Mike was a new restaurant owner who walked into the office of his local weekly shopper to place an ad for his grand opening.
“Do you want to advertise in the classifieds or would you prefer display advertising?” he was asked.
Like most new business people, Mike did not understand the difference. Mike was looking for an affordable and beneficial advertisement that would draw people into his new restaurant. Both types of ads have benefits depending on the purpose of the ad and the market a business owner is hoping to reach.
classified line ads are an inexpensive way for someone to sell used furniture, advertise a yard sale or give away free kittens. Most classified ads are placed by individuals. Some classified line ads are placed by business owners that are looking for an inexpensive way to advertise. The ads may be inexpensive and while most people don’t scour the classifieds looking for a new restaurant to try on the weekend or a new clothing store with the latest designs, they may be intrigued if the see an ad in the classifieds. Generally, the classified section of most community papers and Thrifty Nickel and other free shopper publications are thoroughly read!
For business owners, particularly new business owners like Mike, boxed display ads give more visibility and creativity. Display ads come in many sizes and unlike classified advertisements, can be placed in any portion of a publication. For this reason, they are referred to in the newspaper industry as ROP ads. ROP stands for “run of the paper”, meaning outside of the classified section. boxed display ads can be in color or black and white. Graphics and logos can be added. You can be as creative as you want with display ads.
For Mike and some businesses, one advantage of boxed display ads is the addition of a coupon. Coupons are a great way to test the effectiveness of an ad and the readership of a publication. If you a large number of people come into your business with a coupon, you know you spend your advertising dollars well.
While display ads and classified word ads are different, each serves a purpose in any publication. Free weekly shoppers that contain a large number of classified line ads are a great resource for businesses owners to experiment with each type of ad at very little cost. Many business owners choose to run display advertisements and classified ads at the same time to get additional exposure. Free weekly shoppers are read by millions of people in communities across the country each week. When advertising in a free weekly shopper, business owners have a chance to evaluate which ads will bring them the greatest return on their investment.
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