Newspapers have historically been the leading advertising medium, but recently with the increasing activity on the Internet the success of newspaper advertising is deceasing. This is also partially due to the fact that newspaper readership has been on the decline for a number of years.
The effectiveness of newspapers can be measured in a very similar way to that of Yellow pages:
- By using a unique phone number or website you can measure the amount of calls, or site visits.
- This is important as you need to know where your money is going when spending it on advertising, are customers reacting to your ad - what is your return on investment
Benefits of Newspaper advertising:
- Mass audience coverage - Newspapers are distributed on a daily basis to a wide geographic and demographic
- You can reach certain segments of your market by placing your ads in different sections of the paper such as: sports, comics, crosswords, news, classifieds, etc.
- An advertiser has flexibility in terms of ad size and placement. Production changes can be made quickly, if necessary, a new insert can be added on short notice.
- Advertisements can be examined at leisure. Exposure is not limited, so readers can take their time reading the messages.
- It offers a great variety of ad sizes. If you don't have a large budget, you can still run a series of small ads.
Limitations of Newspaper advertising:
- Newspapers are declining as online activities increase.
- Little control over Ad placement
- Clutter of advertisements- readers are exposed to a large number of ads
- Short life span (24hrs)
- Hard to target your specific audience
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