Re: Number of creatives to support an ad buy

From: Lana Tordoff <ltordoff_at_thejournal.canwest.com>
Date: Fri 03 Jun 2005 20:13:30 -0500

Suzanne and Paul,

In my estimation, there are a lot more factors to consider when determining
creative. 1) Total site traffic to your purchased pages...what is your
forecasted frequency to site traffic? have you set a cap on frequency to
unique? 2) Branding vs. Call to Action...obviously consistent creative is
more important for Branding but even a Call to Action campaign will lose
effectiveness when quick recognition is lost. Remember, sometimes the best
we can expect is an eye flicker.

When your messaging is the same, I might recommend considering multiple ad
positions (rotate leaderboards, big box and skyscraper positions) with the
same creative as opposed to multiple creative in the same ad spot.

Good luck!

Lana Tordoff
Online Sales Specialist
Edmonton Journal
voice 780 429 5148
fax 780 498 5609
ltordoff_at_thejournal.canwest.com

www.edmontonjournal.com






Received on Fri Jun 03 2005 - 20:13:30 CDT