Special form of advertising

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Special forms of advertising ( English Ad Special ) are special forms of advertising in print media that stand out in any way from normal advertisements printed in the magazine or newspaper, and thus ensure increased reader attention and generate returns.

Types and possibilities

  • Cover page (China cover): a cover sheet that is completely wrapped around the title page
  • Flappe (Half Cover / Flying Page): an under-sized cover sheet (often one third in portrait format of the original size of the publication) that is placed around the outside of the title page as an advertising envelope
  • Special ad format: Ad that has a different format than the standard ad formats usually offered by the medium (e.g. circular, star-shaped, pyramid-shaped).
  • Cut-out: Design elements of the ad that break up an otherwise rectangular ad space (e.g. a beverage bottle that protrudes into the editorial text)
  • Title head advertisements: Title head advertisements appear in one or two columns on the title page next to or below the newspaper title
  • Panoramic advertisements: Advertisement over the middle aisle from two sides in full width
  • Satellite advertisements: around an advertisement placed in the middle of the page, further advertisements by the same client are placed on the page.
  • Ad series: a series of full-page ads, at least three pages.
  • Corner display: Display is placed in a corner of a page
  • Handle corner display: Display on the first page, bottom right
  • L ad: These ads can be placed in both the text and the ad section. The wide stripe part of the advertisement is always at the foot of the page, the part running upwards is always in the outer columns
  • Tunnel advertisements: Like panorama advertisements, tunnel advertisements run over the central web from two sides, but not in the full width. They are usually surrounded by text at the top and sides.
  • Staircase advertisements: Staircase-shaped, mostly on the newspaper page from top left to bottom right nested arrangement of several, mostly rectangular smaller advertisements that form a "staircase"
  • Box number ad: Classified ad is not published with the name of the advertiser, but with a box number . Interested parties send their correspondence to the publisher, which forwards them to the advertiser.
  • Add-a-card: Adhesive ad on an ad
  • Completely designed advertisement: with text / s and images also editorially designed page, for example on the occasion of store openings. For example, "special publication" can be written above it
  • Island advertisement: Advertisements in the middle of an editorial text page ("ad in the center"). Such advertisements are also often placed in the event calendar or TV * Promotion / Sponsoring / Presentations: Sponsors whose promotional appearance is marked with the slogan "Presented by ..." (e.g. in the weather report, on the sports pages)
  • Supplements, samples
  • Adverticle
  • Super panorama advertisements (also altar folds or window folds): advertisements or inserts in which four adjacent pages are printed with a contiguous motif.

production

Ad specials are usually produced directly by publishers or their printing companies and integrated into the journals, magazines, newspapers or pizza packaging . In cases in which the publisher's own machinery is not suitable or the necessary capacities are not available, external specialists and special printing companies are also used. They print the special, process it up to a certain point and deliver it to the publisher's bookbinder , who then inserts it into the print product. For ad specials, longer lead times are usually necessary due to the more complex printing production and the costs are significantly higher than for simple advertisements.

Effect and meaning

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Creative, original ad specials attract significantly more attention and are remembered by viewers for much longer. Due to the declining circulation figures and the increasing number of titles (as well as the improved production techniques), publishers have recently been using special forms of advertising to attract new advertising customers or to highlight the product at the point of sale. The importance of this form of advertising is growing rapidly.

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