/34-33_files/34-3300001im.jpg" width="696"
height="1039" useMap="#Map">
Advertising
and Promotion (MKT621)
VU
Lesson
33
NEWSPAPER
ADVERTISING
OVERVIEW
In
this lecture students will
learn when to use newspaper
advertising; approximately how
much
it
will cost and how to put together a good
newspaper add. It will also be explained as to
from
whom
the use of newspaper for
advertising is beneficial.
WHO
SHOULD USE
NEWSPAPER?
Newspapers
are a good medium for
conveying specific, detailed
information about a
product
and
its features these are
basically ideal for a
company which wants to
influence a broad
market.
Following are different
usages of newspaper in different
situations for
different
advertisers.
·
Those
who want to influence a broad
market.
·
Newspapers
provide a good medium for
conveying specific, detailed
information such as
price,
percentage discounts & product
features.
·
Local
daily & weekly newspapers
are No.1 advertising choice
of most small
businesses.
AD
PRODUCTION
Ad
production cost vary depending
upon the design, incorporating
illustrations, photos use
of
color,
type styles amount of type
and other factors.
SPACE
COSTS
Before
you can understand how much
newspapers cost, it is important to
understand how
newspaper
ad space is measured, following are
the three ways in this
regard.
a)
By the column inch
b)
By standard advertising units.
c)
By Lines/words.
Generally
newspaper pages are six
columns wide a page is
usually 21.5 inches tall and
a full
page
contains approximately 129 column
inches (6 col. x 21.5
inches).
Various
newspapers have different
typical rates which may
differ on weekends / Sundays.
TYPES
OF NEWSPAPER ADS
1.
Display:
These ads can appear any
where in the paper except
classified section.
2.
Display
Classified: These ads
are sized to fit within the
classified columns and
purchased
mostly at lower rate than
display ads.
3.
Classified
Line: These ads
are typical classified ads
where you see advertising
"for
sale"
and "wanted". These ads are
priced by line rather than
column inch.
4.
Free
Standing Insert: These are
basically the slick little
mini magazines / brouchers /
preprints,
which slide out of the
paper the moment you
pick it up.
CIRCULATION
It
is basically a measure of the
number of copies of a paper
that are distributed.
However, it
should
be understood that circulation
figures reflect the number
of copies distributed and
not
the
number of readers.
98
/34-33_files/34-3300002im.jpg" width="696"
height="1039" useMap="#Map">
Advertising
and Promotion (MKT621)
VU
USING
NEWSPAPERS SPACE
The
advertiser has to determine as to
what are his objectives and
based upon that he can chose
a
definitive
space to place advertisement. Following
are the some parameters
for using
newspaper
space effectively.
·
Choosing
section in which to
advertise.
·
Choosing
time of the year.
·
Choosing
day of the week.
·
Using
combination buys.
·
Choosing
size and position.
NEWSPAPER
ADS DESIGN TIPS
One
of the main challenges is to design an ad
which stands out in
competition and provides
the
effect
required by the advertiser.
Following are few guidelines
and tips for preparing a
good
add
design for newspapers.
·
Use
reverses to attract attention.
(white type on a black
background)
·
Use
white space creatively.
White space refers to any
portion of your ad not
occupied by
type
or illustrations.
·
Be
sure to use common design elements in
all your ads.
·
Use
type faces different from
those set by the
publication.
·
Design
around newspaper reproduction
methods.
·
Consider
color. Using spot colors
i.e. another color in
addition to the basic black
of your
ad.
Follow
Sound Principles:
To
make advertisement effective and achieve
objectives for better coverage and
reach
following
principals can be very
helpful.
·
They
focus on a single
message.
·
They
express the message in terms
of the benefit to the
reader.
·
They
use simple, eye catching
graphics and readable
type.
99