Why newspapers are effective for advertisers

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Why newspapers are effective for advertisers
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Newspapers give the facts
Newspapers helped grow Dell Computers to 19.5
brand share in a direct sell market where
features and prices are all-important
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Newspapers build brand personality
Telling the story of the folks at the Tennessee
distillery helped build a big brand personality
for Jack Daniels
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Newspapers engage your mind
The RNIB uses the printed word to conjure up
vivid images that make us think about the
difficulties caused by blindness
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Newspapers give you time to reflect
Often, changes in belief or behaviour require
time and reflection
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Newspapers are an announcement medium
easyJet redefined the air travel market, using
newspapers as the lead medium
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Newspapers are media-efficient
1569
Adult figures are Newspapers 164 GRPs, TV 200
TVRs, Radio 380 GRPs, Magazines 1310
GRPs Sources NRS, Barb, Rajar
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Newspapers offer supportive environments
Men dont just read sport they immerse themselves
in it Placed within football, Fiats Van ads
became part of this sports capsule
Source NMA Sports research, 2003
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An opportunity to get up close and personal
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Flaunt your creativity
KitKats cheeky Chunky insert was written in the
Sun style. Sales increased 50 that week over
280,000 inserts were redeemed in the following
months
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Newspapers can be powerfully evocative
Face of the swinging 60s, Twiggy brings retro
cool to that bag of old clothes you gave Oxfam
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Newspapers are a brand-wrapper that can lend
credibility
Sponsorship of Sunday Times Style Fashion
reinforced Moët Chändons positioning as
stylish, fashionable and exclusive.
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Newspapers allow commercial agility
With advance warning, most newspapers can accept
b/w copy until 4pm the day before / colour c 3
days before
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Newspapers are an intimate medium
A new market for premium ice cream was created
using press to communicate the intense sensual
experience of eating Häagen Daz
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Newspaper reach broad and deep
Weekly reach ()
79 Adult weekly reach
15-24
78
25-44
79
45
79
ABC1s
82
0
100
Source NRS
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Newspapers help set the agenda
Michael Howards advertisement in the Times
became a talking point, not only in Westminster,
but in pubs and offices throughout the UK
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Newspapers ring the tills
Newspapers are a shop window in every home
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End