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Advertising in Newspapers - Research Paper Example

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Newspapers allow the usage of writings or photos in advertising or as a means of communicating information to the public. However, in advertising, most organizations often use both photos and writings in communicating to its various clienteles. Companies often design and use attractive or appealing photos alongside certain enticing words, to make customers purchase their desired products. How it Targets a Specific Group Newspapers are designed in a manner to ease the process of advertising and conveyance of information (Humphrey, 2003). Advertising in newspapers is used in varied ways. Advertisements in newspapers can be used to convey messages to a certain targeted group. Newspapers consist of different sections such as the sports section, politics sections and the social sections. Advertisers, therefore, can use these sections to target a certain group having the potential of purchasing the products in the market. For instance, when advertising sports attires, it is wise to post the advertising details within the sports section. This ensures that the advert posted reaches the intended customer. Additionally, certain newspapers often provide free magazines covering a certain topic that is of major concern to the public. Some of them talks about lifestyles, social aspects, relationships and political aspects. Such magazines can also be exploited as a suitable platform for targeting a certain group. However, despite this being an effective approach, it is also imperative to consider other factors, which comes into play for the effectiveness of the advertisement. For instance, the advertising company must ensure that the targeted group is able to read and comprehend the conveyed message. The Primary Role of a Newspaper The newspaper has numerous roles, the primary one being to inform the public. Other roles of the newspaper are to educate and advertise various products on behalf of a certain company (Farell & Cupito, 2010). Since advertising also aims at informing the public about new products in the market, the advertising process thus fits within the primary role of newspapers. Advertising helps in informing the public on the new prices in the market and the modifications done on various products. This empowers the public to make informed decisions regarding their desired products or services. It is advisable for organizations to use both visual aids and wordings in their adverts, when using newspapers as an advertising medium. Visual aids add value to adverts thus making them appealing to the targeted group. Newspapers act as a support medium, in most cases. Most of the information documented or printed in newspapers are often not directly from the person conveying the message. The writings are often edited or rewritten by a different individual (newspaper editors), who never participated in writing the original document. This, therefore, makes the newspaper a support medium of conveying information. However, in some instances, newspapers always print direct information or quotes from a certain source. Although this does not mean that, it is a primary medium. This is because the information obtained was initially meant for a different group as opposed to the ones addressed by the newspaper. Accessibility Newspapers are easily accessible thus can be reached by a number of potential buyers. For instance, in certain countries such as Netherlands, newspapers are distributed for free thus anyone can access them, even young children. Moreover, even if they are being sold in certain countries, the cost incurred when purchasing is often affordable to a significant part of the ...Show more


Newspapers are everyday publications that contain a variety of information meant to educate, inform and advertise certain products or services. They contain current information about various sociological, physical, political and economical aspects…
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