6 Elements of the Perfect Newspaper Advertisement
Everyone is acquainted with the manifold benefits of newspaper advertising.
Concrete credibility. Active engagement with content. Better targeting options.
There are just so many features that add to its vast appeal among brands and businesses. In an attempt to gain more leads, retain brand loyalty and announce the launch of new products/services, they incorporate the power of newspaper display advertising when considering their media spends and marketing strategies.
But at the end of the day, it is just an advertising medium. A vehicle to transfer your brand messages to a larger audience. And a vehicle will only carry you so far. That’s precisely why it’s up to you to unlock the true potential of print advertising by creating the perfect newspaper advertisement.
Here’s a look into the basic yet vital elements of an ad you must definitely know about.
1- Copy:
Clear, crisp and catchy. This is perhaps the best way to describe how the copy should be. Remember that readers will only glance at an ad for a matter of seconds. Within that narrow time frame, they must be hooked. Hence, the body of content must be able to grab instant attention and spark curiosity. Don’t forget to add the logo of your brand/company so that you can be easily identified.
Details of the offer, information on the product — highlight the important aspects of the product that need to be mentioned. Some ads may be text-heavy. Some may have minimal text involved. Whichever the case, any newspaper advertising agency will agree that presentation is everything. Smart placement, subheadings and bullet lists are among the few tools that can help lay stress on the body of the ad.
2- Graphics:
The copy is not enough in this visual and vibrant world. We can agree that text is an important way to communicate information and grab attention. However, colours and visuals are known to catch the eye faster than any headline. In fact, both together work to amplify the impact of a newspaper advertisement. Whether photographs, drawings or symbols, you can use graphics in a variety of ways.
However, most prefer to add pictures of people enjoying the product/service. This seems to have maximum effect, especially if it’s a known celebrity standing in as the brand ambassador.
3- Headline:
Besides the visuals, the strongest part of newspaper display advertising tends to be the headline. This sole component has the power of influence to makes readers stop and stare. Of course, differentiation is key so readers will want to know what makes your product/launch different from the rest. That interest only comes from a strong headline that can keep them glued to a single page.
It can be anything. A prime benefit. An attractive discount. A limited period offer. A solution to a common problem. Whichever angle you choose, it’s important to plan and create a newspaper advertisement with care since the headline encompasses the essence of your message. Hence, a good headline stops the reader from flipping pages and taking a second look at the ad.
4- CTA:
Establish the intended action once the desire is built through images/graphics/copy. This should typically have a sense of urgency to make it more impactful. Informing the public is not enough since information can be forgotten almost instantly. Setting a time limit or showcasing limited stock may propel action to take advantage of your offer. Here are some common examples of the same:
- “Only 100 copies available! Book yours today!”
- “Offer limited to the first 50 entries! Apply now!”
- “Get 60% off on orders this season! Shop today!”
5- Contact:
Complete the ad by mentioning your contact information. It is usually placed at the end in order to avoid intrusion into the beauty of the ad. It could be a web address, directions, phone number — anything that points towards the identity of a brand or store. It is also beneficial to add a logo for the product so as to heighten brand recognition as well.
6- Layout:
The way you say something can prove to be as important as the message itself. That’s where we see the need for a proper layout and presentation. Often not emphasized, the layout of the newspaper advertisement contains all the above-listed elements that must be put together in a neat and orderly fashion.
Good layouts will guide viewers to vital focal points for their eyes to land on. Of course, it’s also about compiling information with appeal. Understand that the importance of appeal must be met with an emphasis on how easy it is to grasp the message.
Agreed, newspaper display advertising is the oldest form of advertising which still continues to work today. However, you can only make it work for you by creating a newspaper advertisement that adheres to these 6 ingredients. It must be clear yet informative, short yet inviting and keeping in mind that the focus of readers can be fickle, you only have a split second to give them a reason to continue reading on.
Turn that second into a great window of opportunity.
You now have what it takes to create a flawless newspaper advertisement.
