Reply to thread

Message

<blockquote data-quote="Samothdm" data-source="post: 288552" data-attributes="member: 5473">I don't know that I'd say putting money into a full-page ad is foolish.&nbsp; It's really a matter of opinion, since no one can really say for sure whether impact or continuity is going to work better.&nbsp; The danger of running smaller space ads is that they get lost in the clutter.&nbsp; Most small ads run on the same page with other ads.&nbsp; With a full-page or &quot;page-dominant&quot; ad, you can at least guarantee that your ad is by itself, and many times will be opposite editorial (as opposed to across from another ad, in which case someone would be more likely to just flip past it).&nbsp; I know that most hobby game companies don't have a lot of money to spend on ads and most can't afford full pages.&nbsp; But, we should avoid making blanket statements such as saying that running smaller-space ads for a longer period of time is &quot;better&quot; than running a larger ad for a shorter period of time.&nbsp; Reach vs. Frequency?&nbsp; Which is more important?&nbsp; Neither.&nbsp; It depends on the objectives of the company.&nbsp; I know a company that spent 100% of their ad budget on an expensive network TV campaign on one night of the year.&nbsp; What night?&nbsp; Christmas Eve.&nbsp; Why?&nbsp; It was a battery company, reminding parents to buy their brand of batteries for the toys they'd bought for their kids.&nbsp; The one-night &quot;campaign&quot; was deemed a huge success.&nbsp; Again, it all comes back to the objectives.&nbsp; And, it comes down to the creativity of the media planner.&nbsp; A very creative media planner can create a plan that will get both impact for the &quot;launch&quot; month of a product, and a little bit of continuity for the next month of two to &quot;keep up the buzz.&quot;&nbsp; Each plan should be individually crafted for the advertiser based on budget, objectives, and &quot;creative resources&quot;.&nbsp; In the end, though, that's just my opinion.&nbsp; I'm sure we may have to agree to disagree.&nbsp; <img src="https://cdn.jsdelivr.net/joypixels/assets/8.0/png/unicode/64/1f642.png" class="smilie smilie--emoji" loading="lazy" width="64" height="64" alt=":)" title="Smile&nbsp; &nbsp; :)"&nbsp; data-smilie="1"data-shortname=":)" /></blockquote>

[QUOTE="Samothdm, post: 288552, member: 5473"] I don't know that I'd say putting money into a full-page ad is foolish. It's really a matter of opinion, since no one can really say for sure whether impact or continuity is going to work better. The danger of running smaller space ads is that they get lost in the clutter. Most small ads run on the same page with other ads. With a full-page or "page-dominant" ad, you can at least guarantee that your ad is by itself, and many times will be opposite editorial (as opposed to across from another ad, in which case someone would be more likely to just flip past it). I know that most hobby game companies don't have a lot of money to spend on ads and most can't afford full pages. But, we should avoid making blanket statements such as saying that running smaller-space ads for a longer period of time is "better" than running a larger ad for a shorter period of time. Reach vs. Frequency? Which is more important? Neither. It depends on the objectives of the company. I know a company that spent 100% of their ad budget on an expensive network TV campaign on one night of the year. What night? Christmas Eve. Why? It was a battery company, reminding parents to buy their brand of batteries for the toys they'd bought for their kids. The one-night "campaign" was deemed a huge success. Again, it all comes back to the objectives. And, it comes down to the creativity of the media planner. A very creative media planner can create a plan that will get both impact for the "launch" month of a product, and a little bit of continuity for the next month of two to "keep up the buzz." Each plan should be individually crafted for the advertiser based on budget, objectives, and "creative resources". In the end, though, that's just my opinion. I'm sure we may have to agree to disagree. :) [/QUOTE]

Verification