We often listen to the controversy about whether newspapers are going to die soon because of the emergence of other mediums such as television or the internet. No, this article is absolutely not about this controversy. It is something which will help you in the long run. So go ahead and read.
None of us can actually say whether newspapers are going to lose it’s importance or not. But till now even after the mass usage of TV and internet, as far as news is concerned, people still prefer newspapers. Maybe because it is more reliable and more organized than any other news medium. And the more reliability a newspaper holds in the market, the more it’s printed advertisements are noticed and trusted. Thus, now you as an advertiser know where your potential target group lies. Newspapers also help you to know the exact reach of your advertisement, by tracking it’s circulation, which is not this easily possible for other mediums.
Thus, I would suggest you go for newspaper ads to grab your market first.
If you also agree with me then here is a step-by-step guide for you to book your newspaper advertisement.
Step 1: Understanding Requirements
First, you have to understand your requirements. It is only you who can decide what to communicate and why to communicate. So, your requirements should be crystal clear to you. Also, clear requirements will help you to set an approximate budget and thus choose the appropriate format of the advertisement.
Step 2: Setting approximate Budget
Now once you are clear with your requirements, you can set a tentative budget. It will help you to shortlist the best options based on the approximate budget. But keep in mind that the actual cost can differ a bit from your expected budget. It is thus better to be economically prepared.
Step 3: Selection of newspaper
This is a very important process as this will decide the effectiveness of your advertisement. A newspaper should be chosen based on a few factors. Such as, it’s circulation, readership, reputation in the market and it’s cost-effectiveness. Your newspaper can make you effective. Thus, choose it wisely.
Step 4: Book the Advertisement
This is when you need to pay your attention to the message you want to send the readers in the form of an advertisement. Form it properly to make it just not an Ad but a Smart ad. And spend your money smartly.
Step 5: Monitoring the feedback
Along with booking an advertisement, it is really important to monitor the reader’s feedback. Don’t forget that the feedback is the ultimate result of your ad and it can decide your further steps regarding advertisements.
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Newspaper advertisements are for all. Starting from individuals who place classified ads, to the companies putting up ads for creating brand awareness, newspaper advertisements have been trusted by all. Similarly, releaseMyAd also built up it’s pillar of reputation in the market, serving more than 3,25,000 advertisers. Go ahead Put up your ad, without thinking about failure. You never know your one try can let you reach the peak. So, we wish you All The Best, hope you take your next step as an advertiser wisely.
Newspaper Advertising is the most traditional method of advertising followed since years. It is economical and easier to reach a large audience at once through placing advertisements in the newspapers. Hence, print media advertising is here to stay.
Prior to understanding how a newspaper advertisement is booked, it is essential to know why the medium is so popular for advertising and what are the factors that need to be considered towards planning a newspaper advertisement.
Why Newspaper Advertising? :
Newspaper advertising is the most common and popular method for advertising on account of the following reasons :
Affordability : Newspapers, being quite cheap in terms of cost, is affordable for the target audience. The direct link between the manufacturers and ultimate consumers eliminate middlemen from in between, thereby saving on additional costs. Further, since the cost of printing newspapers all over the world is largely met by amounts paid by various advertisers, the per unit cost of newspapers are pretty low.
Trustworthiness : Being the oldest known form of advertising, newspaper advertising is still considered to be the most trustworthy method of advertising as publishers are accountable for what they print and there are lesser chances of fraudulent ads being published. Newspapers are the most trusted paid medium for advertising followed by television, radio and online advertising respectively
Flexibility : Newspaper advertisements can be edited and customised as per the advertiser’s needs or preferences at any time prior to getting printed. Also advertisers enjoy full control on the size, design and positioning of their ads when advertising through newspapers.
Lesser distractions : Unlike television and radio advertisements, newspaper ads are given more attention as readers generally do not indulge in multitasking while reading, provided the advertisement is appealing enough and the readers go through the advertisement with interest without having skipped it.
Wide reach and large audience : Newspapers are capable of approaching a large audience at a time. There are millions of newspapers published and distributed on a daily basis. Advertising in newspapers give the advertisers the opportunity to spread their message to the masses
Factors to consider for newspaper advertising :
Advertising Budget :
The type of advertisement to be published and the appropriate newspaper is normally determined on the basis of the budget of the advertiser.
The cost of advertising in a newspaper depends upon –
Popularity and Circulation of Newspaper : The more popularity a newspaper enjoys, the higher is its readership. Advertising in newspapers with a higher circulation implies a higher cost of advertising, as evident from the publication’s ad rates. While most publications charge on the basis of circulation, a few publications even charge on the basis of readership the newspaper enjoys.
Frequency of Ad Run : To create an impact, it is important to repeat the advertisement a certain number of times to ensure it gets noticed and garners a proper and favourable response. Higher the frequency of advertising, higher shall be the total advertising expenditure.
Type of Advertisement : Classified Text ads are the cheapest, Classified Display ads are a bit more expensive and Display ads are the most expensive advertisements.
Size of Advertisement : The size of advertisement is directly proportional to the cost of advertisement. While classifieds occupy less ad space and are cheaper, display ads are quite expensive according to the space it occupies on the newspaper. A half page advertisement costs higher than a quarter page advertisement and a full page advertisement costs higher than a half page advertisement.
Colour of Advertisement : Though monochrome advertisements are cheaper, colour ads enhance the visual appeal of the advertisements and help them stand out. Hence, coloured ads cost higher than black and white plain ads.
Position of Advertisement : Ads placed on the front or back pages of the newspaper are more expensive than those placed on the inner pages of the issue. This is because the front or back pages are the first and last pages people tend to view, and placing the ads on such pages ensures noticeability. Similarly for some publications, ads on the right hand side pages cost more than those placed on the left side pages.
Date/Day of Release : The cost of placing a newspaper advertisement for the weekend happens to be greater than the ads placed to publish on weekdays. Also, the ad rates tend to increase during festive occasions.
Location and Audiences to Target :
It is important to ascertain the location and audience to be targeted through the advertisement. Choice for the appropriate newspaper is directly influenced by the following factors :
Research on existing market : Preliminary research should be conducted to study the tastes and preferences of the end users of the products or services advertised. The entire advertising campaign should be based upon the buying patterns of the customers and how likely they are to go for competing products or services.
Target Region (Reach) : To ensure reaching out to the desired target region, it is important to advertise in a newspaper which is widely circulated in the target region.The scale of reaching out needs to be concrete – whether to target a locality, a city, a state or the nation as a whole.
Language and Income of the Target Audience : The message advertised can only be spread effectively if the ad is published in a language which the readers comprehend. Choice of the newspaper is also influenced by the language to be used to connect with the target audience.
Age group, gender and profession of Target Audience : Different ads cater to different sections of the society belonging to different age groups, genders and professions. These factors must be taken into account while choosing the newspaper for advertising a particular product meant for the specific market.
Rural, Urban or both : If the target audience belongs to the rural areas, newspapers should be selected keeping them in mind. While for those belonging to the urban areas, who are usually more educated and well to do, the advertisement should be planned accordingly. For targeting both the rural and urban areas alike, the newspaper chosen should have enough circulation and population in both these areas.
Choice of newspaper :
For ensuring effective advertising through newspapers, the following points should be considered :
Selection of Appropriate Newspaper : Taking into account the popularity of a newspaper in terms of daily circulation and readership as well as the demographics of the target audience, the correct newspaper should be selected for placing the advertisement in.
Selection of Appropriate Edition and Supplements : Selection of the desired edition for the newspaper must be made for ensuring greater response. Also weekly supplements of such newspapers can be put to use, especially when it comes to advertising for lifestyle products.
Selection of Appropriate Day for Release : Print media is always overflowing with advertisements and it may not be possible to publish an ad on the desired date causing rescheduling, which may not be as effective for the advertiser. All efforts should be made to ensure timely release of the booked advertisement. Obsolete information does not serve the purpose of advertising, which aims at informing before occurrence.
Accuracy of Contact Details : It is important to lay stress on ensuring a call to action (response) by providing accurate contact details in the advertisement. It is meaningless to go for an advertisement without letting people know how and who to approach in case they develop an interest in the advertisement.
Type of Advertisement :
Depending on the purpose and budget for advertising, an advertiser may choose from the following formats of newspaper advertisements :
Classified Text: simple text ads, charged on the basis of characters, words or lines in the ad matter.
Classified Display : small ads with text and images, being slightly costlier due to the use of enhancements for better visual appeal.
Display: image based large advertisements usually advertised by big businesses for brand promotion and consequently the most expensive ads on account of great visual appeal and maximum impact in influencing the target audience.
Category and Sub Category of Advertisement :
Depending on the desired ad matter, the appropriate category for the advertisement should be selected. For instance, an ad seeking a bride for a male should be booked under the category “Matrimonial” and further under the subcategory “Bride Wanted”. On similar lines, there are a variety of advertising categories to choose from, purely depending on the ad matter, like Property, Public Notice, Obituary, Change of Name, Lost and Found, etc.
Advertisement Content :
The ad matter should be composed keeping the following factors in mind :
Memorable Message : The advertising content must be capable of appealing to the readers’ senses and move them to action.
Entertaining : In addition to providing basic information, the advertisement must also be entertaining enough for the audience to generate interest and register to memory.
Attention Grabbing Design : Use of images and enhancements help make the advertisements more visually appealing and hence the ad design prominently matters.
Good Tagline : A good tagline is just like a book’s cover – the very first thing readers notice about a newspaper ad, and helps develop the readers’ internet in the content. If not framed properly, the readers might overlook the detailed content due to lack of interest.
Good content : The ad content should ideally be detailed yet precise and to the point, avoiding unnecessary information.
Generates Response : The advertisement should be capable of generating response, calling the readers to action. The ad content should be able to satisfy basic queries of the customer and should highlight the pros of the product or service advertised.
Targeting the Correct Group : All advertisements are not meant for everyone alike. The ad content should be such that should highlight the importance of the product/service advertised for the particular target audience.
Competitor Observation :
It is important to observe how competing organisations are advertising their products so that one can plan an advertising strategy which makes them stand out from the competition in the market. The key is to be different and do better.
Booking Options :
Once advertisers are sure about the kind of ad to be placed, how much they can spend on it, which paper and location they desire to advertise in, they need to book the advertisement.
The traditional method is to approach the respective publication directly and get the advertisement booked with them. However, with modern day advancements in place, online advertising agencies are available to help advertisers reach the publications at the convenience of their desired place and time.
The advertiser is the king, and the ball is always in his court. He can decide how to proceed with his ad booking, having considered all the factors described herein.
In the view of Henry Ward Beecher, “The newspaper is a greater treasure to the people thanuncounted millions of gold”. A source of vital information for the people from all walks of life, newspapers, play an essential role in guiding and shaping public opinion, by making the public aware of all the happenings they should ideally be aware of.
Newspapers are one of the most powerful means for the expression of news (be it regional, national or international) and interpersonal views, and they educate their readers about the problems faced throughout the world as well as their probable solutions. They are, therefore, an essential means of communication and an absolute necessity in the modern day life.
Let us consider the top ten newspapers across the globe, dominating the world market :
The Guardian (UK) :
This British daily, formerly known as “The Manchester Guardian”, was founded on 5 May 1821 by John Edward Tailor, with its headquarters located at Kings Place, London.
The Wall Street Journal (USA) :
The Wall Street Journal is an American business-focused, international daily newspaper, with headquarters based in New York City. Founded on 8 July, 1889, the daily’s international editions are also available in Chinese and Japanese. It is known to be the largest circulated newspaper in the US.
The New York Times (USA) :
Another extremely popular American daily, the New York Times was founded on 18 September 1851 by Henry Jarvis Raymond and George Jones. Headquartered in New York, the daily prints news from almost every possible field and is undoubtedly, one of the most famous newspapers from the country.
The Washington Post (USA) :
This prestigious newspaper, founded on 6 December 1877 by Stilson Hutchins, is one of the oldest and largest newspapers in the USA., and circulates almost half a million copies everyday and a million copies on Sundays. It is known to use the slogan “Democracy dies in darkness”.
China Daily (China) :
Headquartered in Cheboygan (Beijing), China Daily is a daily english newspaper founded on 1 June 1981. It is published from Monday to Saturday and circulates almost half a million daily copies. Published by the satellite offices of Hong Kong, United States and Europe, the newspaper well serves all those who wish to improve their English vocabulary.
The Times of India (India) :
One of the most circulated English daily newspapers in the world, The Times of India is a prestigious Indian newspaper (formerly known as “The Bombay Times and Journal of Commerce”). Headquartered in Mumbai, it was founded on 3 November 1938 and is the oldest as well as the fourth largest newspaper in India.
The Sydney Morning Herald (Australia) :
The Australian newspaper, formerly known as “Sydney Herald”, was founded by Frederick Stokes, Ward Stephes and William McGarvie on 18 April 1831. Published 6 days a week, it is also a national online news brand since 1995.
The Asahi Shimbun (Japan) :
Japan’s oldest and largest daily newspaper, the Asahi Shimbun, was founded on 25 January 1879 with its headquarters in Tokyo. It is one of the five national newspapers of Japan and has had a long tradition of reporting on scandals.
Dawn (Pakistan) :
Dawn is the oldest and the most widely circulated newspaper in Pakistan.It was founded on 26 October 1941 by Quaid-i-Azam Muhammad Ali Jinnah in Delhi, and its headquarters are located in Karachi. With offices in Islamabad, Karachi and Lahore, it is published by Pakistan Herald publication.
Zaman (Turkey) :
Known for being the first Turkish daily that went online in 1995, Zaman, was founded in 1986. It is widely distributed in 35 countries and printed in 11 countries, in over 10 languages and is considered an Islamic newspaper.
So, these were the top ten newspapers from a global perspective. Without newspapers, a society can never develop, grow and prosper. “A little knowledge is a dangerous thing”, and newspapers are the most effective source of spreading awareness and knowledge to one and all alike.
The purpose of any advertisement is to express a message, with a view to induce a positive customer action. For effective communication, proper mediums must be put to use.The channel used by an advertiser to communicate the desired message to the target audience is known as the “Advertising Media”.
Advertising Media, can hence be defined as the channel, vehicle or device employed by a business to communicate its promotional content to a larger audience. Traditionally, not many mediums for advertising were available. However due to advancements in communication technology, a number of modern day mediums are also available for advertising.
Let us discuss these advertising mediums in detail, with special reference to their merits and demerits :
Newspapers:
Newspapers are the most traditional mediums for advertising employed by all organisations, big or small. Newspaper reading is a common habit all over the world to keep updated with all the latest news. Newspapers continue to be the most reliable source of information which educates and entertains as well.
Advantages of Newspaper Advertising :
Newspapers are cheap and can be afforded by most people all over the world, ensuring greater reach and readership.
There is high flexibility in advertising as alterations can be made to the advertisement message regarding the ad size or placement any time before publishing.
Length of the message need not be cut short and the advertiser can communicate as much of the story he desires.
Continuity in advertisement can be maintained to create an impact since newspapers are circulated daily.
Disadvantages of Newspaper Advertising :
Newspapers have a short life and are usually discarded once read.
The advertisements in newspapers are of low quality due to the usage of low quality paper and colour.
Newspapers cannot be read by illiterates and hence do no good for them.
Newspaper advertisements have a tendency of being overlooked by readers while reading the issue.
A lot of advertisements, including competing advertisements, when printed on the same page create clutter.
Competitors may instantly react to the advertisement as newspaper is a highly visible medium for advertising.
Magazines :
Magazines are an excellent medium for advertising on account of the high quality prints and papers used. Magazines are published for the general public and many special magazines for specific audiences are also published. They are available as weekly, fortnightly or monthly issues and are a more focused alternative to newspaper advertising.
Advantages of Magazine Advertising :
The high quality paper used ensures better colour reproduction and good quality advertisements. Magazines are usually colourful, giving the advertised product a better representation.
Life of magazine advertisements is usually longer as magazines can be preserved for a longer duration.
Targeting is made easy as specified magazines for specific categories are available for the products to be advertised depending upon the target audience.
Magazine advertisements are read when at leisure, hence have a greater chance of being read and remembered.
Disadvantages of Magazine Advertising :
It is costly as space and layout costs are higher, especially in comparison to newspapers.
There is less flexibility in terms of format and ad placement and long lead times are involved in planning the advertising content weeks or months in advance.
Circulation of magazines is relatively limited compared to circulation of newspapers. Also, the frequency of the advertisement is limited as magazines are available once in a week, fortnight or month basis.
Television :
Television is the most rapidly growing medium for advertising due to the expansion of electronic media and cable networks. Television is available to most of the people in developing nations today and the audio visual experience of such advertisements create a lasting effect on the minds of the audience through visuals, sound and motion.
Advantages of Television Advertising :
Television advertisements are extremely attractive and appeal through both the eyes and the ears of the audiences on account of the audio visual elements associated with such advertisements.
Such advertisements allow reaching out to a large audience in a short time, on a national or regional level.
It is possible to demonstrate the use of the products advertised and elaborate details can be communicated.
There are no limitations on the size of such advertisements, normally viewable full screen.
Disadvantages of Television Advertising :
Television is an expensive medium of advertising in terms of creative, production as well as broadcast costs
Creation of such advertisements is a time consuming process
High clutter is involved. Too many advertisements during the commercial breaks between television programs make the advertisement less effective.
Length of television advertisements is limited to usually 30 seconds, and the message too has to be limited to match the duration.
Audience selectivity is a concern as the advertisements are viewed by
Radio :
Radio advertising is an immensely strong method for advertising as radio is a widely used mode of entertainment. Traditionally played on radio sets, radio is currently available on every mobile phone and can be accessed even without internet, making it a popular medium for people while driving or travelling. Ardent followers of specific radio stations or shows make it a point to tune in on time and radio advertisements are heard by a large number of people.
Advantages of Radio Advertising :
Radio advertisements enjoy mass coverage as they are listened to by every kind of listener. They cover numerous people with varying tastes and hence has an effective appeal
Such advertising campaigns can ensure reaching out to the illiterate people as well.
The cost of advertising on radio is lower as compared to television and other modern means of advertising.
Selectivity is possible as advertisements may be included in different programmes for different types of people
Radio advertisements can be easily edited unlike television and hoardings, which require time to alter.
Advertisements can be played in different languages on regional radio stations.
Disadvantages of Radio Advertising :
Radio advertisements lack a visual appeal and may be less effective compared to mediums having a visual impact. Products advertised this way cannot be demonstrated.
Such advertisements are timed, and there is a possibility of missing them completely or catching them in between the ad run.
People might forget what they hear over the radio.
Advertisers need to increase the frequency of such advertisements to ensure adequate action from the audiences. The rates for different timings are generally different with limited time available..
Film Advertising :
Film advertising involves playing of short advertisements in cinema halls before a movie begins and even during intermission. Big organisations execute their advertising campaigns by creating such short motion films and distributing them to cinema houses for being played. Cinema advertisements are remembered by the audiences for a long time.
Advantages of Film Advertising :
Film advertising is effective as it combines audio, video and motion graphics to create an impact.
The impact of the message is greater due to less distraction when people come to halls to specifically watch movies.
There is selectivity in cinema advertisements. The advertiser can advertise his products with a certain audience on the basis of the region and the show.
There is less clutter in cinema halls and the booking time for cinema advertisements is also less.
Disadvantages of Film Advertising :
Creating cinema ads is expensive and is ideally used by big organisations only.
Cinema advertisements is a time consuming process and it is not easy to make changes to the message.
They have limited effectiveness as very few people are in the cinema halls when such advertisements are played – before the movie begins and during the intermission.
These ads can get ignored when played while people talk to each other.
The message is limited to only those visiting cinema halls.
Outdoor Advertising :
The idea behind outdoor advertising is to catch the attention of people on busy streets and other public places. Also known as “Indirect Advertising”, outdoor advertising includes posters, billboard displays, transit displays, sky writing and electronic displays.
Advantages of Outdoor Advertising :
Outdoor advertisements enjoy flexibility as the same message can be modified for different regions or localities, in different languages.
It is less costly compared to television, radio and magazine advertisements.
Outdoor advertisements enjoy a longer life, until they are removed.
Such advertisements easily catch the attention of people on busy roads.
Disadvantages of Outdoor Advertising :
There is a limited audience who get exposed to outdoor advertisements.
Outdoor advertisements have a low retention value as people cannot dedicate special time to go through them.
Such advertisements may distract the passersby, leading to accidents.
It is difficult to target specific audiences through outdoor advertising, as the people belonging to all age groups, gender and economic background are exposed to the same message, and the same may not be useful for everyone alike.
Such advertisements cannot carry lengthy messages and need to be concise.
Direct Mail :
Commonly identified as “Direct Response Marketing”, direct mail is a technique wherein various forms of printed advertising messages are sent directly to the potential buyers by post. Direct mail includes product literature to provide ordering opportunities in the form of catalogues, booklets, postcards, sales letters, package inserts, store publications and brochures.
Advantages of Direct Mail :
It is easy for the advertiser to clearly define its target market.
The advertiser can create and deliver the message effectively in the absence of competition or clutter.
Direct mails involve an element of personal touch as messages are directly addressed to the receiver. Personalised messages have a tendency to generate a positive impression.
Advertisers enjoy high flexibility as the messages can be easily modified whenever desired, as the total control on the presentation of the advertisement vests in the advertiser.
It is easy to measure the effectiveness of the response to the advertisement.
Disadvantages of Direct Mail :
It is expensive as the cost of individual communication is higher compared to messages communicated through newspaper advertising.
Long lead time is required to creatively prepare, publish and mail the messages.
It involves additional cost in using professional services of copywriters, photographers, printers, designers, etc.
People tend to ignore most of these messages as junk mails and immediately discard them without even going through them.
Internet Advertising :
The most modernised medium for advertising, internet advertising is an interactive medium to spread the message online. The popularity of the internet as a means for education and entertainment has created the market for online advertising. Websites take fees from advertisers for sharing space on their web pages.
Advantages of Internet Advertising :
Internet advertising incurs less expenses compared to other means of advertising.
Online advertisements can be made interactive to facilitate a two way communication with the audience.
High flexibility of giving personal touch exists and the message can be dramatised.
Online advertisements are appealing to the viewers due to the visuals used. Some advertisements even contain video and high quality graphics.
Disadvantages of Internet Advertising
Internet advertising has limited reach in developing countries as many people do not have access to the internet.
Being a relatively new medium for advertising, its effectiveness is yet to be established.
Print advertising has been the traditionally used medium for advertising and this business has been flourishing since the inception of newspapers and magazines. While print advertising has a plethora of advantages to offer, we must not forget that there are always two sides to a coin, and print media to suffers from a few drawbacks.
Let us discuss the limitations of print advertising :
Limited Shelf Life :
Newspapers are usually read once or twice, and thereafter sold off to scrap dealers or are simply thrown away. The average effective life of a newspaper, for any individual, is estimated to be a maximum of 15 to 20 minutes only. Typically, no reader refers back to an outdated newspaper issue and therefore, advertisers must repeat their advertisements to ensure that the advertisement has a lasting impact.
Uncertainty :
Since many readers tend to read newspapers in a rush, there is no guarantee that the advertisements will definitely be read. There is a high degree of uncertainty involved with newspaper advertisements, as readers might give the advertisement a total miss.
Limited readership due to Literacy factor :
Newspapers are meant to be read, and hence advertising through newspapers does not work for people who cannot read or write. The readership of newspapers is consequently limited to educated people only.This is a major problem with the rural areas, where literacy rates are reasonably lower than elsewhere.
Lack of quality reproduction :
Newspapers involve the use of low-quality paper for publishing purposes. The desired visual effects may not be achieved, and the advertisement may not be appealing to the audience.
Availability of modern advertising mediums :
There are better and modernised mediums for advertising available today. Advertising through radio, television or internet, though expensive, are remembered much more than newspaper advertisements on account of an audio/video element attached to it.
Competitor Threat :
As newspapers are a highly visible medium, competitors may instantly react to the advertisements published.
Lack of control over Ad Placement :
Newspapers do not guarantee publishing of advertisements on particular premium pages. There are high chances of the advertisements not being published on the desired page or desired dates when the ad space runs out for a particular date.
Advertisement Clutter :
Multiple advertisements when printed on the same page tend to create unnecessary visual clutter, causing people to overlook specific advertisements. Advertisers with smaller advertisements, often run the risk of not catching the attention of potential customers when they are overlooked due to the clutter created by other competing advertisements.
Lesser Targeting :
Newspaper advertisements generally broadcast the message to one and all alike. They do not project the advertisements as specifically meant for a certain audience group. It is often difficult to target a specific target audience through newspaper advertising.
Increase in Advertising Cost :
To enhance the appeal of the newspaper advertisement, the advertisers often need to spend more towards the advertisement design, as compared to a plain text advertisement. Graphics, colours and images are employed to enhance the visual appeal of the advertisement, which incurs extra expenditure on the advertising campaign. Furthermore, advertisements need to be published frequently in order to be remembered by the audience. Repeated advertising too implies an increase in advertising expenses.
Lead Time Delays :
As print media requires production, the information requires a lead time before it is processed and published in the newspaper. Sometimes this causes the information to become obsolete even before it reaches the audience.
To conclude, every advertising medium is effective in its own way. It is required to plan the advertisement stressing on the positive aspects of the advertising medium concerned while working to minimise the adverse effects of advertising through print media.
