Do you know what makes a good advertisement? Well, there are many factors you should consider based on research through the years in various market segments. Here are few ideas for you to consider:
Size of Advertisement: A full page ad outperforms a fractional ad at least twice as well. So, if you have the budget it is better to design and place a full-page ad. A spread (meaning two pages together) received an even greater impact rating.
Positioning of Advertisement: The most desirable position is the inside front cover (more commonly called Cover 2). Then page 1, Cover 4 (back cover), page 2, page 3 and Cover 3 (inside back cover) in that order.
Color ads vs. black/white ads: Of course, color ads are more effective at drawing the reader’s eye to the advertisement. Since we see in color we want to view our ads in color. Color makes the ad more believable.
Impact advertising: Impact advertising such as a non-traditional format like a cover wrap or bellyband, pull-out insert, gatefold or a product sample delivers strong recall results.
Frequency is key to success: The more you advertise your message the more the reader recalls and retains your ad’s message. So, consider at least a 12x frequency to start.
Integrated marketing is essential: In conjunction with your print advertising or online advertising program, make sure you integrate all sources of the purchase process such as your Website, blog, or other online media as well as social media sites. This will help to create brand awareness and help with after sales support as well as making it easy for you to respond quickly to inquiries.
