Pro Pilot will offer the next Readex Ad Perception Study on ads of a 1/2-page and larger in size appearing in the October 2007 issue.

Ad Perception provides advertisers with information on whether their ad is attention-getting, believable and informative as evaluated by Pro Pilot readers.

Advertisers can also find out how their ad did compared to competitors’ ads and see how size and positioning effect Ad Perception.

To be part of the October 2007 Ad Perception Study reserve your ad space by September 7th.

Attached are a few pages from our April 2007 Survey that involved 45 advertisers. Results: Cessna’s Citation X ad earned “Most Attention-Getting” ad. Bose earned “Most Believable” ad with a score of 97 out of a possible 100. Garmin earned the “Most Informative” ad of book.

There were several interesting conclusions that can be drawn from the April study:

Pro Pilot is well read from cover-to-cover. Ads in the back of the magazine (not on the covers) scored as well as ads in the front of the book. Dassault Pre-Owned and Raisbeck ads scored as well on overall Ad Perception as did Hawker Beechcraft, Chelton and Blackhawk ads that had more forward positions.

Size matters less than expected. If your budget allows only for fractional ads, run them. Fractional ads can be effective. Any Marketing 101 course will tell you covers are the strongest ad positions in a magazine — and Bombardier, Socata and Cessna Ad Perception scores bore this out. Spread ads did better than 1-page ads as expected. Surprise was in how well fractional ads did on Ad Perception—earning within a few points of 1-page ads.

Details are important. In a companion questionnaire, Pro Pilot asked what sources readers use in choosing products or services for their flight depts. Magazine ads and colleague recommendations were the top 2 answers. As born out by the high Bose score, you can give details in your ad. Regardless of whether your sending readers to a company website or a sales person, it’s important to provide enough information to make your product or service worth pursuing.