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Frequency Versus Size
Posted By: garrett* on 11/15/2004 4:24 PM (CST) 250 Points
Does anyone know where I can obtain data with regard to the results of a) placing many small, monthly ads in a variety of industry-related publications versus b) submitting a few (4-6 per year) full-page ads in a select group of industry-related publications?

Thank yo uvery much,

Garrett

Posted by: topenzine* Accepted Answer
11/16/2004 5:00 AM (CST)
Hi Garett,
From the look of your question, I can't really say why you need specific results data but if what you are really trying to do is decide which approach would yield the best results for your business, then try this link:

http://www.aces.edu/pubs/docs/H/HE-0732/

It should give you the big picture.

Tope.
 
Posted by: garrett* Author Response
11/17/2004 11:16 AM (CST)
Thank you very much.

The article was perfect!

Regards,

GEZ
 
Posted by: SRyan ;] Member Response
11/19/2004 3:39 AM (CST)
Garrett, I had to laugh at your question title.

I thought it was going to be about Viagra!

- Shelley ;]
 
Posted by: mocando Member Response
11/19/2004 11:30 AM (CST)
The link below is for an article that may be of help.
elecprod2.com/mep/mep0103.pdf

And here is some good basic information, although it may not pertain to your industry:
http://www.artsmarketing.org/marketingresources/practicallesson-view.cfm?ca...

And another that involves magazine advertising:
http://www.studio1productions.com/Articles/MagAds.htm

I found these quickly using our friend Google. There is much, much more out there. Hope this helps.
 
Posted by: Sanjeev Kumar Vyas Accepted Answer
12/5/2004 11:05 PM (CST)
Dear Garrett,
I would suggest that you try it yourself for short periods (may be 6 months) per style. I reason I am suggesting this is because these data are usually good when used in the similar industry, similar product, similar area, etc but might not be good enough if you change one or more of these factors.
For 1st six months place many small, monthly ads in a variety of industry-related publications, then see what the effect is. To measure the effect you can give them numbers to call or sites to visit and then measure the effect.
For the 2nd six months submit a few (4-6 per year) full-page ads in a select group of industry-related publications, and measure the effect.
Wish you all the best.
Regards
Sanjeev
 
Posted by: thinkmor Accepted Answer
12/9/2004 7:26 AM (CST)
Hi Garrett

What industry are you in? B2B or B2C?

I think your focus should be on VALUE & ROI as opposed to frequency.

Wouldn't it be better to use ads, irrespective of size in various publications you can measure response rates & ROI, than counting how many ads you think you need to do?

The smallest ads we use are minimum 1/4 page, anything smaller just doesn't register.

It also depends if you are building awareness or promotion.

Ads have so many variables to get right for your each of target audiences e.g. Single objective for your ad, headline (pertinent to key pain issues that offer value or solutions to your customers), copy, SINGLE call to action, image etc.

How do your competitors use their ads?

Have you spoken with your customers, what are their views?


Hope this helps.

Zahid Adil
 
Posted by: riddings Accepted Answer
12/10/2004 10:17 AM (CST)
I agree with 'thinkmor' in regards to ROI - Investing in advertising should always be viewed in terms of cost versus return...

That being said, it's not necessarily the size of the ad but the message contained in it... You need to break-through the ad clutter, a strong attention-getter combined with a persuasive call to action... Typically, breaking through ad-clutter is easier said than done, this is were frequency can be extrememly helpful. And I'm not talking about frequency through mulitple publications but stronger freqency within a select few publications focused directly to your demographic...

Tracking results can be a tricky business in advertising. One of the big challenges in tracking results is first understanding how long do people need to be exposed to your message before they're compelled to action...
 
Posted by: Val (Moderator)* Moderator Response
12/13/2004 2:44 AM (CST)
Hello all. I am closing this question, since its more than 10 days old. We do this to make sure members' contributions are rewarded in a timely manner and to improve the visibility of newer questions.

Thanks, so much, for participating!
Val (Moderator)
 


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