questions about placement and creative
What sections of newspapers ssem to get the best response?
When changing creative, how much of your look do you change? You still want to be familiar with your audience. Would you change content or go as far as changing identifying pictures?
Newspaper ads can get good to advertise events and sales. I would not advertise my school in the local newspaper because my target market doesn't typically read the paper. Online advertising would be more appropriate and reach a more specific target market.
I agree--branding is important and also making changes to the ad to make sure it is sticking out from the competition. It is good to keep an eye on the publication and make changes based on what the competition is doing in the publication.
I would make sure the ad looks the same every week, but what has to stand out is website address, phone number and possibly the physicall address...branding is important..so stick to the same, just improve what you had already.
Dana-
Have you tried a variety of publications? Are there other sources you have found that are working well for you?
I do not find the newspaper an effective means of advertising.
The classified section continues to be the best performing section of the paper. You have you make sure you are falling under the appropriate section so you are not violating any compliance issues.
There are certain elements of the ad that can be kept the same to keep continuity--font, layout, how mandatory info is listed. When it comes to content and creative I would recommend looking at the results of the ad and allowing that to dictate. Some publications work better with consistency and some need creative changes weekly. Allow performance to dictate some of those things.
