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Determining Ad Size Is smaller better?
Your advertising representative is most likely on commission, meaning the larger your ad is, the more money the ad rep will make. That doesn't necessarily mean that your ad rep will automatically try to sell you a larger ad, however. In fact, we've found that most advertising salespeople do just the opposite, often recommending a less than optimal ad size. There are a combination of reasons why they do that. Some of the more shortsighted salespeople will simply
accept whatever money you're willing to give them, even if the ad size
is too small to be effective. Another, more common reason is simply their fear that their own publication might not work for their advertisers. As you can imagine, a typical advertising representative spends a good amount of time listening to advertisers complain about poor response. Although often an ineffective ad is at fault and not the publication, still this frequent negative feedback can begin to shake the confidence of even the best advertising representatives.
While we're a bit skeptical about the effectiveness of this strategy, nonetheless, don't be surprised if your advertising representative encourages you to run smaller ads, even if we won't. Our priority is getting you the strongest return on your investment possible, and we'll share our thoughts. But first, let's look at some of the common but inappropriate ways you might be encouraged to determine ad size. Next: How much you got?
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