College Newspaper Advertising
One of the most effective marketing tools in reaching young people aged between 18 and 24 years old is through college newspaper advertising.
According to marketing experts, this medium is very effective because it targets a specific niche market, can tap the convincing power of advertorial, and turn students into potential consumers.
Advertisers have long recognized the power of college newspaper in reaching their target-market and turning them into consumers. This disposition is based on several studies showing that nearly 80 percent of undergraduates read their campus paper while about 60 percent of them read the online version.
Communication experts also believe that majority of young people (aged between 18 and 24 years old) use college newspapers to get local news, entertainment stories, sports issues, and opinions and commentary.
Because college newspaper has a high readership rate, this medium is extremely effective in advertising campaign not just for local companies but also for large-scale and international firms.
These are some of the advantages of using college newspaper advertising according to marketing experts:
The newspaper ads can target a niche market
Because the medium can target people from a specific age group of 18-24 years old, advertisers can tailor the content of the commercials to make these appealing and memorable to the readers, thus turning them into potential consumers and building a strong brand loyalty.
This advantage is impossible in general marketing which is commonly used in television and Internet because these two media tools attract audience from different demographics.
College newspapers are significantly cheaper compared to most traditional media
Advertising in traditional media such as the television, magazine, radio, and mainstream newspaper usually comes in steep price. However, this is not the case in college newspaper advertising which can even serve small and local businesses.
Campus papers can turn students into consumers
With the right marketing strategy and catchy content, college newspaper advertising can turn students into consumers, thus resulting to higher sales and brand popularity.
Tapping the college students is one of the most lucrative advertising strategies. This is proven by a study conducted by the National Center for Educational Statistics showing that college students around the country spend more than $200 billion every year.
Advertorial is possible
In mainstream newspapers, advertorial, which is writing a story that subliminally advertises a certain product, is prohibited as it contradicts the whole essence of journalism.
However, advertorial is acceptable in campus newspapers which deliver “lighter news” and “entertainment stories”. Also, students generally do not frown upon with advertorial as long as this is not used intrusively.
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