Price, product, promotion and place (4Ps): newspapers

The idea

Newspapers are a print advertising medium that can be local or national, daily or weekly. They allow businesses to place adverts in a physical publication read by a specific audience. Local newspapers can target a geographic community, while national newspapers can reach a large, broad audience. Advantages include relatively low cost compared with television, a longer shelf life than some digital adverts, and the ability to include detailed information and coupons. Disadvantages include declining readership, limited targeting by demographics, and the fact that adverts may be overlooked. For example, a local plumber might advertise in a local newspaper to reach homeowners nearby. Newspapers are assessed by how well students explain their suitability, benefits and drawbacks in context.

What earns the marks

• Define newspapers as a print advertising medium that can be local or national.
• Distinguish between local and national newspapers in terms of audience and reach.
• Explain advantages such as relatively low cost, longer shelf life and ability to include detailed information.
• Explain disadvantages such as declining readership, limited demographic targeting and adverts being overlooked.
• Apply newspapers to a business context, for example a local plumber advertising in a local newspaper to reach nearby homeowners.
• Analyse the suitability of newspapers compared with other media such as television or social media.
• Evaluate whether newspapers are an appropriate choice for a given business situation.

Common mistakes and how to put them right

• Assuming all newspapers have the same audience.

  Put it right: Local and national newspapers differ in reach and targeting.

• Believing newspaper advertising is always cheap.

  Put it right: Costs vary by circulation, size and position, and can be high for national titles.

• Ignoring declining readership; correction: fewer people read print newspapers, so reach may be limited, especially among younger audiences.

Exam tips

• Link the choice of local or national newspaper to the business's target market.
• Compare newspapers with at least one other advertising medium when evaluating.
• Use context to support your judgement, such as budget, location and customer profile.