How to get the most from your print ad

It can often be a creative challenge to come up with a print ad that is going to work…  firstly it needs to get noticed and secondly it needs to get results.

The Newspaper Works has recently conducted a survey on the effectiveness of the creative designs in print ads, and how they work to achieve results and brand awareness for the advertiser. The findings are interesting and provide some great insights to advertisers.

The core questions in their surveys covered areas including the look of the design itself, the headline, whether there was a clear offer or not, whether it had great images etc and also investigated the action taken afterwards such as search or visit online, phone, buy or try etc.

The primary creative element that came out of the surveys as the most influential part of a press ad was the “headline”. This one fundamental ingredient of the design proves to have the biggest effect on what happens next. While many won’t read on after the headline, if you get it right, the consumers you are targeting will continue to read on and have potentially started their path to purchase.

The second biggest draw card in the creative department proved to be good copy. Your core consumers will always be hungry for information and The Newspaper Works found that convincing copy is strongly linked to the trial of a new product.

Another result although expected, highlighted the need for a print ad to stand out from the rest. With so many ads out there and so many competitors in the market it is becoming increasing difficult to do so. However, the more attention grabbing and ‘different’ your ad is, the more likely a consumer will harbour positive feelings towards your brand.

Finally and as equally vital to the success of your print ad, is what not to do. Having too much info or clutter in your print ad will not entice a consumer to read or even notice your ad. Along with having a boring or bland ad, these no-no’s can actually prove to have an adverse effect and will leave consumers with a negative perception of your brand.

If you effectively incorporate these key findings into your next press ad you will be on the right path to achieving brand awareness, sales and positive results. QA’s creative team enjoy working with our clients to create strong press ads that achieve real results.

Is your advertising being seen or are you wasting money?

There is a lot more to advertising then just placing an ad and expecting a result.

We have many clients that come to us who already have advertising campaigns in place but they are wondering why they’re not getting the results they want.

Advertising can be hit or miss if you are not getting the planning right. As an agency, our role is to research all aspects surrounding each client, their product and the media available. Our main goal is to achieve better outcomes for our clients, by strategically placing advertising across the best possible options whether their budget is big or small.

There are many factors that need to be considered when it comes to placing advertising but here are QA’s top 3 tips;

Audience Reach figures will reveal how many viewers, listeners or readers will see your advertising. These figures are heavily relied on when comparing one option to another.

Who are your Target Market and what are their media viewing habits. Many advertisers start off with their own view on what their client is watching, or which radio station is the most popular etc. These views almost always reflect their own preferences. When placing advertising you must consider the Target Market and the research at hand rather than rely on your own or the biased opinion of one particular media.

Cost Efficiency helps you determine which option is going to reach the most amount of people for the least amount of money. There are a number of ways to measure cost efficiency but the most common is cost per 1000 (people). When we are working with a budget it is vital to achieve the best possible result with a limited spend, while your audience reach may not be at the levels you would like,  you will still be achieving the highest reach possible for your budget.

These are just a few of the factors that we consider when planning a media spend. Here are QA, we like to say that we can do it better, so if you are an existing advertiser or have previously ran a campaign that didn’t get you the right results, talk to our team today to see how we can help you achieve better outcomes.

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Agencies can make an impression with your budget

As 2013 is coming to an end marketers and business owners are making plans for next year, particularly on their advertising and marketing budget and which agency can provide independent and ultimately the most effective advice on how to spend that budget.

Previously, an effective marketing campaign would use two or three media channels. Today, this has jumped to an average of seven channels such as print, tv, outdoor, radio, PR and a smorgasbord of digital options. Media agencies can determine the right mix of these channels to both suit your brand and your budget.

The main kinds of media to get a company’s message across include the following:

• Paid (once the traditional) – tv, radio, print.

• Owned – the brand’s own website, Facebook, twitter, blog etc.

• Earned – word of mouth, PR.

In 2013 the fastest growing media is owned; Facebook, Twitter, blog etc. Although all of these channels are free, they cost money to set up, maintain and to create worthy content.

So what is the right combination you ask? First you must ask what are you trying to solve, and second, if consumer does ‘x’ now, what do you want them to do in the future?

Only by identifying these questions can you decide how to split your budget amongst the appropriate channels.

Agencies like Queensland Advertising speciliase in determining the most effective media channel mix. We have on our team specialists in the fields of media, digital and PR to strategically plan your split between paid, owned and earned media.

With the full suite of specialist communications disciplines to tap into, an agency can provide you as a marketer or business owner the benefits of our expertise to ultimately create brand awareness and sales for your business.

We hope you enjoy reading the Queensland Advertising blog. For more information please visit our full website www.qadvertising.com.au

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