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Have any studies been done which show how I can produce higher ad exposure without increasing ad expenditures?
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A landmark journal and advertising study (Ad-Chek™) shows how you can generate a 34% increase
in ad exposures without any added cost.
A one-time study conducted by ACNielsen HCI was designed to show how to maximize exposures in journal
advertising. A check study across 19 journals (specialty and mass publications, tabloids and A-size, weekly
and monthly) studied the value of exposures in each section of the journals. It also tested the value of
multiple page ads, multiple insertions, inserts vs. ROB, and A-size vs. king-size ads in tabloids. One
check per book was inserted; checks appeared on editorial and ad pages, across all four quadrants of the
books and on cover pages 2-4. Key findings are as follows:
- Cover Positions
- Second cover exposure value is 25% higher than that of run-of-book
- Third cover exposure value is less than that of run-of-book
- Fourth cover value is 2.5x that of run-of-book
- Positioning within a Publication
- First, second and third quarters produce the highest levels of exposure
- Up front placement is especially important in publications greater than 150 pages
- Right-hand pages provide highest visibility for single-page ads or key selling points in multiple-page ads
- Ad Unit Characteristics
- Inserts do not generate better exposure than run-of-book ads. Design of the ad can be dictated by other considerations
- Properly designed disclosure pages can increase ad exposure
- Run-of-book king-size ads outperform multiple-page A-size inserts in tabloids; center-spread King-size inserts in saddle-stitched tabloids do best
- Inside ad pages of four-page A-size inserts in tabloids offer poor exposure
- Average page exposure does not diminish as unit size increases
- Placement Frequency Issues
- A second and third insertion in the same journal will generate even greater recall
- Appearances in best read journals should be maximized before advertising is placed in less efficient journals
- Summary
- Full application of Ad-Chek findings can produce 34% more ad exposure
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Do's and Don'ts
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Do's
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Consider top books every month and every issue of top books published more than once a month rather than choosing lower ranking, less efficient books.
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Maximize Ad-Chek study findings to produce 34% more ad exposure.
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Dont's
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Do not place special significance to a journal's ability to generate ad exposure because it is clinical or non-clinical, specialty or of general interest, stacked or interspersed, or an association or non-association book.
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