Print and Out of Home Media by tak20026

VIEWS: 97 PAGES: 27

									Print and Out-of-Home
        Media

 Part 3: Effective Advertising Media
               Chapter 8
            Chapter Outline
I. Chapter Key Points    VI. Magazines
II. The Media Industry   VII. Packaging
III. Basic Media         VIII.Out-of-Home
     Concepts                 Advertising
IV. Print Media          IX. Directory Advertising
V. Newspapers            X. Using Print
                              Advertising



                                               8-2
                      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


                                                               8-3
         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




                                              8-4
        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




                                                       8-5
      Basic Media Concepts
• Planning and   • Media planning
                   – The way advertisers
  Buying             identify and select media
                     options
• Reach and      • Media buying
  Frequency        – Identifying specific
                     vehicles, negotiating the
• Impressions        costs to advertise in
                     them, and handling
• Media Key          billing and payment
  Players
                                            8-6
      Basic Media Concepts
• Planning and   • Reach
                   – The percentage of the
  Buying             media audience exposed
                     to the advertiser’s
• Reach and          message during a
                     specific time frame
  Frequency
                 • Frequency
• Impressions      – The number of times a
                     person is exposed to the
• Media Key          advertisement
  Players
                                           8-7
      Basic Media Concepts
• Planning and   • The opportunity for one
                   person to be exposed
  Buying           one time to an ad
• Reach and      • In print, impressions
  Frequency        estimate the actual
                   readership
• Impressions    • In broadcast, impression
• Media Key        estimates viewers for
  Players          TV and listeners for
                   radio
                                        8-8
      Basic Media Concepts
• Planning and   • Media salespeople work
                   for a medium
  Buying         • Media reps are people
• Reach and        or companies that sell
                   space or time for a
  Frequency        variety of media
• Impressions
• Media Key
  Players
                                       8-9
            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
                                       8 - 10
                 Newspapers
• Used by advertisers        Structure of the Industry
  trying to reach a local    • Frequency of
  market                       publication
• Primary function is to     • Format and size
  carry news                 • Circulation
• Market selectivity
  allows newspapers to
  target specific consumer
  groups

                                                   8 - 11
                Newspapers
  Types of Advertising    Newspaper Readership
• Classified             • Tends to be highest
• Display                  among older people and
• Supplements              people with a higher
                           educational level
                         • Measuring the
                           newspaper audience
                           (ABC, Simmons)



                                              8 - 12
          Newspaper Advertising
          Advantages                  Disadvantages
•   Range of market           •   Short life span
    coverage                  •   Clutter
•   Comparison shopping       •   Limited coverage of
•   Positive consumer             certain groups
    attitudes                 •   Poor reproduction
•   Flexibility
•   Interaction of national
    and local

                                                        8 - 13
              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
                                         8 - 14
         Types of Magazines
     Audience focus        Other classifications
• Consumer magazines   •   Geography
• Business magazines   •   Demographics
• Farm magazines       •   Editorial content
                       •   Physical characteristics
                       •   Ownership




                                                 8 - 15
   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



                                                   8 - 16
          Magazine Advertising
         Format                 Technology
•   Double-page spread   • Has enabled magazines
•   Gutter                 to distinguish
                           themselves from one
•   Bleed page
                           another
•   Gatefold
•   Photo essay ad




                                              8 - 17
      Readership Measurement
• Magazine rates                 • MediaMark
   – Based on circulation that     – Measures readership for
     a publisher promises to         many popular magazines
     provide                     • Simmons Market
• Magazine circulation             Research Bureau
   – The number of copies of       – Provides psychographic
     an issue sold                   data on who reads which
                                     magazines and which
                                     products readers buy and
                                     consume


                                                          8 - 18
               Magazine Advertising
             Advantages               Disadvantages
    •   Target audience        •   Limited flexibility
    •   Audience receptivity   •   Lack of immediacy
    •   Long life span         •   High cost
    •   Format                 •   Distribution
    •   Visual quality
    •   Sales promotions



                                                         8 - 19
L
             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

                                   8 - 20
     Out-of-Home Advertising
• Outdoor advertising          Size and format
  – Billboards and      •   Printed posters
    posters in public   •   Painted bulletin
    locations                 Buying Outdoor
                        •   Showings
                        •   Traffic count




                                                 8 - 21
        Out-of-Home Advertising
        Advantages                  Disadvantages
•   High impact medium         • Message could fail to be
•   Larger-than-life visuals     seen or have impact
•   Hard to ignore structure   • Passive medium
•   Least expensive            • Extensive regulation




                                                      8 - 22
       Out-of-Home Advertising
• On-Premise Signs                • Kiosks
   – Retail signs that identify      – Designed for public
     stores                            posting of notices and
• Posters                              advertising posters
   – Used on the sides of         • Transit advertising
     buildings and vehicles,         – Includes posters in bus,
     as well as on bulletin            train, airport, and
     boards and kiosks                 subway stations




                                                                8 - 23
        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

                                               8 - 24
           Directory Advertising
         Advantages               Disadvantages
•   Consumers initiate the   • Competitive clutter
    search process           • Consumers who cannot
•   Inexpensive                easily use directories
•   Flexibility
•   Long life




                                                   8 - 25
          Using Print Advertising
      Use Newspapers If…               Use Magazines If…
•   You are a local business     •   Well-defined target
•   Desire extensive market          audience
    coverage                     •   Want to reinforce or remind
•   Product is consumed in a         audience
    predictable manner           •   Product must be shown
•   No need to demonstrate the       accurately and beautifully
    product                      •   Need to relate moderate to
•   Moderate to large budget         extensive information
                                 •   Moderate to large budget


                                                             8 - 26
          Using Print Advertising
    Use Out-of-Home If…            Use Directories If…
•   Local business that       •   Local business or can
    wants to sell locally         serve local customers
•   Regional or national      •   Want to create action
    business that wants to    •   Want to allow
    remind or reinforce           comparisons or provide
•   Product requires little       basic inquiry and
    information and little        purchase information
    demonstration             •   Small to moderate
•   Small to moderate             budget
    budget
                                                      8 - 27

								
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