Printed advertising- How many times is it that a consumer needs to see an ad before making buying decision?

Question

I am selling advertisments for a trade magazine and in order to convince them to sign on for multiple issue ad placements, I need stats that support "why" it is in their best interest to do so. So, in marketing research...how many times must a reader see and ad to remember it or to make a buying decison? Should the ad be the same graphic repeated or different graphics?

Answer 1

Hi, perhaps you can try Google adwords to market your service/product.

Google adwords is a text-based system for advertising on its site and its partner sites. The service allows you to create your own ads, choose keywords to help match your ads to your audience, and control the cost of your advertising—you pay only when people click on your ad (a cost per click plan). Anyone wishing to promote a product on Google can enroll in this program.

you can get a 5 detail pages information about Google adwords at :

http://www.adcenter.net.cn/google-adwords-1.html

Good Luck && Best Wishes!

Answer 2

Here's the way I see it. Every business is selling something, an idea, a product, a service, something. They are not all going to buy advertising, however the smart ones will continue to keep their name, product or service top of mind, always. Coca-Cola does this by putting their name on everything. Their cans, trucks shirts, banners and signs, ad premiums etc... They also buy advertising on radio tv and internet. If you have a small company and nobody remembers who you are then business is lost and you very likely will close. So tell your clients that they should include an advertising package that works into their budget as part of their advertising mix. This might include a big ad one month and three small name and number ads the next then back to a bigger ad all with recognizable graphics or logos. Show them a return on their investment (ROI). If you know anyone who might be willing to train you in sales and marketing, ask or check out books at the library. Not everyone buys and your client might not either, but you can stay in touch and eventually get them to.

Answer 3

From "Four Tips for Making Your Ads Stick" on Yahoo! Small Business:

Repetition is important to memorability. At the Washington University School of Medicine in St. Louis, psychologist Mark E. Wheeler conducted a study of memory in which a word was paired with a picture or sound many times over several days to test subjects' recognition rates. He says exposure to information in different contexts helps you remember it. So when you see a message in different formats, such as a print ad, a billboard and a TV commercial, he says, "You associate the different impressions, and that helps you retrieve the information when you need it."

Answer 4

I have been told up to seven times before someone acts upon your presentation. I have no concrete proof of that statement though. You are going to have to design a method for tracking that sort of information either by IP address hits or some sort of survey of customers that you gain through your advertising efforts.

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Answer 5

if it's good... sometimes it only takes one ad...

but if it's not convincing enough and it doesn't make the reader want to buy it even if the person doesn't need it then maybe you should put around 5 ads more just to help them get it through their head to finally try it.

i think different ads with the same look and idea/theme would be better to reinforce your point so more poeple would be convinced.

Answer 6

I remember two different studies last year that talked about seven (7) impressions before buying for anything above an impulse purchase. I think one of the studies was by DoubleClick.

Answer 7

I really think it depends soley on your advertisement, product, and need to the customer... I read a nice article on my source below - The article http://www.affiliatetier.com/advertising-tips-to-help-your-small-business-2.php explains a great deal on advertising and how it works with a customer...

My source below is mainly for internet marketing, but marketing and advertising is the same in every country, every market, and every type of advertising technique

Answer 8

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