Newspaper as an advertising media

1. NEWSPAPER AS AN ADVERTISING MEDIA
BY
SMART LEARNING WAY

2. 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.

3.  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.

4. 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.

5. → 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.

6. → 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.

7. • 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!

8. 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.

9. 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.

10. 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:

11. 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.

12. The Local Media Mix
i. Newspapers
ii. Radio
iii. Television
iv. Magazines

13. 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.

14. 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).

15. Newspaper Advertising
• Local or National (USA Today).
• Daily or weekly.

16. National Newspapers

17. Local Newspapers
Metro Daily Newspapers
Regional Daily Newspapers
Local Weekly Newspapers

18. 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.

19. • 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.

20. 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.

21. Different Media Plans
• DeLuxe Cleaners
- Neighborhood weekly newspaper.
• Betters’ Better Gourmet
- Daily city newspaper food day and weekend
entertainment
- specialty papers arts/entertainment.

22. 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.

23. 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.

24. • 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.

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

26. 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.

27. Newspaper Advertising: Disadvantages
High waste factor and inability
to target.
Limitations on creative
format.
Relatively poor reproduction
quality.
Clutter.
Short life span.

28. High cost of national coverage.
Wasted circulation
Short life
Black and white (although
many papers are changing to color
format)

29. Strategic Use of Newspapers
Coverage medium.
Geographic targeting.
Local retail ads.
High involvement consumers or products.
Rational appeals.

30. 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.

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

32. 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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37. THANK YOU