Are newspaper advertisements effective anymore?
Marketing has many dimensions with it. Every dimension serves its own goal and can work to achieve different purposes. Therefore, every brand or institution uses a different mode of marketing with a different vision and mission in its eyes. Among their options newspaper advertisement is one of them.
At a fundamental level, it can be understood that whether newspaper advertisement has been proved effective for your brand or not completely depends on what reason you want to market your product or services and what you finally want to achieve from that.
In this article, we will see how newspaper advertisement has been proving its potential and what it is contributing to the growth and development of the businesses.
FRUITFUL FOR SPECIFIC SECTION OF MARKET
If you are done with clearing the target market for your marketing plan and have segmented it well and want to capture that section of the market who are decision-makers or who are into too much thinking before spending any penny out of their pocket, local newspaper advertisement is the wiser option for you.
For example, an educational institution like Ashoka University, Shadra University, DPS School, etc. can grab the attention of students and parents as well via a newspaper advertisement. Brands like LIC, Honda, 99 acres, etc. can catch the attention of middle-aged groups who are looking for insurance/ cars/ property at that stage of life.
CAN INTEGRATE WITH MEANINGFUL LOCATIONS
Puma can advertise its shoes with the sports section; Apple can market its laptops, mobiles, and accessories on the Startup section of the newspaper. Similarly, other brands can strategically place their products or services in the meaningful section or places in the newspapers.
A newspaper advertisement agency that is working directly with the publishers can plan efficiently where to place what kind of newspaper advertisement as they are well versed with the data and analysis that what section is more attractive to the audience and what kind of reader will read what portion of the newspaper. As not all reader reads the whole of the newspaper usually a first page, sports, businesses, stocks, entertainment, etc. wins the glance of the readers.
FOR BUILDING REPUTATION
Newspaper is unexpectedly one of the trusted sources for the researchers. There is a sense of reliability and touch of reality in the newspapers. So if you are coming on those sources, readers naturally develop the same sense of trust for your products too. They start seeing you as genuine too. This by own builds goodwill and brand identity among potential customers. That’s how newspaper advertisement saves additional expenses on brand building or image building.
SCOPE OF CREATIVITY
Newspaper advertisement also comes up with the freedom to advertise the way you want. You are free to decide what size, dimension, location, design, format, etc. your ad should be of. It gives confidence to your marketing team and increases the scope of creativity. They are not restricted as they are supposed to be in another mode of advertisement like on social media. Depending on the kind of product you are dealing you convey small messages in simple text or if it's a car, house, phone, and similar product, you require to put clear and big images to make it as much attractive as you can. Therefore, it is super beneficial for conglomerate companies like Reliance who deals in a wide range of products. With the change in the category of the product, they don’t need to change the platform of advertisement.
In conclusion, every mode of marketing has its advantages or disadvantages. But considering the immense level of benefits newspaper advertisement provides it is inevitable to avoid it from list of the marketing plan.