Limited Advertising Budget - What's Best?

Q: I have a limited budget for print advertising. I heard that big ads get better response than smaller ads. Is it better to spend it on one big, colorful ad or to do smaller ads?

A: Really, it depends on your objective for print advertising. Here are three scenarios...

1. You're just starting your business and knew that you would have to advertise to let people know you're open for business. Is it better to do one big ad or to split that budget into smaller ads that run over a period of time?

It's better to run repetitive smaller ads than just one ad in this case. Frequency and repetition in advertising kind of build on each other, so that ultimately your smaller ad has more impact because the increase exposures increase the number of people that will see it. Research studies show that an ad has to be seen between three and 10 times before the viewer remembers seeing it... more before they remember what it was about... and what company it was for.

2. Your business has been around for a while, but you would like to bring in more new customers.

Again, it's better to run smaller ads over a period of time than to spend all your money on one ad. The key is to advertise what "new" customers are in the market to buy... or giving them a reason to come into your store. What makes you different? Why do they need your product or service? Which words and images motivate them?

3. You have a special event or sale coming up soon.

This might be the only time that a single, large ad might be effective. Might is italicized. It assumes that what you are selling is what people want to buy that day (or weekend). It assumes that the offer matches their motivation to buy. It assumes that they'll see your ad when you're running it (see #1).


Bottom line is that when you have a set, limited budget, frequency is more important than size. You also need a bold headline and a great offer to get your ad noticed. This is true not only for print advertising, but for your Web and broadcast advertising as well. Frequency, catchy "headlines" and great offers work together to get your ad noticed.