STCM 10300 Lecture Notes - Lecture 13: Local Ad, Personalization, Intrusiveness
11 Dec 2016
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Many reach 50% or more of their markets and consumers will use it as a source of advertising. Ads can usually be placed to appear with just two days notice. Most offer the ability to place preprinted, higher quality flyers, etc. Excellent for targeting a mass audience by where they live. Its long history and news- oriented format has generated much respect. Many customers will bring in a client"s ad or coupon which enhances accountability. Often shared with others (friends, family, offices, etc. ) A typical page may contain many different ads, of varying sizes, all clustered together. Circulations have been on the decline for years (other media, busy lives) and it is difficult to target with its mass audience appeal. Usually, with only one per city, there is little if any room for price negotiation. Once the new edition comes out the next day, yesterday"s newspaper is recycled along with your ads.
