Re: Ad unit- frequency

From: Rob Frankel <rob_at_robfrankel.com>
Date: Thu 26 Jul 2001 12:05:24 -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?

NEITHER!!

You're wa-a-a-a-ay better off never buying a full page
anything. One of the best moves I ever made was never
buying a full page ad, but stealing the page with a
vertical half page. A vertical half page isn't what
you think. It's actually a horizontal half page ad
turned 90 degrees, so that only one column of editorial
can be run beside it (or other tiny ads) and one row
of copy above it.

TOTALLY steals the page at half the price of a full
page!


Rob Frankel, "Yes, I really do turn users into
  evangelists for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
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818-990-8623 - 888-ROBFRANKEL - AIM ROBFRANKEL



Received on Thu Jul 26 2001 - 12:05:24 CDT