Full-page ad vs. an insert

Grabbing the attention of potential customers is the name of the ad game. Which way is the best way to do that? Can it be done with an insert or a full-page ad, or is a smaller ad going to be sufficient? These questions plague the marketing professionals all of the time.

Here are a few points to ponder before you decide:

When it comes to print advertising, it pays to “dominate” the page. Does this mean you have to run a full-page ad? Not necessarily. In a tabloid format you may only have to run a 2/3-page ad to get noticed first on the page. Review the formats in the publications you use. You may be able to save some money.

Another tip to save money is check with your ad rep about “remnant ad or air time space” that hasn’t been sold by the time the deadline rolls around. You can save up to 70 percent by purchasing this kind of ad space.

Postcard ads are the most cost effective way to market a product or service. Pennies can be spent to make hundreds of dollars. Postcards convert at 2 to 3 percent while newspaper and magazine ads are more for branding and only convert at 1 percent on average.

No one marketing strategy can stand alone. You have to run a full-court press in order to be successful. Use both magazines and postcards, and throw in a few flyers and brochures for the fun of it. Everything you do will help to brand your company one way or another.

Do you have any thoughts on different ways to approach the marketing game?