Newspaper Advertisements are of different kinds. They fulfill different objectives catering to different budgets. The objectives have been evaluated in the previous lesson. Hence this lesson is in regards to the different kinds of newspaper advertisements crafted to suit different budgets.
We all have seen the different types of advertisements that are published on a regular basis in all newspapers. But most of us probably either wondered about the different types of ads that we saw or simply didn’t bother about it. Although for a newspaper advertiser, it is essential to comprehend the differences between the various formats of newspaper advertisements and how they condition your budget.
There are 3 types of ad formats that are available to advertisers and you can pick the one that seems most reasonable or apt for your objective. Also remember that the ad format you select will also determine the type of advertiser you are.
Types of Advertisers:
Classified Text– This is the most basic form of newspaper advertising and can be afforded by advertisers with any kind of budget. Text ads are priced as per the number of words or letters or lines it consumes. In addition to that you can make your ad more prominent with the help of ad enhancements which include ticks, background colour highlights, ad content borders and letter emboldening options. These ads cannot be published on just any page; they need to be published in only the assigned pages for classified advertisements in every newspaper. This kind of ad is published predominantly by individuals who need to fulfil personal requirements or those with a very limited budget.
For Instance, a Change of Name advertisement is meant for official purposes so it need not occupy more than 5-6 lines or be too prominent. Therefore spending too much money on such ads would be a complete waste, which is why they are published in this ad format. Only a cut out of the ad is enough to get your work done.
Classified Display-This ad format has more scope for implementing creative adverts. Though Display classifieds are also published only in the classified pages, they stand much more prominent than text ads. Images, logos and even contrasting headers and footers can be incorporated in these ads. CD ads are priced as per their size in terms of columns or sq.cm unit. But there are certain restrictions on sizes too as the ads cannot be smaller than 3 cm in width which measures up to 1 column of a newspaper and cannot be more than 6 cm in width which occupies about 2 columns. There are no notable restrictions on the length but they usually do not exceed the length of a vertically half page of a broadsheet. These ads are more expensive and creative than text ads but less expensive than Display ads.
Obituary and matrimonial advertisements quite often publish ads under this specific format as they can include images of the concerned individuals.
Display- This particular ad format can be seen all over the newspapers on different pages. Display ads too are priced based on their size and the newspaper page they are published on. These ads can occupy a quarter of a page, half a page and even a full page of a newspaper and cannot be less than 4 cm X 4 cm. Although the minimum size is subject to different newspapers, there are additional charges applicable for specific page preferences. A lot of advertisers even opt for the services of advertising agencies to get such ads designed and then get them published in the newspaper of their choice. These are usually big-budget ads and include creative images, expert designs, specially designed logos and taglines.
Display ads are ideal for Business ads, Recruitment and even Retail advertisements. Since these are the sectors that can afford the cost of display advertisements.
Newspapers keep into consideration all types of advertisers, from big to small, from business houses to individuals and from professional to personal. It has an ad format available for all kinds of budgets and does not disappoint any advertiser. Even the most expensive of Newspaper Display ads is more economical than many other electronic mediums of advertising.