Print Ads: What Works & What Doesn't?
With nearly 3 million newspaper readers in Singapore and growing, brand and business owners continue to recognise the efficacy and effectiveness of newspaper advertising as the lead medium for their communication campaigns. Singapore’s high literacy coupled with her small geography continues to ensure that we continue to reap the benefits of being a “reading population”, despite the influx of new and social media options.
Newspapers, as you know, comprise both editorial and advertising elements. Other than the stories which are richly portrayed in depth and content across the many sections of our newspapers, research has shown that readers who are also consumers in their own right perceive advertisements as useful information to keep them abreast of new products, services, and be updated on their accompanying benefits!
Selecting the right newspaper to advertise in is only one of the many factors that ensure the effectiveness of your media placement. Which area of the newspaper you place your ad in, what do you say in it, how your artwork is designed, the colours you use – all these and more play a significant role in determining the effectiveness of your ad investment.
Detail
| Date: |
22 Jun 2012 |
| Duration: |
1, day(s) 9:00AM - 5:00PM |
| Fee: | $540.00 |
| Venue: | 51 Anson Road, #03-53 Anson Centre Singapore 079904
|
Fees are subjected to prevailing GST of 7%
For more information, please contact JobsDB Learning at 65788111 or email to learning@jobsdb.com.sg
Payment must be made before the commencement of the workshop. No cancellation is allowed 7 days prior to workshop.
Outline
· The Advertising Effectiveness Donut
- Campaign Objectives & Strategy
- Selling Proposition & Offer
- Consumer Behaviour & Nuances
- Advertising Copy & Design
- Media Selection & Placement
- Research & Evaluation
· MSI – Media Scene Investigation
· Research-ology
- Eye-tracking Research
- Colour Effectiveness Research
- 10 Commandments of Creative
· Print – The Silent Achiever!
· Out-Of-The-Box!
· Does Sex Sell?
· Pull The Print Trigger & Fire Away!
· X.O. Beer – The Potent Brew!
· Print – The Uninhibited Exhibitionist!
· The Sum of It All
Facilitators
Geoff Tan is a full-fledged advertising industry practitioner who values the sharing of his background and experiences
acquired across an expansive career, after graduating from the University of New South Wales with a Bachelor of Commerce
Degree majoring in Marketing. He worked in three international advertising agencies before settling on a career with
Singapore’s largest media-owner, Singapore Press Holdings. Geoff headed The New Paper’s advertising sales team when
the paper was launched in 1988. Other than ad sales, Geoff has been involved across 4 other portfolios – electronic
publishing, advertising & promotions, customer service, and strategic marketing.
Currently, as Senior Vice President in SPH’s Marketing Division, Geoff’s responsibilities include new-business modeling,
formulating innovative sales strategies, and evangelising SPH’s integrated media ideology to the advertising fraternity at large.
Geoff was conferred Marketer of the Year 2006 [Highly Commended] from the Pacific Area Newspaper Publishers’
Association [PANPA] for championing creative and out-of-the-box advertising options in newspapers. In March this year, Geoff
was invited by the World Association of Newspapers [WAN-IFRA] to be the keynote speaker for its 20th annual advertising
conference, attended by over 200 delegates across 23 countries, entitled “Where’s the money?” which was held in
Copenhagen.
Geoff contributes a regular “motivational/inspirational” column in SPH’s free bilingual newspaper, My Paper.
Who Should Attend
All who are in one way or other involved in determining, influencing or formulating advertising – marketing managers, sales
managers, advertising managers, communications personnel, PR practitioners and business owners.
Objectives
· Appreciate the multiplicity of elements that contribute to effective newspaper advertising.
· Understand the dynamics of newspaper media selection and placement vis a vis the objectives set for the campaign and
the target segments you are interested to reach.
· Recognise the components that make up the advertisement and how each plays a role in making the whole a morecompelling communications proposition.
· Distinguish between branding and promotional advertising and how these are best amplified.
· Learn from research the many kinds of response different communication triggers evoke. Also how consumers react to
various types of advertising tactics and schemes.