Is One Big Ad Better than 4 Smaller Ones? Maybe not...
Some people think the bigger the ad, the better. Naturally you'd love to have the biggest ad on the page, but if you could reach more people with several smaller ads in more places, that might be better. Check it out.
Let's say you're running a half-page ad in a single newspaper or magazine. Why not cut the size down to four, 1/8 page ads in four different publications and run them there?
As long as your ad is well-designed and well-placed, you might be better off. You might see a better response with several smaller versions of the same ad in several different publications than one big ad in a single publication.
You never know till you try... :)