Monday, April 19  

Our newspaper ad - the reasons

Our newspaper ad - the reasons

Okay, I'll run you through the rationale behind our decisions on the ad above so you can benchmark what you do against what we do.

Firstly, the ad is running in the Gold Coast Bulletin on Wednesday 21 April, 2004.

The ad is running in the Business Section. I paid what's called a loading (which just means extra $) for the top right hand side of an odd number page.

Those decisions:

1. Local newspaper - most of our clients are likely to come from a close geographical location.
2. Wednesday's edition - Wednesday is the 2nd most read day for the newspaper (Saturday is bigger).
3. Business Section positioning - our target market is businesspeople. They read the business section.
4. Early top right position - this is the spot where the eye is first drawn. You want to be noticed as much as possible.

All good so far? Even though I asked and paid for the best position, I won't get it. The positioning of the ads is dependent on what other ad sizes come in (bigger ads get the best spots). My ad has already been bumped lower.

================

Heading - Web sites that actually work

A major component of our market positioning is being recognised as experts in developing effective web sites. Part of this is a significant education strategy.

1. Starting at the start - the heading is in white text on a black background. That's the opposite way to most ads that are usually on the page. That should make the ad stand out a little.

2. The word "sites" in the heading is all lower case. In the line below it is "Site". The reason for this is that it's more visually pleasing to read the lower "sites' in white text. It's easier to read. If it's easier to read then it gets read more.

3. This blog is going to be larger than normal!

So I'll make it into an article. Click here for the full article...

Cheers

Brendon