Question

Topic: Customer Behavior

Print Ad Impression

Posted by Anonymous on 3/12/2008 at 5:22 PM ET 250 Points
Is there an industry average for print ad impression? And if so, has anyone seen numbers more specifically for weekly community style newspapers or free tabloids?

I recently purchased a business opportunity to publish a weekly entertainment publication and the accompanying marketing materials state "an ad must be seen 7-10 times before a consumer acts."

There is no mention of a source; therefore, I do not feel comfortable in using this as part of my sales presentation in order to secure longer commitments.



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RESPONSES

  • Posted by darcy.moen on 3/17/2008 at 1:55 AM Accepted
    It could be as high as 42 too. It varies from customer to customer.

    Best advice is to place an ad in your own publication and test it. Make the ad trackable (like, present this coupon for...).

    Encode every ad (like using one period in the first sentance, and two periods in the second sentance to encode the ad as the first ad. You could smeak in ....... in the lower left hand corner of an ad to endoce it for the seventh ad. You get the idea.

    Keep encoding your ads and track responses. In time, you'll find what YOUR impression rate is and can speak with confidence.

  • Posted on 3/21/2008 at 5:38 AM Accepted
    Darcy’s is completely right in what he suggests. Make your advertising trackable and measurable.

    The numbers people quote for ads to have a response have no basis in fact as every ad will yield a different result. If you understand your subject well enough, have enough differentiation, and are a great copywriter, there is no reason why your ad shouldn’t pull the first time it is used.

    I’ve experienced this myself. Some ads have got me results in their first release and some haven’t and anyone who can tell you exactly why would make billions. But it happens.



  • Posted on 3/21/2008 at 11:04 AM Author
    Thanks everyone!

    I will run a tester ad. We have been hearing already some of our advertisers are already seeing results and the rest we are working with to ensure they are asking everyone who calls or enters the business where they heard about their business.
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