Come Sunday you open your favourite newspaper and the staple supplementary that comes with it only to find classified ads pages after pages. But instead of frowning and mumbling to yourself, “Only ads are there nowadays” you realize the ads look really different and what you are looking for is actually right there among the ads. You get value, your morning session with the newspaper is made, and the brands have their objective of targeted promotion fulfilled- a win-win situation for all! The thematic ads or theme-based classifieds are taking the print media by storm and they are the best thing that can happen in the near future.
Classified advertising and its significance
Classifieds are advertisements that are given by businesses or individuals and are grouped by the publishing media (newspaper in this case) in distinct sections under specific headings classifying the service or product offered. Some popular classified ad categories are Business, Employment, Matrimonial, Education, Announcements, Personal, Obituary, and Dining & Restaurant, etc. Classified ads take up small space and cost a lot less but are more effective than widespread displays. As a brand-owner, if you are interested in focusing your marketing on the area you do business then these ads will help you do that. By finding you a place among your competitors they will allow you to reach people who are likely to buy services or goods from you.
Is there a chance of you getting lost in the crowd of classified ads?
In general, classified ads come in small black and white boxes with important words and number in bold or italics to attract your attention. The format is so generic and the presentation so humble that yes, you do stand a risk of skipping your prospective target reader’s eyes. But the good news is- times are changing. Advertising agencies are coming up with out-of-the-box ad concepts to add value to the marketing and promotion initiatives of brands. And this is having a run-off effect on the classified ads as well.
Welcome to the trend of thematic advertisements
Forget the old black-and-white boxes. Lo and behold the colourful squares (or other shapes of course!) sometimes with faces or company logos on it as a special feature in a newspaper. Do you now see yourself or your dream brand catching the right eyeballs? Of course, you do. This is exactly what the best advertising agencies in India are doing to their clients and you cannot afford to not reap the benefits from this theme-based classified ad promotion trend.
Thematic advertising decoded:
Suppose it is Valentine’s Day. You will find thematic advertisements all over the newspaper where small sections are dedicated to the experiences of couples, how they want to spend the day, dedicated love messages that would otherwise die a silent death in the B/W classified page under Personal section, ads of brands marketing products for this day particularly, etc.
Come Durga Puja and there is a newspaper ad filled with themes. From hairstyle to dress, advanced skincare to salon services- newspaper advertising is all about the festive-oriented branding or as they call it- “Pujo Makeover.” Somewhere you will see the salon owner describing how he/she has prepared the service chart for you and somewhere you will find small screen celebrities announcing smilingly how great the collection of a particular brand is! All ads are oriented towards a particular festival or a special day.
Why thematic ads do wonders?
Why is this craze here after all? Let me correct you a bit. It is not only ‘here,’ in fact, but it is also here to stay. The main reason? – Easy capability to attract the target audience. Whenever you come across these pages of theme-based classified ads, you are sure not to leaf through but put your attention to it. Branding and personal storytelling go hand in hand in most cases which makes you feel a part of it.
Publishing anecdotes from popular singers on World Music Day makes you glance through them, read a few of them, and gradually drift your eyes on the advertisement of a music instrument house, maybe. This will further remind you how the son of your next-door neighbour is taking guitar lessons. That will, in turn, make you think how about admitting your own child to the same classes? Result? You may end up buying a guitar from the said brand. Bang on with branding and marketing! This is exactly why theme-based classifieds are the next big thing.
The special advantage of print media or more specifically, the newspaper is it reaches you every day and these classifieds can catch your eye when you are in a relaxing mood such as during early-morning tea time, just after your lunch, preparing for afternoon nap. Yes, display ads are more widespread and more eye-catching. But you are not always in the mood to stop and study them. They might slip your mind when you see the next billboard of some other brand.
Key takeaway
As per future prospects, market analysts must agree that themes have the x-factors that make the classifieds stand out amongst the age-old ones. Think it this way. Why does the same biscuit come in a new pack or new flavour every six months or so? So that you are never bored with them or never stop buying the particular brand. Thus the thematic advertisement is all about uniqueness to set in your mind and make you invest in the particular brands featured in the newspaper.
The current trend is to identify which days and events common people hold close to their heart and focus your marketing strategies centred on them. This way, the otherwise lesser-known Parents’ Day can become a purpose of shopping or eating out for your target audience. So, dear reader, themes are not restricted in puja pandals or lavish marriages or parties only anymore. The theme is in your life too, thanks to theme-based classifieds, i.e thematic ads.
