The facts and benefits
of advertising
Internet
Display
Classifieds
Motors
Property
Business
Recruitment
Why advertise?
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Why do businesses need to advertise?
Attracting new customers; Example, Sky TV
Reminding existing customers; Example
Supermarkets
Stabilising future sales products may be
established but don't get complacent. Ensure
you stay market leader.
Exploiting market trends - if product is popular,
sales are maintained.
Countering falling sales. Example; British beef,
eggs.
Educate and inform. Example; drink/drive,
RSPCA, companies with message to promote.
Establish prestige and leadership. Example;
Mercedes, BMW, Nike, Jaguar, companies
aiming to maintain market position.
Publicise new products. Example; Virgin,
Daewoo and Internet.
Overcome customer resistance; Example:
water authority, often used as a result of bad
publicity.
1. Definition of a business:
A medium for selling products
or services at a profit
2. Newspapers advertising is:
Professional selling in print
through our free and paid for
titles. Bringing together
buyers and sellers for
their mutual advantage.
Readership of the regional press
Facts and figures
1. British people are among
the most avid newspaper
readers in the world.
2. Regional press has a high
souls readership: 28.9% of
those who read a regional
newspaper do not read a
national.
3. In the last decade
readership of regional
mornings has increased by
60.9%
Source: GB TGI 2009 Q3
(April 2008-March 2009)
Any regional newspaper
All adult coverage
80.4%
Coverage of men and woman is very similar
Coverage by sex
Any regional newspaper
Men
80.5%
Women
80.3%
Coverage of all age groups is very high, with a slight bias
towards the older, more affluent age groups.
Coverage by age
Any regional newspaper
15-24
73.1%
25-34
78.4%
35-44
78.8%
45-54
83.0%
55-64
83.4%
65+
85.1%
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80.4% of all
British adults
(39.5 million
people) read
a regional
newspaper,
compared
with 61%
who read a
National
newspaper.
Why use Paid-for Newspapers
Facts
Benefits
The facts
Readers actively seek Classified sections
It enables readers to shop in the comfort of
their own home
It is economical
Offers a regular, established advertising
market place
Organised in user-friendly classifications
with identifiable classification headers
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The benefits
Because readers turn to Classified to read the ads, the
advertiser benefits from a higher percentage of readers
who are in a buying frame of mind
You can anticipate potential customers who have already
made their buying decision at home
Provides a ready source of new business from people
new to the area (looking for advice) or just coming onto
the market for a product or service (e.g. newly weds, new
parents etc).
Enables you to reach a large number of potential readers
for a small cost per 1,000
Ensures you are there whenever readers are seeking your
service
Readers can easily find your advertisement. The sections
are well organised so advertisements do not have to be
too large to get
noticed and gain response
Why use Free Newspapers?
Facts
Benefits
The facts
Delivered on the same day every week
Independently audited by ABC (Audit
Bureau of Circulation)
Reaches a high percentage of the homes in
its distribution area
Distributed to clearly described areas
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The benefits
There is no purchase barrier to potential readership of
your advertisement.
Provides a regular platform to readers who expect to
receive useful buying information
Enables you to focus and co-ordinate your promotional
activity and better measure response
ABC standards enhance your advertising response. ABC
check delivery on your behalf - whether you advertise
with us or not
Potential readership exactly matches the population
area you are seeking to reach with your sales message
You know exactly where your sales message will be
appearing. It is the same area each week
Your advertisement is delivered using up-to-date,
accurate information that also reduces waste
Why use
Series
advertising
Free Newspapers?
Factsbenefits to theBenefits
The
advertiser
The benefits to the customer
To the advertiser
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To the customer
Economy and cost effective. The cost is spread over a number of
weeks (discount for series bookings).
Customer may be on holiday and will miss
ad if not on a run.
Business needs to have their name on show all the time to get a
regular response.
Company advertising regularly are viewed
by customer as more reliable, less likely
here today and gone tomorrow.
To stay ahead of the competition.
To attract new business. Every company is looking to increase
revenue.
Reminds customer that company is still
around as some are slower to react to
certain advertising i.e. situations vacant.
To counter declining sales; quickly informs readers of price
changes, sales etc.
Population constantly changes, people move in and out of town.
Keeping name in public eye; it builds reputation.
Few people decide to spend large amounts of money in more than
one evening. Advert in regularly reminds them, keeping your name
in public eye.
Different people in different areas read papers on different weeks.
To advertise regularly in a higher readership publication.
"Many a small
thing has been
made large by
the right kind of
advertising"
Mark Twain
Why use Free
display?
Newspapers?
FactsFacts
The
Benefits
The Benefits
Facts
There are a limited number of
advertisements on news pages
Advertisements appearing on news
pages are ‘read as news’
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Benefits
There are a limited number of Readers are more receptive and can
perceive well-written advertisements as supplying useful news
rather than making a blunt sales appeal
News pages generate casual readership
of advertisements
Desire can be created for a specific product as people are not
always in a buying frame of mind, but may be persuaded whilst
reading the news
Specific readership platforms are
available
It allows the advertiser to target a specific market place, e.g. an
opportunity to advertise on the Sports page or TV pages.
It is used by large local and national
companies e.g. ASDA, Curry’s
Advertisers using Display appear in ‘good company’. This prestige
‘rubs off’ on anyone using the medium
Well designed adverts appearing alongside professionally written
editorial retain the readers interestadvertisements on news pages
Advertisements appearing on news pages are ‘read as news’
DISPLAY
News pages generate casual readership of advertisements
Specific readership platforms are available
It is used by large local and national companies e.g. ASDA, Curry’s
Why use Free
classified
Newspapers?
FactsFacts
The
Benefits
The Benefits
Facts
Readers actively seek Classified
sections
It enables readers to shop in the
comfort of their own home
It is economical
Offers a regular, established advertising
market place
Organised in user-friendly
classifications with identifiable
classification headers
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PACK
2010
Benefits
Because readers turn to Classified to read the ads, the advertiser
benefits from a higher percentage of readers who are in a buying
frame of mind
You can anticipate potential customers who have already made their
buying decision at home
Provides a ready source of new business from people new to the
area (looking for advice) or just coming onto the market for a
product or service (e.g. newly weds, new parents etc).
Enables you to reach a large number of potential readers for a small
cost per 1,000
Ensures you are there whenever readers are seeking your service
CLASSIFIED
Readers can easily find your advertisement. The sections are well
organised so advertisements do not have to be too large to get
noticed and gain response
Why use Free
features
Newspapers?
and supplements?
FactsFacts
The
Benefits
The Benefits
Facts
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Benefits
Can be promoted in advance in our
papers and webpages
Relevant editorial will complement the advertising and encourage
readership of your message
Often they include editorial
Grabs the attention of the right kind of prospect for your sales
message
Created as themed pages
Some contain reader competitions
They also appear on our internet sites
FEATURES
Advertising, heading and editorial combine to attract focused
readership
Internet features will mean your message reaches a different
audience and therefore more potential customers
Why use our websites?
Facts
How this helps you
The facts
Competitively priced
Selection of locally branded sites
Part of a recognised local brand
Deliver trusted content
Deliver useful local content and
high quality editorial
Growing page impressions and
unique users
We are high in Google Search
when looking for news about the
local area
Promoted in all Johnston Press
titles
Easy to use, interactive medium
Tracking and reporting options
available
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The benefits
Cost effective. You can choose a solution to suit your budget
Provide targeted access to locally based internet traffic as well as access to
the world wide web
As part of a site dedicated to the local area, the credibility of your local,
community-focussed newspaper ‘rubs off’ on your business. Our sites will be
a first point of information for new movers into the area - prime prospects
for any business
Overcomes the concerns of lack of trust in material on the world wide web
Increased chance for your sales message to be viewed
Increasing audience traffic and page impressions equals more potential
audience for you
Your local title is driving traffic to your sales message and over 300 titles
promote the Today brand for Motors, Property, Local Pages and Jobs
The convenient, single entry point to local news, information and services is
ideal for busy people who value efficiency and want to get the most from
their time. Can link to your website where more information about your
product or services will be available
It enables you to reach new customers not available elsewhere and
compete internationally or nationwide
It is working for your business 24/7 52 weeks of the year
Reasons people use the internet
The Facts
68.6%
Top 11 reasons
of the UK population
(41.8m) now have access to the internet
(Source: Internet World Stats, June 2008)
56%
Top 11 reasons
Finding information about goods or services (86% of UK users)
of UK households had a
broadband connection in 2008
Using email (85%)
Travel and accommodation (63%)
(Source: Omnibus Survey, Office foe National Statistics, August 2008
Internet Banking (45%)
There are now over
182 million
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Information about education or training (36%)
websites
Playing or downloading games or music (35%)
(Source: Netcraft Survey, 2008)
Reading or downloading on-line news (30%)
Seeking health related information (27%)
Watching web TV (25%)
Looking or applying for a job (21%)
Selling goods or services (17%)
Source: Omnibus Survey, Office for National Statistics, published August 2007
Advertising in a recession
Introduction
10 reasons to advertise
Intro
History has established that businesses which maintain or
increase their advertising investment in periods of economic
downturn actually increase their sales and share of market,
both during and after the downturn.
Why? Just look at the facts:
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Brand recognition
Advertising through boom and down times sustains necessary brand
recognition.
Stability
Maintaining a company’s advertising during an economic downturn
gives the image of stability within a chaotic business environment and
gives the advertiser a bigger media profile.
Rewards
Economic downturns reward aggressive advertisers and penalise timid
ones.
Win new customers
10 reasons to advertise
Protect your market position
During an economic downturn, a strong advertising/marketing effort
enables a firm to solidify its customer base, take business away from
less aggressive competitors and position itself for future growth during
the recovery.
Maintaining or increasing advertising budget levels during economic
downturns may be necessary in terms of protecting market position
against forward-looking competitors.
Need
Save money long term
Grow profits
If a company fails to maintain its “share of mind” during economic
downturn, current and future sales are jeopardised. Maintaining
customers’ “share of mind” costs much less than rebuilding later on.
Advertising in an economic downturn should not be regarded as a
drain on profits, but as a contributer to profits.
Increase “share of mind”
Consumers continue to make plans to buy, they just take longer to do
so. Companies which don’t start advertising until things improve miss
out on opportunities to sell their products first. It’s a bit like starting a
race several minutes after the other racers.
If during an economic downturn you maintain a strong advertising
presence while your competitors cut their budgets, you will
automatically increase your “share of mind”.
When times are good, you should advertise; when times are bad, you
MUST advertise.
People are planning to buy