When should a business's advertising proofs always be checked?

The checking of a business's advertising proofs should always occur before they are released to the public. This critical step ensures that all aspects of the advertisement, such as content, visuals, and overall messaging, are accurate and aligned with the business's goals. By reviewing proofs at this stage, businesses can identify and correct any errors or inconsistencies, thereby avoiding potential miscommunication with their target audience and ensuring that the advertisement effectively conveys the intended message. A thorough review can also help maintain the integrity of the brand and safeguard against any legal or regulatory issues that could arise from published inaccuracies.

Conducting these checks after the advertisements have been printed or following customer feedback does not allow for the opportunity to make necessary corrections before the audience sees them, which could lead to wasted resources and diminished brand reputation. Checking during the design phase is essential for developing the advertisement, but it does not replace the need for a final review of the complete proof before it goes public.