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Placement: Why Is It So Important to Your Marketing Budget?

When it comes to advertising, the thought of where the ad is going to be placed in the magazine, newspaper, mailer, or even on the computer screen is often overlooked. Of course, the type of medium you choose for your advertisements is important, but placement can make the difference between the success and failure of an ad. Understanding reading patterns and how the human eye is naturally drawn to certain areas of a page or monitor is an important factor in getting the most out of your marketing budget.

With advertising, just like real estate, it is all about location, location, location. Generally, the farther forward in the publication your ad is placed, the more successful it will be. Placing the ad closer to the front page of the publication makes it more likely for the reader to come across your ad before they grow tired or distracted from what they are reading and close the pub before seeing your message. Placement on the right hand page is also crucial as the eye is often drawn to the right.

Many times this placement is considered “premium placement” and the print publication will charge an additional fee for a far forward, right-hand read. This may also be the case for a front page, back page or spadia style ad (a page wrapped around the front of the publication). Depending upon the charge, it may very well be worth it to pay for premium placement, as more readers will see your message. More readership lends itself to more phone calls, purchases, etc.

When placing your upcoming media, speak with the media rep about placement. Make it a priority and focus on a great placement as part of a well-negotiated rate. Many times, media outlets will help those out who ask for it at no additional charge to earn business and a long-term relationship.

Does your business need advice about media placement or help with rate negotiation? Epic Marketing has a team of talented account executives who specialize in helping our clients creating successful marketing campaigns.

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