"Advertising in the final analysis should be news. If it is not news, it is worthless." - Adolph S. Ochs
Owing to the effectiveness and benefits of advertisements, many manufacturers are concentrating more on how the products can be promoted creatively. One of the primary methods to serve this purpose is print media, which includes newspapers, magazines, billboards, and many other forms. Similar to that of TV commercials, there are some common advertising techniques used in print media, as well. Note that they are totally different from the methods; these are the concepts that are used in the different advertising methods.
Print advertising can be observed in the product ads that are printed on newspapers, flyers, or magazines. The product in these ads is presented in a way that it attracts the attention of the readers. Following are some of the effective techniques for the same:
Catchy Words and Slogans
This is the most common technique used in not only the print media but also in TV commercials. You need to use words that will make the reader want to continue reading the matter in the advertisement. You even do have a choice of using a unique slogan for your brand.
Celebrities and Famous Personalities
If you do have a substantial budget for advertising, you can ask a famous celebrity to promote your product. Fans and admirers of the celebrity you have used in the print ad may want to buy the product, just because their favorite celebrity is using it. This is one of the most effective ways to publicize the products and services and increase their sales.
It is also very important to pay attention to minor things such as the font type, size, and the language used. Make sure that the ad is readable enough for the people to understand. Do not use fancy fonts, which would make the reader find it difficult to read. Also, use common words that will pass on the idea clearly.
If you want to increase sales, it is suggested that you include testimonials from people who have already used the product and are sharing their experiences. Testimonials certainly make the readers have a good impression about the product being reliable, which may contribute to sales.
Include an Offer
It is a proven fact that people are more attracted to those ads that include any kind of offer and discount. If you want to attain the same result, you can make an offer that the readers will not be able to resist.
Mention your Contact Details
In a print advertisement, you need to add up all details about your company and contact information. This will portray your brand as trustworthy. It will also encourage readers to inquire more about your products.
Talk about the Product Benefits
Many companies include too much information about the features of the product. This generally results in low sales. Instead, the company should focus more on the benefits that the product is related to. This will create a need in the readers and give a good impression of the product.
Consider Direct Communication
If you are including a picture of a person in the ad, it is better to make him/her look as if he is looking directly into the eyes of the reader. In addition, using direct communicative words such as 'You' is one of the most effective techniques.
There are many other types of advertising techniques that are used in print media such as using attractive images, graphics, statistical claims, knowledge sharing, and funny concepts.