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McGraw-Hill/Irwin. © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Chapter. Insert Milk ad p. 485 HERE. 15. Using Print Media. Examines how print advertising enhances the advertiser’s media mix. Objectives. Explain the advantages and disadvantages of magazine advertising.

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McGraw-Hill/Irwin

© 2004 The McGraw-Hill Companies, Inc. All rights reserved.


Chapter

Insert Milk ad

p. 485

HERE

15

Using Print Media

Examines how print advertising enhances the advertiser’s media mix


Objectives
Objectives

Explain the advantages and disadvantages of magazine advertising

Discuss how to analyze magazine circulation

Define the major types of newspaper advertising

Describe how newspapers are categorized

Discuss how rates are determined for print media

Explain the advantages and disadvantages of newspaper advertising

List several sources of print media data


Role of the print media buyer
Role of the Print Media Buyer

Negotiate and contract with media

Requires a range of abilities

Understanding of print media and technology

Develop ingenious ways to integrate print media into the media mix

Know how to buy magazine and newspaper space


Pros and cons of magazine advertising
Pros and Cons of Magazine Advertising

Pros

Flexibility

Cost efficiency

Color

Pass-along readership

Authority / believability

Merchandizing assistance

Permanence

Prestige

Audience selectivity


Magazines
Magazines

Rolling Stone

Readers Digest

Easy Rider Magazine

AARP Magazine


Pros and cons of magazine advertising1
Pros and Cons of Magazine Advertising

Cons

Long lead time

Lack of immediacy

Shallow geographic coverage

Heavy advertising competition

Inability to delivery mass audiences at a low price

High cost per thousand

Declining circulations

Inability to deliver high frequency


Using magazines in the creative mix
Using Magazines in the Creative Mix

Special possibilities with magazines

Bleed

Cover position

Junior unit

Island halves

Insert

Gatefold

Custom magazines


How magazines are categorized

satisfaction

perception,

Exchanges

How Magazines are Categorized

Content

Consumer magazines

Farm publications

Business magazines


Magazines1
Magazines

Types of Magazines

Popular Magazines

Scholarly Magazines


How magazines are categorized1

satisfaction

perception,

Exchanges

How Magazines are Categorized

Content

Geography

National

RegionalMore

Local


How magazines are categorized2

satisfaction

perception,

Exchanges

How Magazines are Categorized

Content

Geography

Size

Large

Standard

Small

Flat


Buying magazine space

satisfaction

perception,

Exchanges

Buying Magazine Space

Guaranteed vs. delivered circulation

Rate base

Audit Bureau of Circulations (ABC)

Guaranteed circulation

Circulation audit


Buying magazine space1

satisfaction

perception,

Exchanges

Buying Magazine Space

Guaranteed vs. delivered circulation

Primary and secondary readership

Vertical and horizontal publications

Subscription and vendor sales


Buying magazine space2

satisfaction

perception,

Exchanges

Buying Magazine Space

Paid and controlled circulation

Merchandizing services: Added value


Reading rate cards

satisfaction

perception,

Exchanges

Page rate

(Circulation /1000)

Reading Rate Cards

Rates

Cost per thousand (CPM)


Reading rate cards1

satisfaction

perception,

Exchanges

Reading Rate Cards

Rates

Discounts

Frequency discounts

Volume discounts


Reading rate cards2

satisfaction

perception,

Exchanges

Reading Rate Cards

Rates

Discounts

Premium rates

Geographic editions

Demographic editions

Software for buying print media


Using newspapers in the creative mix

satisfaction

perception,

Exchanges

Using Newspapers in the Creative Mix

Who uses newspapers?

56%

Read a daily newspaper

60%

Adults read every section

56 million

Newspapers sold daily

$46.3 billion

Spent on newspaper ads in 1999


Pros and cons of newspaper advertising
Pros and Cons of Newspaper Advertising

Pros

Mass medium

Selective attention

Localmedium

Creative flexibility

Comprehensive scope

An active medium

A permanent record

Geographic selectivity

Reasonable cost

Timeliness

Credibility


Pros and cons of newspaper advertising1
Pros and Cons of Newspaper Advertising

Cons

Lack of control

Lack of selectivity

Short life span

Overlapping circulation

Low production quality

Clutter


How newspapers are categorized

satisfaction

perception,

Exchanges

How Newspapers are Categorized

Frequency of delivery

Daily

Weekly

Physical size

Standard size

Column inch

Standard advertising unit


How newspapers are categorized1

satisfaction

perception,

Exchanges

How Newspapers are Categorized

Type of audience

Other typesof newspapers

Independent shoppingguides

Sunday supplements


Types of newspaper advertising
Types of Newspaper Advertising

Display advertising

Co-op programs

Reading notice

Classified advertising

Classified display ads

Public notices

Preprinted inserts


How advertisers buy newspaper space
How Advertisers Buy Newspaper Space

Understanding readership and circulation

Rate cards

Local vs. national rates

Flat rates and discount rates

Short rate

Flat rate

Bulk discounts

Frequency discounts

Open rate

Contract rate

Earned rates


How advertisers buy newspaper space1
How Advertisers Buy Newspaper Space

Understanding readership and circulation

Rate cards

Local vs. national rates

Flat rates and discount rates

Short rate

Run of paper (ROP) vs. preferred position

Combination rates

Color advertising

Split runs


How advertisers buy newspaper space2
How Advertisers Buy Newspaper Space

Readership and circulation

Co-ops and networks

Insertion orders and tearsheets

Insertion order

Proof copy

Tearsheets


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