PRINT ADVERTISING

ProsperO Media offers our clients print advertising all over the country, for all the major newspapers, magazines and more. Through our expertise and dedication ProsperO Media will transform your product or service into something remarkable.

We implement the following steps:

• Identify the target market:

  • Define the offer – What will we be promoting?
    Your overall brand, a service sector, a product line, a specialist service or a specific product only?
  • Choose a benefit with emotional appeal – Which problems can we solve? How can this service or product help the readers in their daily lives?

• Write a compelling advertisement copy:

  Using strategic writing and graphical support, we set up a believable context that conveys the information, initiate a feeling of relevance and significance and establish the desire to get involved, leaving the reader with a lasting impression.

  
  

  ProsperO Media implements the AIDA approach in creating your advertisement copy. This approach has proven itself in print and broadcast advertising:

  A	=	Get your audience’s ATTENTION
  I	=	Arouse INTEREST
  D	=	Create DESIRE
  A	=	Stimulate ACTION

The Advertising Medium

Magazines and newspapers play a different role in the media plan to that of broadcast media. Print advertising is a high-involvement media that allows for the presentation of detailed information with the added benefit that information can be processed and referenced at the readers’ own time.

Magazines:

• Advantages of using magazines as an advertising medium:
  Magazines allow for a greater measure of flexibility in media planning. Paper quality and the use of colour allow for more creative freedom in the planning process.
  • Audience selectivity: The myriad of magazines that are available on the shelves today allows media planning to select their audiences with a fair amount of precision. The fact that magazines range from general interest to very specific interests, allows for a high degree of target market selection. A bridal products manufacturer in example, may select from the number of bridal magazines available in the sure knowledge that his/her target market will see the message when they read this kind of magazine to get ideas and information on weddings.
  • Reproduction quality: When we use magazines such as Cosmopolitan or Men's health in example, the quality of paper, print and photographic reproduction is of exceptional quality and standard. If you compare these magazines to any newspaper you will see a marked difference in quality. This quality allows advertisers to use high-definition photographs or illustrations in both colour and black and white.
  • Creative flexibility: Take for example magazines with advertisements for perfumes that allow you to smell the perfume by peeling back a part of the page. This is an example of the creative flexibility allowed by the magazine format.
  • Prestige: Manufacturers of high quality products, whose brand names can be associated with a good image, find that magazines are the ideal medium in which to advertise.
  • Permanence: Owing to the fact that magazines are of high quality, have a range of interesting articles to which people may want to refer at a later stage and are useful far beyond their date of publication, magazines have a long life relative to other media. This is of use to advertisers, since readers will spend more time reading the magazine, as well as the advertisements that are contained within it.
  • Consumer receptivity and involvement: Readers of magazines are also consumers and they buy magazines because the scope of the magazine falls within their area of interest. Advertisements contained in magazines are therefor seen as useful in the sense that they provide information that helps the consumer to decide what to buy.
• The types of magazines to advertise in:
  • Consumer magazines: Bought by the general public, example – YOU & Huisgenoot
  • Specialist interest magazines: Bought by people who have a special interest in specific activities, example Getaway magazine, House and Home, Baby & Mother.
  • Business publications: Bought by people who work in specific business areas, example Financial Mail and Forbes magazine.

Newspapers:

• Newspapers are classified as follows:
  • Daily newspapers: Newspapers that appear on street on a daily basis, example Star, Beeld, Pretoria News.
  • Weekly newspapers: Normally printed locally in towns or suburbs and will appeal to local advertisers, example Record
  • National Newspapers: Appear once a week usually on Sundays and appeal to national advertisers, example – Sunday Times, Weekly Mail, the Guardian and the Sunday Independent.
  • Special Audience newspapers: Some large companies have in-house newspapers that appeal to their workforce, while some universities also have their own campus newspapers, example University of Pretoria – Perdeby