Question

Topic: Advertising/PR

How Do I Run Effectively Print Advertising?

Posted by Anonymous on 10/22/2004 at 3:53 PM ET 50 Points
I am working on first time on an advertising campaign for medical transcription company and I hear all this talk about Do's & Dont's practices for and ROI on advertising.

How Do I Run effectively Print Advertising & What are the best measures and methods?
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RESPONSES

  • Posted by koen.h.pauwels on 10/22/2004 at 4:53 PM Member
    Important points to consider for any form of advertising are ad copy,media and frequency needed to get the desired effect in the target audience (e.g. Best, 2003) In print advertising, it is important that the message is clear at a glance, that the benefit is in the headline and supported by illustrations and text, that the ad is easy to follow and that the product category and brand are easily identified. Next-day recall, persuasion/acceptance ratings are typical 'soft' metrics; sales data will be needed for ROI calculations.A good resource is 'Which ad pulled best' by scott c.purvis
  • Posted by SRyan ;] on 10/22/2004 at 5:50 PM Member
    Try the Search Questions link on the right side of this page. Questions similar to yours have been posted here before.

    - Shelley
  • Posted on 10/25/2004 at 8:14 AM Accepted
    Try the following steps:
    1. Clear short and to the point message
    2. Size matters (big is beautiful)
    3. Choose the right section in the newspaper
    4. Creative Media Planning for insertions (how many)
    5. High circulation newspapers/mags gets the best results
    6. Don't go with low CPM. (NO RESULTS)
    7. consistency is needed
    8. calculate the life cycle of the product and choose the frequency of the ads
    9. the memory of the consumer reading a news/mag is 3 days.
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