Increase Readership of Your Message - Run Two Ads in the Same Issue.
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Repetition is the foundation of communications.
Studies have shown that more readers see ads when they are repeated over time, but how do readers respond when an advertiser runs two different ads with the same sales message in the same issue?
Logic would say that adding a second advertisement to an issue would bring additional readers to the message.Some readers who read the first ad would pass on the second, and some who didn't read the first ad would stop and read the second. If the unduplicated readership of both ads is higher than the readership of the first ad, then the second ad brings incremental readers to the message.
In the case above, taken from two 1-page, 4-color ads running in a single issue, 46% of respondents read the first ad and 38% read the second. The unduplicated readership though, shows that 63% of respondents read at least one of the ads. Running the second ad increased readership of the message by more than onethird over the first ad.
Logic would say that adding a second advertisement to an issue would bring additional readers to the message.Some readers who read the first ad would pass on the second, and some who didn't read the first ad would stop and read the second. If the unduplicated readership of both ads is higher than the readership of the first ad, then the second ad brings incremental readers to the message.
In the case above, taken from two 1-page, 4-color ads running in a single issue, 46% of respondents read the first ad and 38% read the second. The unduplicated readership though, shows that 63% of respondents read at least one of the ads. Running the second ad increased readership of the message by more than onethird over the first ad.
Running two ads in an issue can help maximize readership of a sales message (Assuming the Ad is ofcourse good by itself). Utilizing this strategy is ideal for:
- New product introductions (Dove, Zero Damage)
- Immediate release information about product improvements or updates
- To support a sales push or promotion (Airtel)
The Dove "Zero Damage" campaign has been running throughout India, especially in the metros. It follows a similar concept to the magazine example given above.
Marine Drive in Mumbai is filled continuously at a space of about 100-200 m with repetitive, but different Dove ads. Each communicates the same product, yet is hits the consumer again and again. Thus the cumulative unduplicated viewing percentage among consumers would be very high.
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