Comments on: How to Calculate Expected Response from a Newspaper Ad http://www.charltonmarketing.com/blog/media/how-to-calculate-expected-response-from-a-newspaper-ad.php Charlton Marketing Blog Mon, 01 Nov 2010 05:33:15 -0400 http://wordpress.org/?v=2.8 hourly 1 By: Sandra Edwards http://www.charltonmarketing.com/blog/media/how-to-calculate-expected-response-from-a-newspaper-ad.php/comment-page-1#comment-90 Sandra Edwards Mon, 01 Nov 2010 05:33:15 +0000 http://www.charltonmarketing.com/blog/?p=21#comment-90 Thank you for the honest feedback. It helps to keep me aware of more realistic expectations. Any suggestions on what might be the best way to advertise my horoscope poems effectively? Thank you for the honest feedback. It helps to keep me aware of more realistic expectations. Any suggestions on what might be the best way to advertise my horoscope poems effectively?

]]> By: admin http://www.charltonmarketing.com/blog/media/how-to-calculate-expected-response-from-a-newspaper-ad.php/comment-page-1#comment-83 admin Mon, 03 May 2010 16:42:18 +0000 http://www.charltonmarketing.com/blog/?p=21#comment-83 Hi Sandra, In calculating your expected response, you've left a couple key steps out that could make a big difference. You have to take into consideration your target consumer. What percentage of the total 11 million circulation uses your service? Your calculation assumes that everyone purchases astrology services. I suspect that I'm being generous to assume that 25% of the readership is a target for your service. That alone would reduce your expected response to 550. Next, there is no calculation for duration between purchases. If your target buys the service at least once per month, then you're safe. But, if they buy every other month, then you must cut the 550 in half to 275 because only half your potential customers are in the market at any given time. Finally, it looks like you may have calculated your market share by counting the number of other ads for the service you found in the enquirer. That is not your market share, it is your share of voice in the publication. Nationally, your market share is a fraction of a percent. You are in competition with hundreds, maybe thousands of others scattered across the country. The thing I'd like to emphasize most, is that this calculation is nothing more than a reality check when it comes to making a choice whether to run an ad or not. The numbers can vary wildly depending upon a number of things that you have little to no control over. But, it is common for hopeful advertisers to expect results that are impossibly optimistic. This is just a way to put those expectations into a framework that exposes the realities of the market. Rob Hi Sandra,

In calculating your expected response, you’ve left a couple key steps out that could make a big difference. You have to take into consideration your target consumer. What percentage of the total 11 million circulation uses your service? Your calculation assumes that everyone purchases astrology services. I suspect that I’m being generous to assume that 25% of the readership is a target for your service. That alone would reduce your expected response to 550.

Next, there is no calculation for duration between purchases. If your target buys the service at least once per month, then you’re safe. But, if they buy every other month, then you must cut the 550 in half to 275 because only half your potential customers are in the market at any given time.

Finally, it looks like you may have calculated your market share by counting the number of other ads for the service you found in the enquirer. That is not your market share, it is your share of voice in the publication. Nationally, your market share is a fraction of a percent. You are in competition with hundreds, maybe thousands of others scattered across the country.

The thing I’d like to emphasize most, is that this calculation is nothing more than a reality check when it comes to making a choice whether to run an ad or not. The numbers can vary wildly depending upon a number of things that you have little to no control over. But, it is common for hopeful advertisers to expect results that are impossibly optimistic. This is just a way to put those expectations into a framework that exposes the realities of the market.
Rob

]]> By: Sandra Edwards http://www.charltonmarketing.com/blog/media/how-to-calculate-expected-response-from-a-newspaper-ad.php/comment-page-1#comment-73 Sandra Edwards Tue, 16 Feb 2010 20:33:39 +0000 http://www.charltonmarketing.com/blog/?p=21#comment-73 I plan on placing an astrology Ad in the national enquirer that has a 11,000,000 readership amount. Based on the numbers above I shouls expect to get approximately 2200 responses? 1)11,000,000 X 10% who read my Ad = 1,100,000 2)1,100,000 X 10% market share with competitor = 110,000 3)110,000 X 2% response rate = 2200 I plan on placing an astrology Ad in the national enquirer that has a 11,000,000 readership amount. Based on the numbers above I shouls expect to get approximately 2200 responses?

1)11,000,000 X 10% who read my Ad = 1,100,000
2)1,100,000 X 10% market share with competitor = 110,000
3)110,000 X 2% response rate = 2200

]]> By: David Morgan http://www.charltonmarketing.com/blog/media/how-to-calculate-expected-response-from-a-newspaper-ad.php/comment-page-1#comment-34 David Morgan Sun, 11 Oct 2009 06:51:29 +0000 http://www.charltonmarketing.com/blog/?p=21#comment-34 I agree with the numbers - I recently did a newspaper campaign and ultimately got 3 customers who signed up for a web site - from only 20 web site visits. But compare this to a parallel campaign with google adwords where I had 20,000 impressions, 30 clicks and 0 site visits. Few people realize it is Pay Per Click on Google's site not pay per web site visit to your site. I have developed my own 'demo' advertising tool to allow customers to design and place their own block ads with newspapers. Like google adwords for classified ads. www.adsbringcustomers.com I am looking for newspaper partners (UK and US) to customize further. I agree with the numbers – I recently did a newspaper campaign and ultimately got 3 customers who signed up for a web site – from only 20 web site visits.

But compare this to a parallel campaign with google adwords where I had 20,000 impressions, 30 clicks and 0 site visits. Few people realize it is Pay Per Click on Google’s site not pay per web site visit to your site.

I have developed my own ‘demo’ advertising tool to allow customers to design and place their own block ads with newspapers. Like google adwords for classified ads.

http://www.adsbringcustomers.com

I am looking for newspaper partners (UK and US) to customize further.

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