| |
| |
|
Advertising Information |
|
|
|
The SKINNY on Newspaper Advertising
The SKINNY on Newspapers Using the paper is considered gospel by many people in business. Use it wisely and it can be a good tool. Remember, newspapers are passive, non intrusive media. They tend to reach only buyers who are looking for the product. They are poor at reaching prospects before the need arises. Think about it, there are few times you have been driven to go to a store to buy a product you never heard of because you saw an ad in the paper. You had to have an earlier impression about the product for the newspaper ad to point you to the location to buy it. There are 4 ways to use the newspaper for advertising. 1) Display advertising from one column wide by 2 inches high to a full two pages, display ads can be so numerous the news stories have to be cut so both can live on the page. There is usually no protection. Competiting store ads can be next to each other (next time you see the paper look for tire store ads on the same page). When designing your ad, remember it's all about them. Use a catchy headline and tell them what you will do for the. Forget about your picture or your "Number One in the District Award". Good advertising "feels their pain". 2) Classified advertising The effectiveness of classified ads varies by paper and by who wrote the ad and by what the ad is selling. Many classified sections have turned into giant car dealer pages and huge homes for sale sections complete with four color pictures. The small, private, "gotta sell my Bow-Flex" ads can be lost in a giant classified section. Many shoppers and Nickle Savers have smaller, and cheaper, classified sections. Some small business operators find success with a series of small classified ads. Small blurps tend to build "top of mind awareness". A cheap way to keep your name out there. 3) Tabs and special sections Tabs, the cash cow for newspapers, are manufactured events designed to sell ads. Progress Editon. Easter Shopping Special. Dollar Days. You name it, there is a tab every idea. Typically a tab is the regular paper page turned sideways (landscape) and folded in half. Tabs get ad-on advertising dollars from existing clients and offer one time only exposure to those who don't normally use the paper (i.e. the giant corporate ads in every Progress Edition). Most papers have so many tabs, they print an advertising calendar. Understand them for what they are, vehicles to get extra bucks from you. If you want to be in one, rearrange your budget, don't ad to it. 4) Inserts and stuffers Some Sunday papers weight 4 to 5 pounds each, mostly for the weight of stuffers and inserts. Usually reserved for national advertisers and big box stores. They print them and deliver them to the paper and pay a per piece fee to have them stuffed and delivered. For smaller businesses they become cost prohibitive. Better to stick with display ads. Sunday papers have the biggest circulation, and ad rates are more expensive. Regional and national papers can be expensive, too. Local papers and shoppers are less expensive, but nonetheless can be a major part of a small business ad budget. Newspaper advertising is sold by the column inch. Different categories of ads and section placement determine the rate and rates vary throughout the paper. Rates also vary with advertisers, depending on how many column inches they have agreed to buy in a one year period. The more the cheaper. Plan your advertising well in advance and stick to your budget. Sell to needs, not ego and newspaper can be your buddy. For more about advertising, get my article "What Does your telephone say about you?" MailTo:TelephoneSay@BigIdeasGroup.com ©2005 BIG Mike McDaniel, All Rights Reserved Mike@BIGIdeasGroup.com BIG Mike is a Small Business Consultant, Professional Speaker and former Major Market TV News Anchor. http://BIGIdeasGroup.com Subscribe to "BIG Mike's BIG Ideas" Newsletter MailTo:subscribe-956603364@ezinedirector.net
MORE RESOURCES: |
|
|
|
RELATED ARTICLES
Advertainment is Sneaking Into Music, Movies, TV and More The very name "advertainment" sends thrilling vibrations up the spine of anyone with marketing in their blood or communication in their genes. And it produces a strong shiver of disgust from many of my colleagues in the music industry. Advertising Copy: What's Really Important? You labor long and hard trying to create the perfect advertising piece but only about 20% of your copy is going to get read. The rest will simply be scanned. How to Save Money by Making Your Own Sign In the sign industry we commonly refer to the material that the sign is made out of as the substrate. Examples include, wood, vinyl banners, aluminum, coroplast, etc. How To Make A Fortune With FREE Advertising! How To Gain FREE Advertising That Will Make You Rich!Okay-Just What Exactly Is "Free Advertising"???Before I get into the specifics of actually HOW to get free advertising - it's important for you to completely understand exactly what free advertising is."Free Advertising" is any mention, listing or "blurb" about your product in a magazine, newsletter, book, manual, directory etc. Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two In part one of this article we discussed the importance of the look or appearance of your brochure.The look or image that your brochure conveys is vastly important. How to Advertise with Flyers When you first start out on your business venture, money is usually tight but you still need to advertise. One of the most affordable, yet very effective, ways to begin your advertising campaign is with flyers. Information Gathering & Delivery May Never Be The Same! Give Us The Bottom Line!If you are like most people, you may have skipped down to the bottom to see how much we charge. Well we don't! That's right, the free customized information product we give away is totally free. Moving Message Display Moving message display are designed to be installed into environments where vast amounts of information need to be conveyed to large audiences both quickly and efficiently, also in the world of indoor and outdoor displays. This gives you enormous flexibility for creating interesting text message on Moving message display. 10 Ways to Advertise Your Business For Free! At some point many small business owners are left with no or a small amount of capital to promote their business. But many entrepreneurs utilize these free or low budget yet effective tactics to promote their business online and offline. Why I Like The Ads I Hate! It's been said that the antidote to liking/loving is not hating, but indifference. So, when an ad makes you angry or disgusted or evokes any other strong emotion, it has done it's job. If You're Tired Of Adverts That Don't Work And Letters That Don't Sell, Then You Must Read This Over the 32 years I've been involved in sales, marketing and management, I've discovered that there are two fatal marketing mistakes made by business owners. They are?· Lack of focus· Lack of implementationThere's certainly no shortage of ideas and information - the world is full of it - but what are you doing with it all? Let's do a quick reality check here and now:· How frequently do you get in touch with your customers?· How far up your hierarchy of buyers do you go?· What actions are you taking to make next week, next month or next year better?Pick one thing you've always meant to do and do it tomorrow to start marketing your business more effectively. How To Write More Powerful Brochures, Leaflets, And Catalogues Probably the most interesting thing about brochures and leaflets is that they're seldom read in what we've come to know as the right order - as you would read a book. Rather in the same way that many people read magazines in dentists' waiting rooms, they will flick through brochures and leaflets and stop to take a longer look at bits that grab their attention. Books, Bibles and Fast-Talkers Every community has 'em. Fast talkers who roll into town with a clever idea to sell to people in business. 3 Simple Steps to Getting Thousands in Free Advertising Many entrepreneurs believe that they understand what public relations is, but very few do. Publicity and public relations can be used to boost your business by thousands of dollars a week or kill it; the trouble is using it to your advantage. Tips On Writing a Successful Ad When knowledge is based on truth it is powerful!When it is critical knowledge, its presence can drive our success, while its absence may contribute to our failure. I will attempt to convey in this report some useful and practical knowledge about how to write awesome ads for the World Wide Web. Electronic Reader Board Electronic reader boards are the most efficient way to convey the information. Therefore these nowadays are widely accepted all over the world. Take Advantage of Your Foes Let's take an example that is easy to check: I am French. Among the readers who reacted while reading that, an half felt their painful stomach ulcers starting up again while the others remembered their burning desire for visiting France. Increase Business By Being Nice I have been reading articles on increasing sales using search engine optimisation as well as writing them for a very long time and I have not seen many which point out the best way to increase sales.The answer is obvious yet often overlooked; you just have to be as good to your customers as you would expect any other site owner to treat you. Advertising - Should You Be Advertising Your Services? You offer a reliable, quality service. You know that if more people knew what you can do, you'd increase sales. Create Your Own Business Cards, Part 2 This is the second part of creating your own business card. If you missed the first one, let me know: mailto:webmistress@janes-place.
|
| home | site map | references |
| advertising-s.net © 2007 |
