In an era in which millions of brands are fighting to remain top-of-mind, learly your brand's ads have to find a way to cut through the clutter. For print, most advertisers choose the traditional formats that for many years have given and continue to give a great response. That said, from time to time it's a good idea to throw a curveball at the audience, and you can try this tactic as part of a publication's copy or creative instead of a traditional ad. In the Journal of Current Issues and Research in Advertising, 2007 by Mats Edenius & Michael Dahl, the authors hypothesize that compared to placement in a traditional advertising medium, "placement in a non-traditional medium increases credibility and attitude towards the advertised message." However, others counter that placement in a non-traditional advertising medium reduces the representation of the message because consumers perceive it to have a lower persuasive intent. As such, it's important to mix traditional with non-traditional formats. Here are some examples of non-traditional:

1. Editorial advertising. This is one of the most discreet methods of delivering your advertising message, since it's delivered via the writing of one of the publication's editors. You choose the product, angle and length of the content. Readers tend to pereceive this information as part of the copy of the magazine and do not process it as advertising. Instead,it is seen as a random analyzing of a product/service chosen by the editor because of the quality that it brings to consumers. This is different from advertorials.



2. Newspaper island ads. The ad is stuck in the middle of the article and wrapped around with the text. This method stands out because the readers can't help but see the ad as they read the publication. In addition, the advantage is it doesn't share the spotlight with other ads because it's the only ad on the entire page.



3. Belly bands/ full wraps. This is either a full plastic bag around the entire magazine/newspaper or plastic belt that goes around the waist of the publication. The readers have to focus on the bag as they get the publication and take the wrap off in order to read it.



4. Newspaper strip banners. The title explains exactly what it is: the ad is a strip banner. Not very intrusive in the article, yet it's hard to overlook the ad as it pops out in the top or bottom strip. It stands out because of the contrast that is created with the color banner and a black and white text background. And because it's a smaller-sized ad, it costs less and can be implemented more, increasing the frequency of the campaign.



5. Inserts. These can come in all shapes and sizes that depend on the brand's specs and needs. Based on the length of the message or the idea behind the campaign, an entire mini-booklet can be created and designed with the help of the publication to deliver the message in a way that will definitely stand out from all others. In addition, you also decide whether your desired target market is the full reach of the publication or if it should be segmented by areas for a better impact and budget control.



6. Non-traditional creative formats. This method includes work from the creative agency and the media side for the proper implementation. These formats go beyond the typical square ads and instead use designs such as watermarks, banners in the middle of the page, sponsor circles and designs breaking into the text. The designs can even go into a sequence followed in to several pages. Sponsorships of news such as the money/stock indicators are also an option.

Let US Media Consulting's print division help you with non-traditional formats. For effective ways to implement print, please contact your US Media Consulting Representative at 305-772-5500.

Source: http://www.britannica.com/bps/additionalcontent/18/25071831/When-Is-Advertising-Advertising-Comparing-Responses-to-NonTraditional-and-Traditional-Advertising-Media