Ch 8: Newspaper

1
Ch 8 Newspaper Magazine Design

• Prevalence of Print
• Major Properties
• Types of Newspaper adv
• Buying Space

2
Todays Agenda

• No Classes Next Week
• Chapter 8 Print Media 10 slides
• Cdn Advertising Rates Data Handout
• Creative Briefs- write on for Smart Car in class
• Take up in class
• Paid Searchr Advertising Tiles
• For Smart car

3
Print Isnt Dead
4
Time Spent by Viewers
5
Advantages Disadvantages of Newspapers
Advantages
Disadvantages

• Short life span
• Lack of target market capability
• Clutter
• Reproduction quality

• Geographic selectivity
• Coverage and Reach
• Flexibility
• Reader involvement
• Suitable for large small budgets

What are the top newspapers? p241
6
Buying Newspaper Space Agate Lines
Each column inch of depth in a newspaper contains
14 agate lines. If an ad is 4 columns wide by 10
inches deep, the number of lines in the ad would
be 4 x 10 x 14 560 agate lines. If the
ad ran 10 times, the total number of lines would
be 560 x 10 5,600 agate lines Total agate
lines are multiplied by the line rate.
7
Before (2000)
After (2005)
8
Comparing Newspapers for Efficiency
Cost and circulation are used to determine
efficiency. A comparison is made on the basis of
what it costs to reach 1,000 people.
CPM Unit Cost of Ad Circulation
(000) (in thousands)
9
Comparing Toronto Newspapers
10
Reviewing the Globe Rate Card p250

• What are the base rates?
• Are there extra charges? What for?
• What the TAP for ther Globe? Where do they get
  this information (who compiles this?)

11
Magazines in Canada

• Magazines are classified in many ways
• Content and Audience Reached
• Consumer
• Business (both horizontal vertical)
• Circulation Base
• Paid circulation
• Controlled circulation

12
Layout Styles p267

• Full page
• Partial page

13
Comparing Magazines
Homemakers
Chatelaine
Canadian Living
1pg, 4-colour rate 21 260 41 750 31
865 Circulation 501 402 704 779 543
826 CPM 42.40 59.23
58.59 Source Canadian Media Directors Council
Media Digest, 2003-2004 p. 45
14
Discounts Offered by Print Media
Number of lines, times, etc.
Length of time
spent
Products combine lines, times, etc., for better
rate
15
Reviewing the Geographic Rate Card p268

• What are the base rates?
• Are there extra charges? What for?

16
CARD Handouts
17
1 on Google!
18
What is Optimization

• The process of making your website more
  attractive and more relevant than others that are
  competing for the same audience
• When a site is well optimized search engines put
  it near the top of their list (for the keywords
  and phrases that are included in the Web pages).

Free placement according to the perceived
relevancy
Source MarketingSherpa Buyers Guide to Search
Engine Optimization Firms 2002 2003
19
Elements of a Google Result
20
You Can Pay for Search
21
Overview of Paid Search

• Paying a search engine to rank your web-site
  highly based on certain keywords or phrases
• Feature targeted ads based on search terms

22
Paid Search

• What it is
• Purpose
• branding
• response generation
• Why search is growing fast

23
North American Searchers are Busy
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Why marketers like search
Sources US Bancorp Pipar Jaffray, 2003
25
Pay Per Click Services

• Appear at the top of the search list as
  sponsored links
• Bidding against other sites that want to be found
  for a particular keyword
• To remain in the top three you have to monitor
  (hourly) what your competitors are bidding
• Produce a report of clicks through PPC listing by
  keyword

Source More Targeting, Jockeying for Search
Engine Spots American Banker  Thursday, July
15, 2004 by Daniel Wolfe
26
Advantages of Pay Per Click

• Can substantially increase number of website hits
  per month
• Pay per click services are beginning to offer
  geographic targeting of ads
• Overture added a geographic feature called Local
  Match on June 28
• ads are triggered by information input by users
• Google added geographic targeting of ads in April
• Its systems analyze the Internet protocol address
  of a user's computer to determine its
  municipality

Source More Targeting, Jockeying for Search
Engine Spots American Banker  Thursday, July
15, 2004 by Daniel Wolfe
27
Use DM Approach to Optimize

• Brainstorm key words phrases to own
• Research cyber turf of your brand versus
  competitors
• use special tools
• summary report
• Test cross-section of phrases offers
• Measure Real-Time
• CTR Increase 700
• 63 decrease in cost per signup (9 per
  permission opt-in)

28
Demonstration
29
Creative Brief for Smart Car

• Write a 1 Page Brief in Class
• I will assign someone to mark it

30
Steves Creative Brief Format

• Whats the Business or Marketing Problem we are
  Trying to Solve?
• Target audience
• Demographics age,gender,occupation, income,
  education, geographic location.
• Psychographics Activities, Interests, Opinions,
  VALS, Goldfarb
• Creative objective In simple terms, what is it
  that you want your ad to accomplish
• Key consumer benefit statement
• 25 words or less stating the single greatest
  benefit to the consumer.
• Supporting reasons for the benefit statement
• One of Demonstrated or physical proof, Proof of
  consumer preference, Proof by association,
  Subliminal proof . Describe
• Personality or feeling of Your Ad
• affectionate energetic mysterious warm deliberate
  cocoon
• alluring friendly polite brash effervescent daring
  
• authoritative generous romantic enchanting intelli
  gent hip
• believable genteel sensuous kindhearted jovial sci
  entific
• clever home-oriented sexy zany unabashed hedonisti
  c
• conventional idealistic sophisticated zesty ventur
  esome exaggerated
• considerate impeccable sympathetic logical excitin
  g safe

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Appendix
32
Write the Following when Viewing Videos

• Background
• company info
• Date Period of Advertising
• Product Concept
• name sector
• key features
• Target Audience
• behaviour
• demo
• Theme
• key messages
• boom factor
• Literary Form
• autobiographical, narrative, drama (see Exhibit
  1-3 p14)

33
State of the Industry

• 90 of businesses have a website
• only 30 of manufacturers use telemarketing
• but 70 using email newsletters, bulletins
  alerts
• email has highest ROI index should be part of
  you IMC (see DMA response study for index by
  vertical)
• online marketing is growing at 15-25 annually
• 51 of B2B companies do not have an email
  marketing strategy

Note search engine optimization (SEO) is also hot