Guiding Principles of Print Advertising

Talking to your audience at the right times and in the right places is key to successful marketing. Create a plan through research. Where is the audience you want to attract and what is the most effective way to reach it? Your ad planning should remain flexible and open to new creative approaches.

The Observer staff know this market better than anyone. Here are a few things we’ve picked up along the way that we’ll call “The Guiding Principles of Advertising.”


  1. Approach ad buying with your goal in mind. Is your goal strategic to set your company up for long term success? Or is this a tactical purchase focusing on a short term solution to market an event? Know your goal and adjust your plan to suit.
  2. Consistency is key. When it comes to branding your business, your goal should be a design that is immediately recognizable. Frequency of your message is very important. You want to be talking to your audience at the right times and often.
  3. Focus. There are plenty of options available to market your business. Your goals and budget will help decide which media to choose. Experiment only if your budget can afford it. Stretching a limited budget across multiple medias will water down your message.
  4. Be creative. Use advertising to attract attention, engage minds, trigger emotions and change the way people think. It’s important to craft the message to get people to take action, build your brand and plant a belief in the minds of shoppers.

Talk to Donna Rudy about how the Observer can help you tailor your message to our audience. Reach out to her at drudy@woolwichobserver.com