Newspaper Advertising - article by MOREinfo-About.com

Newspaper Advertising

Newspaper advertising of the "catch the eye" variety must incorporate bold headlines and perhaps a provocative image. This type of advertising often employs large space as well, if the advertiser can afford it. There are tricks, however, to make small space newspaper advertising effective, such as minimal copy, lots of white space, and an interesting illustration.

Newspaper advertising provides a special service which other media basically do not...that of advertising for the sale of products by consumers to consumers in a direct manner, as well as newspaper advertising announcing local events such as rummage sales, special local store events and other strictly local products and occurrences that do not warrant the expensve of radio or local TV advertising. Garage sales are a typical example of such newspaper advertising

A typical "catch the eye" type of newspaper advertising might be a large ad announcing in bold type "Clearance Sale" followed by the name of the store and a few bold words stating the items on sale and major price reductions. Most people notice newspaper advertising that promises to save them money. Many auto dealers use this type of newspaper advertising to gain quick response.

Newspaper advertising is a means of augmenting and supplementing national advertising on TV, in magazines and sometimes radio. Typical of this is the car advertising seen in newspapers. In this instance, the car dealer will be augmenting national advertising campaigns run by the manufacturers of the autos the dealer sells by running newspaper advertising locally. This newspaper advertising will be devoted less to the features of the car and more to special sales events, particularly near the end of the year when the newspaper advertising will announce special deals on the last of the current model as well as the appearance of the new models in the showroom.

A type of newspaper advertising which speaks to the person seeking specific goods or information is common in small local papers, where supermarkets may employ newspaper advertising to advertise weekly specials, including a "loss lead" item, designed to draw people to the store. During special holidays, newspaper advertising will be directed to promoting items suitable for gift-giving, as this will be a time when people will specifically turn to newspaper advertising to learn of local promotions of items such as toys, jewelry and electronic devices.

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