effectiveness of advertising in media

The daily newspaper is, in comparison to other media, the medium that satisfies cultural demands most according to its users' expectations regarding layout and reporting. Newspapers, as documents of the "relevant set," are continually forced to keep their articles "reasonable" and "relevant to everyday life."

In the entirety of this "reasonable/relevant" quality lies the strength of the advertising medium newspaper. The information in newspaper ads pertaining to prices, retail addresses and product details serve in the orientation and decision-making processes in a confusing world of goods and brands.

Even studies regarding quality show that newspapers have a credibility advantage in comparison to all other media. The credibility and seriousness of the reporting spreads out to the advertising in the newspaper.

The credibility of the newspaper as an advertising medium is not only a prerequisite for selling success, it is also an important guarantee for the success of image and information campaigns.

In image campaigns, the daily newspaper proves to be an important medium of rationality and relevance to everyday life components of a brand's image, which are brought across reliably to consumers. Information campaigns can rely on newspapers as an advertising medium to be fact-oriented and contain informative product- and brand-advertising.

Another plus, particularly of local and regional newspapers, is newspapers' local and regional competence. From international politics to local events, newspapers prepare "the world" for a "local life." Brands and services can thus be "regionalised," meaning the consumer is shown how he can reach products and services in the most economic way.

For the effectiveness of advertising in regards to quality, the context in which editorial or advertising are placed is significant. This applies to an even greater extent to radio and television advertising. I am not speaking only of the context of placement, but, more importantly, the position of an ad within the advertising section has influence upon its effectiveness. In radio advertising, for example, the same ad can make a loud and obnoxious or a moderately quiet impression, depending on the placement of the ad.