Tips for Creating Effective Print Campaigns
We have gathered learnings from a variety of key sources to develop a set of guidelines to help you create an effective print ad. Please use the information below as a reference as you get started!
Timing
Frequency
There is a high correlation between high frequency ads and positive lift in site traffic, increase in store traffic, and other calls-to-action. Targets must be exposed to a message at least three times beforeone can expect to achieve any measurable impact.
Creative Layout
Ad Size
Bigger ads reach more potential customers. The larger the ad, the greater stopping power (ad recall) it has. Readers are 17 timesmore likely to read an ad sized 65 - 132 inches, compared to other ads sizes. Scores start to get significant in the Read Most1 category at 30 inches. Ads should be a minimum of 15 inches or 1/8 of a page to achieve effective reach.
Color
Color attracts the reader's attention. Color ads score 62% higher in the Read Mostcategory than black-and-white ads.
White Space
White space in ads often attempt to create a concept of luxury or elegance and is well suited for branding campaigns. People who see an ad that employs white space see the product as higher in quality, prestige, trust, and leadership and lower in risk than did people who see an ad without white space.
Illustrations, Images, Text
Visuals tend to enhance persuasion, aid in recall, and create an emotional association with a product. Adswith illustrations score 36% higher than the all-ads average in measurements of reader absorption. Photographs have a greater impact than drawings; specifically, ads that show the product in use earn the highest scores.
Creative Content
Product Showcase
Ads that gain attention are those that provide details about a product's attributes or features, its use or value and its overall benefit.
Showing Prices
Providing product purchase information is another method to gain attention. The greater the number of listed prices in an ad, the higher the Read Mostscores –topping out at 12 listed prices.
Placement
While placement has a limited effectiveness benefit, small advantages are found in the inside gutter position, below-the-fold, and center spreads. Full page ads on the left side do better than the right side.
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