print advertising chapter 11 mcgraw-hill/irwin copyright © 2012 by the mcgraw-hill companies, inc....
TRANSCRIPT
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
11-2
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
11-3
How Magazines are Categorized
• Content– Consumer magazines– Farm publications– Business magazines
• Geography– Local city magazines– Regional publications– National magazines
11-4
Buying Magazine Space
• Important to consider– readership– cost– mechanical
requirements– closing dates
(deadlines)– circulation
11-5
Buying Magazine Space
• Understanding Circulation– Rate Base– Guaranteed Circulation– Primary Readership– Secondary (pass-along) Readership
11-6
Buying Magazine Space
• Understanding Circulation– Vertical publications• covers a specific industry in all aspects
– Horizontal publications• deal with a job function
across industries
11-7
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
11-8
Buying Magazine Space
• Reading Rate Cards– Three Dates affecting
magazine purchases• cover date• on-sale date• closing date
11-9
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
11-10
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
11-11
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)
11-12
Using Newspapers in the Media Mix
• Types of Newspaper Advertisements– Display Advertising– Reading Notice (advertorial)– Classified Advertising– Public Notices– Preprinted Inserts
11-13
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
11-14
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
11-15