What is Newspaper Advertising?

Newspaper advertising refers to advertisements published in newspapers. It has the advantages of stable readers, large coverage and timeliness, especially daily newspapers, which can publish advertisements in time and reach readers immediately, with high credibility, simple and flexible production. The main disadvantages are that readers rarely circulate and have poor expressiveness. Most newspapers have simple presentation colors and poor visual effects. ^[1]

Newspaper Advertising

Newspaper advertising ^[2]

After years of growth in newspaper advertising, due to the regulation of national economic policies, intensified competition in the newspaper industry, irrational advertising structure, and the operation of the newspaper industry has entered a new phase of adjustment. The newspaper business is extensive, with a single source of income. Immediately feel discomfort as soon as changes in external factors are encountered. The problems facing the business are:

1. The newspaper industry is constantly receiving other

Targeting local communities and free categories

Newspapers tell widely

Specifically, it is the use of vivid and vivid metaphors or carriers to express obscure mechanisms and concepts. This is especially important in a newspaper ad, which determines the range and memory of the product. Newspaper advertising expert Peng Xiaodong said that newspaper advertising also uses various methods:

1. Vivid intimidation: For example, the detoxification and beauty capsules propagated many years ago: "Everyone has 5.6 kilograms of poison". This "5.6 kilograms of poison" not only has the best intimidation effect, but also sharply hits the concept of "detoxification." Detoxifying beauty capsules thus created a huge

The detox market and hemorrhoids are like "a bunch of black grapes hanging behind you, painful".

2. Symptoms are vivid: For example, Dakinin has been using the metaphor of "... athlete's foot is like weeds, burned and reborn, and Dakinin can cut grass and root ...", leaving consumers deeply impressed. 3. Vivid structure: Since health care products are inseparable from each otherall around the health of the human body, it is a skill to vividly display common and uninspiring human organs, and it is also a technique to increase memory points. The "lung" is like a range hood, which needs to be washed; An Bao Bao compares hemorrhoids to Everest on the earth; some freckle products compare the skin to a "sandwich"; the rejuvenating liver Thai tea also likens the liver to "obscure, quiet work" Chemical plant "and so on.

Newspaper Advertising

In newspapers with a lot of information, appealing for vividness is a powerful weapon to distinguish other products and increase the sharpness of product publicity, which often embodies the essence of all publicity. This is the number one rule for advertising in all newspapers.

Newspaper Advertisement

Mainly refers to making newspaper ads suitable for this group of people according to the target group. The health care product market is roughly divided into smelly women's markets, old people's markets fearing death, middle-aged people's markets, and short and stupid children's markets. Newspaper advertisements should be made according to the characteristics of the crowd. The specific methods are:

The old man's approach: The old man often holds a newspaper and reads nothing for a day. This requires a huge amount of advertising information, preferably from the ancient story of the product to the current development, from the cause of the disease to the future deterioration, from the theory of traditional Chinese medicine to modern science and technology, write a comprehensive set of copywriting, explain the product thoroughly.

Women's approach: The content of advertising copy must be linked to "beautiful, slim, and romantic." In newspaper advertisements, it is required to pay attention to design creativity, specifically, the more "fancy", the better. Common examples include Europe and the United States, Aoyun slimming capsules and other advertisements. The common feature is to make full use of every corner of the advertising layout carefully designed, a variety of fonts, without looking at the copy, just look at the design to know the cost. Successful examples include advertisements for Yangshengtang and Mrs. Pharmaceutical.

Children's approach: It is mainly for parents to see. Successful products such as calcium supplements and heightening all use parental care and blindness. The typical approach in newspaper advertising is "intimidation + product efficacy."

In summary, the elderly market often enters an explosive market blowout after a period of accumulation and incubation. This requires patience, while women will be hot in a short period of time and start the market quickly, but this hot sale lasts Not enough sex. In short, the "person-to-person" rule makes newspaper ads more targeted.

Newspaper Advertisement "Cultural Revolution"

Specifically, the headline uses bold fonts, darkening, and other methods, and uses attractive content to make newspaper ads pop out of the newspaper and grab the reader's attention. This type of advertising lizard team is often called "Cultural Revolution Headline Advertising". The headline must be larger than the largest headline of news and advertisements on the same page. As long as the number of words does not exceed 7 words, try to use super bold. The content of the title should attract attention ::

One: "Product plus function". For example, "To get rid of acne, I use Tongrentang", "Iron Maple Doujing, tonic for health", "Using Kuwa this year, I am afraid of losing weight", "Jiujun Baidu Pill, specializing in treating skin diseases" and so on.

Second: "Questions and warnings", such as "Never despise pharyngitis", "What to do if taking a booster does not last long?", "Women who grow old quickly", "Snoring is sick", etc.

Third: "Solution methods", such as perennial calcium "prevent calcium loss + calcium supplement", Shengli capsule "fill essence and kidney", Kuwa slimming capsule "triple jump weight loss" and so on.

Fourth: "Expert suggestions and news reports", such as "Rejuvenating Confucian Tea is hot in Nanjing City", "Revealing the Truth About the Weight Loss of Qi Banner", "Experts Exclaim: Lead-free products are finally here".

Regarding the style of "Cultural Revolution Advertising", perhaps many colleagues have doubts about this. Some colleagues in advertising companies once thought that such vulgar advertising was a retrogression in the art of advertising. step. The Lizard team believes that as long as it is a profitable advertisement, it is a good advertisement. Health product advertising must spend enough effort on the title, the most direct, sharpest and simplest request for product information, this is the "Cultural Revolution Title" rule.

Newspaper advertising elements are rich

Health product advertisements must focus on the core purpose of "promotion" and use multiple elements to fully reflect and promote the purpose of advertising.

Ten elements needed in newspaper ads are: ad title, symptoms and efficacy, delivery and consultation hotline, point of sale, expert advice, box and price, various certificate honors, indications, promotional information and "blue hat" Wait.

Taking the Nanjing Morning Post's "Rejuvenating Flowers and Secret Tea" ads as an example, the ads are closely related to the purpose of promotion from large to small. Some elements are aimed at attracting new consumers, while others are designed to increase existing consumers purchases.

Specific examples are: Title-"Women's Women Get Old Fast" (attract consumers);

Symptoms and efficacy-stool scourge and product defecation effect (convincing consumers);

Advertising expert Peng Xiaodong suggested that taking three boxes of detox successfully, insisting that long-term use is better (promoting purchases);

Free Shipping Hotline-(Promote immediate purchase);

Promotional information-buy three boxes and give one box for consolidation (promote short-term purchase of three boxes);

Certificate of honor, Blue Hat-(Increase product credibility);

Packaging box and price-(increasing product awareness, reducing product haze, and facilitating purchases);

Point of sale-(consumer purposeful purchase).

In short, it is rich in advertising elements, and all penetrate the promotional information, becoming ads for selling goods.

Newspaper advertising

Simply put, it is the use of soft text pages to publish hard ads for products. In actual combat, the use of "soft text and hard work" is widely used. There are three common methods of operation across the country, and the Lizard team fighters named them Beijing Stream, Shanghai Stream, and Guangzhou Stream.

Beijing Stream-headed by Beijing's Xinhua and Beijing Radio and Television. The soft and hard work inside often appears in the form of a full page. The content of the advertisement is often an entertaining and legendary product functional story, which is more concealed. Such as "How does De Dema associate with the blood and taste", "Sichuan sisters in Beijing" (a Ganoderma tea advertisement) and so on. Through the subject matter that the common people like to read, the product information is fully penetrated between the lines to achieve the purpose of advertising.

Shanghai StreamRepresented by Xinmin Evening News and Shenjiang Service Guide. Due to the limited layout, it is not possible to use the Beijing advertising version of the advertising layout, but to make full use of every corner in the "inch-inch-inch-jin" layout. The layout of the health products in the newspaper became the main stage. The advertisements published in "Xinmin Evening News" are mostly based on small "soft text and hard work". This requires that the soft text be carefully crafted, concise and sharp, not to win by big or more. Like Melatonin, in this situation, the soft text is used to the extreme.

Guangzhou StreamRepresented by Guangzhou Daily. At first glance, this type of style knows that it is a product advertisement. The content is not very storytelling and readable, and there is no such thing as a platinum-type product information ambush. It has the characteristics of large amount of information, various layout forms, and direct description of product effects. This is also a typical example of "soft work and hard work."

"Soft text and hard work" is a manifestation of the diversification of advertising development. A rule of choice when advertising costs are limited, or you need to be surprisingly successful, to enrich your advertising methods.

Newspaper ads up and down

Above the newspaper advertisement page is a soft advertisement, and below it is a hard advertisement. The purpose of this approach is to use soft text to wipe the side ball, hard advertising to directly describe the effect, and the combination of soft and hard to express the magical effect of the product. Since hard advertisements only need to explain the selling point and effectiveness, the "upper and lower hard rules" more exciting comes from the operation of soft text. Common "soft text is not soft" genres are:

News report type-curve product promotion in the form of news, often using news documentary or pulling relationships with celebrities. Such as "This newspaper exposed the success of XX products to lose weight", "How Dedema is related to the blood and taste", "The magic weapon of Go master Nie Weiping: Oxide"

Interview styles-There are three commonly used methods: interview companies, such as "How XX Enterprises Get Out of Their Dilemma", "Panlong Yunhai Love and Ten Thousands of Love"; Introduce products, such as "Why is the effectiveness of XX products increasing, but prices are falling? "; Interviews with business leaders, entrepreneurs, and inventors, such as" Sichuan Sisters Breaking into Beijing "(a Ganoderma lucidum tea), and" How Zhang Daning proposed a new concept of kidney tonic. "

Popular science-this is the most common form. Appearing in the form of science popularization, it is actually promoting the concept, selling point of this product, and even cracking down on competing products. For example, the popular concepts of "washing lungs" and "stools" in the past two years are all popular science texts above, and hard ads below. Products in other industries are also using this method, such as the "Hearing Star Learning Machine" that has swept the country for a short time. The soft content in the full-page advertisement is "There is a way to solve the poor English performance of children! ", Here is the hard advertisement of" Remember the Star ".

The soft-soft and hard-hard rules are effective in starting the market, but the cost is also high, and the content is not new after being read by the reader. It is more suitable for quickly starting the market or increasing sales, and it should not be used all year round.

Newspaper ads are booming

The prosperous law is to create momentum for products through advertising. This approach is often used two or three weeks after the market is launched. The purpose is to create a hot selling scene after the advertisement is put in for a period of time, after the consumer has become familiar, so as to promote the emergence of a really hot sales scene.

There are two common types:

The first: the field is booming.

For example, "Rejuvenation has become popular in Shanghai and Beijing. What are Nanjingers waiting for?" "," American slimming products XX coming to China! ... Create some influential regional hot sales and popular news, drive the first consumers who can accept new things or like to follow the trend. Popular techniques are often used in the early stages of product launch.

The second type is hot.

Often after a promotion or PR event. A common technique is that the activity is in progress or the next day, "XXX is hot in our city!" , Which includes: the number of people participating in the event reached XXXX people, the site was XX times out of stock, and the customer queue was XXX meters long ... in the following days, a series of follow-up reports were continuously published, such as" Focus on XX products popular in our city " , "The Truth About Hot XX Products", "The Story Behind The Popularity Of XX Products", and so on.

The booming law is often a killer to consolidate the product's local sales or increase sales.

The above eight rules of newspaper advertising are the result of the Lizard team's summary of newspaper advertising operation experience over the years. The health care product market is changing rapidly and competition is fierce. It is hoped that the "Eight Rules of the Lizard Newspaper" will make companies and businesses more targeted when they use newspaper ads to promote their products.

Newspaper ads chameleon

Wang Wenshengyi, this rule is how to hide the purpose of advertising. Regarding advertisements, the Lizard team fighters summarize the effective rules. One is the "jump" rule of the advertisement, which is to try to jump out of the advertisement with a lot of information and catch the eye. The second is the opposite. The "hidden" rule of the advertisement, also It's the "Chameleon Rule." It is to make the advertisement (especially the soft article) as close as possible to the style, typesetting habits and content environment of the newspaper, so that readers who are excluded from the advertisement can unknowingly read and be persuaded.

Regarding the application of the chameleon rule, it is often carried out in the following aspects:

1. The title flower, standard edition or eye. The most common are new products with technological content, often using science-related bulletin boards. For example, advertisements for certain brain products often put popular science columns such as "advanced science" and "exploration and mystery" in the corner of the article. Curious readers read them carefully as news reports in the newspaper.

2. Reporting by reporters. It is frequently used in advertisements for treating and preventing common diseases. Often used when there are many similar products of the same kind, or when patients have become accustomed to advertising of similar products. It is generally indicated at the beginning:, etc., like "Xiaoming Anbao", when the product is marketed, it uses titles commonly used in newspapers. "Exclusive disclosure: Xiaoming Anbao treasure ancestral secret recipe and the story of Yu Jiaxian ... ".

3. Typesetting. The typographical style and wording imitate newspaper habits and tone. This requires design and copywriters to figure out and study newspapers to achieve a seamless integration.

In short, the chameleon law is to disguise the absurd advertisement into the newspaper environment, so that readers do not read the advertisement as an advertisement to achieve a surprisingly winning goal.