Lesson 13: Planning of advertisements for different media- Print media
Placement
Newspaper advertising must be distinctive, unusual, and should contrast with the other ads on the page, with significant visual impact, through photos, white space, distinctive border, font and angles.
Paste the ad into the newspaper to get an idea of whether or not it will stand out.
Where the ad is placed absolutely matters. If it is quarter-page ad and falls against the fold of the paper, the readership will be cut by half. Poor placement results in loss of half of the customers. Design different shape ad that will guarantee the outside placement.
Positioning of the ad matters more. Decide before hand positioning as Run of press positioning (ROP) or Near Reading positioning (NR). ROP positioning means the publisher is free to place the ad anywhere in the normal pages of the paper. NR position is placement anywhere on a page near reading matter. NR is better, because people reading the paper spend more time on that page.
The payment may be high but it is probably worth. Good positioning could double or triple the response rate.
Last modified: Saturday, 29 October 2011, 10:32 AM
