Advertising
Cost Effective Advertising from a South African Perspective
The price of a newspaper would be beyond the reach of the average wage earner if it were not for advertising. The major portion of production costs is covered by the fee charged for advertising, thus making newspapers affordable to the public.
The cost of advertising is alarmingly high but the charge varies according to the publications circulation figures, its size and the complexity of the advertisment.
Every newspaper carries a smalls section, so called because the adverts in this section are very short and to the point. The smalls columns are also known as classified adverts because the items advertised are grouped into classes. An alphabetical index is included at the start of the section to help you find the advert easily. If you have a look at the classified aderts in any daily newspaper, you will see that they cater for a variety of sectors.
Newspapers charge for every word in a classified advertisment, so it pays us to be concise in our wording. Also, as space is limited, only the basic and most important information is given in what is known as 'telegram' style. Typesetting is arranged in one column so that a minimum of space is used. Standard abbreviations and stock phrases are also used to save space.
Trying to construct a classified advertisment can be a difficult task to complete. Using the 'AIDA' formula can offer a solution.
A - Attention (Does the advert grab and hold our attention?)
I - Interest (Does it stimulate interest)
D - Desire (Does it make us want this product or service)
A - Action (Will we go out and get the product or service)
The cost of a classified advertisment is relatively low so this form of advertising will not make a dent in your budget.
Andrew Smit
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