How often should I run a newspaper advert?
Submitted by StuartDH on Sat, 02/03/2007 - 18:01.
So now that you're thinking about advertising in a newspaper, how often should you run a newspaper advert? Should you go for one large full-page advert, or four quarter-page adverts? Unfortunately, there are no golden rules, but with a bit of market research you should be able to soon work out what works best for you.
There's no doubt about it, a full page, full-colour advert can be very striking, and it should be the most eye-catching way of getting your business scene within the newspaper. However, as most readers never actually look at every single page in a newspaper and the newspaper will often be in the bin the next day you have very limited chance that your newspaper advert will be seen. By comparison, a quarter page full-colour advert positioned correctly can also be very striking and you can repeat the advert over several days. So you'll need to juggle the decision about the size and frequency of your adverts, small adverts are not as easy to see, but they can be used more often for the same budget as fewer large adverts.
If you're promoting a single event, then chances are that you'll only want to advertise the few times. Essentially, you will want to raise awareness of the event shortly before it happens to increase activity and interest, but after the event that was the bee no more need to advertise. Conversely, if you have a product or service that will be available every day for years to come, you will probably want to advertise often enough to establish a solid brand awareness.
There's no doubt about it, the more you advertise, the more people become aware of the product or service that you provide. However, it should be noted that this doesn't necessarily mean that you will get a similar increase in response. When you begin to advertise lots of potential customers will be introduced to you for the first time and they will make the decision about whether or not to purchase your products. As you continue to advertise some new potential customers will see your adverts, but they will also be seen by many of the people who saw your original advert and chose not to respond. So over time, you're awareness level will continue to increase, but you will probably find that your response rate will go down over time.
One or many.
There's no doubt about it, a full page, full-colour advert can be very striking, and it should be the most eye-catching way of getting your business scene within the newspaper. However, as most readers never actually look at every single page in a newspaper and the newspaper will often be in the bin the next day you have very limited chance that your newspaper advert will be seen. By comparison, a quarter page full-colour advert positioned correctly can also be very striking and you can repeat the advert over several days. So you'll need to juggle the decision about the size and frequency of your adverts, small adverts are not as easy to see, but they can be used more often for the same budget as fewer large adverts.
Frequency,
If you're promoting a single event, then chances are that you'll only want to advertise the few times. Essentially, you will want to raise awareness of the event shortly before it happens to increase activity and interest, but after the event that was the bee no more need to advertise. Conversely, if you have a product or service that will be available every day for years to come, you will probably want to advertise often enough to establish a solid brand awareness.
Awareness and response
There's no doubt about it, the more you advertise, the more people become aware of the product or service that you provide. However, it should be noted that this doesn't necessarily mean that you will get a similar increase in response. When you begin to advertise lots of potential customers will be introduced to you for the first time and they will make the decision about whether or not to purchase your products. As you continue to advertise some new potential customers will see your adverts, but they will also be seen by many of the people who saw your original advert and chose not to respond. So over time, you're awareness level will continue to increase, but you will probably find that your response rate will go down over time.
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