Tag: newspaper adverts

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Seven Reasons Why You Should Invest In Newspaper Advertisement

The Age of Newspapers in India began in 1780 with ‘The Bengal Gazette’. Slowly and gradually it became a part of our lives. Along with various topics covered in a Newspaper, Advertisements hold a significant position in getting information about Jobs, Marriage, Business Etc.

In this article, we bring seven reasons why you should invest in Newspaper Advertisements.

Newspaper Ad
  1. It is more advantageous for being affordable. These advertisements have low Ad Booking rates that allow people from every financial background to book an Ad.
  2. These are more trustworthy to readers than other Advertising media. People depend more on Newspapers for particular information,
  3. The availability of Newspapers make it a good option to target people living in remote areas where other forms of media are less in numbers,
  4. Advertisements on Newspapers are flexible and can quickly be changed if a certain plan doesn’t perform as expected,
  5. Reaching the Target Audience through Newspapers is a faster approach as most of us refer to them in the morning for news,
  6. People don’t need to be digitally literate to read a newspaper, anyone who doesn’t have access to the internet or other media may get the message given by the Ads,
  7. Correct planning in creating and publishing an Ad can bring a positive response from the Audience and making the whole effort fruitful.

releaseMyAd gives all the necessary advice on how to actually make a Newspaper Advertisement successful. To know more about Ad bookings go through our website, check the newspaper rates, Ad Types, Locations, Deals & Offers to understand how it works. You may also call at 9830629298 (Weekdays up to 6 pm and Saturdays up to 4 pm) for any queries. 

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How to Sell Newspaper Ads to a Skeptic ?

In an Age where Digital Marketing is a popular option for posting Ads, Advertisers are naturally becoming skeptical about newspaper advertising. Selling a newspaper ad nowadays to a skeptical person successfully is pretty much similar to selling a Refrigerator to an Eskimo. Not all of us can be as smart as the salesman in the above picture. 

So, how do we make this possible? How do we sell a newspaper ad to a skeptical person?

 It can be a good idea to try the following tips that can bring you luck:

1.  Be well-informed- Know your product very well.  All the features and benefits must be known to you thoroughly to answer all the queries of the Client satisfactorily. This will help the Customer to consider your proposals.

Online Ad Booking in Newspaper

2.  Know the customer- Know the Customer and his buying habits. Understand how to align your product with the overall requirements of the customer. Let us suppose you know that your Client posts many Ads during a particular time of a year for certain reasons, approach him before that so that he can remember you while booking the Ads this time.

3.  Be Confident- Be confident about what you are offering. Believe in the values of the Company and its products. No one can sell anything successfully unless he believes in it. A lack of confidence can ruin a good prospect of doing business.

4. Provide appropriate information- Be transparent while doing business. Give them appropriate and enough information about your company and the product for the customer to understand properly. Never hold yourself back from disclosing essential data. Be true and never exaggerate, try to build faith in the minds of your customers with honesty. Talking too much and delivering less is of no use but performing or over-performing according to whatever you have told him will surely help you.

5. Provide Discounts- Provide offers and discounts that would fascinate him. Everybody likes to get a bit more on their purchase, by providing him this benefit you can surely mold his thoughts to your advantage.

Give them details about how the Newspaper Ad industry is doing well instead of all the criticisms. You can show them reports from recent surveys that support your views. Explain how the Experts in the Market are predicting growth here, research and study as much as possible to equip yourself with sufficient and correct answers.

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What are The Various Factors to Help Decide The Right Newspapers?

Every time you decide on launching your advertisement campaign in a newspaper, it is highly essential that you pick the right newspaper to speak to the intended target audiences. The intended target audience is linked with certain factors and envisaging those factors helps you choose the right newspaper for your advertising campaign. The audience for any product, brand or service, as well as notifications is differentiated on the basis of their location, language, income level, profession, age group and the exact demographics of the preferred location.

Let’s find out how these factors influence the choice of the newspaper for an ad campaign.

Targeting Region

Reach is the prime factor that conditions the newspaper an advertiser decides to choose for every Newspaper ad campaign. It is essential to ensure whether you need to reach out to only the neighbourhood, a city, an entire district, a complete state or multiple states.

Based on this specification, an advertiser can pinpoint the newspaper that will serve the advertising objective. Such detailed bifurcation of the target region is essential since it also decides whether the circulation of the newspaper needs to be high or moderate or low. This in turn affects the advertising budget as well. Every newspaper has different city editions and there are some that reach out to districts as well.Advertisement on Telegu Newspaper

For Instance, Eenadu has specific district editions that cover the cities as well as the suburbs and villages that come under the districts of Nellore, Kurnool, West Godavari, Anantapur, Guntur, Hyderabad Urban, East Godavari etc. This newspaper is the Telugu language daily and is quite popular for being published district-wise.

Language and Income level

India has a population of 123.6 crores, of which 48.5% are females and 51.5% are males, alongside a literacy rate of 74.09% at present. About 18.6% people are comfortable with English, 41.3% people are fluent in Hindi and nearly 59% people speak languages other than Hindi, which even includes English.Advertising on Hindi Newspaper

Such detailed information is necessary for every advertiser, as this helps the advertiser to determine the language of the newspaper he must choose to publish the ads in. One thing is quite clear from these numbers, that the number of regional language newspaper readers, together, is higher than the number of Hindi or English newspaper readers. This provides a basic understanding of the trend that exists among newspaper readers.

Although the percentage may vary from state to state and region to region, it still must be comprehended that it isn’t necessary that a region’s readership is dependent on these figures.Malayalam Language Newspaper Ad

For example, in Kerala, about 96% of the population is fluent with Malayali and in spite of having the highest literacy rate in the country, around 93.91%, opting for Malayalam language newspapers is the best way to reach out to the consumers of Kerala.

Profession and Age Group

A newspaper is often selected based on the kind of readership it has. Whether it has more appeal among students or whether it is more popular among Businessmen, the type of audience is a deciding factor for any newspaper. There are certain newspapers, rather supplements which differ in popularity between genders.

For Instance, if the Economic Times is ideal for advertisements that target businessmen then the Times City Supplement such as Delhi Times or Mumbai Times is more popular among females. The Midday, a popular tabloid of Maharashtra is preferred by professionals due to the time frame it is published in, so accessing such professional audiences becomes viable with a newspaper like Midday.

Urban and Rural

For every advertiser, it is a necessity to ensure whether they intend to target a rural audience or an urban audience or both. This has a huge influence on the choice of a newspaper, simply because, the rural regions are more comfortable with regional language newspapers while the English dailies are preferred by the well-educated urban audiences. Even if an advertiser intends to cover both the urban and rural population of a specific region at the same time, then there are options to choose district editions which cover the villages, towns and cities alike of a district.

As per an illustration, Delhi, Mumbai, Ahmedabad etc are considered to be City editions published by Times of India, while district editions of Eenadu comprise of Kadapa, Srikakulam, Warangal etc.

So keep these factors in mind while choosing the newspaper you intend to launch your ad campaign in.

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What marketing Objectives can be addressed with Newspaper Advertising?

Every advertiser will agree that every advertisement has a purpose to fulfil which needs to be conveyed through a medium. To attain this purpose people advertise in different but suitable mediums. These purposes may be referred to as marketing objectives. Such Objectives may vary from ensuring that the target audience knows about your brand, driving people to your store or notifying the masses about events along with important public announcements.

Newspapers are considered to be the most common and preferred medium for mass communication and advertising and they help you fulfil the following objectives.

Brand Awareness

The awareness of a brand is measured by its popularity among people. The popularity of a particular product or service brand can be compared based on consumer preferences. To comprehend how Newspaper Advertising assists in creating awareness about a brand, you also need to evaluate the basic of Brand Awareness.

How to Use Newspapers for Brand Awareness

  • For creating awareness, a single ad is not enough, multiple ads explaining multiple features of the brand needs to be communicated to consumers over a long period of time
  • Strategic Positioning and a noticeable size of an advertisement are extremely crucial to ensure maximum visibility for the readers. The corner and preferred page wherein an ad is placed can do wonders for brand’s image if it is placed correctly
  • Designs and creativity are highly necessary for an advertisement to be visually attractive and engaging for the readers

The basic reason behind creating Brand Awareness is to ensure that a specific brand name associated with a product is correctly identified by the potential and existing consumers. This in turn ensures that the consumer remembers, recalls and recognises the product or service through the brand name

Brand Awareness through newspapers is most relevant for the FMCG (Fast Moving Consumer Goods) sector. This sector refers to the products we use on a daily basis like soap, toothpaste, detergent, toothbrush, butter, spices, biscuits, cosmetics, beverages, condiments etc.

One of the best examples of a brand that has consistently kept its brand name alive in the hearts of the consumers through Newspaper Brand Awareness Campaigns is Amul (Anand Milk Union) Butter. Their ‘Utterly Butterly Delicious’ Ad Campaign has been going on for ages and they have never coaxed readers to come and buy the product. The brand has ever since created taglines that are in line with certain current affairs that have gained a lot of public attention. The creativity and wit in their punch lines have always held the attention of its viewers and consumers making it an unforgettable brand name.

If you have ever noticed, their advertisements are always placed in a position where the readers are bound to notice it or capture their attention. Such ads are usually associated with a big budget, investment of a quite a bit of time, planning, effort and at times the expertise of external advertisement companies.

Driving Consumer Footfalls or Sales

Driving sales is the main objective of every brand across the world and Indian brands are no exception. To achieve this purpose, one need not create awareness about the brand but concentrate more on selling the product or increasing consumer footfalls in the store. Although effective branding campaigns can increase sales, the tactics and planning associated with a sales advertisement are quite different from that of a brand awareness ad. Making profit is the first thing that occurs to every business, followed by creating brand awareness as it sets its foot in the concerned business sector.

How to Use Newspapers for Driving Sales

  • The Call to Action in your newspaper ad should be clearly mentioned. The readers and the target audience should be informed about what should be their next step after they have gone through your promotional advert
  • The Time Period or Duration of the Action must also be mentioned in the ad which refers to specifying the duration and dates of the event or sales offers that are available for the consumers
  • Another essential ingredient of Sales Promotional ad is the Address and Contact Details of the place of action so that consumers should know where is the event taking place
  • You must be careful about your Release Schedule to ensure that the advert reaches out to maximum people at the right time. The advertisement must be scheduled in a manner that it runs during the course of the action or event so as to get to as many readers as possible at the appropriate time

Sales promotional ads are more return focussed than awareness ads. The returns derived through these ads can be measured in terms of footfalls or revenue generated as against the amount spent on advertising and setting up the event.

An advertisement published for driving sales is not subject to any specific industry. Almost all industries and business invest in promotional ads in newspapers since deriving profit and return on Investment is the ultimate goal of every business sector.

An appropriate example for this would be the seasonal Pantaloons Sales ads. Pantaloons is a retail clothing and accessories chain owned by the Aditya Birla Group of Companies. During festivals such as Navaratri, Diwali, Christmas, Id etc, they have discount offers running for months. This is the time they launch their promotional ad campaigns enlisting all the festive offers, mentioning the duration of the discount offers along with the addresses of the different outlets in the concerned cities. By the end of the sale, they evaluate their profits and returns by measuring the revenue drawn during the time of the event against the amount spent on advertising in the newspaper and the investment made in getting expert help in designing the ads.

Promotional adverts vary from simple run-on line ads too expensive display ads based on the budget of the advertiser. These ads are not restricted to any particular sector as every sector thrives on making the profit for their industry or company.

Making Notifications and Announcements

Public notifications and announcements are a part and parcel everyday life and for mass communication. For such advertisements, newspapers are the only medium of advertising. The Internet has not been able to breach through this genre of advertising, simply because Newspapers are still the official medium of mass communication in India.

Starting with Government bodies, administrative systems, business tenders, legal proceedings, legal declarations, all are placed under the Announcements section of newspapers. There are 3 different types of Notifications that are most frequently conveyed to readers through newspapers.

How to Use Newspapers for Notifications

  • Tenders- Tender ads must be addressed to the concerned audience in clear words and also specified whether it is a closed tender or an open tender. Newspapers are a formal medium for communication, all businessmen, suppliers and government agents consult newspapers for any legal and business requirements.
  • Public Notices-Legal declarations, Government Public notifications consist of all the necessary details like date of effect, constitution or concerned act and regulation under which the change or notification has been made and such important announcements can only be made through newspapers
  • Personal Announcement- All lost and found items, marriage notices, change of name and change of address announcements are published in newspapers for the simple reason that they make for an official medium for communicating such issues to the masses and the concerned authorities.

Besides other factors, newspapers are a very cheap medium for such communications. It reaches out to remote areas at a very low cost, because such notifications cannot afford to spend extravagant amounts of money on television of even radio advertising. The government needs to save money and it is completely irrelevant for individual advertisers to spend hefty sums on personal announcements meant for official reasons.

An official announcement of any kind can only be authenticated and confirmed if conveyed through a newspaper.

For instance, if a Flyover in Mumbai needs to be constructed within a stipulated time and budget, then the Maharashtra State Government will publish an advertisement regarding the same inviting Road Construction Vendors or Businesses to apply for the same. This entire communication takes place through newspapers since it has the widest reach among all the other mediums and since such ads invite only a specific set of people who may or may not have access to the Internet or radio, newspapers are the best option. Tender Announcements through newspapers, portray authenticity of the tender seeker as well as the once who apply for it.

So, whenever you plan to launch an ad campaign or release a simple announcement in any newspaper, determine the objective first and then proceed with the execution.

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Why does Newspaper Advertising Work in India?

A newspaper is a piece of paper that is published periodically, delivering news, informative articles accompanied by advertisements that generate revenue for the publications.

In simple terms, newspaper advertising refers to publishing print advertisements which can be a broadsheet or even a tabloid. Newspapers have been the most preferred medium of advertising in India since ages and are still the first platform selected for advertisements by most businesses. The popularity of every newspaper is based on a set of specific qualities incorporated in them.

We all know that Newspapers are highly popular among readers. But, as an Indian advertiser, you must be aware that why does Newspaper Advertising work in India. There are several essential factors that ensure the effectiveness of Newspaper ads to drive results.

Reach

Newspaper Reach in India cannot be beaten by any other source of advertising. It is equally diverse as it is vast. In India, a newspaper is the most suitable medium for receiving as well as providing information as its audience is not limited to only the urban or tech savvy Indians. Newspapers reach out to about 33 crore readers across the entire country which ensures that for every 3 individuals, there is at least 1 newspaper.

  • India is proud to have an English newspaper with the largest circulation in the world namely Times of India with a circulation more than 49 lakhs alone
  • Regional language newspapers like the Hindi daily Dainik Jagran has a higher circulation than the most popular English daily, of about 1 crore 64 lakhs. This figure proves that the audience for regional language dailies is higher in number, specifically because the Internet presence of regional newspapers is not strong enough.
  • Newspapers are read by people belonging to different age groups starting with teenagers to senior citizens, and across different professions, which include, house-makers, professionals and students.
  • Newspaper reading is a habit that is inculcated seen in children between the age of 3-12 years. This which has led to initiating special children’s supplements like Telekids by the Telegraph and Times NIE by the Times of India.
  • Newspapers have access to several remote or rarely known areas of India, where the Internet or even Television has not been able to enter yet.

These are some of the things that make the reach of newspapers undoubtedly the vastest and effective way to communicate with different target audiences.

Language Diversity

India is a culturally very rich and diverse country. It has almost 18 regional languages spoken within it in different dialects making them unique to each region. To cater to so many languages there are around 80 official regional language newspapers published daily. The regional language newspapers published in India have a much circulation than their English counterparts.

  • Indian newspapers are published in languages that cover Hindi, Marathi, Malayalam, Kannada, Tamil, Telegu, Assamese, Odiya, Urdu, Bengali, Gujarati, Punjabi, Marwari and much more
  • The vast number of languages in which newspapers are published ensures that the reach of newspapers is further enhanced as even those who are comfortable with reading in their mother tongue, can do so
  • In India, the most widely read newspaper is a Hindi daily, namely Dainik Bhaskar, while the English  newspapers start competing from the 3rd position which establishes the necessity for publishing newspapers and ads in regional languages
  • Targeting the audience belonging to a specific region becomes much easier with regional newspapers

There is a constant demand for regional language newspapers. Almost every literate rural and semi-rural household receives one newspaper which is either in Hindi or printed in their own regional language. While every educated household receives 2 newspapers, one of which is a regional language newspaper and the other is an English daily.

Growing Literacy Rate

India is a country that emphasises heavily on literacy which is evident from its literacy rate of about 74.04%. This figure is a drastic improvement in comparison to the literacy rate post-1947 (year Indian Independence) which was only 12%. Gram Panchayats and municipal corporations with support from the Government are taking initiatives to educate farmers, house-makers and of course the children of the villages to help them create a better future for them.

  • With an average increase of 9.2% in literacy rate means a considerable rise in the number of newspaper readers in the country, since reading and gathering information from newspapers is a basic need in education
  • Increasing readers means increase in the number of target audiences for advertisers, from regions or households which were earlier inaccessible
  • Most schools, colleges and coaching institutes encourage students to read newspapers, thereby making it easy to target the specific age-group of adolescents, youngsters along with adults

To sum up, the growing literacy rate in India is simply contributing to the growth of Newspapers and newspaper advertising in India.

Pricing

The cost and availability are one of the most important factors for Newspapers to thrive in the Indian Economy. The subscription fee is not the main source of revenue for newspapers which is what keeps the rates affordable.

  • Newspapers in India are priced really low (not more than Rs.5.00) to ensure affordability for all classes in the country
  • It is the cheapest medium of mass communication and information making it a primary source for deriving news and information over television or radio
  • The low price also helps in retaining the readers of a newspaper as these rates are not really affected by inflation or any other price rise for a considerable period of time
  • The main source of revenue being advertisements for newspapers, it has managed to keep the readers from different financial backgrounds quite satisfied.

This factor is a great advantage for advertisers as they can reach out to different sectors of the society.

Accessible to All advertisers

After pricing of a newspaper, the next most important factor is the budget of advertisers. Any advertising medium needs to compliment the specified budget of an advertiser. In this factor too, Newspaper Advertising is way ahead of other mediums as it works for all kinds of advertising budgets

  • It caters to advertisers with a limited budget of even Rs.1000/- within which a classified ad can be easily published under personal advertisements like matrimonial, obituaries, legal notices, change of name, lost and found etc.
  • Both individual and business advertisers who have different kinds of budgets can choose to advertise on any specific pages of a newspaper and make their ads prominent
  • Advertisers who can afford to spend lakhs and get the highest number of eyeballs for their ad can conveniently opt for newspaper advertising

Newspapers do not disappoint any advertiser with any kind of budget constraints. It caters to business and personal advertisers alike, always keeping their requirements as the priority.

Trust & Effectiveness

The effectiveness of a newspaper advertisement is guided by the trust, readers express in the news content delivered.Editorial teams have for worked for decades to ensure quality and unbiased content for newspapers. So when you place your advert alongside such quality news content your ad or brand name too becomes eligible for the trust of the readers. Apart from this, the percentage of newspaper readers is growing at a steady rate of 8-9% every year.Newspaper Classified Ad

  • In newspapers, the intended effectiveness can be moderated by the advertisers based on the type of advertisement they prefer to publish.
  • Even in case of classified advertisements, each advertisement is viewed by its relevant audience as per their requirement as in case of Matrimonial, Recruitment, Name Change and Property ads
  • In case of display advertisements, the effectiveness is intended for the masses which demands advertisers to concentrate on the content and design of their ads
  • The reason readers subscribe to a particular newspaper is the trust that they have in that specific newspaper.

Above all, newspapers are the one stop medium for targeting the most versatile audience, a variety of locations, region specific languages as well as different age groups in India. This is why newspaper advertising works in India even today and the publications have only been gaining readers and revenues with time unlike the newspaper market of the USA and UK.