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BUSINESS TO BUSINESS
ADVERTISING
TARGET YOUR PROSPECTS
Successful business people read the business press regularly.
- 93% of people in business reported they had read a business publication in the past week.
- Business publications scored 50% higher on a "read regularly" basis than did newsweeklies, based on 22 separate studies.
- 96% read the advertising as well as the editorial.
SEASONALITY IS A MYTH
Results from advertising do not show a marked seasonal pattern.
- There is a direct and exact correlation between the number of pages of advertising and the number of inquiries produced, but no correlation at all to season of the year.
- One study found the highest number of inquiries was produced from the August issue.
- Another found the highest number of inquiries was produced from the January issue.
- A third study analyzed two publications. The July issue of the first publication produced the most inquiries, while the December issue of the second publication produced the most.
CONCENTRATE IN ONE MEDIUM
Concentrating your advertising provides a significantly greater return on the investment than spreading the same number of ads across many books.
- In the use of five publications, the leading publication will provide 66% of the total coverage: the second adds 20% more unduplicated readers. The third, fourth and fifth add only 7%, 4% and 3% unduplicated readers respectively.
- Advertisers whose schedules run to 12 or more pages a year get almost 25% more readers than those using six pages or less.
MAINTAIN YOUR MOMENTUM
If your advertisement appears in every issue of a publication, there is a greater chance your message will hit a reader when he's in a buying frame of mind.
- Five pages seems to be the minimum for any measurable impact.
- Reader retainability falls when advertising stops. One month after an ad runs, 94% of its original readers remember it; two months later, only 61%; and three months later, the number drops to 10%.
MAXIMIZE YOUR CREATIVE DOLLAR
Your advertisement can be repeated many times without losing significant effectiveness.
- The average ad in a business publication can be run up to four times without loss of effectiveness.
COLOR WORKS
Color increases readership dramatically and at a cost lower than you may think.
- One readership analysis of 40 black-and-white ads versus 33 two-color ads showed that color scored 25% higher at only a 16% higher cost.
- A comparison of 1,567 black-and-white ads with 508 four-color ads resulted in 77% higher readership at 66% higher cost.
- A half-page four-color ad, costing 46% more than black-and-white, pulled 87% more readers; a full page four-color ad, costing 35% more than a full page black- and-white ad was read by 52% more people.
THERE IS NO SUCH THING AS A BAD POSITION
When advertising in a respected publication, all positions are "good."
- When front, middle and back thirds of most magazines are compared, there are no significant differences in readership.
- Left- and right-hand pages, on average, get approximately the same readership.
- Ads facing editorial pages do not have any significant advantage over ads facing advertising pages.
- The front of the magazine does not get better readership editorially than the back of the magazine. Actually, sometimes it is just the reverse.
WHAT CATCHES THE READER'S EYE
It is the content of your ad that attracts readers, not the ad's position in the publication.
- Photographs achieve more readership than drawings.
- Ads with people in them get more readership than ads without.
- Men tend to give more attention to pictures of men than they do pictures of women.
- Of the time a reader spends looking at an ad, 65% is concentrated on visuals; only 35% on copy.
- Five times as many people read the headline as read the body copy.
BIGGER REALLY IS BETTER
Larger ads command greater reader attention.
- The average single-page ad generates 181% more involvement than a partial-page ad.
- Spreads have 60% more stopping power than a single-page ad.
Other Articles to read...
Advertising Tips
Low Cost Ways to Build Marketing Muscle
The 10 Commandments for a Successful Business
Accessing the U.S. Marketplace
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