Santa Barbara Print Advertising

Five Steps for Choosing Santa Barbara Print Advertising


Choosing the right venue for print advertising can make a huge difference in the success of the ad and the return on the investment made.

The first thing a business owner must consider when deciding on Santa Barbara print advertising is how much money he can afford to spend. There are many different theories with regards to advertising and the successful use of advertising dollars. However, the first part of any advertising campaign should be in determining the budget.

The second step for choosing print advertising is to acquire a list of ad rate sheets for all the publications being considered. In Santa Barbara, as in many markets, there are options ranging from the daily newspaper to local real estate magazines to papers with the free distribution. Once a business owner has an idea of the amount of money he is willing to spend on advertising, he is faced with the challenge of matching his budget to the local print advertising options.

When looking at an average sheet for print advertising, the business owner should consider discounts which are offered for multiple insertions, cost of ad design, and even guarantees should a mistake be made in his advertisement. One way to avoid having mistakes crop up in advertisements is to request a proof from the publishing company before the ad is printed. A final proof offers the chance to see the ad exactly as it will appear in print.

The third step for choosing Santa Barbara print advertising is to decide how large to run the ad. Again, there are many conflicting theories, with some advertising specialist recommending that it is more important will it be a multiple times than to run it at a larger size. Generally speaking, however, the larger and ad runs the more attention it is likely to garner. Creating an ad that has sufficient space for all of the information included in it as well as a graphically pleasing design will help attract more customers than switching too much information into too small a space.

The fourth step for choosing print advertising in Santa Barbara is to decide what information to include in the advertisement. This should be dictated partially by the size of the ad. Smaller ads should contain less information and encourage the customer to call or visit the website to gain additional information. When deciding what information to include in the ad, the business owner must also decide what graphics will be included in the ad. Graphics are an effective way of grabbing the reader’s attention, but if overdone can leave the ad looking messy or busy.

The final step in choosing print advertising is to determine whether to include color in the advertisement. Depending on the print quality of the publication, color added to Santa Barbara print advertising can be a great way to stand out from the crowd and draw attention to the ad. Adding color to the ad will increase its cost, but will also likely increase the number of people that view it.

About The Author: Curtis Miller is a local Santa Barbara Marketing Consultant who started the Coffee News as a low cost Santa Barbara Marketing alternative to traditional Santa Barbara Print Advertising from higher priced mediums such as the Santa Barbara Daily News, and Santa Barbara News-Press. A seasoned marketing consultant, Curtis recognized the ballooning costs of Santa Barbara Radio Advertising are not a reality for most small business owners. Curtis Miller can be reached at Phone 805-455-8083

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