FUNDAMENTALS OF ADVERTISING

By: Ruby F. Alminar-Mutya, DBA

The Advertising Media: Print

Newspaper Advertising

Newspaper is a publication regularly printed and distributed, usually daily or twice

a day, containing news opinion, items of general interest and advertisements. This is
usually the common advertising medium for small firms and retailers as well as some
corporations. Newspapers are dealing with a population much different from that of a
decade ago. This change, combined with a faster-paced lifestyle placed the industry in
a more competitive environment and is taking steps to meet the challenge. Intensive
circulation and readership are essential to the newspaper industry to increase its share
of advertising. Readers want more local news of their neighborhood and suburb, and
this is a feature making tabloids more attractive than standard newspapers.

Types of Newspaper Advertising

1. Display advertising
 Allowed to use any larger space desired
 Allowed to use color
 Measure per column centimeter
2. Classified advertising
 Published under different headings: “Help Wanted Ads”
 Uniform width, measured in terms of number of lines occupied.
 Not allowed to use larger space and typeface
 Not allowed to use color
3. Classified Display Advertising
 “Box Ads” about job vacancies
 Allowed to use larger space
 Allowed to use decorative border lines and company logo
 Not allowed to use color
 Measured per column centimeter
4. Legal Advertising
 Advertisement by government offices
 Measured per column centimeter
5. Amusement Advertising
 Advertisements of movies to be shown, concerts, stage plays, and other
activities’ schedules for relaxation or pleasure.
6. Other Newspaper Advertising
 Service termination notices
 Obituaries/death notices
 Anniversaries, birthday announcements and greetings