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Advertising doesn't have to be expensive to be effective. Sometimes smaller ads have greater impact with lower cost.
Fractional Page Product Advertising
"Days Of The Week" Specialty Coffee Campaign S&D Coffee, Inc
Honors: 2002 Gold BMA Pro-Ad Award for B/W or Two Color Campaigns
Here's a good example. S&D Coffee's original charge to our agency was to "create a new half page four color specialty coffee ad." In concept meetings, however, it became apparent that what we really needed was a campaign that would allow us to promote more products from the specialty coffee line.
Using the theme "S&D makes special coffee an everyday thing," we proposed a series of b/w quarter page ads featuring coffees for different situations and different days of the week. The ads run on consecutive right-hand pages, each with its own "bingo" number.
As a result,S&D now receives two to three times as many inquiries for each run of the four ad series than from a typical 1/2-page 4C ad, and with lower insertion costs. Plus, sales are up in this product category by more than 8%.
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