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The World of Media

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The World of Media

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  1. The World of Media Overview

  2. US Ad Spending by Medium

  3. Today’s Media World 3 Major Ad Media Categories: • Print • Newspapers • Magazines • Out-of-Home • Broadcast • Radio • Television • Other Media • Direct Mail, Yellow Pages, etc • New Media

  4. Today’s Newspapers • SIX TYPES OF ADVERTISING 1. Local Display Ads 2. National Ads

  5. Today’s Newspapers • SIX TYPES OF ADVERTISING 1. Local Display Ads 2. National Ads 3. Legal Advertising

  6. Today’s Newspapers • SIX TYPES OF ADVERTISING 1. Local Display Ads 2. National Ads 3. Legal Advertising 4. Classified Ads

  7. Today’s Newspapers • SIX TYPES OF ADVERTISING 1. Local Display Ads 2. National Ads 3. Legal Advertising 4. Classified Ads 5. Pre-prints

  8. Today’s Newspapers • SIX TYPES OF ADVERTISING 1. Local Display Ads 2. National Ads 3. Legal Advertising 4. Classified Ads 5. Pre-prints 6. Coupon Ads

  9. Today’s Newspapers • SIX TYPES OF ADVERTISING 1. Local Display Ads 2. National Ads 3. Legal Advertising 4. Classified Ads 5. Pre-prints 6. Coupon Ads • ROP (Run of Press) • FSI (Free Standing Inserts)

  10. Today’s Magazines • Three Types of Magazines: • Consumer

  11. Today’s Magazines • Three Types of Magazines: • Consumer • General TV Guide - Publisher 4th largest in circulation

  12. AARP Bulletin #1 in circulation Today’s Magazines • Three Types of Magazines: • Consumer • General • Specialized

  13. Today’s Magazines • Three Types of Magazines: • Consumer • General • Specialized Bride’s Condé Nast #1 in ad pages

  14. Today’s Magazines • Three Types of Magazines: • Consumer • General • Specialized • Business or Trade Business Week McGraw Hill

  15. Today’s Magazines • Three Types of Magazines: • Consumer • General • Specialized • Business or Trade AdWeek - BPI- Trade magazine

  16. Today’s Magazines • Three Types of Magazines: • Consumer • General • Specialized • Business or Trade • Journals & Newsletters Journal of Advertising Education scholarly journal

  17. SRDS • Standard Rate & Data Service • Advertising rates • Discount structures • Other important information • Printed & Online • Virtually all media

  18. CPM - Cost Per Thousand • Cost efficiency • Formula: cost x 1,000 / audience • Example: $65,000 ad 895,000 circulation $65,000 x 1,000 / 895,000 = $72.63

  19. Out-of-Home • Bulletins • 30 sheets • 8 sheets • Outdoor consists of:

  20. Out-of-Home • Bulletins • 30 sheets • 8 sheets • Outdoor consists of: • +Transit & Kiosks • Purchased monthly, based on “showings”

  21. Showing • Daily impressions as a percent of total population. Example: Population = 150,000 25 Showing = 37,500 Daily Impressions 50 Showing = 75,000 Daily Impressions 100 Showing = 150,000 Daily Impressions

  22. Today’s Radio • Today, radio is a local medium • National Spot + Network $4.6 billion • Bought nationally/ played locally • Local Spot $14.9 billion • Sold by local stations • Bought by local advertisers

  23. A bigger, broader, more diverse audience • More select, upscale “niche” audiences Today’s Television • Network TV • Cable TV • TV Ratings - “Nielsens” • Tracked by Nielsen Media Research • GRP’s, TRP’s, etc.

  24. Today’s Television • 4 Kinds of TV • 6 Ways to Buy TV • Network • National cable • Syndication • Local (mostly news) • National • Network • National Spot • National Cable • Local • Local Spot • Syndication • Non-network cable

  25. Direct Mail & Yellow Pages • Direct Mail is a $44 billion dollar business

  26. Direct Mail & Yellow Pages • The “Yellow Pages” (directory advertising) is a $13 billion business

  27. New Media - The Internet • Media Evolution in Action • Just as previous media evolution changed advertising, so will this one. • Changing marketers’ behavior • Extending advertising involvement • We can “consume” media more selectively. • We can, if we want, interact and become more involved.