Find 2-3 newspaper or magazine at you find

advertisement that you find unexciting rewrite

them for same media and explain how has your
re-write added value
Print media advertising is a form of advertising that uses
physically printed media, such as magazines and newspapers, to
reach consumers, business customers and prospects

Advertisers also use digital media, such as banner ads, mobile

advertising, and advertising in social media, to reach the same target
audiences.
The expansion of digital media has led to a decline in advertising
expenditure in traditional print media, but print isn't dead.
Types
How to Understand
Advertising Rate Cards
A rate card is a document provided by a newspaper or
other print publication featuring the organization's rate for
advertising. It may also detail any deadlines,
demographics, policies, additional fees, and artwork
requirements. The smaller the publication, the less
information that may be available on the rate card.
01
The Purpose of an Advertising Rate Card
Some larger newspapers may have a rate card for a
particular kind of advertisement. They may have their
rates broken down by classified ads, retail advertising,
and even national ad rates.
Rate cards help the retailer understand what types of ad
sizes, discounts, and other advertising the publication
have to offer. When choosing a newspaper or print media,
you can use rate cards to compare ad rates based on
circulation before you buy advertising space.
Before placing an ad, be sure you understand the terms
and conditions of advertising with the publication. In many
cases where there may be a conflict between the insertion
order and the rate card, the rate card will be the deciding
factor. This does not mean the prices on the rate card are
fixed. Most retailers will find the paper's sales rep will offer
special rates for first time advertisers or other discounts.
02
Readership vs. Circulation
On most rate cards, the organization will show its coverage area, demographics, and circulation. Some
publications also list their readership. Circulation is the number of newspapers or magazines that are printed
and distributed each day. Readership reflects the actual number of people who read those newspapers.
Consider that many copies of these materials never get sold or read, so the trick is to look at both. You want
the readership rate to be close to circulation. It does you no good to advertise with someone who circulates
1,000,000 copies if half are never read.
Also, since these numbers reflect a paper world, there really is no way of knowing if the reader is even
looking at the page where your ad is located. Of course, digital papers can tell you this, but try placing a
promo code or coupon in the ad to help you track its effectiveness.

03
ROP - Full Run of Paper
Run of Paper (ROP) usually means your advertisement can appear in any location within the newspaper.
With some papers, display ads may not appear in the classified section. If you plan to advertise infrequently
during the year you may choose to purchase your space at the open rate. If you plan to advertise more
often, you will want to sign a contract.
04
Frequency Discounts On Display Ad Rates
A frequency discount is a contract rate offering one of the best discounts for display ads. The best
commitment is usually running a minimum size ad each and every week for a 52-week period. Some
newspapers also have shorter periods such as 13 and 26-week contracts.

05
Open Rates and Bulk Space Contracts
Publishers offer an open rate without discounts. This is the rate that you would be charged for running a
single, one-time advertisement. This is sometimes referred to as the non-contract rate.

A discount offered for an advertising commitment to a certain number of ads within a specified time period is
called a Bulk Space Contract. For example, if you agree to place 300 inches of advertising in the newspaper
within the next year, your per inch rate would be lower than if you ran one ad one time that year.

06
Advertising Page Layout With Ad Sizes
Not all rate cards use per column inch to calculate advertising rates. Many specialty newspapers and
magazines offer certain rates based on pre-calculated ad sizes. Here are a few typical ad sizes.

07
Fill Ads
Many newspapers are looking for retailers to fill "dead space" in their paper. For example, a news article
might only cover 90% of the page and they have a small hole in the bottom corner that needs content. In a
"fill" ad, the newspaper has the right to place your ad in that spot. Your contract with the paper to place your
ad a minimum number of times per week and that determines your rate.
Egs - Hindustan times
The times of India
 Elements of An Effective Print Ad

1. The product or service. The ad should attract people to product or

service. It should provide a solution to a persona problems and attract
prospects at the bottom funnel of the sales cycle that are ready to act.

2. Strategic targeting. . The more you know about the personas the
better you can position your marketing message to reach and engage
with these audiences.

3. Provide a strong offer or an ethical bribe and making it irresistible

to the prospect.
 4. Creating a strong Headline that implies the offer.

5. Develop support for the offer through proof elements such as

facts, research, stats, testimonials, gurantees, etc.

6. Include strong visual elements and pictures that illustrate the

message of the headline.

.
7. Creating a strong "CTA" or Call To Action such as a gift, reward,
benefit, etc. some companies feature urgency or time stamp such a as
limited quantity, seating, etc.

8. Develop a simple clean ad layout that illustrates the sequence of

the elements of the offer.
 Features
 Copy and Text Elements-
The copy or text must communicate in clear, concise and focused
language. Start with a headline that grabs the reader’s attention, sparks
interest in your product and conveys your message .

 Illustration and Graphic Elements-

Photography, illustration and logo symbols raise interest in any ad.
Integrate these graphic elements with your headline.
 Color vs. Black and White-
Color printing costs more than black and white.. Two-color printing is
a cheaper color option, appropriate for some applications.

 Layout of the Final Ad-

The layout is the way you put all the elements together to create the
final ad.
Make the final layout match the ad’s ultimate printed appearance in
every detail.
 Size and Shape
Newspaper and magazine placement fees are based on ad size. Use
appropriate size and shape, linked to purpose and corporate image, for
non-publication print advertising.

 Paper and Ink.

For print ads other than in magazines or
newspapers, choose paper with a composition,
weight and finish that contributes
positively to your advertising image.
 Placement of the Advertising-

Where you place your print advertising affects its success.

For eg - An auto parts dealer will get more response running
his ad in an automotive magazine or classified section than in
a fashion magazine
ORIGINAL ADVERTISEMENT
 GREENWAYS South Ex II
Old Ad

•The Product or Service-This ad should be attractive that would convince the

people to look for the Sarees and Suits that are offered. But in this case, dull
colour and plain background has been chosen which isn’t vibrant or
attractive to grab the attentions of the Women.

•Strategic Targeting- The ad should be interactive enough, that it could

attract the target personas. Which this ad fails to convey in its message.

•Creating a Strong Headline-This ad is unable to convey its message of

Sale in One go, the depiction of sales in the middle line can’t get enough
attention.

•Include strong Visual elements and Pictures- The ad should contain more
of visual items instead ofLess of graphics in the ad which makes it a little
boring.

•Message of the Ad- The Ad lacks with the basic idea of the promotion the
text which will describe the Product to be offered.
RE-CREATED VERSION
 New Ad

•The Product or Service-This ad has replaced the dull and plain

background with Bright colour, highlighting the Product with all
concentration.

•Strategic Targeting- The ad contains Graphic Image of Women in Sarees

which will help the Target Audience to Attract towards it.

•Creating a Strong Headline-The new ad depicts the basic idea of what

the Ad is all about, “Midsummer Sale” on the Top of the Ad.

•Include strong Visual elements and Pictures- The ad Contains a

Creative background to grab the attentions of the Viewer.This ad also talks
about the tradition and craftsmanship via graphics and content.

•Message of the Ad- The Ad includes the Text/Content which will support
the Ad and Gain more attention from the viewer through words.
 COMPARISON
BEFORE AFTER
 Benefits to the Company Ad

•It will help them to attract more and more Customers.

•Visuals creates an image in the mind of the person, psychologically this

new advertisement will be more effective in that case.

•Key words like “Can’t Resist” and “True Craftsmanship”, will be more
impressive instead of plain background without any Content.

•Instead of using model Images, we opt for Graphic Image that distinct the
brand with its competitor’s advertisement.
ORIGINAL ADVERTISEMENT
 Old Ad

•Strategic training - the ad should be interactive enough, and

should convey the message but it is not.

•Creating a strong headline – the ad should convey its message

but here it is not.

•Include strong visual elements and pictures but the ad is not

depicting any picture.

•Message of the ad should be clear and crisp but rather the

message is not properly relevant
RE-CREATED VERSION
 New ad

•Strategic targeting- the ad looks more attractive.

•Creating strong headline- promotion of the university.

•Include strong visual element and picture – the ad is looking

more attractive because of adding pictures to it.

•Message of the ad – the ad includes more relevant information

 COMPARISON
BEFORE AFTER
•The ad was not colorfull enough to attract customers but now the
ad is colorfull.

•Size and shape of the ad is now looking more relevant.

•The content is now giving more information to the customers.

•Elements in text are focusing more on relevant information.

•Layout of the final ad is appropriate

ORIGINAL ADVERTISEMENT
 SINGAPORE AIRLINES ADVERTISEMENT(OLD AD)-

•The product should attract people to the product or services . It should

provide a solution to a persona’s problem and attract the customer but the
ad is not focussing on the airlines rather it is focusing on the lanes of
Australia thus the ad is not solving its purpose.

•Ads need to engage with target personas .The more you know about the
personas more the audience can connect with the them. Here the
connection was moderate as they have portrayed parineeti chopra as a
traveler but the message was not much clear.

•They should have created a strong visual elements which was missing.

•A strong headline should be created that implies the offer which was not
present in the ad.
RE-CREATED VERSION
 SINGAPORE AIRLINES ADVERTISEMENT(NEW AD)

•The new add is clearly conveying the message to the customers that
this add is from an Airlines company.

•The colour combination is very appealing which will help in attracting

the target audience.

• The logo is bright

•In the previous ad they are only focussing on the lane but along with it in
the new ad we have also focused on the beaches that are an integral
part of the Australian tourism.
 COMPARISON
BEFORE AFTER
 Benefits:
The new ad is focusing on the service it is providing so
the ad can easily attract the customers.

The message it wanted to convey is clearly shown in

the ad as we have added the picture of lanes as well as
the beach.

The offered prices are also looking very attractive.

Offer better targeting-

Newspaper advertising can target specific

demographics that are traditionally more
difficult to reach through other mediums. This
allows advertisers to more effectively reach
smaller, niche audiences, including those in
specific geographical areas.

Advertising is more flexible-

Newspapers offer more flexibility than

any other advertising medium.
Advertisers choose the exact size and
location of the ad (including section and
page), as well as design.
Newspaper advertising reaches
more customers-
Newspapers help brands stay top of
mind
Readers sometimes remove and/or
save information, including special
events, features on family and friends,
coupons, and more. 7 in 10 adults
read a newspaper or visit a newspaper
website on any given week.

Newspapers help brands stay top of

mind -
Standing out from competitors in a
crowded ad market has never been
harder. This is why being top-of-mind
for prospects at the early stage of the
purchase journey is critical for sales.
The print media is registering a steady growth in India. At a time
when print readership is shrinking globally, Indian newspapers’ total
readership has shoot up by 110 million, or by an impressive 39%
and magazine 6 per cent, in the last three years, as per the latest
round of the Indian Readership Survey (IRS).

The total readership of the dailies now stands at 407 million

compared to 295 million in the last IRS report, which was released
in 2014.

Rural India has contributed 70 million of these new readers, while

the urban markets have added 40 million readers.

The survey was conducted amongst population of over 12 years of

age across urban and rural India.
Busting another myth that the youth does not read newspapers, the IRS
2017 data suggest that 42% of the in the age group of 20-29 years read
dailies.

The magazines managed to top up 78 million readers as per IRS 2017

compared to 40 million readers reported by IRS 2014.

It reflected in the online newspaper readership, which increased by 5

per cent in the last one of the survey. The online newspaper readership
growth in urban India stood at 9 per cent.
https://economictimes.indiatimes.com/industry/media/entertainment/media/print-
media-ad-growth-to-accelerate-in-2019/articleshow/66977717.cms
https://www.google.com/url?sa=t&source=web&rct=j&url=http://ocr.scng.com/blog/10-
elementsofaneffectiveprintad&ved=2ahUKEwiqt_mW1njAhVUb30KHYlxB2UQFjAbegQIAxAB&
usg=AOvVaw0huJNtbWte-hKlZTqlcE5m&cshid=1564937722917

https://smallbusiness.chron.com/7-elements-print-advertising-15325.html

https://economictimes.indiatimes.com/industry/services/advertising/newspapers-
share-of-ad-pie-set-to-get-bigger-next-year/articleshow/62014270.cms

https://newsmediaworks.com.au/research_articles/readers-fully-engage-with-
community-news-media/
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