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Direct response press and planning your direct response press

Newspapers, magazines and periodicals are the most widely used advertising medium, accounting for around 50% of all press advertising expenditure.

Newspaper advertising - whether the national press, free newspaper advertsising or classifieds is the easiest because it's daily in frequency. Regional newspapers can be daily or weekly.Magazine advertising tends to be on a monthly cycle and magazine advertising rates and production values (= costs) tend to be higher.

The majority is for awareness. However, as there are well over 11,000 publications to choose from in the UK the great advantage in direct marketing terms is that it is possible to target specific audiences with particular interest in your business.

National newspaper advertising offers extremely high circulation (in total over 12 million a day), wide coverage and the ability to target demographically and by region.

On the other hand, if your audience is professional managers there are a wide range of more defined and specific publications for you.

Direct response press advertising requires thought about a number of issues, for example:

• Newspaper advertising rates or media buying rates

• One stage versus two stage

• Coupon v. telephone v. internet v. all

• Display versus classified

• Size and position

• Cost effective because of response rate or CPM

• Creative treatment

It is estimated that 90% of press advertising now includes response coupons, Internet addresses, freephone numbers, etc. to encourage direct response.

Successful direct response press advertising involves and requires AIDA:

• attention through design, ad size, placement, and timing

• interest by touching on human emotions, desires, and needs

• desire by offering benefits to emotions, problems, or needs

• action by making the solution highly desirable yet affordable and easy

Some other top tips are:

• Don't advertise on the left hand page

  • When you look at and read a publication your eyes are automatically drawn to the right hand page. That is why most publications will try to charge you more for a right hand page position. But do specify a right hand page and don't leave it to the publication to place your advert, having a left hand position will cost you in enquiries and potential sales.

• Never pay the full rate

  • Never pay what's on the rate card. Always negotiate. Rate card prices are too high and if you haggle you may get a 30% discount or more.

• Don't follow the competition

  • Think outside the box. Just because your competitors advertise doesn't mean that you should too. Only advertise when and where it fits into your overall marketing strategy. If you are targeting a specific audience who read a publication specific to their industry you might want to consider advertising in it rather than a more general publication where your competitors are more likely to be advertising.

Whatever your direct response press advertising need we can help you to ensure that you get the results you require.

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