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Frequency - The key to successful advertising
How many times were you asked to clean up your room as a child before you did it.
Some kids are fantastic and do it immediately they are told, others need to be told 3 - 10 times before they finally act.
Advertising is the same, some will react when they see or hear it the fist time, others need constant reminder before they finally act.
Ensure your advertising creates frequency sufficient to gain a response.
As a rule radio needs a frequency of at least 10. (That is not 10 ads, but each listener must hear you advertisement at least ten times to be truly effective. To achieve this you need your ads in a short duration flight and buy a minimum of 30+ advertisements.
Television at least a frequency of 3
Newspaper will need at least a frequency of 3 as well
Never sacrifice frequency to build reach. Tell them again and again. Own your audience. The results are there for the taking.
Making your newspaper advertisements stand out
The following ideas are from research conducted by Starch Research, as listed on
• The use of colour in an advertisement - Using colour will increase the likelihood of an ad being noticed by 45% over a mono advertisement
• Placement - Left or right hand pages. Make no difference to the ad. Regardless of what newspapers say, there has been shown to be no difference between ads placed of Right or Left pages.
• Related editorial on the page can be detrimental as the reader can be detracted by the editorial. After all we have to accept the fact that people read the newspaper for the advertisements.
• Winning appeal with the ad - use social status to increase the interest or something sweet, confectionery ads are one of the best noticed category.
• Use a photo to attract attention. Photos attract the most attention, drawings are better than no illustration at all.
• Use children rather than adults - ads with babies or young children are 44% more likely to be noticed than the norm
• Use prices - having a price point in an ad is what readers are looking for. Prizes also improve the ability of the ad to work as well.
These are some simple key ingredients to successful advertising. This research is collated by Starch Research, and most major newspaper subscribe to this research. However it is interesting that many of the principles are ignored by newspapers Australia wide