A comprehensive guide to successful newspaper advertisement

Estimated time:  40 minutes

Category: Print Advertisements

OVERVIEW & PURPOSE

Business owners, marketers and other advertising professionals use advertising campaigns to help increase brand recognition, product sales, new foot traffic and foster repeat business. Some common advertising outlets include radio, television, internet, magazines and newspapers. Although advertising your business via non-print outlets such as radio or television can be advantageous, local newspaper advertising offers many benefits that make your investment worthwhile.

Newspaper advertising can target specific demographics that are traditionally challenging to reach through other media channels. This allows advertisers to effectively reach smaller, niche audiences, including those in specific geographical areas through the use of local newspapers Newspapers may also have a massive number of loyal readers in a specific locality which means, there is a greater chance that the target population will purchase your product. Such targeted advertising can range from simple inserts to regular weekly sections in local newspapers and other special publications. The purpose of this module is to give you the information you need to ensure the success of your newspaper advertising campaign.

RATIONALE

As someone who is a part of any marketing campaign – whether you are a marketing manager, advertising executive, media buyer or even business owner – you will need to develop an understanding of how newspaper advertisements can be applied in targeted marketing campaigns. By analyzing the advantages of using newspaper ads across a wide variety of businesses, you will be better prepared for driving strong returns for every marketing dollar spent on newspaper advertisements.  You will also need to evaluate the considerations you need to take into account before buying newspaper ads for your marketing campaign. 

OBJECTIVES

By the end of this module, you will be able to: 

  • Understand the benefits of advertising in a newspaper.
  • Analyze the advantages of using newspaper ads across a wide variety of businesses.
  • Make a conscious decision about whether to place an advertisement in a newspaper considering the content and coverage of advertisement – as well as the purpose if your marketing campaign.

TOPICS/IDEAS COVERED

  • Newspaper ads
  • What can make newspaper ad a successful one?
  • Advantages for any business to advertise through newspapers

Detailed Content

Learning Objective 1:  Newspaper Ads and Their Applications.

KEY TEACHING POINTS:

Newspaper display advertising is a form of newspaper advertisement – where the advertisement appears alongside regular editorial content. Display ads are generally used by businesses and corporations towards promotion of their goods and services and are generally for larger budget clients.

Display ads typically contain text, photographs,logos, maps, and other informational items. In a newspaper, display advertising appears on the same page as, or on the page adjacent to general editorial content.

 Whereas, classified ads generally appears in distinct sections – based on their ad category in a designated newspaper classified pullout. The classified pages were traditionally text-only, and available in a limited selection of typefaces. Classified ads can either be normal classified texts or classified display ads. 

Classified display Ads are cheaper than regular display ads – and appear in smaller width sizes in the classified columns. Display Ads are generally 6-7 times more expensive than classified display advertisements.

ACTIVITY

Think back to a time when a newspaper ad caught your attention. List down any one display and one classified advertisement in a newspaper and why do you remember that particular ad. 

LEARNING OBJECTIVE 2: Success of newspaper ads

KEY TEACHING POINTS

If your goal is to create awareness for a brand, product or service, them a single ad will not be  enough. Multiple ads explaining multiple brand features will need to be consistently communicated to consumers over a long period of time.

Strategic positioning and the size of an advertisement are extremely crucial to ensure maximum visibility for the readers. The corner and preferred page wherein an ad is placed can do wonders for brand’s image if it is placed correctly

Designs and creativity are highly necessary for an advertisement to be visually attractive and engaging for the readers

ACTIVITY

Imagine you are an owner of coffee shop and in two days your cafe is completing one year of running successfully. So as a celebratory offer, you are announcing a 10 percent off discount via a particular local newspaper. Answer the following questions: Think about costs, placement, content strategy for your newspaper ads. 

LEARNING OBJECTIVE 3: Analyzing the advantages of using newspaper ads across a wide variety of businesses

KEY TEACHING POINTS

Print media, especially newspapers will offer you a few unique advantages:

Proactive Audience

Newspaper readers often actively look for advertising in newspapers to search for deals and coupons. Placing your ad in a newspaper doesn’t guarantee that readers will notice it, but a reader actively looking for deals is likely to notice your ad, take the time to read it and possibly act on a sale or offer.

Positive Expectations

Many people feel that certain forms of advertising such as commercials and website pop-up ads are intrusive. In a local newspaper, ads are often expected by readers, and their placement is often near content similar to the ad content — for example, a shoe store ad in the fashion section or a computer store ad in the technology section. This means that the people looking at these ads will be actively interested in learning more about your product or service.

Targeted Audience

Besides ad placement in sections near similar content, local newspaper advertising can target a specific audience in other ways. For example, newspapers often have special sections, releases and inserts that target audiences based on events such as a holiday or season, specific geographic areas such as a street or neighborhood or specific groups of people such as ethnic groups or college students.

Reputation Building

Local newspaper publishers work hard to create positive relationships with members of the community to build a loyal customer base. As a publisher’s reputation grows, community members begin to trust the company for providing timely and accurate information and often begin to believe that a trusted local publisher won’t do business with companies that are untrustworthy. Advertising in such publications will lend that extra authenticity and authority to your brand message.

Last Minute Changes

Another benefit of local newspaper advertising is rapid turnaround on production changes. If you need to make last-minute changes to your ad, the newspaper advertising department can usually get the job done quickly.

Options and Extras

Local newspapers offer a wide range of advertising options that can fit nearly any budget. Options include small 1-inch-square classified ads, column ads in various sizes by the column inch, half-page or full-page spreads. You can also negotiate with a publisher to get extra services at no additional cost, such as color printing, design assistance, a slightly large ad or inclusion of your ad.

ACTIVITY 

List down 5 products of your choice and plan their ads in either display or classified section of a newspaper. Think about costs, reach, targeting and overall effectiveness. 

EVALUATION

Imagine you are a growing digital agency looking to hire writers, graphic designers, social media experts and analytics staff. Give your honest opinion on whether or not newspaper ads will help you reach the right candidates. Also mention if there are any media channels you can use in tandem with newspapers to create a bigger impact and have the right people lined up for your hiring interviews.  

FURTHER READING

http://www.360degreemarketing.com.au/Blog/bid/407663/The-Top-10-Benefits-of-Newspaper-Advertising

http://www.insightmrktg.com/2013/06/10/12-characteristics-of-great-print-advertising/

http://blog.releasemyad.com/2018/01/a-complete-guide-on-education-advertisement-in-newspaper/