What are the characteristics of newspaper advertisements?

Among the four traditional media, newspapers are undoubtedly the most popular and influential. Newspaper advertisements are almost born with the publication of newspapers. With the development of the times, there are more and more varieties, richer contents, more flexible layout, more and more exquisite printing, more and more diversified contents and forms of newspaper advertisements, and the distance between newspapers and readers is getting closer and closer. Newspapers have become the main media for people to understand current events and receive information. The main features of newspapers are:

1, with fast propagation speed and timely information transmission.

For most comprehensive daily or evening newspapers, the publishing cycle is short and the information is transmitted in time. Some newspapers even publish several pages a day, such as morning, noon and evening, so as to report the news faster. Some time-sensitive product advertisements, such as new products and newsworthy products, can use newspapers to spread information to consumers in time.

This is informative and explanatory.

As a medium of comprehensive content, newspapers mainly use words and symbols, supplemented by pictures, and have a large capacity to transmit information. Because it is mainly written in words, it is very descriptive and can be described in detail. For some products with high attention, the descriptive nature of the newspaper can inform consumers of the characteristics of the products in detail.

3, easy to save and repeat

Due to the special materials and specifications of newspapers, compared with other media such as TV and radio, newspapers are better preserved, easy to fold and put, and very convenient to carry. Some people have also developed the habit of newspaper clipping while reading newspapers, collecting and cutting information according to their own needs. This invisibly strengthens the preservation of newspaper information and the rate of repeated reading.

4. Reading Initiative

Newspapers present a lot of information to readers at the same time, which increases readers' cognitive initiative. Readers can freely choose which parts to read or give up; Where to read first, then where to read; Read it once or read it many times; Use browsing, quick reading or detailed reading. Readers can also decide their own cognitive level, such as having only a little impression, or remembering and remembering information; Remember something, or remember everything. In addition, readers can also record what they need when necessary.

5. Authority

Accurate and reliable news is an important condition for newspapers to gain credibility. Most newspapers have a long history, sponsored by party and government organs, and are famous for their influence and prestige among the masses. Therefore, advertisements published in newspapers often give consumers a sense of trust.

6. High cognitive participation

Most newspaper advertisements are mainly written symbols. To understand the content of advertisements, readers need to concentrate on reading and eliminate other interferences. Generally speaking, unless the advertising information is closely related to readers, readers will not spend a lot of energy reading advertisements subjectively. The reader's inertia often reduces the possibility of reading the content of advertising copy in detail. In other words, the advertising reading level of newspaper readers is generally low. However, when readers are willing to read, their understanding of advertising content will be more comprehensive and thorough.

7. The degree of attention is not high

In a newspaper, there are many columns and advertisements that compete to attract readers' attention. In this way, it is easy to attract people's attention only when your advertisement is particularly eye-catching. Otherwise, readers may turn a blind eye.

8, printing is difficult to be perfect, and the form of expression is single.

In recent years, with the support of high technology, the printing technology of newspapers has been continuously broken through and improved. But so far, newspapers are still the media with the lowest printing cost. Affected by materials and technology, the printing quality of newspapers is not as good as that of professional magazines, direct mail advertisements, posters and other media. Newspapers still need to use words as the main communication element, and the form of expression is obviously much more monotonous than stereoscopic TV and other colorful print media.