Many companies utilizing print media as part of the media mix, be it magazines, newspapers or newsletters, can’t always afford to use full-page ads every time they advertise. Advertisers should consider small space ads as a tactic to extend the impact of their existing media budget.

Small space ads can be extremely effective. But all too often they are executed poorly, or they are not properly integrated into the overall media strategy. And guess what… they fail.

If you are going to use print advertising, and don’t have the media budget of your larger competitors, you should utilize tactical small space advertising as a way to make your budget and marketing impact go further.

Here are some tips to help you reap the benefits from tactical small space advertising:

- Remember that you only have two to three seconds to grab the reader’s attention.

- Don’t try to fit two tons of potatoes in a one ton truck. The most common mistake is to pack your small space ad with too many images or too much copy.

- White space and simplicity are your best friends.

- They have to be able to read it. Reducing the size of the type is only practical to a point. Try not to go smaller than 11-point type.

- Use one strong single image that tells the story quickly.

- When possible, use color for emphasis. Color will help grab attention and guide the flow of your ad for increased effectiveness. However, there are some exceptions to this rule. Ask your advertising agency for guidance on this if you’re not sure.

- Show your ad to a target sample. If they can’t understand the ad in five seconds or less, start again.

Don’t let a small advertising budget minimize your potential effectiveness. When done right, small space ads can be a very powerful tactical tool that will help you generate more response for less money. So think small and watch your profits grow.

Until next month…