What are the types of newspaper advertisements designs ?
The major types of newspaper advertising are display, classified, public notices, and preprinted inserts.
Display advertising includes copy, illustrations or photographs, headlines, coupons, and other visual components. Display ads vary in size and appear in all sections of the newspaper except page one, the editorial page, obituary page, the classified section, and the first page of major sections.
One common variation of the display ad, the reading notice, looks like editorial matter and sometimes costs more than normal display advertising. To prevent readers from mistaking it for editorial matter, the world advertisement appears at the top.
Retailers often run newspaper ads through cooperative programmes sponsored by the manufacturers whose products they sell. The manufacturers pay fully or partially to create and run the ad, which features the manufacturer’s product and logo along with the local retailer’s name and address.
Classified ads provide a community marketplace for goods, services, and opportunities of every type from real estate and new car sales to employment and business opportunities. A newspaper’s profitability usually depends on a healthy classified section. Classified ads usually appear under subheads that describe the class of goods or the need the ads seek to satisfy. Most employment, housing, and car advertising is classified.
Some special commodities and products are advertised under specific advertisements columns. Sometimes, a few pages are devoted only to advertisements. They are well planned and are in color to draw the attention of readers. Advertisements are more effective if they are specially intended for certain type so readers i.e. sportsmen, women, professionals, etc.
Advertisements should be planned logically and judiciously to attract all type of readers. The first page is read thoroughly. So advertisements on the first page attract greater attention. The back page is equally good, but it follows the first page. Similarly, the middle two pages are also read thoroughly. The third page is devoted to local news. So, ads for local shops and manufacturers may be placed on the third page, men read sports news, political news and these columns should be made, keeping in mind their attitudes. Advertisements should meet the different requirements of the different segments of the market.
Like magazines, newspapers carry preprinted inserts and deliver them to the newspaper plant for insertion into a specific edition. Inserts sizes range from a typical newspaper page to a double postcards, formats include catalogue, brochures, mail-back devices, and perforated coupons.
Some large metropolitan dailies allow advertisers to limit their inserts to specific circulation zones. A retail advertiser that wants to reach only those shoppers in its immediate trading area can place an insert in the local-zone editions. Retail stores, auto dealers, large national advertisers, and other find it less costly to distribute their circulars this way than to mail or deliver them door-to-door.
For a normal fee, newspapers carry legal public notices of changes in business and personal relationships, public governmental reports, notices by private citizens and organization, and financial reports. These ads follow a present format.
Advantages of Newspaper Advertising
Local advertising is in fact possible only in newspapers. Barring a few national advertisements, newspapers contain mostly local advertisements. This is the biggest advantage, for newspapers provide advertising in a geographically segmented market. Local and regional newspapers offer news, editorial, entertainment, and personal interest stories for local readers, which create an interest in the local community and the region. The advertising message thus delivered in local or community newspaper is most effective.
Tips for Effective Ad Writing
Make Your Ad Stand Out
Classified ads that use art, layout and/or type in a distinctive way usually attract more eyes than run-of-the-mill ads. Just check the paper – every day there are listings that stand out from the others.
Use a Prominent Benefit Headline
Choose the main benefit of your merchandise and feature it in a compelling headline. Amplify this message in your subheads and copy. Avoid generalized quality claims.
Make Your Copy Complete
This means two things: know what is important to people browsing in your classified category, and make sure you touch on those points; and use complete sentences – they’re easier to read than a series of phrases and random words.
State a Price or A Range
Quote a price, even if it’s high or low. If you’re high, explain why it’s worth it, and if you’re low-balling it, support it with facts that make it believable (for example: moving, quick sale, special purchase).
Specify Brand Names
If you are selling name brand merchandise, be sure to name the brand (and model if pertinent) in the ad – the more specific the better.
Include Related Items
Make two sales instead of one by offering related items along with a featured one. For example, list golf bag with clubs, end tables with couches, frames with mattresses.
Use A Simple Layout
Classified listings should not be crossword puzzles. A good ad layout is planned logically and intuitively – it carries the reader’s eye through headline, art, copy, price, advertiser’s name, and phone number.
Use a Dominant Element
A large visual or headline means your ad will be noticed. Photographs or realistic drawings attract people, but nothing draws the eye like pictures of “real people”.
Let White Space Work for You
This is important layout element in classified advertising because the average classified page is heavy with small type. The more “empty” space in your ad, the more it will naturally be noticed. Boxing an ad (adding a simple border around it) automatically creates white space around it, which in turn automatically draws the eye.
Urge the Reader To Act Now
By ending your ad with a call to action such as “12 hour sale”, “this week only,” or “call now, won’t last long”,” you add extra incentive for the interested buyer to call you first.
Checklist – Every classified should include:
Type of sale.
Sale date or days and hours.
Make and model.
Size and color.
New, used or reconditioned.
Service or warranty.
Name, phone number.
Address or directions to location.
This entry was posted on Saturday, March 17th, 2012 at 8:36 am and is filed under Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.