Print advertising on a check tape. Advertising on checks. Stages of making a colored receipt tape

The SJ-COMPANY company provides a service for placing one-color and full-color advertising on the back of the receipt tape.

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Advertising on the back of a cash receipt

A check tape is a fiscal document given to the buyer in his hands and confirming the purchase. The front side of the document displays text and graphics information. The tape is used in cash registers, terminals, ATMs and other control and counting devices.

The reverse side of the check tape is an effective information carrier and is used for advertising. Buyers are attracted by advertising blocks in the form of a picture, text or photograph, which contain information about the activities and services of enterprises and organizations. The greatest interest among potential customers is caused by messages about discounts, sales and promotions.

With one-color printing, one color of ink is applied to the receipt tape. The cost of such advertising is much lower than full-color. The price is negotiated individually.
Full color advertising is the use of the entire gamut of colors when creating advertising on the tape. Printing is done in two stages. First, the image and advertising text are applied in the printing house, and then the tape is cut and wound. The advantage of full-color advertising is the ability to realize creative ideas with the help of images.

Currently, there are no cash registers that print simultaneously fiscal information along with advertising, so such check tapes are ordered in advance. The size of the advertising area on the reverse side of the tape directly depends on the length of the knocked out check.

The customer chooses the method of placing information that will be displayed on the receipt ( ad size, image, one-color or full-color printing). The calculation of the optimal size of advertising modules is carried out, which reduces the impact of your ad on the tear-off line.

Features of advertising on a check tape

Full color module presents to the consumer detailed information about the company that posted the ad.
Preservation of saturated colors on the check for a long time.
Possibility to break the standard advertising module (the length of the standard advertising module is 10 cm).

Messages about services and goods that are provided or sold in your company will quickly reach the consumer, you just need to take advantage of the offer of our company and place an advertisement on check tape. Thanks to the application of advertising information on checks, the traffic of the promoted company will increase, which means that its income will also increase.

The size of the advertising space on its reverse side directly depends on the length of the knocked out check. Based on the planned costs for this species Advertising You choose the type of placement of information that will be printed either on each check, or every other check, or on every third check (every two checks). Our experts will correctly calculate the optimal height of advertising modules, which will reduce the likelihood of your message getting on the tear-off line to 2%, 4-5% or 6-8%, depending on the chosen type of placement.

We will select for you the optimal type (color, size) and design of the advertising module on the receipt tape. One-color printing is made directly in the process of receipt tape production, therefore, in this case, the cost of advertising is much lower than for full-color advertising.

Benefits of advertising on a check tape

Receipt tapes are widely used in supermarkets, shops, cafes, restaurants, pharmacies, organizations providing paid services(polyclinics, medical centers, legal and other companies). This provides great coverage. target audience.
The buyer sees advertising at the point of sale, when paying for goods or services.
The audience is the solvent population, i.e. people who came for shopping.
The seller hands over the cash receipt to the buyer without fail.
Many buyers do not throw away the check, but take it with them, and some of them keep the checks and, accordingly, keep the advertisement on the tape.
Unlike television advertising, such advertising is unobtrusive to the consumer.
The ability to reach the right target audience and make an accurate calculation of the return on your investment.
Low cost of advertising blocks. Information posted on the cash register is much cheaper than media advertising.

Our company provides advertising services on the reverse side of the check tape. We will select for you the optimal design of the advertising module, based on your needs and capabilities.

Main dimensions
Size	Tape Description
37x60x12/1
40x60x18/1	Single-layer tape for cash registers and receipt printers
44х57х12/1	Single-layer tape for cash registers and receipt printers
69x60x12/1	Single-layer tape for cash registers and receipt printers
76x60x12/1	Single-layer tape for cash registers and receipt printers
76х57х12 (2 lines)
81х57х12/1	Single layer receipt tape
81x57x12 (2x w.)	Two-layer tape for cash registers and receipt printers
57x57x12 (2x w.)	Two-layer tape for cash registers and receipt printers
57x57x12 (2 act. w.)	Double-layer receipt tape, with two active layers for cash registers and receipt printers

Service: printing advertising on a receipt tape

Our company offers advertising placement on a check tape. Advertising information is applied on the reverse side of the tape and can be multi-color or one-color (without halftones). Traditionally, the check tape was used to place information about the seller and the product itself. Today, in addition to everything, the check tape is becoming an effective promotional material.

Modern cash registers cannot print fiscal information and advertising on a check tape at the same time. Stores have to order a receipt tape with printed advertising. Therefore, we offer the service of applying advertising on a check tape.

Types of advertising design on the check tape:

Advertising on the receipt tape is designed in text or graphic form. On the reverse side of the check texts, drawings, collages are placed. If you put information about discounts and promotions on the back of the check, it will definitely not go unnoticed. A shopper who has recently made a purchase is more open to ads about some other product.

If necessary, our specialists will help with the style of advertising on the check tape and develop the most optimal design concept for a specific product or service.

There are one-color and multi-color printing on a receipt tape:

Single color printing- drawing advertising or text of the same color on the check tape without halftones. One-color advertising on a check tape is much cheaper.

Full color printing - applying advertising or text in different colors to the receipt tape (a full color palette is available).

Stages of making a colored check tape:

Applying full-color printing to a roll of paper (this is done in a printing house).
Cutting and winding rolls of check tape.

If our products are of interest to you and you want to become our sales representative please contact us for the information you are interested in.

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Will advertising work for 15 kopecks?
We can say with confidence: "Yes! Advertising for 15 kopecks works!”
Do your customers make purchases in stores, refuel their cars at gas stations, visit pharmacies, make payments at payment terminals and at the Russian Post? So why not present your products and services to them at the moment when they are loyal?
We offer placement of full-color modules in the networks of our partners. Thus, you get as close as possible to the target audience of your customers.

Accommodation cost:

We bring to your attention the advertising placement parameters indicating the price for 1 advertising contact (full-color advertising layout on a tape) for various circulations, on different types tapes used in the distribution networks of our partners.

Tape Type No. 1: Width 57mm.
(winding 30 meters)

Tape Type No. 2: Width 80mm.
(winding 80 meters)

Prices do not include design costs. advertising layout placed on the cash register;
The price shown does not include shipping costs. finished products;
The circulations indicated in this table are fixed and can only be adapted to the required quantity by summing up the values;
For orders with a multiple increase in the maximum circulation - the price parameter is considered only on an individual request to the customer service department.

18.07.11

Today and tomorrow.

The main purpose of a check tape is to use it as a fiscal document issued to the consumer in order to confirm the fact of purchase or purchase of a product (service). The check tape is used in: cash registers, ATMs, POS-terminals, and other control and counting devices belonging to a single group of technical devices called control - cash registers("KKM"). The check tape installed in the "KKM" is a roll of paper (or thermal paper) on one of the sides of which, by means of the printer built into the "KKM", information about the purchase is applied, in the form of: text, numbers and pseudographic elements. Check tape rollers are single-layer and multi-layer, and in addition, they can differ in their width and diameter. The listed parameters are regulated specifications("TU"), adhering to which the manufacturer of the receipt tape produces finished products.

While the front part of the cashier's check is reserved for the placement of fiscal information, its reverse side is not used in any way. Therefore, a logical idea arose to use the reverse side as a natural advertising space.

To the question of the area of advertising modules.

And what is the total advertising area of cashier's checks, punched by the same supermarket chain? It's easy to calculate. For example, the Moscow network "The Seventh Continent" monthly consumes about 100,000 rollers 76 mm wide and 15 meters long. Those. total area punched checks is 0.076x15x100000=114000 sq.m. per month. It is clear that such a cyclopean structure 114 meters high and a kilometer long, if built, would impress not only the layman with its appearance. But the advertiser, only by its cost. No, of course, we must be aware that all this advertising space is not represented by a single design and is issued to the consumer in fragments, and the number of advertising modules placed on the back is directly proportional to the length of the buyer's receipt.

Because in cash register there is no special printer that would apply advertising modules on the reverse side immediately at the time of printing the check itself, it becomes necessary to supply cash register rollers with pre-printed advertising on their reverse side to stores. But, the length of the final check is unpredictable, and some of the advertising modules will fall on the tear off line of the check. Based on shaft diameter printing press and using the concept of “average cash receipt”, it was possible to calculate the optimal height of advertising modules in such a way that the final advertiser would be offered three options for placing his advertisement. On every third, second or all checks punched in the network. The probability of breaking the advertiser module with such placement is 6-8%, 4-5% and about 2% of their total number, which is quite acceptable.

Audience and around it.

Who will see my ad? - the advertiser involuntarily wonders. This question equally applies to any advertising medium, and the check tape is no exception. Definitely, advertising on the back of a receipt tape will be seen by a consumer using the services of an organization in which a control cash receipt is punched for him. If we are considering chain structures or hypermarkets, then it is not a problem to find out in the relevant marketing department the audience indicators in terms of its monthly volume and the typical cost of the shopping cart. Based on this, you can calculate the audience core (ie the number of customers who make purchases in the store more than once a month), and provide the advertiser with information about how many consumers will see this advertisement. There is another important point. We are talking about the fact that advertising is printed on the back of a cash receipt. This, at one time, caused a lot of gossip on the topic of whether it will be visible to the end consumer? As practice has shown, the question is not "as scary" as it might seem at first. Indeed, buyers simply do not take many cash receipts with them. Cash receipts without advertising on the back. When checks with advertising on the back begin to be sold on the network, the number of checks left at the checkout drops sharply. This is explained both by the consumer's curiosity for the curiosity (how many times we have observed how buyers simply turned an unusual cash receipt in their hands, looking at the novelty in bewilderment) and the practical steps that are taken to draw the attention of the buyer to this advertisement. In particular, when delivered to a supermarket chain cash register tape with advertising on the back, with the management of the network, a condition is stipulated that the cashiers would issue a check to the buyer with advertising modules up. It is necessary to understand the economic background of the whole process in order to understand why this condition is easily met by the network. The fact is that the network acquires a blank check tape at its own expense, and the advertising agency (RA) supplies the network with advertising. Since the network significantly saves money on such a delivery (a certain percentage of the costs is covered by “RA”), the network is objectively interested in this cooperation and its preservation, introducing internal instructions for cashiers that regulate the rules for issuing a check to the buyer. As practice shows, the cashier, once retrained, always issues a check to the buyer, advertising up. I will give just one case. One day, the network ran out of commercials for a check tape with advertising and a regular check tape (“blank”) was put in KKM. It was interesting to watch how the cashiers issued a check to customers reverse side up, though, that side of the check was completely blank.

Another step to attract the attention of the buyer was the introduction of stickers and stickers in the cash area, informing that there is “something” on the back of the check. The stickers were of very different content, but mostly they played up the slogan that "luck under the check."

Over time, when cash receipts with advertising on the back become commonplace in the network, the consumer, without any actions stimulating his attention, begins to independently pay attention to this advertisement.

The paragraph above, we focused on the supermarket chain. However, we must not forget that "KKM" is used not only in them. An extremely wide field for the activity of "RA" is provided by ATMs. As a rule, banks prefer to place their own advertising on the back of the ATM receipt tape. Therefore, for "RA" the bank itself acts as an advertiser. In supermarket chains, it is possible to advertise products already available in this chain (in this case, the advertiser is the supplier of the products) and services of third-party companies.

This ad is very interesting small towns where supermarket chains enjoy the attention of consumers with high purchasing power. In this case, the advertiser can be sure that the advertisement of his service or product will be shown to the appropriate audience (in the event, of course, if it is this audience that he needs).

Of particular interest is the placement of information about bonus programs and discounts, which the consumer can use upon presentation of a cash receipt with advertising. In this case, the prospects for using advertising on a check tape as a marketing tool are revealed, with proper handling of which, one can achieve very impressive results (obviously, billboard, the consumer cannot provide to receive a bonus, and a cash receipt with an advertisement on the back is quite suitable for such a role).

Now we will look at several examples of working with the audience through this advertising medium (only well-proven, practical examples will be given).

The use of advertising on a check tape is effective as lottery ticket. This is how our colleagues from Petrozavodsk used this opportunity. On the back of the check tape, advertising modules were applied in the form of coupons, on which the rules of the lottery were announced. To participate in the lottery, in the corresponding field of the coupon, the buyer was asked to enter his last name, passport number and cash receipt number (corresponded by the buyer from the front side). Half of the filled coupon (it is also a fragment of the check) fell into the appropriate receiver, where it waited for the day of the draw. The second half of the check (with its number on the front side) remained with the buyer, and was the "key" (identifier) of the coupon owner. It should be noted that for greater protection against abuse by unscrupulous lottery participants, a "background substrate" of the original configuration was printed on the reverse side. When the filled coupon was combined with its half of the check, the pattern was completely combined.

It should be noted that the main condition for participation in the promotion was that the buyer had an unbroken field of the lottery coupon printed on the back of the receipt tape. The height of the coupon field was chosen in such a way that only 20-24% of buyers who collected more than 15 commodity items got the opportunity to receive this coupon as a whole and take part in the lottery.

Of course, the sponsor of this action was the company - the advertiser, under the promotion of whose goods this project was carried out.

No less interesting is another project that was initiated by the marketing department of the famous Moscow hypermarket. On the reverse side of the check tape, at certain intervals, the inscription "GIFT" was applied. Those of the buyers who received a check with an unbroken inscription (not on the break line) had the opportunity to go to the “prize table” and, upon presentation of the check, receive a gift.

By the way, in order to avoid the reuse of the prize cashier's check, these checks were "cancelled" with the stamp of the hypermarket "Gift received". Such actions were not only due to the need to keep the buyer's cash receipt in case the latter needs to use the check for its intended purpose, as a fiscal document confirming the buyer's right to return the purchase (see "Consumer Law") but also as a guarantee in case the buyer wants to re-receive a gift, using a used check.

Our colleagues from Barnaul went even further. The buyer, who received a cashier's check with the inscription "LOTERY" on the back, was asked to fill out a separately issued form, in which the buyer entered: full name, passport number and contact phone number, and in the "LOTERY" field, the serial number of the participant was entered, which was assigned here same, at the table where the coupons were filled (the number was assigned by the controller girl, who entered the check number in a special journal, and in return told the participant his number). After that, the buyer filled out a short questionnaire with questions directly related to the quality of service in the network and the goods sold. The car was announced as the main prize of the lottery, and the secondary prizes were discount cards networks issued to customers the next day, if the customer filled out an additional questionnaire (we analyzed issues directly related to the organization of a home delivery service). According to the results of the monthly survey, the chain sold 24,549 discount cards, and the show arranged at the main supermarket on the day of the main prize drawing initiated a surge in consumer activity, which led to a total increase in the chain's turnover by 8.2%. The expenditure part of the action consisted of the cost of circulation of the cash tape with the modules of the ongoing lottery on the back. The main prize was provided by the VAZ dealer, on a barter basis, in exchange for the dealer's advertising in the network, for the period of the action. In the considered case, the advertiser was a supermarket chain and a car dealer. Planned and initiated the action, an advertising agency.

Strictly speaking, secondary prizes were drawn in the lottery, among which were supermarket discount cards.

As can be seen, a receipt tape with advertising on the back provides the advertiser with an extremely wide choice in the choice of the course of action. In turn, before advertising agencies opens up an incredibly broad prospect in the development of new and effective methods promotion of goods, based on a new advertising medium.

As you can see, in the first part of the article we talked about advertising on the back of the receipt tape. Let's now consider how advertising on a check tape will develop in the future.

Even with the existing KKM, which do not have the ability to apply colored advertising modules to the receipt tape, it remains possible to use the KKM print head to apply advertising information on the front side of the cash receipt. It is interesting to use this possibility in the following way. As you remember, in the checkout area, the barcode of the goods is read using an IR scanner. The read data is entered into the memory of "KKM" and is also duplicated via a separate data bus to the statistics server, supermarket chain. The following use of the existing system seems rational. At the time of reading the barcode, the purchase data is sent not only to the "KKM", but also to the newly introduced server, which, let's conditionally call the advertising server - "RS". "RS" analyzes the composition and cost of purchased products, and also takes into account such factors as: the time of purchase, the total cost of the shopping cart, etc. At the moment when the cashier presses "Enter" to print the check, "RS" based on the data received, makes selection from our own database of advertisements, choosing from them the one that best satisfies the existing portrait of the buyer and his needs. After that, "RS" sends to "KKM" the advertising information chosen by him. Advertising information can be printed with the head of the KKM printer: above the margins of the headings; under them; or duplicated both above and below.

Here are some elementary examples of advertising options related products.

There are a lot of dairy products in the shopping cart. "Realizing this", "RS" places on the check of the buyer, an advertisement for a related product, for example, some kind of cookie.

If there is beer in the shopping cart, the system will react by advertising crackers or other products that are traditionally combined with this product.

However, one advertising of related products, the possibilities of the system are not exhausted. Since each product barcode corresponds to its text interpretation, it becomes possible to apply not just system-matched advertising modules, but contextual advertising modules. Those. such modules, the content of which is associated with the type of purchased product. Let's take the following example. The advertiser is faced with the task of promoting a product of a certain product group. For example, olives. Then, the system is given a command to apply an advertising module that advertises exactly the brand of the advertiser's olives to all cash receipts containing information about the purchase of goods of this group (olives, olives, etc.). Similarly, you can do with other products and (or) goods.

If "RA" has an agreement on the placement of this kind of advertising not with one, but with several supermarket chains (by the way, not necessarily located in the same city with the "headquarters" of the agency), a certain globalization of this project is possible. Its essence is as follows: "RA" provides an opportunity for the advertiser to place ads not only in one single network, but also to cover a truly huge audience of many networks. Moreover, to give it very accurately, to the target group of consumers. The most interesting thing here is that with such a scheme it is not required preprint advertising modules on the check tape. Consequently, the cost of advertising is incredibly reduced. It is also interesting that "at the touch of a button" advertising instantly begins to be placed on cash receipts, all "KKM" included in the system. There is a saving of time and money, coupled with the obvious effectiveness of this approach.

However, the system is capable of more than just that. Firstly, on checks for the content of which there are no advertisers (i.e. keywords), you can place background or image advertising. For example, "RA" itself or advertisers, information about whose goods and services must be communicated to a wide audience. Secondly, it opens up the possibility of holding large-scale lotteries and promotions throughout the country, without any associated costs for the production of printing media (since the check itself is a fiscal document). Moreover, these promotions and lotteries will not need self-promotion at all, because information about their implementation is issued in the truest sense of the word "in the hands" of the consumer.

The introduction of such a system into practical operation does not represent serious technical difficulties, since all the infrastructure required for its operation has already been created and is used everywhere in existing networks.

Perhaps it would be correct to note the fact that contextual advertising on a receipt tape, was a “derivative” of another of our inventions, in which the system described above displayed information not on a cash register receipt, but on a video terminal located in the cash register area. Economic analysis showed that according to the main scheme, "RA" should invest in the installation and installation of these video terminals (don't forget that some of our colleagues have exclusive agreements with supermarket chains for advertising through video terminals). When advertising directly on the check tape, these (albeit one-time, but very significant) costs do not need to be borne. Placement of advertising on the front side of the cash receipt increases its length, therefore, the cost of the receipt tape increases. However, the increase in the cost of the check tape will be 10 - 15% in the worst case. "RA" dividends from holding such advertising campaigns significantly higher. More precisely, RA's spending is directly proportional to the number of advertisers. Those. if there are no advertisers, then "RA" does not incur any costs, since the cash receipt has a standard length. If the advertiser has appeared, then the increase in the length of the check pays off from his funds.

Presented to your attention the system of placing advertising on a check tape is not only effective in its advertising essence, it also has economic flexibility, allowing you to spend money on advertising only when it is necessary. It will not spend a single cent from the pocket of "RA" for those periods of time when the advertiser is absent, and at the same time, it gives the advertiser the opportunity to spend his money purposefully, showing advertising only to those who are really interested in it.

In conclusion, I would like to note the following. We are sure that high tech in combination with the already existing mechanisms of interaction with the audience, will gradually push the market of traditional advertising media. This is due to economic reasons, namely: you do not need to design, create and install advertising structures; there is no need to maintain a staff of specialized employees; your sales office becomes a "cyber office" from which, through computer networks, you can instantly place ads in such a way that it will be shown only to those who really need it.

The company "Center-Polygraph" offers a service for printing on check tapes. The image is possible both monochrome and color, with the simultaneous use of up to 5 bright colors. Application method - flexography. Colors are bright, won't fade, won't fade. Flexo forms for printing are made for each project.

Print Method

To apply full-color printing (up to 5 bright colors) on a receipt tape, we use the flexography method or raster printing using flexible flexo forms (drums). This method is suitable for large print runs. The monochrome method uses a thermal transfer printer. Printing is carried out using an ink ribbon-ribbon. The production of flexible forms takes 1 day, the finished layout - up to 10 working days (including coordination with the customer).

Advantages

Serve advertising media;
Attract the attention of the consumer;
They perform an informational function (for example, a phone number is indicated where problems can be reported);
Multiple viewing (many keep checks when doing home bookkeeping);
They work to maintain the company's image (recognizable colors and logos).

Scope of application

Suburban railway tickets;
Checks in communication stores;
Scales with receipt printing in supermarkets;
Points of issue of orders from online stores;
Travel agencies;
Pharmacies (for example, to advertise a new drug);
Perfume and cosmetic stores (for example, during the period of holiday promotions);
Chain stores of children's goods;
Clothing and footwear stores.

Examples of advertising on checks

Why you should order receipt printing from us

We print on a check tape 19 m long and 57 mm wide;
Minimum circulation - 240 rolls;
Term of production of circulation - 7 working days;
When choosing a flexographic printing method, the production time for drums for printing is 1 day, for the production of a circulation up to 10 working days;
In the absence of a ready-made layout for printing, we will develop it in accordance with the wishes of the customer;
In the absence of a ready-made sketch, colors are indicated according to the Pantone / CMYK palette.

How to order

In order to order printing on a receipt tape, you must provide a layout for application, as well as indicate the volume of circulation.