TIPS FOR NEWSPAPER AND PERIODICAL ADVERTISING


1)  THE GOLDEN RULE:  REPETITION

Design and copywriting are crucial to the successes of your advertising, but always remember that repetition is the key.  For every three advertisements viewed, the average consumer will ignore two.  It takes an average consumer nine exposures to an ad before the ad is readily remembered.  Thus, a specific ad should be run AT LEAST 27 TIMES in media directed toward a specific consumer niche before the ad is changed.

2)  DESIGN TIPS

Don’t underestimate the importance of your ad’s appearance.  Far more people will see your ad than will see you or your place of business, so their opinion of your business will be shaped by your ad.  Don’t let the newspaper people design your ad, and don’t let them write the copy.  If they do, it will end up looking and sounding like all the other ads in the paper.  Your competition is not just the other people in your business, but everybody who advertises.

SHORT, SIMPLE AND VERY IMPORTANT!

  • Make sure you have a strong headline – if you don’t get their attention with the headline, neither will the rest of the ad.
  • Put a border around your ad.
  • Use testimonials.
  • Don’t change an ad that is working. As tired as you, your friends and family may become of seeing the same ad week after week, “if it ain’t broke, don’t fix it”.
  • Repetition and reinforcement are the keys to successful newspaper advertising.

 

Natalie J. Armstrong

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