关于英语新闻报纸广告的研究(英文版).doc
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1、A Research into the Newspaper AdvertisingLi LongAbstract: Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. Nowadays, with people having more free time at week, they are able to s
2、pend more of that time reading the newspaper, and also perusing the adverts inside. Newspaper Advertising is one special kind of advertising. Newspapers generally feature two types of ads. A successful newspaper ad needs a lot element to attract Academic advisor: Alexander Key words: Newspaper Adver
3、tising, advantages and disadvantages, types, successful ads. Advantages of newspaper advertising Newspaper is still an easy way to achieve a broad reach, but if your business customers are in the immediate geographic area, this might not be the best option at your disposal. For this reason, newspape
4、r allows you to target certain regions of your city and take advantage of special advertising sections. If you have a showroom for your products, newspaper can be a good way to extend your showroom and put your items on display. This is especially useful for local furniture retailers, automotive sho
5、wrooms, realtors, grocers, and drugstores. Similar to the yellow pages, being next to your competitors provides you exposure to your marketable prospects.Disadvantages of Newspaper Advertising Touched upon earlier, market penetration continues to decrease, with many newspapers achieving less than 50
6、% penetration. Consider how many of your prospects are newspaper readers vs newspaper browsers. The number of younger readers is declining, and spending less time reading the paper. Despite zone targeting, zoned editions often are too large to match your desired target. Depending on your market, som
7、e newspapers are 60-70% advertising. Often it is prohibitively expensive to attempt to break through the clutter in the newspaper.Effective Ad TypesPeople get their news from so many sources these days that newspapers arent as effective as they once were. This doesnt mean your newspaper ad wont be e
8、ffective, but it does mean you need to plan your print ads more strategically. Some types of ads will be more effective than others. It will depend on your target audience, the type of products you offer and where the ad is seen.Newspapers generally feature two types of ads. First, there is the clas
9、sified ad or text ad, and then you have retail advertising or display ads. The display ad may be all text or include images and can be found throughout the publication. All of the following types of newspaper ads refer to display ads.Business Card Ad - This type of ad basically says who and where yo
10、u are, and what you sell. It may include your logo. Short and sweet, thats it. This could be a nice small ad that you run year round.Coupon Ad - These are great for sales promotions to bring new customers to the store. By offering a certain dollar or percent amount off your merchandise, the coupon o
11、ffer is also one of the easiest ads to track the effectiveness.Sale Ad - Instead of offering a discount to a particular customer like the Coupon Ad, the Sale Ad invites the public into their store to receive a discount on a product, department or the entire store. Most retailers limit the extent of
12、their newspaper advertising to the ad featuring a clearance or other markdown sale.Spotlight Ad - This type of newspaper ad focuses the attention to a particular product, product line, staff member or customer of your business. This looks good as a larger display ad run just a few times each year.In
13、formational Ad - This ad could be written as a Q&A ad offering your professional advice on a topic your store covers. It could also be written in a journalistic style making it read like an article instead of an advertisement.How to Succeed With Newspaper AdvertisingWith newspaper advertising, Consi
14、stent Advertising = Familiarity = Trust = Customers. People wont buy from you until they trust you.Trust and confidence take time to build up. To be successful with newspaper advertising, you need persistence, patience, and a budget to keep your newspaper advertising running to build that trust. You
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