What Makes An Effective Print Ad? (Part 1)

By Senior Living


View all articles by this author

 

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.

Color

  • 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
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.

Size

  • 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.

Other Findings

  • 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.

This article has been viewed 5137 times.


Comments

Showing 1 to 1 of 1 comments.

Now I know who the brainy one is, I'll keep lonokig for your posts.

Posted by Velvet | April 26, 2016 Report Violation

Post A Comment





  • security key

Comments that include profanity, personal attacks, or antisocial behavior such as "spamming," "trolling," or any other inappropriate material will be removed from the site. We will take steps to block users who violate any of our "terms of use". You are fully responsible for the content you post. Senior Living takes no responsibility for the views and opinions of members using this discussion area.

Submit Articles

Current Issue

Search For Articles

  

Subscribe To
The Magazine