Advertising is an important tool for any company to reach a wider audience. Behind every successful brand lie great advertising campaigns. Even in the age of the Internet and broadcast media, newspaper advertising has not lost its importance. In fact, advertising in the newspaper offers many benefits which make your investment worthwhile. Here is how newspaper advertising helps a brand.
Specific Target Audience
Every brand has a specific target audience. Through newspaper advertising, companies can reach that particular audience. Most newspapers have special sections whose target audience is based on events, geography or group. A brand can appeal to the emotional as well as the intellectual senses of a customer by producing good and relevant creative for a newspaper advertisement.
Wide Reach
Though penetration of the Internet and broadcast media has increased by leaps and bounds over the years, yet there are many remote areas where people get to know the events of the world only through newspapers. They are still read by a majority of the people and this is one of the major reasons why many companies prefer advertising in them. A newspaper is not only read by the person buying it, but also by members of the family and quite often visitors. Thus, for the same circulation, a newspaper’s readership is 3-4 times or even more, giving the newspaper ad a wider audience then what its circulation suggests.
Newspaper Advertisement can be viewed Multiple Times
A newspaper advertisement can be viewed multiple times. People may miss a particular advertisement on television or radio, but it’s very difficult to ignore a large size advertisement in a newspaper. The reader can go through a newspaper advertisement taking his own time and can even re-read and archive it for future reference. This proves fruitful for the brand.
Flexibility
Newspaper advertisements offer great flexibility to firms in terms of content, design, placement and frequency. A company can promote its brand in several ways in newspapers. The display classified section clearly groups an ad in terms of nature and day of the week. A normal display advertisement gives the flexibility of choosing any page in the newspaper. One can change the creative for different insertions in the campaign period while advertising in newspapers and even promote last-minute deals.
Affordability
One of the biggest advantages of advertising in newspapers is that it is still quite cheap as compared to electronic media. Emerging brands may not have adequate funds to undertake an advertising campaign on television and radio. The only option left for them is the newspaper and mostly for the good. Newspaper campaigns can be tailored according to any budget.
Advertising through newspapers is extremely beneficial, especially for small business owners who want to increase their brand recognition and value. In broadcast media, it becomes extremely difficult to stand out in the crowd with limited budgets. There are many who start their day with a cup of tea and a newspaper.
Agreed that there are certain disadvantages too, of advertising in newspaper, but there is no denying the fact, that it is still a potent tool for advertisers to enhance the reputation of their brands.