Clearance ads should not be used more than once per quarter, and advertised discounts on La-Z-Boy products may not exceed 50%.
Avoid listing prices that are “hard to believe,” as they diminish the consumer's value perception of the product and the store. You are responsible for being aware of your state's regulations regarding the legal ramifications in using reference pricing.
“Starting From” Pricing
When “starting from” pricing is referenced, and the product featured is sold at a higher price point, always include “as shown” pricing.