When Good Ads Go Bad Introduction What's adjustment worthy? Worst case scenarios Who decides? Take our ad effectiveness course. Learn what you need to know to get a great response the first time you run. Just $59 • Get more readers seeing your ad • Get more readers reading your ad • Get more readers responding

At most publications, the only person who can decide if and how much of an adjustment is necessary is the ad director.

Before your advertising representative pleads your case to the ad director, make sure she is completely clear on exactly what happened and aware of any other issues that might need to be taken into consideration, including any previous errors the newspaper has made with your ads.

Typically, the original layout sheet that was sent to the production department will be retrieved to see where the mistake was made and who made it. If you requested and signed off on a proof, then this will be examined to see if you happened to approve the error.

In rare cases, even when you've signed off on a mistake, a newspaper will still give you an adjustment, but don't count on it, so make sure you look over your proofs carefully.

Once the material is gathered, the ad manager can then decide a course of action to take such as a free rerun or a discount on your next ad.

While it may be frustrating to see your ad in the paper incorrectly, it happens at one point with almost every advertiser. It's just the nature of the business. The best you can do is make sure you give your ad to the newspaper in the clearest form possible, check your proofs carefully before signing, and cross your fingers.

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