re: Ad unit- frequency

From: Tom Borgerding <tom_at_futurepages.com>
Date: Thu 26 Jul 2001 11:56:24 -0500

PAUL MOSENSON <Paul_at_a-b-c.com> WROTE:

>Question- within same budgets in print advertising,
>what is generally more effective- full page 4 color less
>frequently or full page BW more frequently? Anything
>to back up? ANy research regarding this issue?

I do not have statistics but we have seen that if you
can do creative in a smaller format such as junior pages
and 1/2 page ads with 1 color you can actually receive
much higher results than black and white ads. My company
places a great deal of advertising in college newspapers
nationally and in most cases we will recommend
(depending on the campaign goals and timing) to do
multiple smaller size ads with a spot color versus
4-color and BW because of the increased effectiveness.
Because our company specializes in college media
exclusively, I am unsure if these same tricks work in
standard publications. College newspapers have very
little color, especially within the pages of the
publications.

Good luck.

Tom..
________________________________
Thomas J. Borgerding..
FuturePages - COLLEGeMEDIA GURUS
(o) 651.644.4191 ext. 18
(m) 651.592.5500=20
Tom_at_FuturePages.com
www.FuturePages.com



Received on Thu Jul 26 2001 - 11:56:24 CDT