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| Girls With Goals Is About: Community, Connecting, Coaching, e-Commerce |
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Newspaper Advertising
ADVERTISING ADVANTAGE
Newspapers reach a big audience at little cost. If you're promoting to a consumer market, newspaper advertisements reach the greatest number of people, at a very low per-contact rate. If you're targeting businesses, consider advertising in the business section of the local paper.
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Cons |
| Low-cost (when compared to other marketing channels and the number of people you reach) |
Paying for unwanted distribution; |
| Large circulation |
Cannot control areas of distribution |
| May target ad placement by section (business, sports, real estate, etc.) |
Your ad may get lost in the clutter |
| Quick impact (within a week) |
Short-term exposure. Shelf life is one day |
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DESIGNING YOUR AD
The key components to include in your display ad include:
1) Headline - usually at the top of the page and should be large enough to attract the eye. Keep it short—one line or no more than five words long.
2) Subhead - placed below the headline, although not as large; it provides more detail.
3) Copy or body copy - describes your product, offer and contact information.
4) Graphics - an illustration that makes a visual statement. A graphic statement may be a logo, a mascot or a photo of the product or staff.
5) Signature - the company's trademarked version of its name.
6) Slogan - a short phrase or motto associated with the spirit of the product or service.
7) Contact information - may include Web site, phone number, and/or address information.
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INSERTS
Newspapers offer advertisers the ability to insert a flyer or promotion piece into the paper on specific dates.
Rates are generally higher than display advertising but provide more flexibility.
You can insert sizes from 5" x 9": up to 11" x 17".
Pieces may be two-sided.
Pieces may be in full color.
Distribution may be limited to specific regions or zip codes.
As a full-size, stand-alone piece, your insert is easier to see than a 4" display ad.
You have the ability to test promotion materials and offers by geographic area. |
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CLASSIFIEDS
Advantages:
Classified ads are less expensive than display ads
The classified section is located in a specific section of the paper, making it easy to find
Display ad may be placed anywhere and may be hard to spot
Flag main ads with classified advertising
Cheaper to produce than a display ad
Before purchasing ad space, determine your advertising objectives. Your ad strategy defines who you want to reach, what benefits you want to offer and the reason for advertising (generating sales or increasing your exposure, also known as image ads).
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FREQUENCY OF INSERTION
Don't plan on single insertions. Frequency is the key to creating a successful advertising strategy. Consistent exposure to your target audience develops a potential customer's sense of familiarity with your products and services.
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ADVERTISING EFFECTIVENESS
Review Audited Statistics
Consumer magazine circulations are audited by the ABC (Audit Bureau of Circulations), and business magazine circulations are audited by the BPA (Business Publications Audit of Circulation). Information includes:
Subscription versus single copy or newsstand sales
Target market – includes demographic and geographic information of subscribers/readers
Rates for a single insertion or discounts for multiple insertions
Closing and artwork due dates
Available ad sizes |
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