Print Advertising Eagle River AK
2709 Boniface pky
anchorage , AK
Bradley Advertising Inc
1840 Bragaw St
EBM Electronic Based Marketing, Inc
P.O. Box 101697
4000 Old Seward Hwy
Alaska Adventure Media
6921 Brayton Dr
Army Kirschbaum Ad Art
1927 Beaver Pl
Anchorage Municipality Tax
1600 Gambell St
Cutting Edge Marketing
3904 Hayes St
4450 Cordova St
3501 Denali St
Evaluating Print Advertising Effectiveness
When evaluating the potential effectiveness of different print campaign ideas, I use the following questions:
• Does the headline immediately “grab” the reader? (In advertising guru David Ogilvy’s book Ogilvy on Advertising, Ogilvy states that five times as many people read headlines as read body copy.) Ideally, the headline is nine words or less.
• Does the headline promise an important benefit? (Ogilvy also states in Ogilvy on Advertising that ads with headlines that promise benefits are read by four times more people than those that don’t.)
• Is the body copy long enough to provide the reader with useful information and ample proof points for your brand’s promise? Long copy is more effective than short copy. This is particularly true for business-to-business advertising. (Alternatively, Roper Starch Worldwide, which maintains a database of more than 2,000,000 print ads, has found that excessive copy reduces the effectiveness of ads and recommends keeping ad copy to 50 words or less. With whole generations having now grown up on “sound bytes” of information, some cohort groups will respond better to shorter copy.)
• Increasing white space around the ad or the headline increases the ad’s effectiveness.
Print Advertising offers several benefits: good reach and frequency, can handle complicated propositions, reaches consumers in a receptive context and can be very targeted.
In the days ahead I...
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