Market Farming

["jay gee" <jgj23 AT mindspring.com>]

Liz Pike wrote in part:

>>>>
 See if the editor will allow your contact info to be put at the bottom
 [of the article].
 
 Then try to follow up that initial exposure by advertising several more
 times following the article.  Research shows it takes a consumer seeing an
 ad several times (how many Jay Gee??  I seem to remember 3-5??) before they
 respond.  Try to get it in the same location.
<<<<

If you can't put your ad in the same location, try
for the same newspaper section, mixed in with
editorial content.

The industry "rule of thumb" for the number of impressions
an ad require to be effective is three.  The truth is that
one exposure of a good ad draws a response immediately.

The reason for running the ad repetitively is to have it
seen by a larger number of possible prospects who may
have missed it the last time.  Also, there is a "hangover"
effect when it comes to people who are slow to respond.
Repeated exposures tell them you are there for good.

If you can afford it, and the article runs early in your hunt
for subscribers, following the article with a visible weekly
ad for six to eight weeks would bring the greatest response.

Although, one good ad may do the trick if it is large
enough.


Jay Gee
not a farmer -- but interested in farming