Advertisements in newspapers and magazines are examples. Advertising in a magazine: the truth from the co-owner of the magazine

Simply calling unfamiliar companies will be ineffective. People will not invest even small amounts in unfamiliar projects, so everything must be done to inspire confidence and interest a potential advertiser.

What needs to be done to effectively present a new advertising magazine:

- Pick up a couple of articles on the subject of the magazine (if the topics are all for cars - an article on how to choose tires, for construction - laying technologies, etc.). Even if the magazine will contain only advertisements, it needs to have something interesting in it so that it does not get thrown out after the first five minutes of scrolling.

Road billboards have been around for over a hundred years. And in car-loving America, such advertising is still an important and effective way to get the attention of motorists. But if you're planning on investing your hard-earned cash into massive, high-profile ads, it's worth making sure you succeed. How to understand that a billboard will be both attractive and effective? Read on for 5 rules to help you create an impressive billboard design.

Leo Burnett

1. Tell your story

If your billboard is on the side of the road where people will drive at high speed, then a design without a story simply won't be remembered. To find your story, think about one thing you want people to take away from your ad. Do you want them to remember the name of your site? So that they can recognize your brand the next time they are in the supermarket? Or do you want them to run across the store for your fried chicken? Use this key message to find your story. For example:

• www.yourwebsite.ru will help them solve the very problem they have.
• Your Brand is fun. And happiness. And cool people love it.
• Your delicious fried birds will satisfy their desire and help them drive all the way to another city.

Got the gist? To find your story, you identify a key message for yourself and give it meaning: solve problems, evoke emotions, or fulfill a need (even if they didn't know they needed it until they saw your billboard).

Why is history important?

Because people are very bad at remembering facts, but very good at remembering stories.

Billboard design is all about visual information, so the next step is figuring out how to tell that story through images and text. You really need to be a strategist when designing. Here are some ideas to get you started:

Achieve for barlow

One traditional way is to use a short and fun pun to get a laugh, or even a short rhyme to help convey your message.

How to attract an advertiser to a magazine

The Oklahoma Football Association wanted people to be interested in discovering football. So they decided to play on wordplay, and they took what people are looking for: Bigfoot. It's fun, funny, and has a sense of adventure that kids will definitely get from playing football. (Note per .: foot - foot from English. The word football comes from this word. Bigfoot - Bigfoot, that is, literally - a big foot).

A picture is worth a thousand words, right? The YMCA (Youth Christian Association) basketball billboard uses a dynamic image to make their brand immediately come to mind.

A large dynamic image can say everything. In fact, an image will help get your message across better than just words. Make sure the image can affect a person in 5 or even less seconds. You can check this by sharing your design with friends. If they smile, you have done a good job. If no one understands anything, try again.

2. Be short and sweet!

The average driver will have about 5-10 seconds to see your billboard, read the text, and understand the message. During these 5-10 seconds, the driver also needs to look from the billboard, to the road, and back to the billboard, depending on the speed of the traffic flow. So you end up with even less time to watch your ads! Therefore, one of the most important rules is to keep the message short. Very short! Maximum 7 words, but less is better.

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After your initial post, you may want to consider other important information. Do I need to provide a phone number? Should I add a logo? And what about the location, to better attract motorists? Just make sure you get important information right so your billboard doesn't look chaotic.

3. Be loud

With such a huge layout, where the elements are larger than their actual size, you can't be modest! Make sure that any text in your design is well typed and that you give it the best possible readability. In addition, the larger the font, the faster the driver will see it from a distance. So do more!

Smash Hub

4. Be bright

Use bright colors and large images to draw attention to your billboard. Contrasting colors in the design will also help enhance your message.

Ads of the World

But for your image to be effective, you'll want to have a simple background to make the foreground stand out and draw attention to it. And concentrate on one image or photo. This one dynamic image will create much more visual impact than multiple images that only take up a quarter of the entire layout.

5. Check the map

If you find that you still need a funny story for your banner, then let's look at the place where your design will be located in order to use this medium for your message. For example, teasing techies using local California slang, or remembering the “hangover” of drivers leaving Las Vegas (and if they are heading east, this is another opportunity to make a good joke about their trip to the Colorado River).

Job search website Dice created a series of billboards that played on stereotypes about techies.

You can also take advantage of the many miles between cities to pique the interest of hungry and weary travelers with repetitive signs. Do you have a unique attraction not to be missed? Or a comfortable parking lot for travelers who are in such need of convenience? If so, let the drivers know how long they have left to reach their destination. Set up several banners placed a few kilometers apart to let drivers know they are almost there. It doesn't have to be witty, but the message should still be short, conspicuous, and easy to read.

Wall Drug started putting up their banners hundreds of miles away from their actual location. Photo: The Barn Door, Traveling Dancers, San Diego Reader and The Selfish Years.

theory, print media

When a well-known marketer was asked for consulting at a candy factory, a funny thing happened. He studied the strategy and tactics of marketing at this enterprise for several days, the management brought him some more materials for analysis, and along the way they ask:
- Well, how, something clears up? Sales are down, what are we going to do?
He answered them:
-Have you tried to make sweets tastier?
... the curtain.

So what is this post for? Moreover, it will be easier for sellers of advertising in the newspaper to sell this very advertisement if it is really beneficial for your customers, if this advertisement works. Then it will either be easier to sell, or it will be possible to start selling more expensive with the same efforts. How to make advertising in the newspaper more effective?

I will not be categorical, it is unlikely that there is an absolutely effective magic wand hidden from you, but known to me. However, there are a number of rules that help newspaper advertising work better. Helped arrange them A.Belgorokov and R.Pivovarov (here is their book). So what to do:

• mention the advertised offer directly in the title;
• focus on the word "free";
• duplicate the sentence in the subheading;
• place a picture depicting the advertised product or service in action;
• if appropriate, include recommendations in advertising, since from a psychological point of view, recommendations are often perceived by readers as some advance of the benefits that they will receive when buying a product or service;
• do something to show the difference between one advertiser and others who advertise in the newspaper (comparison tables, etc.);
• include a phrase about the urgency of the offer.

Strange as it may seem, but any kind of time trouble people like, and in some cases downright hypnotizes them. The probability of losing the opportunity provided in the near future puts a person in front of the need for an instant choice, which greatly stimulates potential buyers to buy;

• be sure to type a word or phrase in large print, in this case, even a small advertisement will work like a large one;
• add colors to ads if possible. Red, blue and brown colors are suitable for this purpose, provided that the size of the promotional material is sufficient. Four-color ads attract significantly more readers than black-and-white ads;
• use short words, short sentences, short paragraphs - "the eyes are afraid." Advertising readers are put off by lengthy text before they even begin to read it;
• it is useful to place the name of the company somewhere at the bottom of the advertisement; Believe me, this is really not the most important thing.
• it is extremely important to mention something modern in advertising. People read newspapers, usually because of the news. Therefore, the main idea of ​​advertising should be in some way related to the news, if possible. But, as you understand, the point is not at all to write a phrase like: "For the first time!", "New!", "NEW!" etc. — it is necessary to be a little more original.

In newspaper publications, contrast is widely used, created, for example, by a certain location of some perceived figure against the background. This shows up when ads of different sizes are printed side by side. Then a large ad is perceived as a figure against the background of small ones. It has been noticed that in a number of cases, the authors of small advertisements, without realizing it and, of course, unwillingly, contribute to the advertising campaign of their strongest competitors, since purely psychologically the reader (potential consumer) most often chooses and reads larger advertisements. This happens on a subconscious level.

More nuances:

The text printed in Cyrillic and Latin is read from left to right. Therefore, the right stripe on the spread of a newspaper (magazine) is seen much better than the left one.

Studies also show that newspaper advertising is the most short-lived, the duration of its impact on the consumer is negligible. It is kept in memory for only 2-4 days. It is clear that one-time advertising in the newspaper is money thrown to the wind.

As experiments show, the combination of intensive publication (once every 1-2 days) with a more rarefied one (once within 1-2 weeks) is effective.

Sometimes newspapers recommend counting the number of advertisements of their competitors to determine their advertising effectiveness. If a newspaper has a large number of competitors' ads, it means that its advertising effectiveness for the advertiser is very high. The fewer ads from competitors, the greater the risk of placing your ads in a given newspaper. It seems, however, that this is a very dubious criterion for determining the advertising effectiveness of a newspaper for an advertiser, but it is quite effective for an advertising producer. :-)

usually used are rectangular ads with horizontal rows;

colored — 58%;

with drawings and photographs - 57%;

with the image of people - 14%, of which half are photographs and only a small part are close-ups;

all close-up photographs depict women and are included in ads for sexual services;

the font is usually normal;

often used printing in light letters on a black background;

headings are usually general in nature with a clear lack of information;

the technologies "ey-stopper" and "chia-stopper" ("eye-hook" and "ear-hook" are used);

purely informational ads - 4%;

announcements using the imperative mood;

ads with questions — 5%;

ads with metaphorical content — 12%;

with abbreviations - 4%;

stamp texts - 7% ("only with us", "unique charm");

ads using the contrast effect - 5% ("low price - big opportunities");

The effectiveness of an advertisement in a newspaper depends not only on the area, but also on its location. Some places are much more profitable than others in terms of attracting attention, and therefore more expensive. These are, of course, the first and last pages, the places where crossword puzzles and other materials are placed that will be read with a high degree of probability. The upper left corner on the left side of the newspaper spread and the upper right corner on the right are considered beneficial. Although according to other researchers, the best place for advertising is at the top of the right page, but closer to the fold, and not to the edge of the sheet.

Psychological experiments have led to the conclusion that full-page advertising is ultimately cheaper because it is remembered more often. Other experiments (with advertisements ranging from a full page to half a page) have shown that a quarter of a page is the best size if it hits four times. The effect of the whole page was weaker. However, the impact of a full-page advertisement in the same newspaper (magazine) was more effective than a quarter-page advertisement in each of the four newspapers (magazines). Based on the results of this study, it was concluded that ads of smaller size, repeated often, produce a stronger impact.

A well-written text of an advertisement with the mandatory inclusion of psychological elements in it allows you to easily present information to potential consumers about the product, service, as well as about the planned promotions. The most profitable offers for buyers about discounts, gifts for completed purchases, festive events accompanied by prizes will not be effective and will not attract the expected number of customers without organizing their information.

How to attract buyers

To achieve success in promoting a product or service, you need to effectively declare the subject of your entrepreneurial activity.

Timely drawing attention to the planned marketing activities will increase the effectiveness of their implementation among numerous potential customers. Advanced entrepreneurs use the modern possibilities of specialized Internet sites. They allow you to quickly, and in some cases free of charge, post the latest news in specialized services and social networks. All resources provide the ability to select the target audience according to their interests. If you already know your target audience, you can order the printing of your brand or slogan on clothes from FairPrint, which will undoubtedly be an effective attraction of attention to your product or activity.

Features of the advertising text

1. The title should reflect the essence of the trade proposal, as well as the benefits of cooperation. There must be an element of intrigue.
2. In the text part, all channels of human perception should be taken into account and the advantages of the proposal should be disclosed in detail.
3. Text advertising should take into account the interests of the target audience for which it is intended.
4. The use of specific facts and accurate information expressed in numerical terms is welcome.
5. The product should be concise and not intrusive.

Algorithm for submitting information

The interest in the product of customers is directly dependent on the way information is presented. His choice depends on the social affiliation of the citizens for whom the product or service is intended, and on the place where the advertisement is published.

The best examples of advertising texts contain a bright headline that is informative. They are characterized by easily formulated rules for the promotion and price parameters of the product. And the offer to buy is always veiled and expressed as a motivating offer.

The text of advertising for any product can be published on social networks, on specialized sites, on your own website, in newspapers and magazines. Effectively placing it on billboards. Effective distribution to the postal addresses of regular customers and, under patronage, their friends.

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Before creating your advertising brainchild, you should study various examples of product advertising in order to copy the best ideas that are a feature in the product in question. To compose your own advertising, you should first think over all your wishes, as well as compile a list of information that is relevant and useful at the time of brand creation.

The marketing model must be chosen, focusing on the advertised product and the target audience that it could be interested in. In this case, only one parameter of the model should be taken into account, aimed at activating attention, understanding, desire, and, as a result, actions. A good effect is the reception of identification with a well-known brand.

By adding a unique style to advertising, you can give an entrepreneurial idea an exclusive image that will ensure product recognition and significantly expand the target audience. The use of slogans will add an element of originality and uniqueness, and a well-composed text structure will quickly achieve the desired effect.

When advertising is ineffective

Advertising is a powerful sales tool. However, if used incorrectly, it can ruin the reputation of a business entity. It must contain true information. Embellishment with events or additional services that are not relevant to the advertised product is unacceptable. There is no need to obsessively attract a buyer, this always creates the impression of lack of demand on the market for similar goods or services. You need to be able to skillfully present relevant information. If this rule is violated, all marketing and advertising efforts to move your product are doomed to failure.

Definition of the target audience

In advertising, it is important to competently determine the target category, since this parameter has a direct impact on the effect of the information offered for review. Its main feature is that a potential client belongs to a certain social status, age, gender, place of residence.

Advertising gimmicks

Advertising is necessary so that a business entity can stand out among thousands of similar companies with their offers. To do this, it is not enough just to tell your potential consumers about the availability of a quality product and encourage them to buy it. To attract the attention of customers, it is recommended to use several marketing schemes, following which allows you to make advertising correctly. This will ensure the maximum result from its publication. Promotion methods such as a unique selling proposition and a classic sales model, in which the buyer is accompanied at all stages of the purchase, are popular.

The most popular form of advertising today is advertising in the press. However, the placement of advertising information in the press involves a solution to many problems, especially in a multicultural society or in those groups where literacy is low. But, despite this, it is the press that remains the most popular means of advertising.

Features of advertising in the magazine

Magazines in most cases are similar to their predecessors - newspapers. They have many similarities, but there are also striking differences.

Magazines, unlike newspapers, are not as fast - it can take several weeks to prepare materials and images. At the same time, prices and other conditions of sale for the advertised product may change during this time. Magazines are read slowly, so the effect of advertising will be a little slow.

Remark 1

In weekly magazines, about 65% of readers are familiar with the latest issue during the week, and more than 90% study the issue by the end of the fourth week.

Magazines do not have as local audiences as newspapers. Magazine readers are generally not concentrated in a particular region. Advertising information in this type of press occupies more than 1/4 of the page. Accordingly, the cost of its placement will be slightly higher than in newspapers.

Remark 2

In magazines, you can place not only advertising information, but also samples of the goods offered. Issues are printed using the latest technology, which allows you to place advertising inserts, brochures, multiple inserts, layouts, holographs or even sound pages in the magazine. You can even place samples of the advertised shampoo, gel, soap, perfume and other personal care products. In the magazine, you can print advertisements on special and special paper, which will stand out from the rest of the pages of the publication in terms of structure.

Thanks to advertising in magazines, you can reach a certain category of the population, since now more and more magazines are being published for a specific target audience: for men, women, medical professionals, creative people, and so on.

Benefits of advertising in magazines

One of the biggest benefits of advertising in a magazine is its longevity. Magazines are often re-read from time to time, some generally keep them for years. More than 80% of readers turn to the read edition again and again, studying it from time to time.

Also important is the high interest of readers, as they are often interested in a particular topic, due to this, a competent interest in advertising is aroused, as in high-quality editorial material.

Magazine headings often coincide with the subject of the advertised product or service, so advertising information placed near the thematic material will create the best effect on the potential consumer.

Magazine advertising can collect quite long informational materials. People read magazines to have fun, so readers have a higher quality of perception of ads.

You can enhance the effect of placing in a magazine by distributing leaflets, booklets or mailing advertised material. The latest technology allows you to make certain inserts in magazine publications, thanks to which you can appeal to a certain circle of readers.

Journals can be classified as follows:

• by geography of distribution;
• by circulation;
• by information content;
• according to the method of distribution;
• according to the frequency of release;
• by format.

From the point of view of geography, magazines can be national and transnational, local (urban) ones are much less common.

According to the readership, magazine publications are divided into: popular and specialized. However, unlike newspapers, specialized publications satisfy the desires of a narrow circle of people. Often magazines are published weekly, monthly, biweekly and quarterly.

Types of advertising blocks in the magazine

Remark 3

Modular ads simultaneously show the product and describe its characteristics and features. This is a useful type of information for the reader, the quality of presentation of which is guaranteed by the printed edition. Thanks to this type of magazine advertising, readers not only see the product with their own eyes, but also navigate the products, prices, follow their changes, and learn about the company's new products.

Often, block ads are published by representatives of the advertised service or product. In addition, this type refers to advertising of retailers, government and political organizations.

There are three types of modular declarations:

• traditional;
• coupon;
• editorial.

A traditional ad in a magazine has a pronounced text, illustrative material and advertiser's details.

An editorial ad contains an advertiser's message that mimics magazine or newspaper publications and is often disguised as an interview. Unlike a traditional publication, such an ad may not have obvious signs of advertising: a trademark, company details, and a direct call to purchase.

A coupon ad is a coupon that can be cut or torn off and entitles a potential consumer to buy a discounted product or service, receive a gift, or participate in a promotion. The overall performance of a coupon ad is 25% higher than normal.

A line ad is an informational advertising message that is published in magazines in the form of a line. It does not contain logos and can be ordered by mail or over the phone.

An advertisement that is placed in special headings or certain pages of a magazine can be inline and modular. The advantage of such advertising is that large audiences of readers who are ready for a positive perception of information can be attracted to it.

To achieve maximum efficiency, multi-page advertising is used. Such advertising in magazines is much more expensive, but its effectiveness is many times higher.

• in a magazine publication, identical advertising blocks are published, which are located from each other after a certain number of pages;
• two ads go one after another in one edition, and complement each other's semantic load;
• a practical catalog of goods is introduced into the publication, which is an integral part of it;
• advertising is placed as a "clamshell" (this type of advertising block is very effective, as it may interest a potential buyer).

Sponsored advertising in a magazine publication is intended to promote a specific brand or brand, rather than a specific sale. Often sponsored are food and sports columns, as well as consumer market columnists.