Eye-catching ad gets first place award

17_barb_4821EYE-CATCHING AWARD  — Barb (Endler) Stratman holds her First place award, given for best black and white ad.  The award-winning eye-catching ad is seen in the lower left hand portion of the paper.  I-O Photo by Tirsea McNeal

By Tirsea McNeal, I-O Reporter

The Montana Newspaper Association’s 2011 Better Newspaper Contest first place winner for best black and white ad was the I-O Advertising Manager in Production, Barb (Endler) Stratman.

The ad was chosen for the strong graphics and creative use of eyeballs.

The popular ‘eye-popping’ ad with coupon worth 10 percent off an eye exam ran in the paper for several weeks.  A total of 47 coupons piled up at the PMC Eye Clinic.

Stratman has experience building ads. She knows what works and what doesn’t. She has over 25 years of ad and graphic design experience.

When asked how she came up with the idea, she just said, “The eyes just worked!”