Added: 06/27/2005 |
Purchasing magazine advertising spaceHaving chosen one or several magazines for advertising your products or services, you have to move on to the next stage of no less importance than the previous one: selecting format, size, layout and color design of your ads. It would not be a reasonable thing to do, to overlook or try to save some money on this particular advertising design stage. As the money you paid for the magazine advertising space would be wasted, if the design of your ad does not integrate with your marketing and advertising goals.
Usually, the magazine advertising space is sold in columns or some parts of them. The small ad space is sold in lines.
Naturally, the most expensive magazine ad space is the cover and the flyleaf of it. Specialists consider the far forward, the right-hand page opposite the editorial one (FFRHPOE), to be the best ad layout, however, there is no statistic proving it to be true.
The researches show there are some more or less fitting combinations of ad color, size and layout. The criteria to measure it would be the frequency read of an ad.
The cover pages are numbered in the following manner:
The front page - Page #1;
Its flyleaf page - Page #2;
The back page flyleaf - Page #3;
The back cover page - Page #4.
Compared to the standard size, full-color ad (8 by 10 inches), the highest result belong to the Page #4 Full size and color ad with an additional page attached to it. Its effect is 145 percent.
The second best result is credited to the Full size and color broadside page ad. Its effect is 130 percent.
The lowest results of 42 percent are of the 1/3 size vertical column, two colored and 1/3 size vertical column, black and white ads.
The ad size increase up to the full column size does not always correspond with the increase of its attention drawing and cognation effect. For instance, if a standard size full color ad goes to the full column size ad, its effect would increase some 30 percent, while the size increases up to 100 percent. The problem is that the magazine advertising space can be bigger, when the target audience readers cannot. Their amount has a certain limitation number.
Nevertheless, an extra advertising space provides the possibility of a better ad design and creative idea implementation. Moreover, the magazine advertisement of a larger format makes a greater impression and stimulation on consumers.
However, the creative idea implementation and ad design are far more important than actually the ad's size. Mostly, the ad design brings in the strongest effect your ad may have on consumers' minds and perception of its content.
The right approach to the selection of your magazine advertising design and product idea is the best possible way to invest in your advertising campaign. Moreover, your main and final goal is to create the right understanding of your company and products in your target consumers' minds.
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