Marketing Tips: Classified Vs Display Ads

Classifieds ads are comprised of text only. They are run in their own section with other classified ads under topic specific headings, ie. Help Wanted, Business Opportunity, Real Estate, etc.

Display ads are larger ads run in just about every section of the newspaper. These types of ads can utilize different fonts, characters, graphics, etc. to help promote your product or service.

Knowing the difference between Classified and Display Ads is half the battle. Knowing which one is best for you can be a bit trickier.

1) Newspaper Ad Cost

Every advertising plan comes with a budget, some more flexible than others. Newspaper ads can vary wildly in cost. Classified ads are obviously less expensive than their display ad counterparts. This is mostly because in a classified ad you are paying for a few lines of text, whereas with display ads you are paying for a few inches to a full page of space. Both types of ads can perform well, with the right wording, placement and frequency. Don’t be discouraged if you can only afford to run classified ads… there are many products and services that do very well with classified ads.

2) Generating Activity

Classified ads are great at generating inquiries. Not only are these inquiries potential customers, but they also are a nice start to a mailing list that you can contact regarding future offers! Display ads on the other hand can give the information needed to make a sale straight from the page. Display ads allow you to describe your product or service, explain how to order and ideally make the sale. All without the need for people to inquire for further information (of course you should always include contact information anyway).

3) Display Ads for Visual Impact

A great selling technique is to show your product in use. Display advertising is great for products that are visual and can be shown in use. People like to see what they are buying, so when possible, show them! Other visual aspects of an ad, like graphics or logos, can help make your ad stand out. Logos also help market your brand. Generally speaking, the more people see your ads, the more they recognize your logo, the more they develop trust for your company and products. (This is why it is a good idea to change your logo as infrequently as possible.)

4) Classified Ads for Simplicity

If you lost your job tomorrow, where is the first place you would look for a new one? If you are like most people, you probably said the Classifieds. For many, many years, classified ads have proved to be a valuable resource for people looking for jobs, business opportunities, merchandise, and just about anything else. The classifieds are a great way to get your ad into the faces of people who are ready to act. The ads in the classifieds are simple and straight forward. People do not have to weed through “fluff” like pictures, fancy headlines, hard to read fonts, etc. to get the information they desire.

5) Strategic Ad Placement for Maximum Impact

The classified section is organized by classifications. Each newspaper has its own specific classifications, such as, Help Wanted, Merchandise for Sale, Autos, Real Estate, Business Opportunity, etc. Use these headings to your advantage. Request that your ad be placed in the classification that best suits your product or service. On the other hand, display ads are placed throughout the paper, intertwined with other newspaper content. This means that although someone may not be specifically looking for your ad, they may stumble upon it. Many newspapers will also allow you to specify what section of the paper you would like your display ad to run in. If you are selling Calcium supplements, perhaps you can run your ad in the Health Section to reach a more targeted audience.

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