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About — TheHomeMag

About TheHomeMag®

TheHomeMag® story began in 2002 as a direct-mailed local home improvement resource to 100,000 residents in Lee County FL. Today, we are America’s largest home improvement targeted direct mail product [magazine, envelope, or other], mailing to more than 9,700,000 homes monthly in 29 states and the District of Columbia.

With the inaugural publication mailing in southwest FL in July 2002, the first few Issues were quarterly. In the beginning of 2003, the frequency moved up to monthly and over the next few years, the growth was methodical as our systems were developed. Beginning in 2007, we launched our franchising model and since then we’ve opened more than fifty additional locations throughout the U.S through franchising, affiliate locations, and corporate magazine development.

Today, TheHomeMag is a collection of 68 corporate, franchise, and affiliate owned publications delivering in 122 mailing zones nearly 118M pieces mailing annually, all producing and leading their local edition of TheHomeMag with the same brand-nurtured Service Mission:

"We wake up with the mindset to Clear the Path to Make it Easy for our talented advertisers to do business with us, our valued homeowners to make the decision, our creative suppliers to bring our magazine to mailboxes, and the other 240 committed homemaggers that hit the pillow that night knowing they did. "

History

The home improvement sector is still forecasted for another record-breaking year of solid growth and prosperity, likely eclipsing the $420B mark in total home improvement spending with a projection of reaching $500B in total home improvement spending by the end of 2023, with more than 60% coming from Professional Services.

Better advertising is more important than ever in connecting homeowners to local service and product providers. TheHomeMag cuts through the clutter and goes directly into the hands of buying customers for all of our clients every month.

Our reason for success is simple - the right message to the right audience wrapped in a beautiful magazine delivered timely and accurately creates leads, trust, and repeat clients. Since 2002, the formula of creating those ads, selecting that audience, and gaining more clients remains the core competencies of TheHomeMag community of magazines.

TheHomeMag History

2002 TheHomeMag is born: inaugural Issue of TheHomeMag, then titled The Home Improver, landed in the mailboxes of the top 100,000 homes in Lee & Collier counties in southwest Florida.

2004 Second magazine opens: opened first Affiliate and second TheHomeMag magazine in Ventura CA.

2004 – 2006 Four more magazines: produced four (4) more partner/Affiliate magazines in CA and FL.

2007 First Franchise location: Las Vegas, NV signed in February and mailed in May.

2007 – 2010 Eighteen Franchises launch: launched an additional eighteen (18) Franchise magazines throughout the U.S.

2011 Corporate Expansion increases: expanded our growth plans to include Corporate-owned and operated magazines.

2011 – 2014 Eleven more magazines launch: changing the franchising business’ name from THM Franchising to THM Management signified our shift toward launching both franchise location and corporately-owned and operated magazine. We opened five (5) more Corporate-owned magazines as well as five (5) additional Franchise locations plus one (1) more Affiliate in these 3 years. TheHomeMag® magazine count at the end of 2014 was thirty-six (36) magazine titles in fifteen (15) states. Our thirty-six (36) magazines published and direct-mailed 5.3M magazines each month for our nearly 4,000 then-current customers.

2015 Expansion includes HomeIMPROVED: thirty (30) Franchise magazines, six (6) Affiliate magazines, and ten (10) Corporately-owned magazines for a total of 46 U.S. locations in 21 states. Our total monthly footprint was 6.6M TheHomeMag magazines mailed every month for nearly 80M magazines annually.

2016 Entering our 26th State: with an additional four (4) new magazine launches by May plus another two (2) in the second half of 2016, we published over 90M magazines annually between our flagship magazine, TheHomeMag, and our mid-cycle exclusive magazine, HomeIMPROVED.

2017 - 2020 More Franchise Expansion: finished 2018 with 56 active publishing magazines and another 3 in Spring 2019, bringing us to 59 magazine locations in 27 states mailing nearly 105 million magazines plus another 40 million Bookmarks, PopOuts, and DML cards.

2022 The frenzy surrounding home improvement has never been in greater demand and TheHomeMag to delivered to 66 U.S. Markets with 120 mailing zones in 29 States mailing nearly 115 million magazines - plus another 100 million Bookmarks, PopOuts, and DML cards.

2023 While expected to be a more ‘normal’ year than 2022, this year is still shaping up for a solid year of anticipated growth at a more traditional pace as supply chains and the job market moderate.

All advertising in 8 tricks! — magazine of branding agency Repina branding

Design design

Every day we are faced with a huge amount of advertising, and it seems that it is all different. However, this is only an illusion of abundance. Creative director of the Repina Branding agency Valeria Repina shares her classification of advertising techniques. Only 8 tricks! From them you can recognize almost everything that you see on TV and on advertising prints.

1.

Value adjustment

08 – 03 / 2016

Value tuning is the use of images in advertising that are dear and sacred to the target audience. For example, the image of a family, home comfort, joyful children. This technique is responsible for the person's unconscious trust and uncritical perception of the incoming material. Adjustment is one of the most common and simple techniques, since it does not require special ingenuity in communication, it is enough to create a mood, harmoniously reflect the atmosphere that will be associated with the consumption of the product. The “House in the Village” has been playing on the value adjustment for a long time, tirelessly broadcasting the warmth of grandmother's care and nostalgia for childhood.

2. Submodalities

They cover almost the entire spectrum of human sensory perception - visual, auditory, kinesthetic features. With the help of a favorable angle, approximation, contrast, you can control the viewer's attention, involving him in an advertising story. Submodalities allow you to evoke feelings of appetite, excitement, or give you the opportunity to feel like you already own some thing, a participant in events. Submodalities are widely used in advertisements for food, jewelry, and cars. For example, MacDonalds, a filet-o-fish ad. Filled to the brim with such submodalities as brightness, advantageous angles, texture that makes you want to try here and now.


Cartier used a submodality of gemstone brilliance, texture and touch with the product to advertise its famous "trinity" ring.

3. Presuppositions

Presuppositions are speech turns that rely on axioms, creating a space where only the necessary choices exist. They distract the mind of the buyer with the help of questions and appeals in such a way that some of the information is perceived as true.
Due to the special wording of phrases in the mind of a person, something that he had not previously considered as a choice begins to be allowed. The classic presupposition is the familiar one: “Buy one and get the second one free!”. Here the question "to buy or not to buy" is not even discussed. Or "now it's even tastier" - here the quality of taste is no longer evaluated by critical thinking.

4. Synesthesia

Synesthesia - mixing channels of information. The phenomenon of perception, when, when one sense organ is irritated, along with sensations characteristic of it, sensations inherent in another sense organ arise. That is, the signals coming from different sense organs intersect and mix. Sounds acquire volume and color, tastes are filled with smells, and kinesthetic sensations are filled with a visual component. This tool looks effective and allows you to convey to the consumer the essence of the product and its main features with small means. Its main advantage is the speed of reading. This print clearly illustrates the principle of synesthesia. We see bread and think about home comfort. What else is needed to advertise bread that can be prepared at home.

Repina Branding We see chili peppers, but we feel coolness.

5. Truism

A truism is a well-known, hackneyed truth, a banality. A truism is considered something that cannot be questioned and is so obvious that it is only mentioned as a reminder. The truism technique is built on the creation of subconscious trust. After a person hears a statement that, in his opinion, is in strict accordance with reality, his subconscious mind begins to trust the subsequent information. Among advertising, one can find such phenomena of truisms as: "do you like your child's smile?"; "All people dream..." Often, the opinion of reputable organizations is used as a truism: “dentists recommend”, “approved by the worldwide association...” For example, Mastercard has been building its communication strategy called “priceless” for many decades on the obvious truism: “there are things that cannot be bought ... ".

6. Illusion of choice

Another technique widely used in advertising is the "illusion of choice". A person is put in a frame, not being allowed to really make a full-fledged choice, he is offered several options in advance, although the choice is undoubtedly wider. “Do you want a kilogram or a half?”, “Do you want to buy immediately or look at additional products?”

A similar technique is often used in weight loss products, where there are two options to choose from - attractive and not very attractive.

Or in social advertising. Like in this Fiat print warning about the dangers of drinking while driving.

7. Meta Programs

These are psychological attitudes that each person applies to all incoming information. A meta program is a kind of filter that allows the human brain to separate information. They serve as a kind of censor that people apply to everything they see, hear or feel in the world around them. These censors, as it were, select only the information that will be allowed into the consciousness of the individual.
The most popular meta-programs in advertising are aspiration programs. There are two types of them: "striving towards" and "striving from". So, in the case of the “striving for” program, in the mind of the buyer, the advertised product is associated with achieving success. And in the case of the “striving from” program, a person is motivated to avoid failure by using a product. This ad for a fitness club very clearly uses the meta-program of striving for a new look, this provides an instant delivery of the advertising message.

Here is an example of an original business card using this meta-program:

Another meta-program is the "possibility of action" program. Opportunity people focus on the options, the novelty, that opens up before them when they purchase a product or service. They like to experiment and try new things.


People of "action" prefer order, clarity, certainty in actions. They don't experiment with what works so well. In the product, they are interested in clear, understandable instructions for use, simplicity and safety when using the product.

Possibility categories:

Action categories:

8. Thoughtvirus

Techniques such as a thought virus are also used. This is information that autonomously spreads between people due to the efforts of the people themselves. The thoughtvirus may contain some intrigue, a mystery, thanks to which it will begin to spread.


Photographer Murad Osmann's Follow me project can be attributed to thoughtvirus. Here, the classic theme of travel has an unusual and, most importantly, holistic recognizable presentation.

Or, for example, an interesting type of thoughtvirus was used in the campaign of the YABRAND personal identity project. Bright intrigue without naming the essence.


The attention and interest of the audience, but a veiled concept.

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27 psychological techniques for the visual design of advertising - Marketing on vc.ru

Photographer Sergey Smorovoz published on his website a translation of material by entrepreneur and marketer Nick Kolenda about 27 tactics for creating visual content in advertising. The vc.ru editors publish a partial translation of the column with the permission of the author.

423 083 views

Advertising Content

Advertising usually contains three elements: images, words (texts) and branding (logo).

Arrangement of images and graphics on the left

When compiling an advertisement, the spatial positioning of images and text must be taken into account. These elements must match the anatomical features of your vision:

When you perceive external signals from one field of vision, then the opposite hemisphere processes this information:

A stimulus originating in the left visual field is initially projected and processed by the right hemisphere, while a stimulus originating in the right visual field is initially projected and processed by the left hemisphere

Bourne, 2006, page 374

Thanks to this arrangement of the neuroanatomical structure, the right hemisphere processes the information presented on the left side of the advertisement:

Since the right hemisphere is better suited for processing visual information, and the left hemisphere for logical and verbal information, placing an image to the left of the text improves the processing of the entire message.

Grobelny & Michalski, 2015, p. 87

By placing images and graphics closer to the left side of the ad, you will increase your processing fluency. People will perceive the ad faster, appreciating it more positively.

Product image encouraging mental interaction

This tactic is very effective and easy to implement. Always display your product in a way that achieves the main goal: to stimulate mental interaction.

Here is an example. In 2012, researchers Ryan Elder and Ariadna Krishna showed participants an advertisement for a coffee mug. It turned out that the subjects were more likely to want to purchase the product when the handle of the mug was facing to the right (towards the dominant hand for most people).

The researchers believe that this is due to the high internal simulation of the action. When the handles were located on the right, the participants in the experiment mentally interacted with the object to a greater extent. However, this effect disappeared when the participants took something in their hand:

...when the subjects' dominant hand is free, the appropriate visual display of the item leads to increased purchase intent. However, if the dominant hand is occupied, the effect is reversed.

Elder & Krishna, 2012, page 9

Now let's see what to do if the product does not have a handle. In some experiments, the researchers found evidence for other types of simulations. Here are some ideas:

You can use these images anywhere (eg in ads or ecommerce sites). In most cases, such images make the product more attractive, since they have the function of strengthening mental interaction.

The model's gaze is directed towards STA

People tend to follow the gaze of others. This trait helped our ancestors detect threats faster, and evolution has ingrained this ability in our tonsils.

You can use this tendency in your advertising campaigns. If your ad contains images of people, target them with your CTA (call to action button - ed. note). This way you will draw more attention to this area:

Avoid orienting the person towards the viewer. Frontal images will draw attention to the main character instead of important parts of the ad:

Attractive models in advertising (when appropriate)

Attractive people increase the persuasiveness of advertising, and the product gets a higher rating. However, this is not always the case. Avoid this tactic if your product has nothing to do with attractiveness:

...when examining the conditions for perceiving a model as attractive, one circumstance was found in which an attractive model is not the best choice: when the product is likely to be associated with the model, and the product itself does not fit well with the notion of attractiveness.

Trampe et al., 2010, p. 1117

Which products are related to attractiveness? Here are some examples.

Relevant:

Inappropriate:

It also depends on your positioning. Some brands may use artistic positioning for their home decor products. In this case, an attractive model, of course, may be appropriate in an advertisement. However, for most brands, it will seem irrelevant.

If you use an attractive model, such as an ad for a toaster, people will begin to suspect that you are simply trying to coerce them into buying. They will experience psychological reactance and will struggle with your attempts at persuasion.

Key takeaway: Attractive models usually increase persuasiveness, but you're more interested in ad relevance to mask your own motive.

Text messages

Increasing the length of words that convey emotions

The larger the font, the more powerful emotions it evokes. This is because, according to the theory of evolution, our ancestors judged a potential threat based on their assumptions about its size.

However, words are symbolic in nature. People need to recognize their meaning in order for the emotional response associated with them to occur. Therefore, increasing the font size, especially when using emotional words, will help to increase the emotional impact.

However, it should be taken into account that the enlarged word will steal attention from other parts of the advertisement:

...increasing the text font draws attention to the words, which reduces the perception of the brand and visual elements. Advertisers whose goal is to maximize engagement across all ads should seriously consider allocating more text space.

Pieters & Wedel, 2004, p. 48

Mention of multifunctionality (but not usage)

People generally prefer multifunctional products because of the higher cost. In addition, long feature lists are more persuasive than short ones.

However, there is a nuance. People often overestimate their ability to use all features. Therefore, most of them prefer to pay a fixed amount rather than choose a user fee.

That is, a long list of features can backfire if consumers consider which features they will actually use. Then their preferences shift towards products with less functionality.

Use of affirmative language for hedonic products

In general, there is a danger of assertive assertive writing - when readers feel like you are trying to convince them, they may experience psychological reactance. Then they will struggle with the attempt at persuasion.

However, there is an exception. Affirmative language can improve advertisements for hedonic products. The reason lies in the connection between pleasant whims and persistence:

...contexts of hedonic consumption are more likely to create a positive attitude, which in turn encourages consumers to think in affirmative terms and then make requests in such terms.

Kronrod et al., 2012, pp. 8

When people feel happy, they speak out more confidently (and expect to be spoken to strongly). And these expectations are key.

Because consumers expect assertiveness, your affirmative language will increase your processing fluency. They will be able to perceive your ad more easily. This will generate a pleasant feeling, which in this case will be correlated with your product.

Rhymed slogan or STA

Previous tactics have shown that affirmative language can increase processing fluency for hedonic products. The same effect occurs with rhymes, only it applies to any product.

In one study, students were presented with two alcohol-related slogans:

Both statements have the same meaning. But the students decided that the rhymed statement seemed more accurate and true - because rhyme increases the fluency of perception. When evaluating this statement, students experienced pleasant sensations that they mistook for basic information.

Consider the strength of the rhyme and try to adjust your CTA:

Such rhymes subtly create a pleasant feeling that people will associate with your CTA. Therefore, they will experience a strong desire to fulfill the call.

Brand and logo

Position of brand elements on the right

The first tactic explained why you should place images on the left side of your ad. Here is a related recommendation. If images make up the bulk of the ad, then you should place branded elements on the right.

This proposal is based on the hypothesis of the distribution and balance of the activity of the cerebral hemispheres. If the image is large, then people will start processing the ad primarily with their right hemisphere, while the left will be less activated.

According to the hypothesis, at this moment the left hemisphere begins to work more actively, processing “its” part of the information and trying to “balance” with the right one. That is, the less busy hemisphere subconsciously clarifies the information that is "at hand". Such an unconscious reaction is favorable for information processing.

When people view an ad filled with images, their left hemisphere subconsciously processes the information on the right. In addition, another study showed that information on the right side generates higher aesthetic scores. Therefore, you must place the logo in this place.

Increasing the size of the area occupied by the logo

Some advertisers advise reducing the size of the logo as it makes the content look too "advertising", reducing the persuasiveness of the ad. However, these statements are not entirely accurate.

A study that measured the area of ​​a branded element in 1363 advertisements showed that increasing the size of the surface does not reduce the amount of attention:

Increasing the size of the surface of the brand element has no negative effect on attention to the entire advertisement as a whole. Advertisers and agencies need to stop worrying that an overly prominent branded element will make consumers want to turn the page faster.

Pieters and Wedel, 2004, p. 48

Another study showed the positive effect of increasing the logo area.

...brand logo, accompanied by a text element and an illustration, gets the most eye fixations per unit area. Even when consumers freely flip through the pages of a magazine, the branded element draws a disproportionate amount of attention.

Wedel and Pieters, 2000, pp. 308-309

Bottom line: Don't be afraid to increase the size of your logo or other branding element.

Fonts

The visual characteristics of fonts can evoke certain emotions in viewers, so they play a significant role.

When choosing the right font, three main characteristics must be taken into account:

There are other factors. But these three are the foundation.

Ideally, these visual characteristics should match the conceptual features you want to convey in your product. In other words, the optimal font will be semantically appropriate for the product you are promoting.

Using long thin lines to convey beauty

Researchers confirmed that long thin fonts seem more beautiful:

Fonts that are lighter in weight (width and stroke weight) are perceived as delicate, affectionate and feminine, while heavier fonts appear strong, aggressive and masculine.

Brumberger, 2003, p. 208

This is because every person has a preconceived notion of beauty. In most countries (especially the US), beautiful people are tall and slender. This is the "standard" of beauty. Even if you don’t believe in it, you still connect these concepts because of common clichés in society.

These associations are key. Thanks to the associative network, the "beauty" node is associated with the following characteristics (as well as with many others):

Therefore, when you encounter elements that have the characteristics of beauty (for example, tall and thin), you have certain associations:

If you want to choose a beautiful font, then include visual characteristics that are associated with the concept of beauty. In other words, choose tall (long, extended) and thin fonts.

This semantic congruence will increase the fluency of your font. People will be able to process it more easily, which will create a more positive response.

Using obscure fonts to convey uniqueness

Suppose your product is unique, exquisite. Maybe it's a luxury item. Or maybe you would like to stand out from the competition. Then your font should match the expected uniqueness characteristics.

In one study, researchers showed participants an advertisement for a gourmet cheese. It turned out that the subjects preferred to buy cheese when the font on the ad was hard to read:

In the context of everyday products, an increase in fluency is a positive signal that the product is familiar and safe - leading to a higher appreciation of the product.

However, in the context of high-tech products, increased fluency is a negative signal, indicating that the market is full and that the product is already known, and this leads to lower prices. Thus, the complexity (rather than simplicity) of processing information about such products will make customers feel special.

Pocheptsova, Labroo, & Dhar, 2010, p. 9

As participants experienced type processing problems, they attributed this difficulty to the uniqueness of the product, thus increasing the perceived value of the gourmet cheese.

If you want to position your product as unique and elite, reduce your advertising fluency. Use an unknown (but still legible) font so that people have some difficulty processing ads.

Also, when people put more effort into perceiving advertisements, they encode memory in greater detail. So unknown fonts not only increase the perception of the product as unique, but also create the conditions for a more stable brand memory.

Use of italics for speed

If you want to convey the speed of your support team, choose italic font (it creates the effect of movement).

Colors

Use of red for a warning message

Just like fonts, colors have semantic meanings. Over time, we begin to attribute certain qualities to specific shades:

Color theorists believe that hue influences cognition and behavior through associations. When people repeatedly encounter a situation where different colors are accompanied by specific experiences or concepts, they form specific associations with them.

Mehta & Zhu, 2010, page 8

For example, we usually associate red with danger, threats, and mistakes:

Because of these associations, red activates the way of thinking associated with the avoidance [danger] mechanism. When this type of thinking is activated, it is easier for people to identify problems.

So if your ad is describing a problem your product solves, the red color scheme will create a strong need for your product.

Using blue to design a message about a great offer

Compared to red, blue is associated with "approach":

. ..because blue is commonly associated with openness, peace and tranquility, it is likely that it activates intimacy motivation because such associations signal a favorable environment.

Mehta & Zhu, 2010, p. 1

Scientists have studied red and blue color schemes. They showed participants two different toothpaste ad designs:

Reduction of color levels in messages with a lot of information

Some advertisers claim that color is always better than black and white. But it also happens differently. If your ad contains a lot of text and bright colors, viewers will feel overwhelmed by the amount of irritants. As a result, they will lose motivation to process the content of the advertisement.

If your ad requires a lot of mental processing, black and white works better:

When too many resources are required to process an advertisement and there are not enough resources for careful thinking and research [information], then the use of a black and white version of the design or a version with highlighting of individual parts is most relevant and convincing.

Meyers-Levy & Peracchio, 1995, p. 121

Therefore, if your ad contains a lot of text, lower the brightness and saturation of the colors in the ad.

Advertising context

Use of sound messages in new markets

If your product is new or innovative, it is recommended that you use rational advertising messages.

...when consumers do not have sufficient information about a product, they are more motivated to think about the arguments in advertisements. Advertising must provide a compelling argument that can reduce the risk of buying and make the product stand out from the competition.

Chandy, Tellis, MacInnis, & Thaivanich, 2001, p. 8

If consumers are not familiar with your product, they will study the ad in more detail, so emotional appeals will be less effective. They need a rational reason to buy.

Use of emotional appeals in established markets

The opposite situation occurs in developed markets. If consumers are familiar with your product or brand, they will pay less attention to advertising. Therefore, emotional appeals may be more effective for them:

In established markets, consumers and customers may already have experience with your product. This reduces their motivation to massively process advertisements. But factors that increase personal interest in ads, such as the use of emotional appeals and positively framed messages, may be more likely to create a behavioral response.

Chandy, Tellis, MacInnis, & Thaivanich, 2001, p. 411

Using denial to stimulate spontaneous action

A negative particle in the text indicates a problem that your product can solve. Humans are biologically designed to avoid pain. Therefore, we tend to notice negative stimuli. This explains the fact that in advertisements, words with negative valences attract a higher number of visual fixations.

Because people spend more resources processing negative ads, such messages can lead to impulsive purchases.

If your main advertising goal is an immediate response (for example, clicking on your banner), consider using a negative. In this case, you will more easily attract attention and are more likely to elicit an immediate behavioral response.

Use of positive design for long-term memorization

Positive design is used to describe the benefits that your product provides.

A study by scientists showed that positively framed ads had a stronger effect on long-term memory:

Even though negative advertisements required more processing resources, positive statements were more memorable. We hypothesize that this discrepancy is due not to the amount of attention paid to the advertisement, but to the levels of arousal experienced by the participants.

Bolls, Lang, & Potter, 2001, 2001, pp 647

When participants were shown positively formatted ads, they experienced higher levels of arousal, which increased memory retention.

To help you pinpoint the best technique for creating your ad, I've summarized the previous tactics into a diagram. Every time you create an ad, refer to the table to choose the right design (depending on your market and advertising objectives):

Variation

Ideally, you should show people slightly different versions of your advertisement. With repeated exposure, people begin to process ads more easily, forming a stronger attachment to the brand.

Subsequent demonstrations encourage people to reconstruct the original announcement from memory. And this simple act of retrieving memories strengthens their memory.

However, if you repeat the same ads, you start to get irritated, especially with unfamiliar brands. This requires some minor changes.

Logo offset

When creating a new ad variation, try moving the branded element to a different location.

In one study, researchers showed participants different variations of an ad in which the logo changed location. Even if the participants did not notice the change, they rated the logo more favorably when its location changed.

...we show [in our experiment] that a relatively small visual change [in an advertisement] from the first exposure to the next exposure can be detected by [subjects] by chance. Detection of the change likely caused participants to expend more [brain] resources needed to process the logo-to-product relationship, which increased processing fluency [information]

Shapiro & Nielson, 2013, pp. 1211 – 1212

When you add a small visual change, people subconsciously notice it. And they develop a preference for such content due to higher perceptual fluency.

Model change according to selected market segment

When choosing a model (hero) for your advertisement, you must choose one that resembles the representatives of your market. This accentuated similarity will increase the attractiveness of the ad.

Lee, Fernandez, & Martin, 2002, page 374

This tactic can help with segmentation. Let's say you're running targeted ads on Facebook. Instead of showing the same ad to everyone, replace the hero with someone who resembles a member of a particular market segment.

Distribution of advertising influence over time

When preparing for an exam, a person should study the subject step by step, and not try to learn everything overnight before taking it. Acting gradually, he will remember the information and then will restore it more efficiently. The same thing happens with advertisements. People are more likely to buy a product if the ads are separate from each other rather than grouped together.

With diffuse exposure, viewers can remember your ad faster. In addition, an oversaturated advertising plan can often annoy customers due to the repetition rate.

To avoid annoying customers (and benefit from the distribution effect), you should spread your advertising gradually over a long period of time.

Space

Placement of printed advertisements on the left pages

You must place your prices at the bottom left of your ad. It has to do with the conceptualization of the number spectrum:

If you place the price at the bottom left of the advertisement, you can cause people to associate with a small amount, that is, the price will appear smaller. This was confirmed by a joint 2012 study by scientists from two universities.

This technique has been shown to be effective when placing ads in magazines, flyers and other physical objects.

Space selection based on semantic matching

In one study, people were asked to select items from a questionnaire. Influenced by the color of the pen given to them, the subjects made their choice:

Handle color was the base signal. When people were "under the influence" of an orange pen, their concept of orange was activated. With increased activation of this node, it was easier for their brains to perceive products of a given color. It also improved their appreciation (and subsequent selection) of orange foods.

The same effect occurs in advertising. In another study, participants preferred a ketchup ad because it was preceded by a mayonnaise ad, which activated its condiment "knot" and participants could process the subsequent ad more easily.

When selecting spaces to advertise your product, choose spaces that share the semantic qualities of your product.

If you're advertising a technology product, place your ad through technology:

These spaces will form the basis for your product. This will increase processing fluency and people will rate your product more favorably.

Avoid spaces that report a "paid" ad

If viewers notice that you have paid to place an ad, they evaluate it less favorably - the ratio of clicks to impressions decreases. According to a study by scientists from Harvard University, "Sponsored Links" or "Advertising" postscripts work slightly more effectively than the "Paid Ad" heading.

The duration of the ad loading also affects the perception. In another study, subjects were more critical of ads after a six-second load (compared to a three-second one).

Placement of advertisements at the end of the magazine

Content creates a stronger impact when it is placed at the beginning (primacy effect) or at the end (recency effect) of a space, in the case of a magazine, for example.

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