PLACEMENT is key to being noticed, not frequency.
Actually, you are both correct. Placement, ad size, presentation, offering, AND frequency are all part of the mix of a successful print promotion. The industry consensus for a print ad is to be seen somewhere between 3 to 7 times for there to be an "impression". Also, there has to be "need" for the offering to be perceived, which is particularly tricky for Go800. Anecdotally, I read the WSJ every day, but if you were to put a gun to my head, I couldn't tell you who the advertisers are. That's because I don't have a recognized need for anything at the moment, and ads in my case are just noise that are largely subliminally screened out.
Also, you want your print to support a larger organized and focused roll-out of your product, with a multi-pronged attack employing multiple mediums that provide synergy and inertia to drive recognition with the target audience. Anyone know what is the follow-up to the WSJ ads? Frankly, as others have pointed out, there is no organized roll-out of Go800. IMO, the real target of the WSJ ads are the street shareholders of GOIG stock, who have been clamoring for months for a WSJ placement.
Considering the limited resources/timeline that GOIG has to pull this thing off, I would have taken the WSJ budget, plus the wasted dollars "invested" on another pinkie junk stock, and combined those monies to become a corporate sponsor of the MDA telethon. The result would be roughly 36 hours of national mention by Jerry and his co-hosts, with a significantly concentrated target audience of fellow corporate sponsors that tune in to see their respective CEO's hand Jerry their checks. Then, I would have already lined up ahead of time the ambassador gunslingers/professional sales staff with a dedicated prospect list of every MDA corporate sponsor, who are prime marquee Go800 customers. Immediately after the telethon, the marquee sponsors would be worked first, with follow-up oversight/accountability directed personally by Sutton. After that, the regional/local sponsors would be worked down the list. We're talking about thousands of real prospects that would already have some recognition of Go800 prior to personal contact. This is just an example of an organized approach that might actually succeed, combining concentrated advertising to a target audience with a hand-off to a dedicated sales staff, with a pitch that would open doors. The halo effect could go on for months.
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