Despite all the hoopla about internet advertising, old-fashioned print ads can still produce solid results, as long as you understand how to use them effectively. That requires a familiarity with their advantages and disadvantages, and knowing how to get the most bang for your buck.
Here are four types of print advertising to consider for your marketing plan, and what you need to know about each option:
Newspaper Advertising
Pros: They still command a sizable audience, and provide instant access to a diverse segment of the population.
Cons: People 30 and under are less likely to subscribe to newspapers. Pages also tend to be fairly cluttered.
How to get the most out of newspaper advertising
For starters, if you’re advertising in a daily, make sure to place your ads in editions going to specific zip codes likely to reach your targeted customers. In addition, don’t pay for a costly full-page ad. According to Rodger Roeser, vice president of Justice & Young Advertising and Public Relations in Cincinnati, Ohio, it takes about 17 times for a reader to see an advertisement before it registers. The upshot: It’s best to use your dollars to pay for more frequent, smaller displays of a quarter-page or less. To make sure more people see the ad, try to have it placed so that editorial content is wrapped around it. And, make it simple. “The more focused the message, the more impact,” says Jay Lipe, president of Emerge Marketing in Minneapolis.
Author: Anne Field
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