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!

Best Practices for Retail Advertisements

Retail Advertising is one of the most interesting forms of advertisements that we see in our day-to-day lives. It involves several elements which are all equally essential and cannot be taken for granted. Retail advertisements may not be a very regular thing for newspaper publications but surely they are a huge source of revenue. Since when they choose to advertise, they do so in bundles within a stipulated period of time.Retail Display Advertisement

Retail newspaper ads in the display format are published mainly for one specific objective-Driving sales and Store Footfalls. This is the reason behind retail adverts to get their ads released when there are special offers, discounts or festive overtures, going on in the store. Retailers usually prefer to advertise throughout the stipulated date range of the proposed event or Sale/Festive Seasons. The purpose of almost all retail adverts is to increase the sales of their merchandise and branding is not really their top priority.

Therefore, to comprehend what are the essential elements for retail advertising, we need to delve a little deeper into the world of retail advertising. The important elements of a retail advertisement are described below in the order of their significance in an advertisement.

Conveying the Call-to-Action

To drive sales and ensure the higher number of footfalls, it is important to comprehensively deliver or convey the call-to-action. The customer or potential must be aware of his/her course of action after reviewing the advertisement. The call-to-action is a part of the copy that is developed for the advertisement. It can also be a directly conveyed through a simple yet effective tagline, for example, if you want the buyer to visit your garments store before the 25th of December, then you may straight away use the tagline “Visit us before Christmas ends for Best Discounts”.Display Ads on Newspaper

This kind of a tagline not only conveys the duration of the offer period but also directs the reader or potential buyer to the intended action, ensuring more relevant responses for your advertisement.

Use of Attractive Images

The visual effect of a display advertisement in a newspaper is quite significant in the case of retail advertisements. The ad image should include one or more merchandises that are being promoted by that specific retail store which may range from garments to jewellery to commercial bazaars. This actually lures the buyer to engage in reviewing the advertisement and responding to it as desired by the advertiser.

Significance of Logo

The logo of a retail brand is also quite crucial at the time of advertising to push up the store sales during a specific season. Buyers should be able to associate the logo with the concerned retail brand name to imbibe faith and remind the buyer about the advertisement and the event alongside the brand itself. This calls for developing an unforgettable logo that is imprinted in the mind of the buyer or anyone who comes in contact with the advertisement published in a newspaper of your choice.

Taking the help of an expert is recommended for logo designing as it may not be as easy as it sounds. The colour combination, the relevance of the logo with the brand, the font used and every minute detail is really important for the image of the brand.

Before engaging in a retail advertising venture, an advertiser must ensure that all the above elements are skilfully implemented in the ad, because, after all, everyone is advertising to compete.

Best Practices for Appointment Advertisements

Appointment advertisements, more commonly referred to as display recruitment adverts are very frequently published in newspapers. India is a country of opportunities and people take their education and careers very seriously. Recruitment agencies and companies with vacancies are pretty much aware of the fact that every educated individual is on the prowl for better and bigger opportunities. To fulfil this desire for acting upon better career breaks, recruiters advertise through the most commonly used medium of mass communication-Newspapers.  

Display recruitment advertisements are so common in newspapers that often they have to be rescheduled by the publications for a later release date. This also bears testimony to the fact that the competition and the need to be prominently seen is higher than other category advertisements. Therefore following certain simple steps and taking the help of a few basic tips can ensure higher visibility for recruitment advertisements in newspapers.

Recruitment or Appointment advertisements serve only one purpose-Hiring Relevant Candidates! Let’s find out about the elements that are essential in an ad that intends to hire skilled people.

Ad Content or CopyDisplay Recruitment Advertisement

In the case of recruitment display ads, the need to be creative with words is of minimum significance. Here providing the correct information about the hiring organisation or consultancy and providing the correct and complete Job description is much more essential. Therefore while creating your ad, consider the formulation of an accurate and brief Job description to help the applicant comprehend the requirement for the position open and tally them with his/her skill-set and academic background.

Appropriate contact details including address, location, contact number, email and website (if any) must be provided in the ad along with the call-to-action.

For Instance, it must be made clear in the advert that whether the applicant needs to directly Walk-in for the interview, apply online, email the resume or simply give a call to the concerned Human Resources department to schedule an interview.

Company LogoDisplay Recruitment Ads

The logo of an organisation helps the audiences become aware of the brand name as well as helps in brand recognition. The logo of an organisation with the need for hiring talented candidates is of primary significance it represents the symbol of recognition for the recruiting company. It is the main component of a company’s brand identity and is the most frequently visible mark of the organisation. A logo represents a company in the absence of any other form of visual or direct representation.

In any display advertisement meant for recruitment, placing the company in the right place for maximum visibility after it is designed in a simple yet effective manner by experts. As an advertiser, you need to ensure that while hiring candidates too, you are ensuring brand recognition in a way, in turn serving a dual purpose, therefore, a logo is of utmost significance in the case of appointment advertisements in newspapers.

Images

Images in recruitment advertisements are used mainly to attract the attention of the reader or the target audience. So it is essential to use an image that highlights either the field of work for which there is the vacancy or highlight the achievements of the company in order to pursue the applicant to hope for a better future and careers by associating with it.

So ensure that these elements are included in your Appointment advert and you are ready to get the r applicant responses you are looking for.

Best Practices for Property Ads

Property advertisers are of 2 types-Individual Proprietors and Real Estate Builders or Developers. Each of these property advertisers has a need that is different from the other, in terms of advertising and it is necessary to address those requirements through newspaper advertising.Classified Ads on Newspaper

For individual property owners, the deal is quite simple. They need to book classified advertisements with a few enhancements to make their ad noticeable and place under the correct sub-category, such as to-rent, for sale, accommodation available, accommodation wanted etc. in order to reach out to the relevant audience. They also need to provide proper contact details to ensure that the interested parties are able to directly contact them and that’s it.

In the case of Display Property advertisements, a lot of things need to be kept into consideration so as to make the advertisement effective and noticeable as well as convincing. Therefore some elements are necessarily instilled in a display property advertisement which helps direct the ad to its intended audience.

Let’s evaluate the elements that should be kept into consideration while publishing a Property advertisement on a large scale in the display section.

Objective

In the case of display property ads, promoting the real estate project and getting more and more buyers is the main concern, which leads to only one objective-Driving Sales. In very few cases, Branding is the objective of property advertising, since every real estate project has a new name and cannot be considered a specific brand. Therefore, ensuring that the advertisement is in tune with the concerned marketing objective is the prime step of a successful Display property advertising.

Ad ContentProperty Ads on Newspaper

The content of a display property advertisement needs to be very specific and crisp. The ad needs to have the contact details of the advertiser and of course, the call-to-action which usually invites the readers or potential buyers to book apartments, flats, bungalows or commercial spaces, whatever be the type of property that is developed. The property booking period also needs to be specified quite precisely, which leads to reaching the goal to acquire buyers within a deadline.

Images                           

The images are an important part of a display property ad, as it is the image that attracts the reader to the advertisement. It should highlight the attractions and speciality involved with the property to encourage the buyer to separate it from other options. It can be a collage highlighting the best features of an apartment/bungalow/commercial space, or it can be the top-level view of the entire property showcasing everything within the building or area.

Other secondary elements include the use of a logo, but this is relevant only when a developer has handled many projects and also intends to get involved in branding its real estate development firm.Property Text Ads on Newspaper

Choosing the newspaper is not a humongous task in case of Real estate advertising since it is mainly limited to a specific region and its surrounding areas. Even if there are buyers from other areas, they would have to view the property in person and for that, they need to be in or around the concerned region. Hence, it is always wise to advertise in a popular, well-circulated and well-read newspaper of the region, which can either be published in regional language or in English or Hindi.

Now be prepared to soar heights with your skyscrapers and win hearts with lavish Bungalows with Newspaper Property advertising.

Best Practices for Education Advertisements in Newspapers

There are certain ad categories which get a lot more preference compared to other categories in case of display newspaper advertising. A tremendous competition exists among these industries which in turn increases the need for advertising. One of them is the Education ad sector of India. This is a booming sector of the country and it keeps growing in spite of any setback to the economy at any point of time.Education Display Ads

More and more people are becoming literate as is evident from the sharp rise in the literacy rate of India which was around 12% at the time of independence and now stands at a soaring 74.04%. This is also an indication of rise in the population in the country which was about 3.45 lakhs in 1947 and is now around 122 crores. Rising population refers to an increase in the need for Education leading to a rise in the demand for education institutes.

Such a demand has opened up a whole new sector for business in India which not only helps earn money and make profits but also ensures that more and more people have access to education. Many of you may be wondering that education institutes advertise only during the admission season.

But that isn’t completely true. There are many institutes that promote themselves and try to create awareness about their existence and contribution to the society. So apart from advertising during the admission season, education ads are frequently published throughout the year.

Let’s evaluate what is necessary for an education advertisement to get the attention it seeks:

Realizing the Objectives

At first, the objective of advertising must be clear whether it is for branding purposes or simply getting the attention of as many students as possible. The next course of action is dependent on the objective.Newspaper Education Ads

In case of Branding, there is no fixed timing. The advertiser needs to stay in touch with the potential target audience so as to drive them later to taking admission in the institutes. In case of admission notices, the timing is of prime importance which needs to be strict during the before and during the admission period.

The choice of newspaper is also quite significant in both the cases since it is based on the intended reach. Based on availability of seats and boarding or hostel facilities, the advertiser can choose an English newspaper with a nationwide reach or else regional language and regional English daily are feasible options for a limited reach.

Deciding the Budget

Budget is a deciding factor for reach since newspapers with higher circulation and readership have higher advertising rates as well while the regional dailies which are fairly high in circulation have lower ad rates than their national counterparts. Although the reach of national dailies is higher and spread across different parts of the country, but depending on the demographics of the target audience and scale of the educational institute, the newspaper may be selected.

For Instance, an institute such as IIT Kharagpur can prefer to advertise in a newspaper such as the Times of India since it has the capacity to house thousands of students at once and also since the popularity of the institute appeals to students all across India.

Creative Demands

Creative demands of education display ads are conditioned by the objective they intend to serve. For brand awareness advertisements, the logo of the institute in question must be clear, simple and well designed so that it gets imprinted on the minds of the readers.Education Display Advertisement

In case of admission notices, the call-to-action, which in this case is to get admission forms online or offline and apply for admission needs to be mentioned boldly and clearly alongside the name of the advertisement. At the same time the images used in the advertisements need to be relevant to the field or fields of study that the institute offers. For example, if an institute like the NUJS (National University of Juridical Sciences) announces its admission session, the image accompanying the ad should include a young lawyer’s image. An organisation dedicated to only women, must have images of young girls if it decides to advertise in the newspaper.

Apart from this, correct information about the institutes must also be a crucial part of the newspaper ad. Such information must include contact information, start and end dates of admission, fields of study or the highest standards/grades in a school, infrastructural benefits (if any) and even the board or University affiliation.

These 3 points are a must-remember thing for all education advertisers. So keep them into consideration before initiating your next education advertisement campaign.