BIG SPLASH OR CONTINUOUS FLOW? by David Margolis, President, Syndicated Ad Features

Business owners and professionals should not make the mistake of committing their entire advertising budgets to a few big, splashy ads. Oversized ads may look impressive but, unless they are being used to promote a one-day sale or event, the money may be more effectively spent on smaller ads that run with greater frequency. The goal is to reach the greatest number of people over the longest period of time. This can best be accomplished by regularly placing smaller, eye-catching ads in local papers over an extended period of time. Readers may not respond to even the greatest offer made in a large, splashy ad. The timing may not be right for any of a number of reasons. On the other hand, smaller ads, placed with greater regularity, ensure visibility whenever the reader decides that he or she is ready buy what the advertiser is selling.

What constitutes an eye-catching ad? Few images are more compelling than the picture of

a face. That is why each advertisement placed by our clients features his or her face and name. Next, we provide our clients with a bold headline that introduces interesting and succinct advertising copy related to his or her business, profession or service that changes weekly. In this respect, our clients assume an editorial status that puts them in a category that readers identify with other widely-read syndicated columnists. As such, readers know who our clients are and look forward to reading what they have to say. Isn’t that effective advertising?