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There are many things to consider when planning how to allocate your print advertising dollars as part of your marketing campaign. How big of an ad should you place? Where should it be positioned? What discounts are available? What’s the difference between black and white vs. color? Here are some key factors to take into account when making your decision.
- Frequency Discounts: Take advantage of frequency discounts when possible. Many print publications (newspapers, etc.) offer discounts to those who advertise more than once, providing an incentive to advertise by giving you a frequency discount.
- Cash Discount: It’s advantageous to negotiate your advertising rates with the sales representative on a cash basis. Simply put, this means agreeing to pay your advertising expense up front, on a set schedule or over a short period of time.
- Cost per Thousand: The cost per thousand (CPM) is a benchmarking tool used in print advertising. It refers to the cost incurred to reach one thousand people with your ad. In order to determine the CPM, divide the cost of one ad by the circulation of the publication. Multiply the resulting number by 1000 and you will have your CPM for the ad. A lower CPM means that you are reaching more people in your audience with each ad.
- Positioning: When placing your advertising, ask your sales representative if you can request a particular position for your advertisement. There are no hard and fast rules about what does/does not work regarding positioning, and much of it is personal choice. Some prefer the right hand page, others the left. Up front or in the back is another consideration. You may also request a certain section of the paper (i.e. automotive, sports, business). Not all publications will allow you to select a special position, but it is most certainly worth discussing this with your sales representative.
- Ad Size: How big should your ad be? The ad size you choose is dependent upon your advertising budget. Another factor to take into account is whether this is your first time advertising in a particular publication or if you have advertised in it before and seen results. Think about both issues when determining size. In general, a smaller ad will cost less. The less you spend on each individual ad, the more ads you can buy which will increase your frequency.
- Black and White vs. Color: The choice between black and white ads versus color ads will be dictated primarily by budget. Color ads are always more expensive, but can draw more attention, particularly if there are a limited number of color ads in the publication. Also, production costs are much higher for two and four colors than they are for black and white. Some newspapers and newsletters only print in black and white, in which case there’s no need to decide.
- Sample ad slick: The ad slick below communicates the idea that people have an emotional connection with their cars. A survey among U.S. car owners by the International Carwash Association (ICA) found that 84 percent feel affection or emotion for their cars, equaling an estimated 116 million smitten drivers.
Have a marketing tip or success story? Please send to info@carwash.org.
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