Effective print advertising requires targeting the right audience and creating a memorable impression. Display ads are expensive but noticed, while classified ads require catchy headlines and clear calls to action. Adding coupons can increase effectiveness, but convincing readers to buy the product is key.
To develop effective print advertising, it must be convincing that your target audience wants to read. For this reason, it’s crucial to associate your ad with the readership of the publication, whether it’s a newspaper, magazine or trade magazine. You must be able to grab the readers attention, hold it and create a memorable impression in their mind of your product or service. It’s also important to consider what type of ad to run and where it will be placed in a post.
Display ads are typically the most expensive print ad, but they’re also usually the most noticed by readers. They can take up a full page, or much less than a full page, and can be inserted between the text of stories. Since most readers will read the features, this type of ad placement can be effective. These are typically full-color ads that allow graphics and text to grab readers’ attention. For the most effective print advertising in display form, make sure you’re getting your budget’s worth by having an ad created by a good professional copywriter.
If the budget for a print ad is more limited and the product is suitable for a classified ad on the back of a publication, this may be a good choice. Keep in mind that not all readers also look at ads in the back of a magazine or newspaper. In order to turn a few lines of classified text into an effective print ad that will compel readers to see it, a catchy headline and a clear call to action are essential. Your call to action might be to go to a particular website address to view an online catalog. If space permits, adding an extra incentive such as a percentage off merchandise by responding promptly can help increase the effectiveness of your print ad.
Adding a coupon to a display ad is another way to increase its effectiveness, as it can inspire people to clip it up and take it to the store to specifically search for your product. Check with magazines and newspapers for special rates for coupon ads. Make sure the coupon is placed in a part of the publication that doesn’t interfere with the articles so readers won’t be reluctant to remove it. Of course, for the most effective print advertising, you shouldn’t just rely on the coupon to entice readers—you must first convince them why they should buy your product.
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