Print advertising
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Print advertising

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Print advertising Presentation Transcript

  • 1.  If you're a small business owner, and especially if you're just starting out, you've most likely given some consideration to the best ways to advertise your business. Odds are good that print advertising is at or near the top of your list of potential advertising mediums.  There are pros and cons to any kind of advertising, and it's beneficial to understand what these are before dipping into your hardearned marketing budget.  Following are some of the pros and cons of print advertising in newspapers and magazines
  • 2.  Newspaper advertising has long been an effective way for small businesses to advertise their goods or services to the community around them. Consider both smaller neighborhood papers as well as larger city (or even national) newspapers. If your business is located in a small town, advertising in the local community paper makes sense; that way you can attract the locals who would most likely frequent your store. If your business or service is specific to a particular section of the newspaper, run your ad in that area of the paper. For example, if you run a sporting goods store, make sure your ad appears in the paper's sports section.  Advertising rates depend largely on readership numbers. Thus, a paper with a large circulation will have higher rates than one with fewer subscribers. But even though prices are based on the number of potential readers who will view your ad, this does not mean that rates are necessarily set in stone. You can often strike a better deal if you agree to run your ad for a set number of weeks or months. Moreover, doing so will give you consistent exposure, which is often what is needed in order to influence consumer purchase behavior
  • 3.  Inexpensive to produce: A little research and know-how are often all that's needed to create a targeted, successful ad.  Easy to switch out. If you have a regular ad in your local paper and want to change it to reflect a seasonal sale, or a new product, you can usually do so rather easily.  Different rates and sizes. Look at the various sizes of ads in the newspapers you are considering running ads in. Newspapers normally have several standard sizes. Some standard sizes include quarter-page, half-page and fullpage. Ads also run horizontally  vertically. The bigger the ad, the more it will cost. Determine which size might work for your message.
  • 4.  Limited readership. This is especially true nowadays when more and more people are avoiding print publications for online electronic versions.  Poor printed image quality. This can be a problem if you sell high-end clothing or your services as a portrait artist. In such instances, try to drive readers to your Web site -- where you should have hiresolution images -- or play up discounted pricing.  No control over ad placement. Oftentimes newspapers won't guarantee premium placement on any given page. That can be a problem if your competitor advertises in the same space.
  • 5.  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.  Newspaper display ads are different than the regular "display ads" terminology, which is commonly referred to as advertisements placed on the internet in banner and other rich media format.  These ads can span across multiple columns - and can even cover full page, half page, quarter page or other custom sizes. They are designed in high resolution coloured and black/white formats providing higher visibility for the mass audiences of newspapers. For many major newspapers in developing markets, display ads play a significant role in subsidizing the cost of the published newspaper.  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
  • 6.  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.  Typically newspaper display ads and are caused by larger business establishments with larger advertising spends. Display ads include retail/branding, public announcements, tender, public notice, education admission notices, special appointment Supplements etc.For Personal/ Individual Requirements such as selling Property, Automobiles, Change of Name newspaper classified ads are more optimally suited.
  • 7.  Display ads charges are usually based on the amount of area they consume and are quoted in per sq. cm or per column cm . Each column width of the publication might vary on basis of a broadsheet , however in general stands at 4 cm width.
  • 8.  Currently display ads are booked by approaching advertising agencies. Unlike classified ads, which are welcome directly by a newspaper office – display ads at higher cost are sourced via media buying advertising agencies.  An ad agency maintains the contact with the newspaper and provides the requisite rates and access to publications. The advertising agency is also responsible to help determine the media planning for a clients advertising budget. For someone wanting to release a newspaper ad, he needs to ensure his budget is appropriate, after which he needs to research information for local ad agencies to help him decide and publish his advertisement. Generally display ads for higher ticket sizes have a stronger element of negotiation involved by virtue of the buying power of the advertising agency and its utilization of the various discount packages on offer. Thus display ads at times are sold at much lower than their quoted rate card rack rates.
  • 9.  If you have more to spend on print advertising, consider placing ads in magazines. Whereas the goal of newspaper advertising is to communicate a specific offer, the goal of magazine ads is usually more about enhancing and sustaining brand image.  Magazine ads require you to consider your brand image and how you want to portray that image to your target audience. Advertising agencies specialize in creating such ads, but they aren't cheap and most don't accept one-off jobs. If you decide to design and write your ad yourself, pore through the periodicals in which you intend to advertise and scrutinize your competitors' ads.
  • 10.  Access to a specific customer base. While anyone might subscribe to a local newspaper, only car enthusiasts subscribe to Car and Driver. Magazine ads allow you to better reach your target audience.  More bang for your buck. Readers don't discard magazines as quickly as they do newspapers, so your ad will be relevant for a longer period of time.  Help brand your business. Magazine printing methods allow for higher resolution images and better color options, which allow you to build your brand image in a positive way. Just the fact that you are advertising in a magazine gives your company a certain professional cachet.
  • 11.  Ads can be expensive. Magazine advertising is usually pricier than newspaper advertising.  Tricky to schedule. Many magazines come out just once a month, or even every three months, and to meet their deadlines it's often necessary to have ads completed six months before they'll actually appear.