7 Mistakes to Avoid with Newspaper Advertising

Newspaper advertising, if limited to classified ads, is the easiest way to reach out to people, especially in case of personal requirements or small scale promotions. Taking risks or making small mistakes in classified advertisements may not be a big issue due to its low cost.Classified Ad

But when it comes to something as grand and expensive as newspaper display advertisement then, advertisers need to become meticulous about everything associated with the advertisement. Advertisers are aware of the fact that a lot of hard work goes into newspaper advertising, in terms of money, time, effort, market research and creativity.

Hence, it is necessary to be very careful with it and avoid making mistakes which either leads to spoiling the reputation of the advertisers or dumps the efforts made in waste if desired responses are not received. While getting your newspaper advertisement released ensure relevant responses from the concerned target audiences, by avoiding 10 crucial mistakes made by many.

7 avoidable mistakes in Newspaper Display Advertising

Although a winning newspaper advertisement may not be subject to avoiding these mistakes but they should be avoided by every ad. Ensuring that these mistakes do not harm the potential of the advertisement is the main objective of encompassing and informing advertisers about them.

Let’s find out these mistakes along with possible solutions for the same.

1) Use of Complex Taglines

While advertising it is really essential to realise that an advertisement is also the form of communication with the masses and communication should be comprehensive. The simpler the content of the ad the more comprehensive is the advertisement. A tagline should give out the message but in simple words and not in some flowery terminology, because in advertising using uncomplicated terms, is extremely crucial.

2) Use of Abstract Taglines

Abstract taglines are often baffling for the readers. It barely delivers the message and actually leaves the audience wondering as to what is the purpose of the advertisement. For instance, if you intend to advertise your jewellery retail chain, then you must mention jewellery in the tagline or the type of Jewellery you are promoting, like “The Best Kundan Jewellery at a store near you!” This statement conveys the message as well as talks about the product that is promoted.

3) Excessive use of Text

The key strategy of an advertisement is to deliver a message, be it for sales, branding or an announcement. The primary necessity of an advertisement is to be crisp and concise because it is an advertisement and not an essay. Copy or Content is always an essential ingredient of an ad, but using it judiciously and effectively is what makes an advertisement stand out among the rest. So keeping the words or message concise in an advertisement ensures a much more elegant and crisp way of delivering it to the target audience.

4) Infrequent Ad Releases

It takes the time to gain the trust of any buyer irrespective of the medium of advertising. It also takes the time to establish the name of a brand and create a substantial recognition for it. Also, if a festive offer is running for a certain period of time, then announcing the event just once may not be enough since readers may tend to forget about it. Therefore, just one advertisement is never enough for either branding purposes or for increasing sales. Multiple ad insertions mean that the chances of the ad getting noticed are increased by many folds alongside increasing the number of repeated eyeballs it receives.

5) Single Ad Testing

Many advertisers often get discouraged by a single trial advertisement and end up concluding that newspaper advertising is not effective. The same advertisement if released several times may not get the responses it is expected to. Versatility is always welcome for the ordinary readers and audiences. So newspaper ad trials should not be limited to just one ad but released with a few changes every time it is published. Changes, such as using a different image or a more direct tagline, crisper content or even a different background colour may make it more relevant or attractive to the audience.

6) Ignoring the Contact Details

This is the basic requirement for an audience to be able to contact an advertiser. An address alongside a contact number and an email or a website, if available provided in the advert can prove to be highly beneficial to the advertiser. In fact, it is best to provide all these details as the audience can have at least one mode of contact in the absence of others. For instance, a person without internet access should be able to contact the advertiser through phone, while an interested buyer without a phone can directly visit the store for purchase.

7) Ad Release at the Wrong Time

While promoting a product or a sales event or offering festive discounts, it is essential to advertise at the right time. Timing is extremely crucial for advertisements even for making announcements and brand awareness adverts. There is no point in reminding the audience of the brand twice within a week, neither is there a point in promoting the Sale period after it is over or making an announcement which has crossed its deadline or too close to it. An illustration explaining the situation can be garnered through a series of adverts by Shopper’s Stop that needs to promote their Diwali offers which extend over week overlapping the festival. In this case, there is no point advertising after Diwali is over unless it is extending even after the festival, rather the event promotion should begin from the day it begins and continues until the day it ends.

Avoiding these mistakes may not make a display ad full-proof or a huge hit, but it will surely get it noticed and make it stand out among the rest of the advertisement that we see every day in a newspaper. So keep these mistakes in mind, to avoid making them, not implementing them!

What are the Kinds of Advertisements?

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 TextNewspaper Classified Ads 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.Name Change Ad on Newspaper

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.

Display Classified Ad

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 AdvertisementDisplay- 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.