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21 Cards in this Set
- Front
- Back
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Strategies for Newspapers
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Generic
Preemptive USP |
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Ads in newspapers transformational or informational?
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Ads in newspapers tend to be informational
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Strengths
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Quick reach every day: Reach a lot of people in a quick period of time. Audience has opportunity to see ad, usually by 8 am or so.
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Weaknesses
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Clutter: So many ads, so many words
Declining reach among younger people, declining coverage among all kinds of target audiences. Downfall of classifieds is craigslist. |
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How many national dailies?
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3 or 4
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History of USA Today empire
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USA Today. Started in early 1980s. People didn’t live where they used to live, and USA Today built their market because people didn’t live in town they grew up in but still wanted news on their hometowns. Built its empire on this.
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How many readers per copy?
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About 2
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Column Inches
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Broadsheet is 6 columns x 21 inches for a full page.
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Price of ad is based on.....
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Price is based on per column inch.
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Types of headlines:
“Now dull, dingy teeth are a thing of the past” |
Present news
“Now dull, dingy teeth are a thing of the past” |
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Types of headlines
"A deck this durable doesn’t grow on trees” |
Make a claim (watch the superlatives)
"A deck this durable doesn’t grow on trees” |
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Types of headlines
“Every day we help people in your position breath easier” |
Offer advice (expert/authority)
“Every day we help people in your position breath easier” |
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Types of Headlines:
“I’ve been hooked! You can be too!” |
Inspire creativity (gimmick)
“I’ve been hooked! You can be too!” |
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Types of Headlines:
“Want to save money? Read this!” |
Give a command
“Want to save money? Read this!” |
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Types of Headlines:
“Just say NO” |
Offer a challenge
“Just say NO” |
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Types of Headlines
“Shake. Bake. There. You just made dinner.” |
Identify the product
“Shake. Bake. There. You just made dinner.” |
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If the purchase is involved, important or complex, how much copy?
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More copy.
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If the product is similar to other products, how much copy?
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More if it’s very similar to the competitor’s, so they can distinguish it from competitor’s
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If the product has a lot of features, how much copy?
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We need more copy
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If the subject is difficult to understand, how much copy?
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If selling granola bar, requires less copy than mutual fund
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Six Keys to Copy
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Active, not passive voice
Short phrases Simple words (Write the way people talk) Match coy to product in terms of tone Be as specific as possible Clear Central Idea |
