As mentioned in lesson 3 of this module, budget and objective are the deciding factors for the type of advertisement an advertiser intends to publish. Based on these factors, there are certain ad categories which are particularly popular under the classified section rather than in the display ad format.
The reason behind the popularity of these classified categories is the objective which they intend to meet. Some of them are individual ads for personal references or meeting official requirements of individuals, while some of them are conditioned by the budget of the advertiser.
The list of popular Classified Ads is provided as follows.
All matrimonial match seekers who advertise in newspaper only prefer the classified ad format and it is the most frequent classified ad category under which ads are booked. It can be a text ad or a classified display consisting of an image of the prospective bride or groom. The reason matrimonial advertisers choose the classified ad format is that these ads are published predominantly by parents and other family individuals and can be referred to as personal individual advertisements.
Many of you may wonder that recruitment advertisements are more popular in the display format, but it is also quite popular category under classifieds. Most small and medium businesses fulfil their recruitment requirements with classified ‘Situation Vacant’ advertisements. Even individuals seeking jobs often advertise in the recruitment section under the sub-category of ‘Situation Wanted’, wherein, job seekers mention their qualifications and skills requesting a profile matching them.
Obituary advertisements are generally released in the Classified Display format which enables advertisers to include images of the deceased and messages of their choice at a much lesser price than display ads. Remembrances, funeral invitations and even condolence messages are conveyed through classified text or classified display advertisement as per the budget of the advertiser.
By property ads here, we do not mean real estate projects but advertisements for sale, purchase and rent out individual homes, flats or apartments. Brokers, landlords and Individual property owners constitute 100% of the classified property advertisers across all Indian newspapers.
Every business house has certain budget constraints, based on which they pick their mode of advertising. Since 8 times out of 10, newspaper advertising is the first choice of all business promotional campaigns, many small and medium sized businesses choose to advertise under the classified format. Sales promotions, Business Proposals/offers or even seeking Business partners are done through classified advertisements.
Classified Announcement Advertisements are the most common category of classified ads following matrimonial ads. Most announcements are made by individuals, which include personal declarations such as Name Change, Address Change, Lost & Found, legal notifications, marriage notices etc. All these announcements are specifically published in the classified text format as they are mainly meant for personal or government references as a testimony to change in certain personal details of a resident of the country. These are crucial announcements and need to be based which can’t be done away with, therefore to save money, people pick the text format for such ads.
Public Notice and Tenders
Public notices and Tender ads are also a type of public announcement, wherein the public is notified about changes brought about by rules, regulations, contract requirements, laws or anything associated with the government. This ad category is generally published in the Classified Display format, as most newspapers do not facilitate publishing public notices or tender ads in the text format. Also, since such ads have a lot of information to fit into a simple run-on line ad, it is more reasonable to publish them under the display classified format.
Contrary to popular belief, education ads are not limited to admission notices which are more often seen in the display format. There are numerous education adverts that are published in the classified ad format. These classifieds include adverts for introducing or promoting Coaching Classes & Private Tutors. Coaching centres generally have the limited budget since they have a very limited number of students while private tutors are predominantly individuals, which is why they opt for the classified format.
Last but not the least, almost all personal messages are conveyed through classified newspaper advertisements. Be it birthday greetings, season’s greetings, anniversaries, personal achievements, announcements about pets and animals or simple letters to friends and folks, all are conveyed via classified ads. The only reason behind this is that these are individual ads and individuals cannot afford display ad charges.
It is quite evident that most advertisers who pick classified advertisements are either individuals or have budget constraints. It is for this purpose that the format of display classifieds was introduced as something that has the features of a display ad with certain limitations pertaining to cost and fits in the budget of most newspaper advertisers.