Wednesday July 16th 2008

Large ads/long ads/big ads generate the greatest response/volume/penetration etc., but small ads/short ads/discreet sized ads generate the most cost effective returns for the marketer. You need both.

The direct marketing industry has known the "truth" since time immemorial. Smaller ads deliver the most cost effective results & large ones deliver the largest  volume. But it's taken the rest of the marketing business a long time to come to terms with this continuing "thing we know about marketing effectiveness" and many remain in self-denial.

My first, and still the most dominating, experience was as a media buyer for Woolworth in the 70's. We found that the optimum response in store came from buying just three 2 minute commercials followed up by many shorter commercials with the same creative message. Consumers saw the shorter ads. as though they were the longer ads. We got the impact ad recall, cut through , foot fall and the volume of sale we needed from the shorter ads, and saved ourselves a ton of cash.

We have proved this maxim time and time again in the many years since. You can establish the brand presence first with the larger/longer ads and then go for cheaper frequency and save between 50% & 75% of what an exclusively larger ad. campaign would cost

There is plenty of research out there from broadcasters, newspaper owners & magazine proprietors as well as from consultants and advisers. It all points to the same conclusion. If you have a great marketing proposition it should be possible to express it in a variety of formats, shapes, sizes and times. Armed with this flexibility then start large and get small as soon a possible . You will enjoy the triple  whammy of higher sales volumes & great cost effectiveness & all sustained over time

For a range of commentary on advertising, media & marketing issues, John Billett's personal "Blogit with Billett" is at www.johnbillett.com (& click on "Blog" on the Home Page) or go direct to http://blog.johnbillett.com.