A Short Guide to Newspaper Print Media Advertising:
1. Include Contact Information!
You might have seen a half-page or whole page ad with a bold image and decent copywriting announcing the week’s current discounts and deals, but with no contact information. Or perhaps there was a very small, almost unreadable website address at the bottom, but with no other way for prospects to reach out. This is definitely not ideal for the advertiser or the readers. The ads cost quite a bit to produce, and the time spent reading them becomes a waste. Without essential information like the website, street address, or phone number, the chances of seeing a good ROI on your ad becomes almost nonexistent.
2. Make Your Imagery Meaningful and Relevant
You’d be surprised how many advertisers use completely unrelated imagery for their ads. Some people might think that if it’s a “cute” or attention-grabbing image, then it will always work regardless of the product being advertised. This is lazy thinking and is something to be avoided if you want to achieve a higher ROI for your advertisement.
The goal of your ad’s image is to not only capture a reader’s attention but to keep it as well. So, it’s not worth tricking them with a lovely picture only to then try and sell them something that’s completely unrelated. This will only confuse and annoy people.
3. Keep the Information Short
You want to avoid information overload. Ensure that your ad is kept short. Also, don’t make things confusing with mixed messaging. Even if your product has many wonderful and amazing benefits, you don’t need to mention all of them. It’s better to just choose the top benefit and go with that one and base your ad around it.
4. Create Urgency
Advertisements need a sense of urgency. This is no secret. The ad should not only want to make people buy your product – but to buy it literally right NOW. That’s why you want to include a deadline with your offer, as it’s a simple and very effective way to skyrocket your response rate.
5. Include a Clear Call to Action
So, your message is now singular, clear, includes a sense of urgency, and contains a relevant image. What then is the final step? What action do you want your prospect to take? In an ideal world, your prospect would know what action to take on their own. But of course, we don’t live in that kind of world.
So, a call to action is needed. But not just any call to action will do. No, not if you want the maximum possible ROI. Your CTA should be as clear as possible. For example, offering a 50% discount at your gas station is not clear enough. Instead, the ad should be something along the lines of “bring this coupon in for 50% off your next oil change.” That kind of clarity will ensure that your ad is successful in reaching its objective.
Now that you know the most important things to address when making a newspaper ad, check out Coffee News for more helpful information about print media advertising.
Blackgoat creative being a full-service advertising agency in Gurgaon and Delhi offers integrated solutions for Advertising campaigns, Creative, Branding, Mainline advertising, Gorilla marketing and TTL advertising for digital, social and traditional media.
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