Types of Print Media

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Types of Print Media

• and when to use them

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• We want your business to be successful!

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• In todays competitive market, you need every
  advantage to maintain your market share ...

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• WHAT IS MERCHANDISING?

Move products today Awareness component
Showcase merchandise Ad copy includes
compelling reasons why consumers should choose
the product/company
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• WHAT IS BRANDING?

Build name awareness Ad copy contains
positioning statements and client value
statements. Smaller ads with more frequency
Top of Mind Awareness Think Coke, Chevy, Target,
McDonalds, Apple
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• YELLOW PAGES

A medium where buyers usually seek sellers of
products and services. Most consumers who
reference Yellow Pages already have the name of a
business in mind. Therefore, it may not be
necessary for an advertiser to allocate valuable
media dollars for a large display ads. A simple
listing including name, address and phone number
is what consumers generally expect to find in the
Yellow Pages.
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• YELLOW PAGES

STRENGTHS 98.7 of all adults are aware of
Yellow Pages as a resource  Available 24/7
Distributed to every home and business Reach
customers when they are ready to purchase Close
at hand easy to use Shop by phone save time,
gas and energy Quick reference of all
businesses
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• YELLOW PAGES

WEAKNESSES Multiple phone books are expensive
Cant offer special offers or pricing No copy
changes or corrections for more than a year - you
cant respond to business or market changes Ads
can direction motivation but not create
motivation Competitive environment all
competitors are displayed together Salespeople
often call 6-8 months in advance of publication
65 of people already have a business name in
mind when they turn to the Yellow Pages.
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• RADIO

While most adults have a favorite radio station,
this audience is fragmented by more than 20
formats in a given market. Since there are so
many formats splitting the radio audience,
advertising must occur frequently to build
reach.
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• RADIO

STRENGTHS Portable, free to users and very
accessible - some homes have at least one radio
for every room Delivers a targeted audience
with high levels of frequency Copy can be
changed up to minutes before airing Offers
unique sponsorship opportunities for many
businesses Creates a sense of urgency and
excitement for events and sales. Reasonably
priced frequency medium during prime selling hour
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• RADIO

STRENGTHS Frequently turned to for
late-breaking news and emergency conditions
Strong medium for younger demographics Most
production is free or very inexpensive Can be
affordable to dominate a radio station
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• RADIO

WEAKNESSES Cannot give complete information on
multiple items per ad Satellite radio and CDs
reduce commercial radio audiences
Significantly lower total reach per station than
newspapers or TV Lacks credibility of
newspapers Very fragmented - multitude of radio
choices in very similar demographic target
markets encourages station surfing Intangible
medium - youre buying air - consumers cannot
refer back to or carry your advertisement
Difficult to buy due to variances of rate
policies and ratings
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• TELEVISION

With more than 111 million TV households
nationwide, TV has the potential reach the vast
majority of adults in the U.S. But only 45 of
adults are watching TV during an average
half-hour of primetime, the peak hours of
viewership. Also, the number of available
channels has increased from 10 in 1980 to 107 in
2006, significantly fragmenting the TV landscape.
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• TELEVISION

STRENGTHS Reaches large, mass audience with
single exposure In general, people spend more
time with TV than with any other medium The
combination of sight and sound can create
awareness, interest and desire Executed
properly, TV can lend prestige, glamour and drama
to products Well-crafted ads can effectively
convey a range of selling messages, emotions and
information in a memorable, entertaining way
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• TELEVISION

WEAKNESSES 48 of adults do 68 of TV viewing
and upscale consumers watch much less TV Short
commercials limited detailed messages. TiVo and
DVR - most people fast forward through
commercials TV clutter has increased due to 15-
and 30-second spots Only 5 of viewers can
recall the previously advertised brand 8 minutes
after viewing the ad Cable has fragmented
audiences Production of quality commercials is
expensive
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• CABLE TELEVISION

Cable household penetration is 87. The vast
number of cable networks splinters the TV
audience and makes it more elusive to
advertisers.
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• CABLE TELEVISION

STRENGTHS Specifically-programmed channels
allow targeting a particular viewership and
consumer group Penetration and ratings are
growing while network TV declines More
inventory Relatively low rates on local cable
systems allows high ad repetition Viewing in
affluent households is higher than broadcast TV
National cable networks can lend prestige to
local advertisers
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• CABLE TELEVISION

WEAKNESSES So many channels, audience is
fragmented Even though commercial costs are
low, audiences are small Effectiveness depends
on cable penetration of a local market More
spots means more clutter which encourages
Channel surfing Poor commercial production
can lower the advertisers image
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• NEWSPAPERS

STRENGTHS Daily source for accurate news and
information Only industry protected by the
Constitution Broad reach throughout the market
or zoned to target specific audiences
Newspapers use color to attract attention which
generates excitement, enhances the appeal of
advertising and sells 43 more merchandise on
average Newspapers allow great flexibility -
ads in specific sections targeted to the audience
you want to reach, Post It notes on the front
page. Advertisers can place their messages where
they will have the highest likelihood of being
read and acted upon by their target audience.
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• NEWSPAPERS

STRENGTHS Daily newspapers have relatively
short lead times for ad insertion. This is a
major benefit for advertisers who need to move
fast, as well as allows marketing tie-ins to
weather, sports events, elections and special
programs such as awards ceremonies. Newspapers
let businesses achieve a wide variety of
marketing and advertising goals. For example
Small space ads scattered throughout tan issue
attract many different readers at once,
continuous schedules built reach over time,
double truck spreads get attention.
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• WHY NEWSPAPERS?

49 of adults read a newspaper on an average
weekday 56 of adults read a newspaper on ana
average Sunday 69 of adults read a daily
newspaper in the past five days Customers for
many products and services are also the heaviest
newspapers readers. Newspaper sections provide
advertisers with unique targeting opportunities
The newspaper is the most used advertising source
for coupons The newspaper is read by the
majority of consumers planning their next vehicle
purchase.
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• Questions?