Docstoc

Print and Out of Home Media (PowerPoint)

Document Sample
Print and Out of Home Media (PowerPoint) Powered By Docstoc
					                 Chapter 8
               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
• Traditional format is trusted by audiences
• Useful for info, and available for some time
• Excellent for access to contact info
                                              8-1
                 Newspapers
• Used by advertisers         Structure of the Industry
  trying to reach a local    • Frequency of publication
  market                       (dailies/weeklies)
• Primary function is to     • Size
  carry news                   (tabloid and broadsheet)
• Market selectivity         • SAUs
  allows newspapers to       • Circulation
  target specific consumer     (number sold)
  groups

                                                     8-2
                  Newspapers
    Types of Advertising      Newspaper Readership
•   Rate cards               • Tends to be highest
•   Classified                 among older people and
•   Display                    people with a higher
        National               educational level
        Local                • ABC and Simmons-
•   ROP/preferred position     Scarborough measure
                               newspaper audiences
•   Co-op advertising
•   Supplements
                                                   8-3
         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
                                               8-4
              Magazines
• Most magazines today are special
  interest publications aimed at narrower
  target markets
• Upscale magazines provide an ideal
  place for the image advertising of luxury
  products
• More than half of all new publications
  fail
                                         8-5
           Types of Magazines
      Audience focus         Other classifications
•   Consumer magazines   •   Geography
•   Business magazines   •   Demographics
    – Trade              •   Editorial content
    – Industrial         •   Physical characteristics
    – Professional           – 8 ½ x 11 and 6 x 9
•   Vertical             • Ownership
•   Horizontal

                                                    8-6
   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



                                                   8-7
         Magazine Advertising
        Format                   Technology
•   Double-page spread   •   Has enabled
•   Gutter                   magazines to
                             distinguish
•   Bleed page
                             themselves from
•   Gatefold                 one another
•   Photo essay ad       •   Selective binding
•   Fractional page      •   Personalization
    space
                         •   Regional ads
                                                 8-8
     Readership Measurement
• Magazine rates           • MediaMark
  – Based on circulation     – Measures readership
    that a publisher           for many popular
    promises to provide        magazines
                       • Simmons Market
• Magazine circulation
                         Research Bureau
  – The number of copies     – Psychographic data
    of an issue sold           on who reads which
                               magazines and which
                               products readers buy
                               and consume
                                                 8-9
         Magazine Advertising
      Advantages            Disadvantages
•   Target audience    •   Limited flexibility
•   Audience           •   Lack of
    receptivity            immediacy
•   Long life span
                       •   High cost
•   Format
                       •   Distribution
•   Visual quality
•   Sales promotions
                                            8 - 10
           Outdoor Advertising
• Billboards and posters in public locations
                  Size and format
•   Printed posters (printed & applied)
•   Painted bulletin (created onsite)
•   Extensions / cutouts
                  Buying Outdoor
•   Showings based on traffic counts
•   30 days for printed posters, years for painted
                                                 8 - 11
          Outdoor Advertising
      Advantages            Disadvantages
•   High impact        •   Quick exposure
    medium             •   Passive medium
•   Larger-than-life   •   Brief & simple
    visuals            •   Vandalism
•   Good reminder      •   Pollution/extensive
•   Least expensive        regulation
                                            8 - 12
          Transit Advertising
• Mainly urban form that uses vehicles to carry
  messages
• Also includes the posters seen in bus shelters
  and train, airport, and subway stations
   – Interior transit ads are seen by people riding
     buses, subways, and some taxies
   – Exterior transit is mounted on vehicles
• Transit advertising is reminder advertising
• Some may have time to read messages
                                                 8 - 13
        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 - 14
         Directory Advertising
      Advantages          Disadvantages
•   Consumers initiate • Competitive
    the search process   clutter
•   Inexpensive (1:15 • Lack of
    ROI)                 immediacy
•   Flexibility        • Consumers who
•   Long life            cannot easily use
                         directories
                                         8 - 15
         Using Print Advertising
    Use Newspapers If…              Use Magazines If…
•   You are a local business   •   Well-defined target
•   Desire extensive market        audience
    coverage                   •   Product must be shown
•   Product is consumed in         accurately and
    a predictable manner           beautifully
•   No need to demonstrate     •   Need to relate moderate
    the product                    to extensive information
•   Moderate to large          •   Moderate to large
    budget                         budget
                                                        8 - 16
          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 - 17

				
DOCUMENT INFO
Shared By:
Categories:
Stats:
views:7
posted:9/7/2011
language:English
pages:17