In-store, retailers rely on personal selling techniques to make money. The salesperson has direct contact with a customer and can gauge a reaction, tailor a pitch or strike up a dialog to better understand the customer's needs. Contact with that customer is limited. We also want to reach the consumer who has never visited our store and that's where advertising (or non-personal selling) comes in.
Where Should You Run Your First Advertisement?
The number of non-personal channels of communication is extremely high, giving retailers many options for advertising. These include newspapers, radio, television, billboards, magazines, posters, and the list goes on. The following information looks at advertising with newspapers.
The Display Ad
People get their news from so many sources these days that newspapers aren’t as effective as they once were. This doesn't mean your newspaper ad won’t be effective, 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.
Creating a Newspaper Advertisement
As a retailer, you have so many responsibilities to manage that I suggest using a professional to create your newspaper ad. You can find freelance copywriters, graphic design students or advertising agencies to assist you in creating an ad. Fees will vary and so will talent. Be sure to review portfolios of past work and detail in writing what exactly you expect to be done by the individual or agency creating your newspaper ad.
Understanding Advertising Rate Cards
A rate card is a document provided by a newspaper or other print publication featuring the organizations rate for advertising. It also details deadlines, policies, additional fees and artwork requirements. Many newspapers and magazines have their rate cards online in a PDF format.
