Up your marketing game! A thoughtfully designed ad can reap welcome benefits. Here's tips from some experts - about 2,000 seniors! They were given 650 print ads to evaluate and here's the results.
Use Illustrations: As the number of illustrations increase, so does readership.
- When possible, opt for photographs over line art.
- 4-9 illustrations boost recall by 30% compared to ads with no illustrations.
- In ads where ¾ of the space is devoted to illustrations, recall rates improved by 50%.
Show The Product:
- Showing the product attracts readers 13% more then not showing the product.
- Multi-product visuals in ads were 25% more likely to attract readers and increase in-depth reading.
When Possible, Show Pricing:
- Sale prices drew readers' attention 20% more often and increased in-depth reading.
- Using full color in an ad increases its recall by 20% over black & white.
- Full color increases in-depth reading of an ad by over 60%.
Positioning isn't as important as once believed. No significant differences in reading exist for:
- Position on a page or within a section.
- Presence or absence of complimentary editorial.
- Number of ads on a page.
- Full page ads are recalled and read in-depth 40% more often than a quarter page ad.
- Even small ads get noticed. Six inch ads are recalled 59% as often as a full-page ad.
- Reverse print does not positively impact recall. However, if done poorly, it can decrease an ad's readership.
- Certain colors are particularly powerful attention getters. (For example, yellow and purple appeal to women).
- Special sales offers, sweepstakes and grand opening announcements can also positively affect recall rates.
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