NEWSPAPER ADVERTISING:AD PRODUCTION,TYPES OF NEWSPAPER ADS, CIRCULATION

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Advertising and Promotion (MKT621)

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

Display: These ads can appear any where in the paper except classified section.

Display Classified: These ads are sized to fit within the classified columns and

purchased mostly at lower rate than display ads.

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.

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.

Advertising and Promotion (MKT621)

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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