Page 210 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes Different Types of Newspaper Advertising

1. Classified Advertising: Classified advertising refers to advertising arranged according to
product or service advertised. The ads are arranged under different heads.

Example: Job vacancies, real estate, automobiles for sale, to let services, tuition services,
placement services, matrimonial columns divided under many different types of subheads, and
many others.
Classified ads appear every day and most such ads are just text set in small type. Classified
ads provide substantial revenues to newspapers.
2. Display Advertising: This type of advertising is seen both in newspapers and magazines
and uses illustrations, photos, white space, headlines, sub-headlines, and other visual
elements besides copy text. Display advertisements are the major source of revenues and
may account for approximately 70% of the total advertising revenues for an average
newspaper. There are two types of display advertising, national or general advertising
and local advertising.

National or general advertising refers to display advertising by marketers of branded
products or services, who sell on a national or regional level. The objective of such ads is
to help create and stimulate customer demand for the product or service, augment resellers'
promotional efforts and encourage them to stock marketer's products. Large and medium-
sized companies dealing in consumer products and services make heavy use of national
newspaper advertising.
Local advertising is often referred as retail advertising and is used by local business
establishments, individuals, and other organizations to reach the consumers in the local
market area served by the newspaper. Supermarkets, departmental stores, retailers, banks,
schools, computer education centres and others use local display advertising.
3. Special Inserts: A variety of special inserts and advertisements appear in newspapers,
such as tender notices, public notices, financial reports, and shifting of office etc. Before
elections, political parties release ads promising many things. Ads related to social causes
or public interest issues are placed in newspapers.

Advantages

1. Penetration: Newspapers offer an advertiser a high degree of market coverage or
penetration. A high percentage of literate people read newspapers daily, both in urban
and rural areas. The level of readership is very high among households with higher
income and education levels. They are also the ones who generally read a national and a
local daily. Some newspapers have a national daily in English and also a regional/local
daily in a different language (depending on the geographical area). By making one space
buy, the advertiser is able to achieve more extensive coverage and reach different segments
of population with advertising message. By using daily newspapers, national or local,
media planners can achieve high level of frequency in media schedule.
2. Flexibility: Unlike television, newspapers offer considerable flexibility in terms of accepting
and running the advertisements. Most newspapers accept ads allowing a closing time of
24 hours before publication. Of course, if the ad is coloured or meant for a Sunday
supplement, it would require relatively longer closing time. Advertisers take advantage
of this flexibility in responding to current market conditions and reaching customers with
timely messages.

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