Process engineers invest millions in machinery and equipment only to find it doesn't always do what it's supposed to do once installed and, instead, becomes a series of costly headaches. Tapping into this frustration, epr developed this full page print ad for process equipment manufacturer The Witte Co. running in conjunction with the publicity program.

The headline focuses on this issue and closes with a humorous twist that's sure to get a smile from the target audience and advance their eyes into the ad copy, which focuses on the company's expertise, reliability and guarantee. Naming several Fortune 500 customers adds credibility. Visually, the ad features several types of its machines to appeal to the wide range of prospects while supporting the headline.

The concept also enables the ad to be applied to individual, niche markets as fractional ads by focusing on a single type of market-specific machinery. 

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