WHITE STAR SERVICES
Negotiate the Best Pricing
Find the lowest paying rate in publications and websites and aim to further exceed that discount.
Use Positioning as a Condition of Sale
A Far Forward, Right Hand Page position will receive great readership, response, and recognition in print publications. Compatible site content and targeted positions help to ensure positive response for online placements.
Competitive Presence
Thoroughly research competitor activity and use the knowledge gained by their research dollars. Advertise where your competitors have had success (with frequency schedules). Keep fair separations between competitive ads appearing in the same issues and on the same websites.
Negotiate Added Value Opportunities
Free editorials, website listings, direct mail names, and bonus space are all valuable additions to further initial advertising impact.
Test Multiple Creative Objectives
Test more than one creative to increase probability of success. For example, use a lead generating ad such as a lower price offer vs. control ad to measure customer response.
Demographic Compatibility
Select publications and websites with a demographic profile (% Male / Female, Median Household Income, Median Age) that is compatible with client's customer profile.
Editorial Environment
Advertise in an editorial environment that is well-matched with client's products and services.
Successful Direct Response Vehicles
Run in magazines and on websites that have proven to be successful for direct response advertisers.
Rollout Potential
Run in publications and categories that allow for rollout if the initial test is successful. Select websites that have a high number of unique impressions per month to allow for rollout.
Expanding the Media Universe
Consider all forms of print media including newspapers, inserts, co-op programs, and package insert programs. Expand online plans to include daily and monthly email blasts.