I am a big believer in testing ad response where ever possible. This is harder to do with branding type ads, but for your average display ad it does not take much to drop some sort of call to action into an offer. Testing not only reveals an ad’s effectiveness, but it can also be a great test for the publication you are advertising in. Case in Point; Our local newspaper. I have repeatedly tested ads of varying sizes, times, and placements in our local newspaper against the local “freebie” Nickels Worth” classified directory, (which also accepts display ads). Because the classified directory covers a broad geographical area, it claims (it’s free?) a large circulation. The newspaper numbers are a matter of record and they are comparable. The main difference is the cost. The local newspaper is 4 to 5 times the cost. What is interesting is the test results always favor the classified directory. It is a repeat winer.

Better rates, better response, more flexible contracts, and a large and apparently loyal readership. It makes a guy wonder what kind of boondoggle are the newspaper guys running.

The last sale time I was contacted by the newspaper sales rep I laid the numbers out for him and said. “tell you what. I will place the same ad on the same day and in the same proportional size per page (newspaper pages are bigger.) in both papers. If your paper gets a better response I will pay for both ads, If however the classified directory pulls better, your paper pays for both ads.”

He said “The newspaper business doesn’t work that way.”

Anyway … here is an ad for Gary Bills, DDS. He apparently does a fair amount of worker’s comp claims and knows the system well enough to seek out such business. I love the tooth ache guy. Slicing his face in half adds a little tension and the copy is straight forward and clean.

We are of course testing the ad for response rates.

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