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Advertising and Promotion

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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.
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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.
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Table of Contents:
  1. INTRODUCTION TO ADVERTISING:Its growing importance, Explanation of Personal and non-personal selling
  2. INTRODUCTION TO ADVERTISING:ADVANTAGES, Communication, Information, Various Media
  3. INTRODUCTION TO ADVERTISING:FUNCTIONS OF ADVERTISING, IMPACT OF ADVERTISING
  4. ADVERTISING AND SOCIETY:PRACTICAL BENEFITS, ETHICS IN ADVERTISING, Marketplace & Market space
  5. MARKETING TOOLS:COMPONENTS OF MARKETING MIX, PRODUCT LIFE CYCLE (PLC) CURVE
  6. MARKETING TOOLS:SWOT Analysis, Contents & Structure, ROLE & FUNCTION OF ADVERTISING
  7. ROLE AND FUNCTIONS OF ADVERTISING:Structure of an Advertising Agency, How to Select an Advertising Agency
  8. ADVERTISING PLANNING:ADVERTISING OBJECTIVES, Types of Advertising, Positioning Strategies
  9. POSITIONING:BRANDING, 7 Steps of Creative Process, UNIVERSAL ADVERTISING STANDARDS
  10. ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS
  11. ADVERTISING BUDGET:4 Methods to determine, ADVERTISING RESEARCH, ADVERTISING RESEARCH
  12. ADVERTISING REACH:BROAD COMMUNICATION OBJECTIVES, ADVERTISING COPY METHODS, MEDIA RESEARCH
  13. PRE – PLACEMENT EVALUATION:ACCOUNT PLANNING, MARKET, COMPETITION
  14. WORKING OF ADVERTISING:12 Steps to develop effective campaign, SOURCE or THE ADVERTISER
  15. ADVERTISING RESPONSE HIERARCHY MODELS:AIDA MODEL, PROCESS REQUIRED TO GET BIG IDEA
  16. PROBLEM SOLVING STRATEGIES:Procedure to Handle Problems, In brief, Eight principles apply to consumer behavior
  17. CONSUMER BEHAVIOUR:ADVERTISING APEALS, MEDIA MIX DECISIONS, Target Rating Point (TRP)
  18. CREATIVITY IN ADVERTISING:Three aspects are most accepted, Four Rules of Creativity
  19. COPY WRITER:CHARACTERISTICS OF COPYWRITER, IMPORTANCE OF LANGUAGE
  20. WHY ADVERTISING:Advertising & Market Education, ADVERTISEMENT CAMPAIGNS
  21. METHODS TO APPRECIATE A PROBLEM:SPONSORSHIP—an important tool, Special Characteristics
  22. IMPORTANT TOOL OF ADVERTISING:TELEVISION ADVERTISING, TRANSIT ADVERTISING
  23. ONLINE ADVERTISING:Banners, Logos, Email Ads, Keywords on Search Engines, New Developments
  24. ONLINE ADVERTISING:Structural Challenges, Adobe Photoshop, JAVA, HTML, DHTML, ASP & JSP
  25. SALES PROMOTION:Consumer Oriented Promotion, HOW TO USE TRADE PROMOTION, Dealing with the Trade
  26. PUBLICITY:PERSONAL SELLING, ROLE OF SALES PERSON, FUTURE OF GLOBAL ADVERTISING
  27. MARKETING ENVIRONMENT:Competitors, The Target Buyer, Segmenting your Market, FUTURE OF MARKET GROWTH
  28. MARKETING PLAN:Situational Analysis, Macro – Environment Situation, Marketing Objectives, Financial Objectives
  29. MARKETING PLAN:PROMOTING BUSINESS IN LOW COST, SUPPLY CHAIN, BUYER IDENTIFICATION
  30. HOW TO BE GOOD CLIENTS:CHANNEL BUYERS, HOW TO BE GOOD CLIENTS 14 RULES
  31. CLIENT – AGENCY RELATIONSHIP:HOW TO KEEP CLIENTS (10 Ways), Three Points for Consideration
  32. CLIENT – AGENCY RELATIONSHIP:ADVERTISING WITHOUT AN AGENCY, LOGO AND CORPORATE IDENTITY
  33. NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION
  34. OTHER ADVERTISING MEDIUM:HOW TO USE MAGAZINES, HOW TO USE RADIO, Daypart buying options
  35. UTILITY OF VARIOUS MEDIA:TAPE OR FILM, UTILITY OF TV, DIRECT MAIL PACKAGE
  36. OTHER ADVERTISING MEDIA:POINT OF PURCHASE (POP), TRANSIT ADVERTISING, LIMITS OF ADVERTISING
  37. CONTINUOUS TRACKING:PLANNING CAMPAIGN, HOW TO UNDERSTAND ADS, ASK BASIC QUESTIONS
  38. SEASONAL ADVERTISING:MAXIMIZING IMPACT, THE WEB ADVERTISING, MEASURING ADVERTISING
  39. COMPONENTS OF ADVERTISING:BUY - OLOGY OF MIND, BUY - OLOGY OF MIND
  40. CRITICISM ON ADVERTISING:SHOULD ADVERTISING BE ABOLISHED,
  41. EFFECT OF ADVERTISING:HOW TO PROMPT AWARENESS, CREATING DESIGN THAT SELLS
  42. CREATING EFFECTIVE DESIGN:LANGUAGE OF TYPOGRAPHY, HEADLINES THAT COMMUNICATE
  43. WORKSHEETS:DEMOGRAPHICS OF YOUR TARGET, YOUR COMPETITOR
  44. GLOSSARY OF ADVERTISING:ACCOUNT EXECUTIVE, PROOF, VOICE OVER
  45. CONCEPT OF AN AD:HOW TO DEVELOP A CONCEPT OF AN AD