Advertising

7. Negotiate Price and Position

7.1 In many cases - especially on trade journals - prices listed on rate cards are negotiable.

• You may be able to win yourself a price reduction, an extra ad insertion or a better position for your ad. It helps if you are going to run several ads.
• If you place an ad yourself, as opposed to going through an advertising agency, you may be able to save ten to 15 per cent. The quoted price includes the commission an ad agency would take, but the media owner is not obliged to pass this on. An agency may be able to negotiate a better rate, or a better position.

7.2 Try using tactics to get a better price.

• Mention your budget, but appear undecided about who to spend it with.
• Mention a rival publication that you are considering using.
• Many trade publications are prepared to accept very low prices at the last minute, if there is ad space to be filled. This may mean you get a bad position, though, which could slash the response.

7.3 Use repeated ads, but do not be persuaded to buy more space than you need.

• Planning a series will produce a more effective campaign than using one-off ads. It will also cut the production cost per ad.

7.4 The position of your ad is important.

• An ad selling greenhouses should be on a page devoted to gardening. Holiday ads should be alongside holiday articles.
• Right-hand pages, and top right-hand corners, catch the reader's eye most often.
• In newspapers, the most effective page for an ad is page three. The nearer the front, the better - unless you sell sports goods.
• If your ad has a coupon - for readers to cut out and send in - it must be at the edge of the (preferably right-hand) page.
• If you frequently advertise in the same publication, you may be able to negotiate the best positions at no extra charge.