Newspaper advertisement layout design

1. To study the size of advertising space

The size of the layout of newspaper advertisements is a manifestation of the strength of advertisers and is directly related to the effect of advertisements. Practice has proved that the larger the layout of advertisements, the higher the reader's attention rate, and the better the advertising effect (of course not absolute). Therefore, the size of advertisement layout is directly proportional to the effectiveness of advertisements.

According to general practice, the layout of newspaper advertisements can be roughly divided into the following categories: cross-version, full-page, half-page, double-pass, single-pass, half-entry, report, and report. Which kind of layout you choose to use for advertising depends on the company's economic strength, product life cycle, and advertising. Generally speaking, for the first time advertising, news type, informative style should use a larger layout in order to arouse the attention of readers; follow-up advertising, reminding, daily style, can gradually reduce the layout to enhance consumer memory. Great advertising is suitable for holiday advertisements, and advertisements are usually available in smaller sections.

2. To study the discharge of advertising space

The so-called research on the advertising position is the study of which version of the newspaper advertisement is placed on, and where it works best. In addition to page layout ads (full-page advertisements), there are no location issues. Other layout advertisements have location emission issues. The same ad is placed in different places on the same page, and the advertising effect is very different. The reason is that the value of the advertisement layout is different. According to scientific research, according to the law of readers' movement, the attention value of the newspaper layout is higher on the left than on the right, higher on the upper side than on the lower side, and higher in the middle than on the lower side. The Zhongcai ad is in between two pages and it is not easy for readers to pay attention.

3. Pay attention to "situation coordination"

Each page of the newspaper has different content and reporting focus, such as news edition, economic edition, legal edition, cultural education edition and so on. Newspaper ads should be placed in the appropriate layout based on the content of the advertising product. For example, advertisements for various enterprises or products are placed in the economic edition; movies, books, and audiovisual advertisements can be placed in cultural and educational versions. Ads of similar products should be lined up to facilitate consumer choice; various classified and small advertisements can be placed under the economic version.

The content of advertisements is different, the layout is different, the attention value is different, the situation is different, and the angles, methods, and means of writing an ad copy should be appropriately matched, and efforts should be made to supplement their weaknesses.

Source: China Manufacturer Network