Reasoning behind web ad

Why we did what we did

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 to. 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.

Read on for...

Web sites that actually work!

Brendon Sinclair