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Print and Out-of-Home Media

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Title: Print and Out-of-Home Media


1
Print and Out-of-Home Media
  • Part 3 Effective Advertising Media
  • Chapter 8

2
Chapter Outline
  1. Chapter Key Points
  2. The Media Industry
  3. Basic Media Concepts
  4. Print Media
  5. Newspapers
  1. Magazines
  2. Packaging
  3. Out-of-Home Advertising
  4. Directory Advertising
  5. Using Print Advertising

3
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

4
The Media Industry
  • Media-delivered news, information advertising
    make the news and information possible
  • Advertising media is a huge industry with almost
    195 billion in spending

5
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

6
Basic Media Concepts
  • Planning and Buying
  • Reach and Frequency
  • Impressions
  • Media Key Players
  • Media planning
  • The way advertisers identify and select media
    options
  • Media buying
  • Identifying specific vehicles, negotiating the
    costs to advertise in them, and handling billing
    and payment

7
Basic Media Concepts
  • Planning and Buying
  • Reach and Frequency
  • Impressions
  • Media Key Players
  • Reach
  • The percentage of the media audience exposed to
    the advertisers message during a specific time
    frame
  • Frequency
  • The number of times a person is exposed to the
    advertisement

8
Basic Media Concepts
  • Planning and Buying
  • Reach and Frequency
  • Impressions
  • Media Key Players
  • The opportunity for one person to be exposed one
    time to an ad
  • In print, impressions estimate the actual
    readership
  • In broadcast, impression estimates viewers for TV
    and listeners for radio

9
Basic Media Concepts
  • Planning and Buying
  • Reach and Frequency
  • Impressions
  • Media Key Players
  • Media salespeople work for a medium
  • Media reps are people or companies that sell
    space or time for a variety of media

10
Print Media
  • Print advertising includes printed advertisements
    in newspapers, magazines, brochures, posters, and
    outdoor boards
  • Print provides more detailed information, rich
    imagery, and a longer message life

11
Newspapers
  • Used by advertisers trying to reach a local
    market
  • Primary function is to carry news
  • Market selectivity allows newspapers to target
    specific consumer groups
  • Structure of the Industry
  • Frequency of publication
  • Format and size
  • Circulation

12
Newspapers
  • Types of Advertising
  • Classified
  • Display
  • Supplements
  • Newspaper Readership
  • Tends to be highest among older people and people
    with a higher educational level
  • Measuring the newspaper audience (ABC, Simmons)

13
Newspaper Advertising
  • Advantages
  • Range of market coverage
  • Comparison shopping
  • Positive consumer attitudes
  • Flexibility
  • Interaction of national and local
  • Disadvantages
  • Short life span
  • Clutter
  • Limited coverage of certain groups
  • Poor reproduction

14
Magazines
  • Most magazines today are special interest
    publications aimed at narrower target markets
  • Specialty magazines seem to have an edge over
    more general publications in terms of maintaining
    growth
  • Upscale magazines provide an ideal place for the
    image advertising of luxury products

15
Types of Magazines
  • Audience focus
  • Consumer magazines
  • Business magazines
  • Farm magazines
  • Other classifications
  • Geography
  • Demographics
  • Editorial content
  • Physical characteristics
  • Ownership

16
Distribution and Circulation
  • Traditional delivery
  • Through newsstand purchases or home delivery
  • Nontraditional delivery (controlled circulation)
  • Hanging bagged copies on doorknobs
  • Inserting magazines in newspapers
  • Delivering through professionals
  • Direct delivery

17
Magazine Advertising
  • Format
  • Double-page spread
  • Gutter
  • Bleed page
  • Gatefold
  • Photo essay ad
  • Technology
  • Has enabled magazines to distinguish themselves
    from one another

18
Readership Measurement
  • Magazine rates
  • Based on circulation that a publisher promises to
    provide
  • Magazine circulation
  • The number of copies of an issue sold
  • MediaMark
  • Measures readership for many popular magazines
  • Simmons Market Research Bureau
  • Provides psychographic data on who reads which
    magazines and which products readers buy and
    consume

19
Magazine Advertising
  • Advantages
  • Target audience
  • Audience receptivity
  • Long life span
  • Format
  • Visual quality
  • Sales promotions
  • Disadvantages
  • Limited flexibility
  • Lack of immediacy
  • High cost
  • Distribution

L
20
Packaging
  • Both a container and a communication vehicle
  • The last ad a customer sees before making the
    decision to buy
  • Constant brand reminder once on the shelf at home
    or in the office

21
Out-of-Home Advertising
  • Outdoor advertising
  • Billboards and posters in public locations
  • Size and format
  • Printed posters
  • Painted bulletin
  • Buying Outdoor
  • Showings
  • Traffic count

22
Out-of-Home Advertising
  • Advantages
  • High impact medium
  • Larger-than-life visuals
  • Hard to ignore structure
  • Least expensive
  • Disadvantages
  • Message could fail to be seen or have impact
  • Passive medium
  • Extensive regulation

23
Out-of-Home Advertising
  • On-Premise Signs
  • Retail signs that identify stores
  • Posters
  • Used on the sides of buildings and vehicles, as
    well as on bulletin boards and kiosks
  • Kiosks
  • Designed for public posting of notices and
    advertising posters
  • Transit advertising
  • Includes posters in bus, train, airport, and
    subway stations

24
Directory Advertising
  • Books that list names, phone numbers, and
    addresses of people or companies
  • Tells people where to go to get the product or
    service they want
  • Reaching an audience already in need of something
  • Yellow Pages
  • Other Directories

25
Directory Advertising
  • Advantages
  • Consumers initiate the search process
  • Inexpensive
  • Flexibility
  • Long life
  • Disadvantages
  • Competitive clutter
  • Consumers who cannot easily use directories

26
Using Print Advertising
  • Use Newspapers If
  • You are a local business
  • Desire extensive market coverage
  • Product is consumed in a predictable manner
  • No need to demonstrate the product
  • Moderate to large budget
  • Use Magazines If
  • Well-defined target audience
  • Want to reinforce or remind audience
  • Product must be shown accurately and beautifully
  • Need to relate moderate to extensive information
  • Moderate to large budget

27
Using Print Advertising
  • Use Out-of-Home If
  • Local business that wants to sell locally
  • Regional or national business that wants to
    remind or reinforce
  • Product requires little information and little
    demonstration
  • Small to moderate budget
  • Use Directories If
  • Local business or can serve local customers
  • Want to create action
  • Want to allow comparisons or provide basic
    inquiry and purchase information
  • Small to moderate budget
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