When you buy advertising space in a newspaper/magazine or on TV/radio, the salesperson will almost always encourage you to buy a “package.” His argument will be that it’s going to take time for their readers/viewers/listeners to notice you.
In my experience, that is simply not true. If your ad is going to work, it should work the very first time you try it. It is possible that tweaking the ad copy, offer, etc. will improve your response rate. However, simply repeating the same ad for the purpose of making readers/viewers/listeners aware of you rarely achieves a better result.
Unless you have an advertising budget like Coca-Cola’s and can afford to spend your advertising dollars without seeing a direct ROI (return on investment), you should spend money only on space advertising that returns a profit.
So buy space for one ad. If it does well, then you can consider running additional ads.
[Ed. Note: Paul Lawrence is an entrepreneur and business author who's started over a dozen profitable enterprises with under $100 in capital. For more information on his Cheapskate Marketing Program, click here.
For 12 marketing methods that can help you reach your prospective customers exactly at the moment they want to buy, pick up a copy of the Amazon.com bestseller Changing the Channel: 12 Easy Ways to Make Millions for Your Business.]
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Whoa! Let’s bring this topic back to the real world where it counts (literally).
First of all, before I bore you with numbers, I am a 40 plus year veteran of marketing specializing in broadcast and print.
Like most of you, if I don’t deliver results–I am out of business. Numbers do count, especially ROI on any of your advertising dollars. More on that in a minute.
There is a reason that the media rep is suggesting a “package” buy (whether your individual rep is aware of it or not).
Now pay attention. It’s called “gross impressions.”
Think about it. The first time you see or hear a particular ad, you may say “Hmm, that’s interesting.” The second time you notice it you may say, “I need to remember that.” But the third time you absorb it and say, “Mama, hand me the phone and let’s buy one of those.”
The average impressions to action are 3.16 times. Good media reps know how many ads need to be in your “package” to get the gross impressions to the targeted market.
As far as TESTING, do the testing of your ads BEFORE you pay for schedules. Duh!
Want to test cheap and easy? Run a copy of your ad by 9 friends and relatives. If the results suggest changes, run it by 9 more. When the majority of 9 prove it effective–run it.
Hey! I just saved you a fortune. But there is nothing more effective for ROI than great copy. And there is lots of great advice and examples right here in these columns.
Take any of Mr. Lawrence’s outstanding Channels and use “thoughtful” marketing, and you’re on your way to the top.