1/4 Page Ad In Two Mags, Or 1/2 Page In One?

 
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Old 05-07-2007, 07:37 PM   #1
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1/4 Page Ad In Two Mags, Or 1/2 Page In One?


A couple weeks ago i was posting about advertising in high end mags. I know this is something i want to do ASAP.

I can only afford so much money a month. I can either do 1/4 page ads in two mags, or a half page ad in one. The prices work out almost the same.

What would you do?
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Old 05-07-2007, 07:54 PM   #2
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


The more exposure, the better.

But, it must be repetetive and not a one time shot.

Does your ads stand out and shout, "You would have to be a fool to do business with anyone but me!!!"

Or, does your ad offer something for the customer that no one else is providing?

If not, it may be worthwhile to get some consulting from an ad agency that specializes in magazine display ads.

As a free starter course, grap each of the issues of the 2 magazines that you referred to, and go page by page without reading any content, and just see if any particular ad catches you eye and why.

If you want to be really anal and compulsive, (Like Me), take the entire Yellow Page issue and do the same thing.

Does any contractor ad make a statement that no one elses does?

Emulation of success decreases the costly learning curve when budgets are limited.

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Old 05-07-2007, 07:57 PM   #3
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


I know the right thing to do is 1/2 page in one ad. Especially if there is any cross over readership from one magazine to the other. But I would probably do the 1/4 pages in 2.
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Old 05-07-2007, 08:50 PM   #4
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


matt aka rusk,
1. frequency is everything
2. your budget doesn't allow you to use cross over readership data, highly subjective stats anyway..

1. try to by near "outdoor living " articles...

what makes a good ad?
simple content, "white space" is as valueable as copy. credibility, your a new face, so flaunt your member associations, have you taken a LS design course yet?.. if not do it!!!! even if your the golden boy the certifcate adds to your credibility. where are you? no store, the your town based, serving X region NJ... contact info... is see many adds where the contact info is fine print & even a few w/o...
ok typical landscraper add, a big paver deck or driveway, photo usuall provided by manufacturer.. blah...

an add for a design build firm should advertise, th design & implementation aspects, we all know jooe lawn mower does pavers to..
I have built an ad for a high end landscaper, I used a photo of his work as a shadow/gradiant background. basically enough to catch the eye. the copy included contact info, credibility builders, & basics lic & insured...

don't confuse yourself you are not selling, hardscapes anymore!!!
you are selling your designs & management skills... in the higher end your gunning for, your HO wants to write a check & enjoy... welcome to the service industry.

ray
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Old 05-07-2007, 09:01 PM   #5
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


I've heard that two ads in the same mag, a few pages apart, can really help. Talk about repitition! So my vote is for (2) quarter page ads in the same magazine.
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Old 05-07-2007, 09:06 PM   #6
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


If the 1/4 page ads put you in the last 1/2 of the mag, skip them and go with the 1/2 page. Otherwise, do the 2-1/4 page. Make sure before hand that your ad copy works for whichever ad size you choose (print an actual size ad and paste it into a copy of the mag).
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Old 05-07-2007, 09:09 PM   #7
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


I have been cutting ads out of magazines for months now. Every add is bascailly the same except for the name of the company. Bascailly, you could take any add in the mag and swith two companies logo and the ad would function fine.

I thnik i am going to do something alittle different and go heavy on the copy.
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Old 05-07-2007, 09:18 PM   #8
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


matt I've spent 4yrs of my life & 96k for a piece of paper that says I'm a buisness man with minors in advertising & pr... email if you like ill bless it or piss on it for ya...
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Old 05-07-2007, 09:19 PM   #9
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


Offer them a guide on "How To Select A Professional Landscape Designer" or at least put a CALL NOW! for your FREE REPORT on such and such.

That is not in any of the other ads, I would bet.

Be the one who will inform them and educate them on the Right Way to do things, starting from the selection process.

Ed
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Old 05-07-2007, 10:26 PM   #10
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


I generate all of our ads, and I can can guarantee that they are NOT like anyone else. If they are you are wasting your money. That is also why you do not want to be in the last 1/2 of the mag amongst the crowd.

Another major criteria is the ability to determine the impact of your ad. There are several ways to do this. The simplest is to make it a coupon, which I do not like. Another method is to include specific wordage that is unique to each advertisement. This is what I generally do, and it allows at least some tracking ability. Magazine ads are expensive, and in my experience give a very low direct rate of return. What they do is generate brand awareness, provided you repeat them. Also look to your suppliers for co-op dollars.
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Old 05-07-2007, 10:32 PM   #11
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


Quote:
Originally Posted by Tscarborough View Post
I generate all of our ads, and I can can guarantee that they are NOT like anyone else. If they are you are wasting your money. That is also why you do not want to be in the last 1/2 of the mag amongst the crowd.

Another major criteria is the ability to determine the impact of your ad. There are several ways to do this. The simplest is to make it a coupon, which I do not like. Another method is to include specific wordage that is unique to each advertisement. This is what I generally do, and it allows at least some tracking ability. Magazine ads are expensive, and in my experience give a very low direct rate of return. What they do is generate brand awareness, provided you repeat them. Also look to your suppliers for co-op dollars.

Great point on your last line, I'll repeat it "ALSO LOOK TO YOUR SUPPLIERS FOR CO-OP DOLLARS".

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Old 05-07-2007, 11:27 PM   #12
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


good point, I forgot about
accountabilty...
easily done w separate phone # for print campaign, a vonage line will run ya like 20 bucks a month..... use call forward if busy to the # you usally aswer...
the call forwar if busy will let your dedicated "print" line trap inquries in the caller I'D.
when you look at the cost of a print campaign the dedicated line is chump change....
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Old 05-08-2007, 06:43 AM   #13
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


Quote:
Originally Posted by POOLMANinCT View Post
good point, I forgot about
accountabilty...
easily done w separate phone # for print campaign, a vonage line will run ya like 20 bucks a month..... use call forward if busy to the # you usally aswer...
the call forwar if busy will let your dedicated "print" line trap inquries in the caller I'D.
when you look at the cost of a print campaign the dedicated line is chump change....
i misunderstand this

(is that a word??)

why the seperate phone line for an ad??


for tracking calls that came from the ad??

Last edited by dirt diggler; 05-08-2007 at 06:46 AM.
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Old 05-08-2007, 08:50 AM   #14
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


Ruskent,
From the two options that you have mentioned I have a few pointers which will help you make a decision. I have advertised in many magazines for different trades from high end magazines that cost nearly 10,000 a page to the low end which are around $600 for a 1/4 page ad. The content is the most important thing. There are seven rules of advertising that you must have in an ad to make it worth while. I have been doing this for 12 years so I speak from experience.
1) What is it? ("It" being the product or service that you are selling.)
2) How valuable is it?
3) What does it do?
4) How easy is it to do it?
5) How costly is it?
6) How do you aquire it?
7) Where do you get it from?
If you can answer all of these questions in a 1/4 page ad...then go for it. If not, I would suggest the 1/2 page ad and let it run for 3 months. Make sure that you can track your ad by asking the purchasers and inquirers where they heard about you.

Good Luck
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Old 05-08-2007, 08:53 AM   #15
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


All good advice, but I'd say you need at least 6 months to see any benefit from a magazine.
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Old 05-08-2007, 10:31 AM   #16
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


when i look at an ad and it interests me i usually go to their website to get more info before calling for info. the few times the co. with the ad didn't have a link to a site gave me the feeling they didn't have much to add to their advetisement which says a lot. hard to do bussiness with someone that can fit it all in a small ad.
good luck,
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Old 05-21-2007, 09:24 AM   #17
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


So what did you decide Matt? 1/2 or 1/4?
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Old 05-21-2007, 11:06 AM   #18
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


Rusk,

Go with a 1/2 page. 1/4 page is weenie. And listen to Poolman Ray.

You could hire someone to create the ad for you, and if there a recognized ad agency prefessional they may be able to negotiate a 15% discount on your media costs. Which may cover the creative costs, (but probably not).

I was a copywriter in an agency for ten years. Never done anything for construction trades though. Pick my brain on a pm if you wish.

Here's the ad forum I am a member of Not a bad idea to post some questions there too. You'l get lots of advice, some good, some bad.

It's all about finding the insight into the consumer's mind. You need to connect to their needs and wants. It's not about you. It's about them.
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Old 05-21-2007, 02:38 PM   #19
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


I'd divide an conquer... If one fails or shows no results, you can drop it, save half the money, or put it somewhere else. I'm always learning improving this way.
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Old 05-21-2007, 06:46 PM   #20
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Re: 1/4 Page Ad In Two Mags, Or 1/2 Page In One?


I decided to hold off on the magazine ads until i get my first full property design build job completed..which has a schuduled completion date of next Memorial Day.

I am in my third yeasr of business and am just finally getting the jobs that i WANT to get. Suprisingly i am able to sign these jobs with almost no profolio and a small list of references.

Once i get a couple of these jobs completed, i will than go all out with the advertising. There is something about me people like. Once i have a great profolio and several more years experience under my belt, i should be unstoppable.

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