Newspapers can be either local, national or global in scope.
Local advertising comprises advertisements targeted to a specific, relatively small geographic area, such as a city, county or state. Local advertising outlets include local television stations, newspapers, radio stations and hand-distributed print materials. Local advertising has its own unique benefits and drawbacks, but the effectiveness of local strategies in certain situations can outweigh the disadvantages. Building local advertising into your marketing strategies can give a boost to your marketing effectiveness, and build a loyal customer base in a specific area.
Cost-Efficiency
Local advertising media and techniques can be less expensive than strategies that reach a larger audience. With the exception of Internet advertising, local advertising beats national or global ads in price virtually every time. Advertising placement costs are based, in large part, on the amount of views expected from particular media outlets; when you deal with outlets with lower numbers of viewers, prices generally go down. The smaller scale of local advertising campaigns can reduce companies' ability to secure volume discounts, but the base prices of local outlets are usually low enough to beat the discounted price of national advertising media.
Customer Strategy
Local advertising can play a role in customer strategy, garnering customer loyalty and turning loyal customers into brand champions. Attaching your name to local landmarks, by sponsoring local events or advertising in community publications, among other things, can cause locals to feel more at ease with your company and identify your products and brands with their community and daily lives.
Targeted Advertising
Local advertising can be highly targeted in the right situations. Sellers of sports memorabilia, for example, can reach the highest number of fans for specific teams by advertising in that team's state or city. When products or services target geographic segments of the market, rather than demographic, psychographic or any other type of segment, local adverting can be the best way to reach target customers. Consider snow tires, for example. Snow tires aren't marketed to certain age groups, people with certain social statuses or marketplace preferences, they are marketed to everyone who lives in areas with heavy winter seasons, regardless of who they are.
Cooperative Advertising
Cooperative advertising partnerships can be highly effective when planned and executed on a local scale. Local small businesses can purchase advertising production time and share in ad placement costs, allowing them both to save money while reaching larger audiences in the local area. Cooperative advertising has benefits in addition to cost savings as well, such as the ability to add credibility to your brand among your partner's established customer base by associating your brand with theirs.
Tags: Local advertising, advertising media, Cooperative advertising, customer base, local advertising, national global