Newspapers have been one of the most powerful forms of media over the years. It is among one of the oldest forms of marketing and media outlets around. Although it may not be as prevalent of a media form, it is still useful. Many news outlets have taken to the change in time and offer their papers online in the form of e-newspapers. Nonetheless, it is still a resourceful place to put advertisements. Below you can find examples of this in my reviewed of five different newspaper advertisements.
Newspaper Ad #1- https://www.newsworks.org.uk/creative-gallery/149488
Company: McDonald’s
- Objective(s) of the ad:
In this newspaper Ad, McDonald’s acknowledges the work load that many people have and it typically begins at the start of the day. Furthermore, McDonald’s is promoting their breakfast offerings. The ad intimates that their breakfast can provide fuel for customers to complete their work for the day. his particular ad seeks to inform, or remind readers, that the chain offers breakfast.
- Target Market:
The ad seeks to target those that are working, or anyone that could benefit from using breakfast to help energize them as they go throughout their day. The office chair in the background intimates that this is a business professional.
- Type of approach:
McDonald’s is taking a simple and straight forward approach. They typically use children and animation to cater to their younger audience. Since this message is aimed more so at the parents, or business professionals this approach is the best.
- Value proposition:
McDonald’s provides a value proposition that they can provide a breakfast that can help customers in achieving their agenda for the day. Customers that are familiar with the fast food giant’s service and affordable price of the chain’s food would be inclined to try the breakfast.
Newspaper Ad #2- https://www.laconiadailysun.com/advertising/wedding-guide/pdf_d4710a6a-0ba3-11ea-95d8-7b702efd9840.html
Company: Laconia Daily Sun
- Objective(s) of the ad:
This newspaper advertisement is informing customers of the latest Lakes Region Wedding catalog of the year. The advertisement informs readers of the amount of copies that have been distributed thus far. There is also information on how to reserve a copy, and contact information that provides further information.
- Target Market:
This advertisement targets readers that may be soon to wed, wedding planners, or those that may be interested in weddings in general. Seeing as how this is an advertisement for the latest yearly release of the catalog, the majority of the target consumers are likely already subscribed.
- Type of approach:
Lakes Region Wedding’s is taking a simple and straight forward approach. This use of bright colors, and information on where to order the catalog is great marketing. Target customers are informed of the product and offered multiple ways in which the product can be purchased.
- Value proposition:
Lakes Region Wedding’s confidently portrays that they are the go to source for all things wedding’s. Consumers or even companies that are in need of the information or resources provided would be inclined to make the purchase.
Newspaper Ad #3- https://newspaperads.clintonherald.com/clinton-ia/home-improvement/morrison-roofing/AC1E053A07cb02A818YJTeF51655
Company: Morrison Roofing
- Objective(s) of the ad:
This advertisement is informing readers of the services offered by Morrison Roofing. The advertisement notes that the company has been in service for 25 years and offers several methods of contact information.
- Target Market:
The ad targets those that may be in need or roofing services in the surrounding area and seek experienced professionals to provide the services. These readers may be inclined to reach out for quotes and more information.
- Type of approach:
Morrison Roofing takes a straight forward approach in their advertisement. As readers view the Ad they may think of the condition of their roof, or the roofs of their friends and family members. The advertisement also states that there are free quotes available in case customers need a little more push to reach out about the available services.
- Value proposition:
Morrison Roofing proudly notes that they have 25 years of service. This can provide reassurance to customers in search of the services being offered. Furthermore, come customers that may have had bad previous experiences with getting their roof done may find comfort in the service.
Newspaper Ad #4- https://auburnpub.com/ads/other/citizen-promos-fillers—ad-from/pdfdisplayad_dfffa337-b47f-5340-b98d-56f1270f3be6.html
Company: CITIZEN PROMOS
- Objective(s) of the ad:
This advertisement is informing readers that they can now view the newspaper online. It informs readers where they can subscribe and what they will be receiving by doing so. Consumers could benefit from having the e version of the newspapers as it is accessible everywhere and more economically friendly.
- Target Market:
Readers that may be avid readers of this particular newspaper are the target of this advertisement. The imagery used does not show faces, but it candidates that this could be consumers that are of various ages.
- Type of approach:
The Citizen Newspaper takes a straight forward approach in their advertisement. They assure consumers that they will not get the great new content that has previous been provided. Furthermore, there will be additional perks available to members as well.
- Value proposition:
Loyal members that enjoy the news content and seek to take advantage of perks would find the newspaper Ad especially interesting. The Citizen Newspaper assures their customers that they will have continuous access to the news as they have in prior times.
Newspaper Ad #5- https://www.adeverywhere.com/AdEverywhere/SI/PR/MC/VA/?s=reporterherald&aid=122
Company: Jiffy Lube
- Objective(s) of the ad:
This advertisement informs readers of the series offered by Jiffy Lube. In addition, the advertisement offers coupons that customers can use when using the services. This incentive encourages readers to use the services. The coupons could also be beneficial to the loyal customers as they can continue to use services at a discount.
- Target Market:
The target market for the Jiffy Lube advertisement are those that may need an oil change. This can be applicable to current loyal customers, or those that may not be familiar with the company. Furthermore the Ad targets those that may not necessarily need the oil change upon reading but in the future as well.
- Type of approach:
Jiffy Lube takes a straight forward approach in this marketing Ad. They use coupons as an incentive to try and persuade customers as they inform them of the services offered.
- Value proposition:
Viewers that may be in a need of an oil change may seek to procure the services being offered. Viewers that enjoy coupons and savings may also be inclined to find value in the service being offered.
Art is Life's Paintbrush 
Nice work, your review was quite detailed and a smooth read. One of my favorite is the Jify blue blue advert, the postal is quite wordy but it thus cover a lot of details and information on the coupon necessary for customers to reach the company. Good choice of postal Ad.
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Shayna,
Great choices with your newsprint ads! The McDonald’s ad was simple and to the point, it demonstrates that by starting the day with a breakfast sandwich we can accomplish tasks that were not completed the prior day. The ad reminds us that breakfast is the most important meal and McDonalds can provide that great breakfast to get our successful day started. You’re right, the ad is targeted to working professionals who need a quick breakfast before starting work. The Jiffy Lube ad is a great example of the ads that use promotional coupons to grab the viewers’ attention by offering a discount to services that might be needed. With advertising Oil Changes and providing a coupon will attract many customers. We all must have oil changes to keep our vehicles running right which is a great advertising point for Jiffy Lube. Excellent job analyzing all of the newsprint ads.
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Hi Shay,
Great selection of ads once again. I particularly like the McDonalds ad and the way they use the slogan, “Today’s Agenda: Finish yesterday’s work.” Couple with the image of the breakfast biscuit, to me that means, take your time with breakfast, enjoy it, regardless of how hard you work, the work does not get finished, so don’t rush, start your day right 🙂
Additionally, the Citizens Promo is using the print method to introduce and promote an electronic delivery. This could point out that the majority of their readers are not tech-savvy, but rather the old-school newspaper readers.
Best regards,
-Semir
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Hi Semir,
Great feedback as always! I did not consider the points you have raised but I completely agree. This is the fun part of not only creating Ads, but reviewing them. There are usually several points being made and multiple ways to convey them and interpret them!
Best,
Shay
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Semir,
It is strange, but as I have reviewed other’s newspaper ads I haven’t seen them with coupons. I am actually surprised the McDonald’s ad didn’t have a coupon for their breakfast sandwiches. I like the use of coupons or discount codes because it entices the consumer to try something new without feeling like they were cheated. Anyways, I enjoyed your analysis and I can’t wait to see more of your work!
-Marie
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Hi Shay,
I think you did an excellent job selecting your newsprint ads! My absolute favorite was the McDonald’s advertisement since it clearly acknowledges that breakfast is an essential meal that will facilitate individuals in getting their work done. My dad would always encourage my siblings and I to eat breakfast, even if it was nothing more than having a cup of OJ; because it is the precursor to the energy that one will need to fulfill the duties that will come routinely throughout the day. Now as an adult, it is even more crucial to remember this adage. Furthermore, this ad reinforces the “fast food” perspective that I no longer have to prepare the meal myself or wait for it to cook. I can merely jump in a line, select an already prepared entrée, and have a (somewhat) quality breakfast, that will help me to jumpstart my day! Nice work.
-TK
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Shay,
I really liked seeing the range of ads that you chose in this post, from being simplistic to having deeper meanings behind them. I think you can usually tell clearly what type of audience a company is trying to approach by how deep the message is in their ad. Do they have an underlying message that only familiar audiences would understand or are they trying to reach a more generic audience with attention grabbers.
-Colin
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Shay,
Great job on your analysis and great job branching out to a great selection of print ads in your post. I think you organized your post smartly and made it very easy for readers to follow. McDonald’s always seems to find a way to advertise using simplistic methods that are effective and attention grabbing. The value of a company like that is the brand recognition is just so high that they could put anything on an advertisement as long as the have the golden arches in there somewhere, it will be effective!
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Hello Shay,
The McDonalds ad is clever, and like you said does a good job of targeting the professional market. I also thought the newspaper was a smart ad because the paper should of course promote its website to its own readers. Like others have said, I am likely to be attracted to an ad with a coupon. the coupon is a smart play because some people (my mom at least) will cut them out and put them on the fridge. Then its like free advertising in the home, even past the expiration date in some cases. I did think the ad played to the gender stereotype of women needing men to fix stuff for them since the driver is a woman and the employees are all males.
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