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How Often Do You Run The Same Print Ad?
Posted By: jhelfman* on 10/27/2006 9:45 AM (CST) 250 Points
Is there any research that says how often to run the exact same print ad in a monthly publication? Should we run the same ad for 3 months, and then switch to a new ad after 3 months? Or alternate a series of 3 ads over 9 months? Or just run the same ad for 9 months?

Our product is a clinical research database for physicians and we are running ads in medical journals.

Posted by: Stephen Denny Accepted Answer
10/27/2006 10:11 AM (CST)
If you're running in a monthly, three insertions to the same audience may be getting close to burn-out. If you've signed up to create a series of ads -- same creative architecture, but each hitting a different selling proposition or problem solved -- then rotating through them may make more sense: A, B, C, A, B, C for six months.

The research I've seen on this subject is probably available on the web somewhere -- I came across it when I took the Media School seminar many years ago! -- and it showed a correllation between exposures and burn-out, which if I recall correctly was upwards of 8 exposures before the fall-off. In your case, you probably won't have that kind of problem unless your publication has a very long shelf-life and/or it passes hand to hand quite a bit.

In either case, the above is where I'd steer you if I was advising...

Good luck!
 
Posted by: elizabethr Member Response
10/27/2006 10:12 AM (CST)
It depends upon the message and your goals. The typical rule of thumb is to run an ad at least for 3 months. In your case, I wouldn't change your ad just to change it. There should be a reason for changing it. Are you tracking the ads effectiveness? If you do this you can start to see a trend when the ad begins to be less effective. If you see this trend it's time to run a new ad that will get attention.
 
Posted by: adammjw Member Response
10/27/2006 10:35 AM (CST)
If your main objective is to build awareness and confidence in your offering then change nothing and be consistent in your ad campaigns. Help your audience build confidence in your products. I do not really believe you can gain more by changing your ad every 3 months.
Try to be same place with your ad for as ,long as you can afford, but do not fail to check how well it works for you.

Adam
 
Posted by: jillm Member Response
10/27/2006 11:02 AM (CST)
Repetition, repetition, repetition. While it's good to make adjustments as you go, don't radically change your ad creative over the course of a few insertions. You need to get the brand recognition up before you make radical changes to your creative.

I work in the B2B software industry, and we kept the same ad creative for a YEAR, switching out the snipes/offers every few months or based upon where the publication was being distributed (e.g. "See us in booth #123 at XYZ Show in June!").

I hope this helps!

- Jill
 
Posted by: AndrewS Accepted Answer
10/27/2006 11:25 AM (CST)
Repetition is Good, I have heard that an ad needs to be seen, and it suggested that 3-4 repetitions gets the awareness to a high enough level that someone is likely to act upon it.

I ran my own (un scientific) research as follows:
I ran the same ad for a client for 6 weeks in a row, left it for 6 weeks then repeated it for 3 weeks.
During the initial 6 week period, footfall increased significantly after the 5th and 6th week.

During the 3 week execution, no increase in 'normal' footfall was experienced.

I dare say that if I followed it up for a longer spell, footfall would increase then start to decrease as lethargy takes over (I guess we have all seen TV ads for furniture stores that promised saving and low prices, then run then 52 weeks a year, so you think "what the hell, they always have a good deal" and it doesn't spurn you to buy now!).

I hope that this helps.

Good Luck
 
Posted by: W.M.M.A. Member Response
10/27/2006 12:22 PM (CST)
If you have a primary message, use it in every ad. Create 3 ads, each w/ a secondary message/call to action. Rotate the three over 9 months.

Randall
WMMA
 
Posted by: jhelfman* Author Response
10/27/2006 12:46 PM (CST)
I have been searching the web for days for relevant research. Most research on frequency is done using TV ads, not print. The only research I've found is for a much shorter time period -- weeks, not months.
 
Posted by: KathySmithFilms* Member Response
10/27/2006 1:48 PM (CST)
jhelfman

The particular ad which is pulling reach or revenue from your intended public is the one to use. Create a system to track the ads so you know which ad to continue using. When an ad no longer generates interest it is time to survey your public and create a new ad based on survey.

The pendulum swings differently for each product or service but surveys are the key along with tracking to control the swing your way. The rull of thumb on PR is 3-7 times outflow = inflow.
 
Posted by: mop Member Response
10/27/2006 11:27 PM (CST)
I change ads monthly. I know it is way beyond the norm, but it works for my clients. The basic sell is always the same The layouts are the same, the thrust is the same. But the body copy and photo change with each ad. Readers have begun to look for these ads. There are conversations about this month's ads. Readers call the companies and tell them what they think of "this month's ad."

I think saying the same thing, but in different words can be very powerful. Using different photos to illustrate the same emotion make it more memorable. Absolute Vodka is a perfect example.
 
Posted by: coupon man Accepted Answer
10/28/2006 1:16 AM (CST)
Just make sure the look/feel of the ads is always the same...since physicians probably don't sign up for a new clinical research database every month, you want to make sure they can find your ad when they're ready to obtain your service.

the worst thing that could happen is for a prospective customer to say "i really need XXXXXX...i think there's an ad for xxxxx in xxxxx journal" and then look for your ad and not find it because the creative is radically different and the look/feel is not the same.

say something different every month if you want to....but always use the same voice...i.e. brand personality.

that said, i have seen the same basic direct response and coupon creative run for YEARS...why? because new prospects are always entering the "buyers box"...the place where they have an immediate need and desire for what you're selling...if they're not in the box...they're likely ignoring you ad anyway...so, as new customers enter the buyers box, your ad which may feel like "same old...same old" to you will be NEW to the person who matters...the prospective customer.
 
Posted by: kannanveeraiah Member Response
10/28/2006 6:26 AM (CST)
Dear,

Just as a reader yourself, Do you go through in detail every ad (or a particular ad) when it is repeated in any magazine ? Your answer is obvious.

We don't even glance at the Hoardings that we have seen for a couple of times at a same location though when we pass through it, we know that the particular hoarding is out there still.

May be you could still draw some conclusions from the TV Ad research paper that you studied. We do change channels when we find the repition of ads. When this is so for those ads of few seconds what would be of those that are going to be in print media for longer period.

Most of the ads if they are appealing would catch the attention of the reader within three insertions. Beyond that it may not be so effective.

I prefer dynamism and vibrancy in ads and detest monotony. A well done up Ad would catch the attention and would reach its ultimate audience within the 2 or 3 publication itself. The 3 or 4th publication would be having reminder effect.

So, you may need to change the ad after every 3 or 4 insertions in a magazine.

Best Wishes,

kannan
 
Posted by: darcy.moen Member Response
10/29/2006 2:01 AM (CST)
You should be tracking your ad results. How many calls does the ad generate? How much in sales does the ad generate? Record the results and keep them in a book.

Then, develop a new ad and place it in a new publication, or the same one. Record the calls generated and number of sales made...then compare results to the the 'control' ad. Is it producing more sales, more inquiries, both?

If the ad generates better results, switch to the new ad and make it the new control ad. Repeat the cycle.

Never change a working ad for change sake. You may be making changes that kill the effectiveness of the ad. Always change an ad when you find one that works better. Change for the better is the start of the cycle of continuous improvement.

Darcy Moen
Customer Loyalty Network
 
Posted by: Frank Hurtte Member Response
10/29/2006 9:54 AM (CST)
I have always found it takes at least 3 for some ads to be noticed....
 
Posted by: jhelfman* Author Response
10/30/2006 9:39 AM (CST)
Yes, the marketing department is aware that we should be tracking ads, but unfortunately, our current systems can't accommodate tracking.

We are in the process of changing our ordering process, but that could take a year or so. Our CEO asked us for research on how frequently to change executions (if at all) and the benefits of rotating executions. (AAA, BBB, CCC as opposed to ABC, ABC, ABC.)

I can't find any articles online that deal specifically with print and/or monthly insertions.
 
Posted by: jillm Member Response
10/30/2006 6:54 PM (CST)
One potential solution to your ad tracking problem: do you have the ability to create unique URLs for your offers in your ad? (e.g. abccompanyDOTcom/AdCode) Also, can you create unique telephone numbers for the campaign?

This has been a great way for us to track our ad pick up... we may not know how many orders are placed, but our IT department can provide us with the number of times a telephone number was called, or the number of times a certain URL was hit.

I hope this helps!

- Jill
 
Posted by: Melvin @ Volcanic Member Response
11/1/2006 9:53 PM (CST)
I don't do much work in the printed world but my marketing mentor who has worked with 100 of the fortune 500 once to told me:

Aim for familiarity and be consistent with your value proposition but deliver a fresh message.

Maybe one month build value proposition A using numbers and evidence... and in month 2 focus on building value proposition A using a testimonial/case study... and in month 3...

If you do find some research, I'd love to read up on it so pls let us know.

PS: Go to www.ponderpearls.com , enter "melvin" as the gift code and download a free copy of Ponder Pearls. It's the world's first thought-of-the-day software. It'll be my Christmas gift to you.

~ mel

Melvin Ram
Volcanic Marketing
 
Posted by: Heal3r* Accepted Answer
11/2/2006 10:15 AM (CST)
Here is my research:
After years of advertising, I have documented the response on a scale of grow peak level off and fade.

For both newspaper and magazine there is slow growth thru month 3, the peak will occur in months 4-6, and the ad stagnates to month 3 levels past 6 months.

While this is certainly a generic formula, depending on numerous variables, I have found it to be a reliable rule of thumb.

I also agree in branding with the same general look and feel. But I will make regular changes to certain aspects of the ad. Just changing a color or the positioning of the offer makes for a brand new ad. Thus your branding stays intact yet you should get a new look every time becaus ethe brain will notice their is a change that needs to be investigated ;)

Tracking is vital. I use different 800 numbers for each campaign. Easy to track incoming calls that way.
 


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