The Dont s and Do s of Print Advertising, Part 1
I've worked for two different newspaper chains for over 2 years. I've done a lot of research. I know what works with print advertising and what doesn't. If you want a successful campaign, you will have to read on for the "don'ts and do's" of print advertising.
DON'T: Advertise place just one ad (unless it's for a specific event) and expect it to work. Is it possible your ad will yield results from running 1 time? It's possible, but not probable.
DO: Advertise 13 times consecutively or with some consistency. Why? Every marketing statistic says,"A person needs to see your ad six times before it sinks in." The best results come between the 7th and 13th time the ad runs.
DON'T: Run an ad without a headline. Of the four main components of an ad, the headline is most important.
DO: Make the headline catchy. Do not put the name of your company at the top, unless the name of your company "says it all." Depending on who you ask, 3 out of 4 or 4 out of 5 people will read your headline and move on. If you want to capture more readers, your headline needs to grab the reader.
DON'T: Put so much information in the ad people won't want to read it. Ads that are congested or too wordy don't get results.
DO: Keep your ad simple: The best print ads will consist of a headline, graphic, ad copy and offer. Make sure the ad has a good flow from the headline to the footer.
DON'T: Think bigger is better. A smaller ad will get results if it's designed properly.
DO: Add some spot color. It's worth it for the little bit of upcharge it costs.
DON'T: Pay Retail!
DO: Ask for a discount, especially if you are running a 13 ad campaign. Discounts are always offered for either running a certain number of times or buying some many inched per year.
DON'T: Forget to ask for the best placement possible.
DO: Ask for far forward (FF), right hand page (RHP), thumb high. Ask for premium placement if possible. Some companies will run you in a preferred placement free and some might upcharge you. You have to decide on which of these routes you want to take. In my professional opinion, the small upcharge for preferred placement is worth every penny.
DON'T: Use reverse (white text on a black background). It is hard to read.
DO: Use reverse for such things as starbursts & only to highlight a couple words you really want to make standout.