by Chuck McKay | Jan 21, 2006 | Ad Testing, Advertising Frequency, Advertising Schedules / Scheduling
You’ve decided to run a series of newspaper ads, and the paper wants to know how much space to reserve for your ad. Is bigger always better? In terms of increased readership, yes. But it also comes with an increase in cost. You need to take both into account to...
by Chuck McKay | Jan 16, 2006 | Ad Testing, Advertising Frequency, Advertising Schedules / Scheduling
In most cases, a single exposure to an ad has very limited value. It takes a campaign of advertisements to effect shoppers, although truthfully this will vary slightly by medium. For instance, a supermarket that buys two adjacent full page newspaper ads every Thursday...
