• Internal Code :
  • Subject Code : BSBADV510
  • University :
  • Subject Name : Marketing Assessment

Task 3: Mass print media Advertisement

Introduction

Advertising is non-personal means of disseminating data through paid media where the source is the sponsoring the organisation (Percy 2016). According to Bogart (2017), in the 20th century, the growth of radio and television as entertainment media also attracted advertising money as these media began to compete for their share of annual spending with print media. The media environment became increasingly competitive with the explosive growth of the Internet as a commercial medium in the 1990s. It has been discovered from numerous review studies that print media advertising can survive and potentially thrive in the presence of present developments that include internet, social media patterns and other platforms. 

Printed media types include mass-market magazines, newspapers, yellow pages, embedded media, outdoor flyers and transportation ads, signage and point-of-sale products, direct mail, custom magazines, business-to-business (B2B) journals, retail collateral and catalogues (Themediaant 2019).

The report focuses on developing a print media advertisement for newspaper, magazine and outdoor, further discussing about the elements that will be used in the print media advertisement of Nescafe Gold. Size and position of each element will be elaborated, also keeping in consideration legal and ethical requirements. 

Print Media Advertisement for Nescafe Gold

image showing measurements of all the sizes in a newspaper advertisement

The same advertisement will be used in various aspects such as newspaper, magazines and outdoor. The sizes, angles and positions of the print advertisement will be changed accordingly based on where the company is using the print media. 

Elements of Print Advertisement to communicate image, features and benefits of product and services

Header: The header, also recognized as the headline, draws attention to the ad and allows the listener to understand what the file will reveal. A main advantage outlined in the ad, such as a discount purchase or a limited time bid, should be communicated to the header. It can also identify a reader's problem and suggest a solution to the problem. The header is usually the highest component in a print advertisement, and it can determine if the listener sees the rest of the ad (Altstiel et al. 2018). 

The heading considered in the Nescafe Gold’s print advertisement is the company’s name which draws the audience and customers’ attention and basically aims at emphasising on the drawing attention towards the advertisement, like informing the customer about what the advertisement is basically about. 

Image: An image at the top or in the ad's body generates curiosity and communicates by proceeding to read the ad what the audience will know. Typically, newspaper ads are black-and-white, but a colour picture may boost the ad's effect. Choose a brand or service-related picture for purchase and use one, powerful picture to maintain the ad easy if necessary (Altstiel et al. 2018).

The image in the print ad is a hot coffee mug. The hot cup of coffee is waiting for someone who may need it for freshness, company or quality time with a loved one.

Body: Print ads typically include a body that is the primary component of the ad. The body elaborates on the name idea also known as title and should develop confidence in the item or service. It should be well structured to print ad copies. 

The body of the Nescafe Gold’s advertisement is about showcasing the tag line of the company and emphasizing on the “Gold” range of the coffee. As the company’s campaign is focusing on one of the coffee range which needs to draw customer’s attention, the best way to attract the customers is by using a tag line that brings to the mind the actual aim behind the product (Altstiel et al. 2018).  

Contact Information: Contact data informs the audience how to take benefit of the offer to get in contact with the company. Include as much information as necessary to make finding the business easy for the reader. The company name, address, telephone number and website address are usually included in this section.

Nescafe Australia’s website detail are provided in the print advertisement. Any customer who wants to have a detailed information and is interested in the product can have a detailed knowledge about the coffee range which is being promoted by the company, Nescafe. All the information about the product and its variants is available at the website link provided (De Mooji 2018). 

Size and Position of the elements

Newspaper: A newspaper is usually of the size :12* 21 inches (Releasemyad 2019). 

The advertisement can be a half page advertisement, a full page, horizontal half page, vertical half page, horizontal eighth page, vertical eighth page and sixteenth page. The measures of all the sizes in a newspaper advertisement are shown below with their approximate prices:

Image result for size and position of elements in newspaper print advertisement

For the advertisement of Nescafe Gold’s advertisement, the company will prefer using the size and position of the advertisement according to the days. On working days, most of the people prefer reading newspaper as a daily basis schedule and hence the advertisement will cover “Horizontal Half Page”, which will draw the attention of all the people reading the newspaper. Also on Sundays when everyone is usually at home or have free time to at least go through the newspaper, the article will cover the complete page. 

Magazines: In the magazine which is generally published monthly, the Nescafe Gold’s ad will be printed on a full page. The preferable size of the print media will be 7.25’’*9.75” or 185mm*245mm (Releasemyad 2019). The sample of the advertisement will be printed in the magazine like showed in an example below:

Image result for nescafe add in a magazine

3. Outdoor: The usual size of a billboard is 27*40 inches. The print media on the billboard will be of the same size as the billboard. 

Layout of the advertisement and balancing the elements

The Rule of Thirds: While laying out the Nescafe Gold's print advertisement approximately one-third the space was provided to the headline, one-third to the illustration space and one-third of the space for body copy and signature (Schrier et al. 2008).

Type: In the advertisement, the typeface or font was actively kept in mind as it creates a large distinction to the outcomes the company is trying to accomplish. The use of limited number of distinct font dimensions was kept in mind. the text of the document is twice as big as the text of the document and midway between the document of the subheading. Upper and lower case types have been shown to increase the readability of newspapers. The usage of capital letters, italics, bold-face or underlined too many types of forms are also avoided in the print media advertisement.

Whitespace: White space is the area that is left empty on a site without phrases. This word refers even if there is colour in the context. Crowding an ad with too many graphic components or data will create it look cluttered and hard to read, thus decreasing its general usefulness. Keeping in mind all the above points, size and positioning of the elements are done in such a way that there is minimum white space in the print advertisement.

Positioning: It is essential to locate an advertisement in a newspaper, magazine or any outdoor advertisement medium. If ad comes below a cross fold or against the middle fold, readership will decrease dramatically, whereas readership will be at its lowest if your ad is put on the correct side above the fold in the outer corner. A preferred position can also be submitted to improve efficiency by putting the ad in a particular segment or close to the bottom of a website with reading material on it. Because individuals studying the journal spend more time on that section, a place close reading content is safer. Typically, a price of 10 percent-50 percent for a successful situation can be received, but with enhanced exposure it is more than probable to pay for itself, which could double or triple your response rate. Press Run is the term used when it is free for the publisher to position your ad throughout the publishing.

Repetition: A user must be subjected to the ad as many as six to ten times before the message sticks in order to be efficient in printing advertising. Businesses modify their ad too often because they believe their public is weary of seeing it. The reverse, however, is generally accurate, and the ad has been weary of the company. It will be much more efficient to run the same ad over several weeks or even months.

Ensure that advertisement meets all the requirements (Legal and Ethical)

The advertising sector works under rigorous federal laws and is supervised by the Federal Trade Commission (Tone 2018).  Advertisers must be particularly cautious at all moments to behave ethically, be cautious when advertising to kids, advertise possibly damaging products, and use psychological tactics to boost supply.

Following are the ethical and legal laws and regulations that must be followed while working on an advertisement campaign:

Truth in Advertisement: The Federal Trade Commission Act laid down advertising truth criteria and formed the FTC to implement the act's regulations. The Business Bureau of the Bureau of Consumer Protection states that advertising must be truthful, not misleading and not unfair. Advertisers also need proof to back up their allegations. Thus, the advertisement designed for Nescafe Gold completely follows the law as the ad totally concentrates on the brand and the promotion of Nescafe Gold, while nothing in the advertisement is untruthful, misleading or unfair.

Advertising to Children: While the FTC places special emphasis on truth-in-advertising laws when applied to children, the law allows for a lot of unethical behaviour here. It is unlikely that kids do not comprehend exaggerated statements or pictures, thus it is required to create simple advertisements which can be understood by people of all age group. 

Advertising Harmful Products: When selecting whether to work as advertisers in an ethical way, companies must look at the true nature of their product lines. The print advertisement is restricted to specific media depending on their type. For eg: Advertisements of alcohol cannot be published in all the print media’s. Thus the advertisement related to Nescafe Gold follows the rules as coffee is not a harmful product and is generally consumed by all. 

Advertising Tactics and Challenges: Tactics of advertising pose extra ethical difficulties. Advertisers have at their disposal a variety of less-than-ethical yet legal instruments, including subliminal advertising, mental appeals, taking benefit of less-educated people, distributing political campaign propaganda, and other ethical advertisers ' strategies constantly refrain from using them. Ultimately, customers will become more drawn to businesses not using underhanded, psychologically manipulative strategies to win their company. The company Nescafe Gold follows all the ethics related to media advertisement. 

References

Altstiel, T., Grow, J., and Jennings, M. 2018. Advertising creative: strategy, copy, and design. Sage Publications.

Bogart, L. 2017. Commercial culture: The media system and the public interest. Routledge.

De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes. SAGE Publications Limited.

Percy, L. 2016. Strategic advertising management. Oxford University Press.

Releasemyad.com. 2019. Different Sizes for Newspaper display Ad | Newspaper Advertising Encyclopedia. [online] Available at https://www.releasemyad.com/newspaper/learn/what-are-the-different-display-ad-sizes/ 

Schrier, E., Dontcheva, M., Jacobs, C., Wade, G. and Salesin, D., 2008, January. Adaptive layout for dynamically aggregated documents. In Proceedings of the 13th international conference on Intelligent user interfaces (pp. 99-108). ACM.

Themediaant.com. 2019. Printing Industry Magazines Advertising Rates|The Media Ant Ad Agency. [online] Available at https://www.themediaant.com/magazine?categories=Print%20Industry

Tone, A., 2018. The business of benevolence: Industrial paternalism in progressive America. Cornell University Press.

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