chapter 13 using print media william f. arens michael f. weigold christian arens...
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Chapter 13Using Print Media
William F. Arens Michael F. Weigold Christian ArensMcGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
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Commercial
The Truth CommercialGoForth Commercial
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Chapter Overview
How print advertising enhances the advertiser’s media mix
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Chapter Objectives
Explain the pros and cons of magazine advertising
Discuss how to analyze magazine circulation
Define major types of newspaper advertising
Discuss how rates are determined for print media
Describe how newspapers are categorized
Explain the pros and cons of newspaper advertising
Q. 1. What are the roles of the Print Media Buyer?
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Role of the Print Media Buyer
Requires a range of knowledge and abilities
Creativelyintegratesprint mediainto the mix
Understandsprint mediaand technology
Knows howto buy mediaspace
Negotiatesand contractswith media
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Newspapers in the Creative Mix
Top 10 U.S. magazine advertisers in 2007
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Q. 2. What are the pros and cons of magazine advertising?
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Pros
FlexibilityColorAuthority and BelievabilityPermanencePrestigeAudience selectivityCost efficiencySelling powerReader loyaltyExtensive pass-along readershipMerchandizing assistance
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Cons
Lack of immediacyShallow geographic coverageInability to deliver mass audiences at a low
priceInability to deliver high frequencyLong lead timeHeavy advertising competitionHigh cost per thousandDeclining circulations
Q. 3. What are the ways of using magazines in the creative mix?
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Magazine Possibilities
Bleedpages
Covers
Junior unit
Gatefolds
Custommagazines
Magazine-length advertisements
Front (first)Inside front (second)Inside back (third)Outside back (fourth)
Inserts
Island halves
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Magazine Layout Possibilities
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Magazine Categories
Consumer Farm Business
By Content
Local Regional National
By Reach or Geography
Large
By Size
Flat StandardSmall or pocket
Q. 4. What are the components of the magazine space buying
process?
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Buying Magazine Space
Guaranteedvs. Delivered
MerchandisingServices
Paid andControlledCirculation Subscription
and Vendor Sales
Vertical andHorizontal
Primary& SecondaryReadership
Understanding Circulation
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Buying Magazine Space
Advertising Age is a good example of a vertical publication
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Buying Magazine Space
Discounts for frequency or volume
Premiums for color, bleeds, covers, or special market editions
Cost per thousand:
Factors Affecting Ad Rate
Print Media-Buying Software saves time; adds flexibility and control
Page rate= CPM
(Circulation ÷ 1,000)
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Newspapers in the Creative Mix
44% of adults read daily papersEach section read by 2/3 of readers46 million newspapers sold daily; 2.3 readers per paper$21 billion spent on ads in 201113.6% spent on newspaper Web sites
Who uses newspapers?Ad spending trend for newspapers
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Newspapers in the Creative Mix
Top 10 U.S. newspaper advertisers in 2006
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15-22Using Newspapers in the Creative Mix
Top 10 newspaper advertisers in the United States in 2005http://adage.com/datacenter/article?article_id=131226
Insert ex. 15-5, p. 495
Top 10 newspaper advertisers in the U.S.
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
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Newspapers in the Creative Mix
Q. 5. What are the pros and cons of Newspaper advertising?
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Pros
Mass mediumLocal mediumComprehensive in scopeGeographic selectivityTimelinessCreditabilitySelective attentionCreative flexibilityAn active mediumA permanent recordReasonable cost
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Cons
Lack of selectivityShort life spanLow production quality clutterLack of controlOverlapping circulation
Q. 6. How are newspapers used in the creative mix?
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Newspaper Categories
Daily Weekly
By Frequency
Standard Tabloid SAU System
By Size
Ethnic/Foreign Language
Business/ Financial
Groups/ Professions
By Audience
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Newspaper Categories
Other Types of Newspapers
Syndicated supplements
Independent shopping guideNational newspapers
Sunday newspapers
Q. 7. What are the types of newspaper advertising?
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Types of Ads
DisplayClassified
Public Notices
Preprinted Inserts
Regular display ads
Co-op programs
Classified Displays
Legalities
Gov’t reports
Private/orgnotices
Catalogs
Brochures
Coupons
Mail-Back Devices
Reading notices
Regular classifieds
Financial reports
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Types of Ads
Virgin Mobile’s
2011 Valentine’s Day display
ad
Q. 8. What are the components of the newspaper space buying
process?
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Buying Newspaper Space
Split Runs
ROPvs. Preferred
Position
ColorCombination
Rates
Short Rate
Flat andDiscount
Rates
Local vs.National
Rates
Understanding Readership
and Circulation
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Buying Newspaper Space
Co-ops and Networks
Insertion Orders
Who pays and whenOne ad, many dealers
Verifies ad ran
One order one bill
Tearsheets
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Print: A Worldwide Medium
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Print: A Worldwide Medium
Every country has newspapers and magazines
Wealthy, well-educated consumers read English
Political changes spurred new trade magazinesSatellite-to-cable broadcast options supplement print
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Print Media & New Technologies
Print Media
Web site adds value
by following
up with in-depth news