NEWSPAPER AS AN ADVERTISING MEDIA BYSMART LEARNING WAY

FLOW OF PRESENTATION Introduction. What is advertising? The main purpose of advertising. Two main types of advertising. The local media mix. Why Newspaper? Newspapers: Classifications. Newspaper Advertising.

Newspapers as local media. Case study: same location – different markets. Types of newspaper advertising. Strengths of newspaper advertising. Newspaper advertising: Advantages. Newspaper advertising: Disadvantages. Strategic use of newspapers.

INTRODUCTION

→ The good, old Newspaper is certainly the oldest and is still the largest of the major advertising mediums, and it still plays and integral role in the media buyer's ad planning. Newspapers were an important and respected advertising medium long before their competitors were even thought of.

→ While Newspapers have been replaced as the primary medium for "national" advertising by Television it's local orientation has made it well suited to retailers. Newspapers enable merchants to reach a wide cross- section of people, by concentrating their coverage in the local market.

→ A Newspaper's selectivity is limited to a great degree by its wide coverage. A good number of merchants discover that they are paying for a lot of excess circulation when advertising in Newspapers. The small to medium sized retailer in a larger metropolitan area, frequently discover the distribution area of their local paper is to broad for their needs. For example: "The record shop aiming at a teen and young adult market may discover they are missing their primary market with Newspaper, because these groups traditionally do not read the paper near as much the older demo groups.

→ Newspapers have been able to circumvent this problem to a certain degree. They have specific sections of the paper slanted to specific target/readership groups. Now more selectivity can be achieved through your Newspaper advertising. However, this is achieved at the sacrifice of the readers who are not normally exposed to these sections.

→ Most markets - regardless of size - have some kind of local newspaper coverage. They range from Dailies and Weeklies, Sunday or Weekend Newspapers, to Shoppers and Special Interest publications. In fact most Newspapers today offer advertising supplements.

• While Newspapers lack the intrusiveness of radio and television, & Newspapers are still an effective advertising medium. They do an excellent job of reaching established customers, and therefore, are an excellent base for retail advertising. Your business's success depends on its ability to bring in "New Customers". Therefore, Newspapers should not be considered as your only source for advertising in this modern, competitive business environment. But...Newspaper is going to be a part of your advertising media plans!

The key to the success of any business lies in its ability to

attract customers.

The only business function that attracts new customers and keeps old customers is MARKETING.

What is advertising?Advertising is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.• The time or space devoted to it is paid for.• It uses a set format to carry the message rather

than personal, one-on-one selling.• It identifies the sponsor of the message.

The Main Purpose of Advertising

• To sell products or ideas by presenting its message so well that the customer will buy the product or accept the idea presented.

EXAMPLES:

Two main types of advertising

• Promotional advertising:– Introduces new products and businesses.– Encourages an interest in products.– Explains product and service features.

• Institutional advertising:– Attempts to create a favorable impression and

goodwill for a business or an organization.

The Local Media Mix

i. Newspapers

ii. Radio

iii. Television

iv. Magazines

Why Newspaper?• The newspaper effectively reaches shops when they’re in the market

for a broad range of products and services.

• It is a portable and convenient source of advertising information

helping consumers to decide where to shop and what to buy.

• Unlike any other media, the newspaper delivers consumers each and

every day, reaching an array of customers from traditional to

emerging markets with unsurpassed advertising impact.

• Universal coverage, utility and power are the driving forces behind

newspapers. And that is why, Newspapers Add Value For Advertisers.

Newspapers: Classifications

Newspapers are the second major form of print media and represent the largest of all advertising media in terms of total advertising volume.

• Daily newspaper.• Weekly newspaper.• National vs. Regional vs. Local newspaper.• Special-audience newspaper.• Newspaper supplements (e.g., USA Weekend).

Newspaper Advertising

• Local or National (USA Today).• Daily or weekly.

National Newspapers

Local NewspapersMetro Daily Newspapers

Regional Daily Newspapers

Local Weekly Newspapers

Newspapers as Local Media• Using regular sections - Sports, Business, Entertainment, etc.

• Using special sections– Gardening, Back-to-school, etc.

• Zoned editions

• Preprint distribution

• Weeklies, Shoppers,etc.

• Available space for detailed copy.• Minimal lead times for faster turn around.• Geographic targeting selectivity by area and zip code

zoning.• Time sensitive immediacy is limited.• Marginal/variable color reproduction.• Limited demographic target selectivity tied to special

sections.

Case Study:Same Location – Different Markets

• DeLuxe Cleaners and Betters’ Better Gourmet

Different target markets• DeLuxe Cleaners

– 90% of the business lives in the neighborhood.• Betters’ Better Gourmet

– Neighborhood market for weeknight take-out business.

– Broader market for weekend and “freezer food” shoppers.

Different Media Plans

• DeLuxe Cleaners - Neighborhood weekly newspaper.

• Betters’ Better Gourmet- Daily city newspaper food day and weekend

entertainment- specialty papers arts/entertainment.

Types of Newspaper Advertising

• Display advertising.• Classified advertising.• Special ads and inserts. Newspapers are an especially important advertising

medium to local advertisers such as retailers. However they are valuable medium to national advertisers as well.

Strengths of Newspaper Advertising

• Credibility – a high degree of familiarity, acceptance and

respect from the community.

• Reaches - a relatively mass audience in a market with a single

exposure.

• Strongest medium in overall penetration of the adult, upscale

market.

• Medium that most adults say has the most believable

advertising.

• People turn to this medium most for local news and

advertising information.

• Short deadlines allow advertisers to respond quickly to business and competitive changes.

• Has the ability to educate consumers by

communicating lengthy, complex or detailed

information and descriptions in a single ads.

• Offers a variety of ad sizes, products and

placement to meet advertisers’ goals.

Newspaper Advertising: Advantages

High reach.High geographic concentration.Good frequency.Tangibility.Short lead times (flexibility).Relatively low cost.Ability to communicate detailed information.

Ability to place in most appropriate location.Ability to schedule to exploit day-of-week factors.Large readership and a high level of reader involvement.Advertisers can target certain people.The cost is relatively low.Ads are timely.

Newspaper Advertising: Disadvantages

High waste factor and inability to target.

Limitations on creative format.

Relatively poor reproduction quality.

Clutter.Short life span.

High cost of national coverage.Wasted circulationShort lifeBlack and white (although

many papers are changing to color format)

Strategic Use of Newspapers

Coverage medium.Geographic targeting.Local retail ads.High involvement consumers or products.Rational appeals.

CONCLUSION Newspaper have a general and wide appeal. It is very

common method of publicity. Newspaper are flexible and timely. Repeat advertising is possible. Periodical change in size and contents is also easy. Selective advertising to some extent is available. Effectiveness of advertising can be estimated by having keyed advertisements. Newspapers offer promotional assistance. Colored and attractive advertisements are now available even in newspapers. They are the best source of market information.

REVIEW OF THE TOPICIntroduction. What is advertising? The main purpose of advertising. Two main types of advertising. The local media mix. Why Newspaper? Newspapers: Classifications. Newspaper Advertising.

Newspapers as local media. Case study: same location – different markets. Types of newspaper advertising. Strengths of newspaper advertising. Newspaper advertising: Advantages. Newspaper advertising: Disadvantages. Strategic use of newspapers. Conclusion. Review of the topic.

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