Budget, a word that pops up first in everyone’s mind, leave alone an advertiser. Everyone interested in advertising intends to be sure of how much investment needs to be made behind a successful advertisement campaign. One also needs to be sure of the elements that lead to the expenses associated with the advertisement.
To respond to that, there are quite a few factors which regulate the budget of an advertisement and needs to be published in a newspaper. In this case, the medium is already been determined, which is Newspapers and the elements that manipulate the expenditure for any newspaper advertisement are listed below:
Choice of Newspaper
Many of few may be wondering that how can the newspaper choice affect the budget for an advertisement. Well, the truth is that every newspaper is not as popular as a few are and not all newspapers have the same circulation or readership.
More popularity, higher circulation and wider readership lead to a higher price tag for a newspaper advertising space. Simply because all these factors ensure more eyeballs for an ad and of course higher visibility leading to better responses.
For instance, if you intend to advertise in Times of India, then naturally the budget will be higher when compared to an ad published in a less popular newspaper such as Midday. As TOI has a much higher circulation (around 31.4 lakhs) than The Telegraph (around 4.84 lakhs), rather the former is the most widely circulated English daily of India.
Frequency of Ad
The frequency of an ad is always a factor that manipulates the budget of a campaign. This frequency of the advertisement is associated with the objective that needs to be addressed with it.
Multiple Ads-Brand awareness advertisements require a lot more visibility on a frequent basis to make the target audience accustomed to the brand name, therefore, this objective requires advertisers to publish a single ad multiple times or multiple ads in multiple newspapers with consistent gaps between each release.
Running Ads- Certain advertisements need to be published at the time so that they run parallel with the event that’s being promoted. In the sense that, if a Shopper’s Stop is giving out a massive sale with attractive discount offers during the festive month of October, then they need to promote the event during the course of the month of October, if possible, on a daily basis. This can ensure a huge number of footfalls but will also be an expensive affair as the same ad cannot be run every day, but new ad creative needs to be conceived individually for different days.
One Time Ads- Notifications are the least expensive ones as they need to be announced only once as a formal announcement. It is the just straightforward intimation to the public about a personal development or change or a notice issued in public interest.
Ad specifications refer to the size, position and placement of an advertisement in a newspaper. So it is essential to comprehend that the cost of an advertisement is decided as per the size or space occupied by it in a page, the position or section of the page it is placed on and the page or supplement it is printed on.
The size of the ad is measured in terms of the height and width calculated in centimetres.
The position of the ad varies depending on the corner or area of the page it is printed such as upper half, lower half, upper right or left corner and lower right or left corner.
The placement of the ad makes the cost vary as per the page selected, which can be the front, back, third or any page and it can also be printed on a preferred supplement.
For instance, if an ad is printed on the front page, an extra premium will be added to it unlike an ad printed on any page.
Negotiation is the most important part of budget allocation for an ad campaign. So an advertiser needs to be careful while negotiating the rates for newspaper advertisements. A simple strategy can ensure that you get the maximum out of the money invested in the ad campaign. Two things must be considered while confirming the release of your advert as are specified below:
Packages– It is always advisable to opt for packages in case of multiple city or district or state releases rather than choosing individual editions of a newspaper. This saves on a huge amount of money as packages offer hefty concessions on newspaper ad releases.
Insertions offer– Insertion offers to refer to bulk booking offers such as “Book 5 and Get 3 ads for free” or “Get 6 ads for the Price of 4”. It is quite evident that such bulk bookings help save a lot of money due to the availability of such insertion offers, which in turn can make quite a positive difference to your advertising budget.
So get set and be smart while you allocate your budget for your newspaper ad campaign!