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Print and Out-of-Home Media

Chapter 8

Part Three:Effective Advertising Media

• Part 3 focuses on thecreation as well as thedelivery of anadvertising message

Chapter Outline

I. Chapter KeyPoints

II. The MediaIndustry

III. Basic MediaConcepts

IV. Print MediaV. Newspapers

VI. MagazinesVII. PackagingVIII.Out-of-Home

AdvertisingIX. Directory

AdvertisingX. Using Print

Advertising

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Key Points• Explain the key concepts of media planning and buying• Identify the strengths and weaknesses of newspapers• Describe the key factors that advertisers should know to

make effective decisions about advertising in magazines• Analyze why packaging is such an important

advertising opportunity• Discuss factors that advertisers should consider in

making out-of-home media decisions• Outline the factors that advertisers use to make

decisions about using directory advertising

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The Media Industry

• Advertising media is a huge industry withalmost $195 billion in spending

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6.0$175,048$165,144Total:16.64.932,32030,730Other3.315.76,4955,613Internet

1.38.02,6732,475Outdoor

5.33.82.43.67.5

10,3686,7321,0012,635

9,9936,575966

2,452

RadioLocal radioNetwork radioNational spot radio

28.03.41.8-5.415.615.312.8

54,46220,37516,24412,2513,3962,196

52,66620,01617,16510,5932,9461,946

TelevisionNetwork TVSpot TVCable TVNational syndicationSpanish-language network TV

7.34.114,37013,776Directories

14.04.76.30.75.34.6

27,28018,3477,2271,331325

26,04717,2547,2271,264311

MagazinesConsumer magazinesB-to-B magazinesSunday magazinesLocal magazines

% of Media% Change2003 (in million $)2002 (in million $)Media

23.82.01.78.16.3-0.6

$46,25621,3417,7971,31715,801

$45,34120,9947,2101,23915,898

NewspapersLocal newspaperNational newspapersFree-standing insertsClassifieds

Ad Spending by Medium (Table 8.1)

Basic Media Concepts

• Media mix– The way various types of media are

strategically combined in an advertising plan• Media vehicle

– A specific TV program, newspaper,magazine, or radio station or program

Basic Media Concepts• Media planning• Media buying• Reach and frequency• Impressions• Media key players

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Media Associates:Better Thinking, Better Results

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Print Media

• Advertisementsin newspapers,magazines,brochures,posters, andoutdoor boards

Newspapers

• Used by advertisers trying to reach alocal market

• Primary function is to carry news• Market selectivity allows newspapers to

target specific consumer groups

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Structure of the Industry• Frequency of publication• Format and size• Circulation

Figure 8.1 – The Expanded Standard Advertising Unit System

Types of Newspaper Advertising

• Classified• Display• Supplements

Advantages of Newspaper• Range of market

coverage• Comparison shopping• Positive consumer

attitudes

• Flexibility• Interaction of national

and local

1%9%20%Third Party–4%23%Hotel/guest copies

29%8%40%Single Copies63%75%14%Home Delivery

1,130,7401,820,6002,162,454CirculationNew York TimesWall Street JournalUSA

TodayDistribution MethodNewspaper Circulation Patterns

Table 8.2

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Disadvantages of Newspapers

• Short life span• Clutter• Limited coverage of

certain groups• Poor reproduction

Figure 8.2 – Selective Readership Patterns(for Baby Boomers)

Newspaper Readership

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Magazines

• Most magazines today are specialinterest publications aimed atnarrower target markets– Specialty magazines– Upscale magazines

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Types of Magazines

• Consumer magazines• Business magazines• Farm magazines• Geography• Demographics• Editorial content• Physical

characteristics• Ownership

Magazine Formats

• Double-page spread• Gutter• Bleed page• Gatefold• Photo essay ad

Readership Measurement

• Magazine rates• Magazine circulation• MediaMark• Simmons Market

Research Bureau

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Simmons Market Research Bureau

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Magazine Advertising Advantages

• Target audience• Audience receptivity• Long life span• Format• Visual quality• Sales promotions

Magazine AdvertisingDisadvantages

• Limited flexibility• Lack of immediacy

• High cost• Distribution

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Packaging• Both a container and a communication vehicle• The last ad a customer sees• Constant brand reminder once on the shelf

Aspen Packaging and Media:Designing the Right Package

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Out-of-Home Advertising

• Size and format– Printed posters– Painted bulletin

• Buying Outdoor– Showings– Traffic count

Figure 8.3 – Total Outdoor Ad Revenue(in billions)

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Out-of-Home AdvertisingAdvantages

• High impact medium• Larger-than-life

visuals• Hard to ignore

structure• Least expensive

Out-of-Home AdvertisingDisadvantages

• Message could fail to be seen or have impact• Passive medium• Extensive regulation

Out-of-Home Advertising

• On-Premise Signs• Posters• Kiosks• Transit Advertising

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Directory Advertising

• Books that list names, phone numbers,and addresses of people or companies

• Tell people where to go to get theproduct or service they want

• Reach an audience already in need ofsomething

Directory Advertising Advantages

• Consumers initiatethe search process

• Inexpensive (1:15ROI)

• Flexibility• Long life

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Directory AdvertisingDisadvantages

• Competitive clutter• Consumers who

cannot easily usedirectories

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Discussion Questions

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Discussion Question 1

• You are the media planner for an agencyhandling a small chain of upscale furnitureoutlets that concentrates most of its advertisingin the Sunday supplement of the newspaper.

• The client also schedules display ads in thedaily editions for special sales.

• Six months ago, a new, high-style metropolitanmagazine approached you about advertising.

Discussion Question 1 (continued)

• You deferred a decision by saying you’dsee what reader acceptance would be.

• Now the magazine has shown somesteady increases (its circulation is nowabout one-quarter of the newspaper’s).

• If you were to include the magazine onthe ad schedule, you’d have to reduce thenewspaper use somewhat.– What would be your recommendation to the

furniture store owner?

Discussion Question 2• Petra Wilcox, a display ad salesperson for the Daily

Globe, thought she had heard all the possible excusesfor not buying newspaper space until she called on themanager of a CD store that sold new and used CD’s.– “I heard about newspaper reader studies that prove how wrong

the audience is for me. Readership is too adult—mostly above35 years of age,” he said. “And besides, readers of newspapersare families with higher incomes—the wrong market for ourused disc business,” he continued.

• If the Globe is a typical metropolitan daily, could thestore manager be correct?

• In any event, how should Wilcox try to counter themanager’s views?

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Discussion Question 3

• Since his freshman year in college, PhilDawson, an advertising major, has waited tablesat Alfredo’s, a small family-operated restaurant.

• A Yellow Pages representative approaches theowner to run a display ad.

• The owner asks Phil for advice on whether suchan ad would help, and if so, what the ad shouldlook like.– What should Phil recommend?