print advertising chapter 11 mcgraw-hill/irwin copyright © 2012 by the mcgraw-hill companies, inc....

Print Advertising

Chapter 11

McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Using Magazines in the Media Mix

• Pros– flexible– color– authority & believability– permanence & prestige– proven selling power– strong reader loyalty– extensive pass-along– merchandising assistance

• Cons– lack of immediacy– shallow geographic coverage– costly for broad audiences– long lead time– heavy competition– high cost per thousand– declining circulation

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Using Magazines in the Media Mix

• Special Possibilities with Magazines– color and images that extend off the page (bleed)– cover position– junior units and island

halves (special placements)– inserts and gatefolds

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How Magazines are Categorized

• Content– Consumer magazines– Farm publications– Business magazines

• Geography– Local city magazines– Regional publications– National magazines

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Buying Magazine Space

• Important to consider– readership– cost– mechanical

requirements– closing dates

(deadlines)– circulation

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Buying Magazine Space

• Understanding Circulation– Rate Base– Guaranteed Circulation– Primary Readership– Secondary (pass-along) Readership

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Buying Magazine Space

• Understanding Circulation– Vertical publications• covers a specific industry in all aspects

– Horizontal publications• deal with a job function

across industries

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Buying Magazine Space

• Understanding Circulation– Paid circulation• recipients pay a subscription price to receive it

– Controlled circulation• the magazine is sent free to those who are thought to

have influence over the purchase of advertised products

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Buying Magazine Space

• Reading Rate Cards– Three Dates affecting

magazine purchases• cover date• on-sale date• closing date

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Buying Magazine Space

• Reading Rate Cards– Rates• for the rate, calculate the CPM or Cost Per Thousand

• CPM can give a better idea as to how far your ad spending will go

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Using Newspapers in the Media Mix

• Pros– mass, local medium– comprehensive in scope– geographically selectivity– Timeliness– Credibility– Selective Attention– Creative Flexibility– Active Medium– Reasonable Cost

• Cons– lacks selectivity– short lifespan– low production quality– lots of clutter– lack of control– overlapping circulation

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Using Newspapers in the Media Mix

• How Newspapers are categorized– Delivery frequency (daily, weekly)– Physical Size (standard, tabloid)– Audience (general, language, business)– Other types• Sunday supplements• shoppers/pennysavers• national (USA Today)

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Using Newspapers in the Media Mix

• Types of Newspaper Advertisements– Display Advertising– Reading Notice (advertorial)– Classified Advertising– Public Notices– Preprinted Inserts

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How Advertisers Buy Newspaper Space

• Understanding Readership & Circulation– Rate Cards– Local vs. National Rates– Flat and Discount Rates– Short Rate– Combination Rates– Run of Paper vs. Preferred Position

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Directory and Yellow Page Advertising

– A directory is an alphabetical or subject listing containing names, descriptions, and contact information for persons or organizations.

– 87 percent of the US population used printed yellow pages in 2007

– Internet yellow pages searches are growing– Yellow pages are often the sole advertising medium

for local businesses– In this advertising, content is most important

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