Advertising is a critical component of any marketing strategy. It plays a key role in building brand awareness, generating leads, and driving conversions. Whether in print, online, or broadcast media, advertising allows businesses to communicate their message to a targeted audience. However, the effectiveness of an ad campaign doesn’t just depend on creative execution—it also hinges on smart media planning and buying.
Advertising & Its Role in Marketing
Advertising is one of the promotional elements in the marketing mix (alongside PR, sales promotions, direct marketing, and digital marketing). It’s designed to:
✔️ Raise awareness of a product, service, or brand
✔️ Persuade potential customers to take action
✔️ Reinforce brand messaging to build trust and credibility
Studies suggest that consumers need to see an advertisement at least three times before taking action. This concept—known as OTS (Opportunities to See)—reinforces the importance of frequency in advertising campaigns.
However, effective advertising isn’t just about spending money; it’s about spending smartly. Many businesses overpay for media space or fail to negotiate better positions, missing out on maximum impact. Here’s how to get the best value when planning and buying media space.
How to Get the Best Deals on Advertising Space
1. Never Pay Full Rate – Always Negotiate
📌 The Mistake: Many businesses accept the first price they’re quoted, known as the ratecard price. However, media companies expect buyers to negotiate, and very few advertisers pay full price.
💡 The Fix: Always push for a discounted rate or a late-space deal (where unsold advertising space is offered at a reduced price). Being flexible with your booking timing can result in significant savings.
💰 Example: A well-timed negotiation recently saved one of our clients £35 per ad in a well-known magazine!
2. Choose Placement Wisely
📌 The Mistake: Many businesses assume that all ad placements in a magazine or website are equally effective. However, placement has a huge impact on visibility and engagement.
💡 The Fix: Fight for:
✔️ Right-hand pages – These get more attention than left-hand pages.
✔️ Near editorial content – Ads placed near relevant content perform better.
✔️ Solitary placement – Avoid being surrounded by competitor ads.
📊 Fact: Studies show that ads positioned within editorial content generate 40% more engagement than those clustered with other ads.
3. Get More for Your Money
📌 The Mistake: Advertisers often settle for the basic ad package, missing out on added value.
💡 The Fix: Negotiate extras, such as:
✔️ Full colour ads included for free
✔️ Upgrading from a half-page to a full-page for the same cost
✔️ Bonus placements – A second insertion at a reduced rate
A good media deal isn’t just about price—it’s about value and exposure.
4. Avoid ‘Special Features’ (Unless You’re Exclusive)
📌 The Mistake: Publishers often push special supplements or industry features, promising “targeted exposure.” However, these sections are usually filled with competitors, reducing your impact.
💡 The Fix: If a publication offers a feature, ask:
❓ Is there exclusivity? (If not, your competitors will likely be included.)
❓ Will the feature be well-promoted? (Or will it just be another paid section?)
Only commit if you’re getting genuine additional visibility.
5. Prioritise Frequency Over One-Off Ads
📌 The Mistake: Some businesses opt for a single expensive ad placement, expecting immediate results. However, research shows that one-off ads have low recall rates.
💡 The Fix: Run at least three ads in a campaign.
📊 Fact: The “Rule of Three” states that customers need to see an ad three times or more before it drives action. A staggered campaign builds recognition and engagement over time.
🔹 Better Strategy: Instead of spending £3,000 on one large ad, spread your budget across three strategically placed ads.
6. Consider Digital Advertising as a Supplement
📌 The Mistake: Print advertising alone isn’t enough in today’s digital world. Businesses that fail to integrate digital ads miss out on wider audience reach and data-driven targeting.
💡 The Fix: Combine print with digital advertising, such as:
✔️ Google Ads – Target users actively searching for your services.
✔️ Social Media Ads – Reach highly specific demographics.
✔️ Retargeting Ads – Show ads to users who’ve previously visited your website.
This multi-channel approach increases campaign effectiveness.
Final Thoughts
Media buying isn’t just about getting an ad placed—it’s about getting the best return on your investment. By negotiating smartly, choosing the right placements, prioritising frequency, and integrating digital channels, you can maximise your advertising impact without overpaying.
Need help planning your advertising strategy? Get in touch with us to build a tailored media plan that delivers results! 🚀
