Choosing the Size of your Newspaper Advert
Submitted by StuartDH on Sat, 02/03/2007 - 17:59.
Obviously there are many things to consider when trying to choose the size of your newspaper advert and calculate what will work best for advertising your product and services.
In general, a full-page advert should get a high response rate and a half page advert, in fact, in theory it should do twice as well. However, you may find that a full-page advert doesn't actually cost twice as much as a half page advert, and so you should really take its cost multiplier as the gauge of how effective the advert needs to be. For example, if the full-page advert, costs 1.7 times as much as a half page advert, then you should expect to see at least a 70% increase in response over your half page advertising.
As well as considering the cost of your advert, you also need to consider its content. There is little point in having a detailed photograph or graphic in your advert, if it doesn't reproduce cleanly in your advert. As a result, you may need a large advert to show off the intricate detail of your products so that they can be seen clearly and provide sufficient impact to make people want to make a purchase.
As with having an advert that is large enough to show off good images and graphics, your advert also needs to be big enough to contain text that is easy to read. If your target audience consists largely of elderly people, then the text, and your advert will need to be even bigger, but be careful not to make it so large that it looks as though you patronising them.
Cost-Effective Advert Sizes
In general, a full-page advert should get a high response rate and a half page advert, in fact, in theory it should do twice as well. However, you may find that a full-page advert doesn't actually cost twice as much as a half page advert, and so you should really take its cost multiplier as the gauge of how effective the advert needs to be. For example, if the full-page advert, costs 1.7 times as much as a half page advert, then you should expect to see at least a 70% increase in response over your half page advertising.
Impact
As well as considering the cost of your advert, you also need to consider its content. There is little point in having a detailed photograph or graphic in your advert, if it doesn't reproduce cleanly in your advert. As a result, you may need a large advert to show off the intricate detail of your products so that they can be seen clearly and provide sufficient impact to make people want to make a purchase.
Readable
As with having an advert that is large enough to show off good images and graphics, your advert also needs to be big enough to contain text that is easy to read. If your target audience consists largely of elderly people, then the text, and your advert will need to be even bigger, but be careful not to make it so large that it looks as though you patronising them.
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