If you have no experience in informing the consumer about the company and services, then it can be difficult to understand the question “where to advertise”. The modern market is saturated with newspapers, whose managers beckon customers with discounts and promises of a flurry of calls from cooperation. How to figure out which print edition to advertise in?
Instructions
Step 1
Determine what product or service you will advertise. A modern company can provide services in various fields, and a plant can produce a huge amount of products. It is important to remember that it is not effective to advertise everything at once, because each product has its own buyer.
Step 2
Find out who your consumer is, i.e. to whom the advertisement should be directed. For example, the supply of crushed stone and sand will be of interest to construction companies, and dental equipment - to dentists and relevant clinics. It is more difficult with a product that is intended for one group of consumers, but the purchase decision is made by another. For example, children's boots are intended for children, but the decision on the purchase is made by the parents.
Step 3
When choosing a newspaper, keep in mind that the specifics of the publication should be of interest to your consumer. In addition to hints of intuition and self-analysis, ask the editorial office for readership research.
Step 4
Pay attention to the parameters of the print edition. To measure the effectiveness of your advertising, consider the frequency of the newspaper, circulation and day of publication. The higher the circulation, the more contacts with the ad. As a result, the number of people interested in advertising is also increasing. The frequency and day of publication of the newspaper are taken into account for the submission of operational information, as well as for certain behavioral aspects of the consumer. For example, it is not effective to place advertisements for summer residents in the Saturday edition of a daily published newspaper, because the probability of gardeners reading the information on that day is not great.
Step 5
If you want to calculate the economic feasibility of placing an advertisement in a newspaper, divide the cost of the advertisement by the number of copies of the circulation. The result obtained is the cost of one contact with the reader. In the future, using this figure and sales results, one can compare the effectiveness of advertising in different newspapers.
Step 6
Determine the appropriate ad unit size for company information. The module is the volume of the ad in the frame. Consider not only the amount of text, but also the presence of a photograph that grabs the reader's attention.
Step 7
Ask the editorial office for technical requirements for the layout and send the information to the designer. For each newspaper, the parameters for the manufacture of modules may differ, which is associated with the printing features of the publication.
Step 8
The finished module is sent to the newspaper editorial office. The contract is concluded. Services are paid. To test the effectiveness of advertising placement, it is recommended to place the module in two or three issues in a row.
Step 9
Once the ad has been posted, ask the editorial office for a copy of the newspaper to check the placement. If you have chosen the right print edition and made a layout, then the result in the form of calls and purchases of goods will not keep you waiting long.
