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Effective Advertising Strategies for Print and Broadcast Media

Compare costs, factors affecting rates, CPM calculation, and key terms in newspaper, magazine, radio, and television advertising. Understand how to maximize reach and impact through various media channels.

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Effective Advertising Strategies for Print and Broadcast Media

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  1. MEDIA COSTS

  2. Newspaper Rates • Classified Ads • Grouped into categories • Paid by word or line • Display Ads • More creative • Generally larger • Paid by “column inch” (one column wide by one inch deep)

  3. Cost is $17.00 per column inch Ad size is 4” long and 3 columns wide ANSWER 4” X 3 columns X $17 12 column inches X $17 Example #1 $204.00

  4. Factors Affecting Newspaper Rates • Run-of-paper rate vs. guaranteed or preferred • Color vs. black and white • Frequency (more = less) • Contract rate vs. Open (non-contract) rate • Contract guarantees space purchased

  5. Cost of exposing 1000 readers to an ad Measurement that allows advertisers to compare costs Formula: Cost of ad X 1000 Circulation Cost per thousand (CPM)

  6. Cost of ad = $1200 Circulation = 222,000 What is the CPM? ANSWER Cost of ad X 1000 Circulation 1200 X 1000 222,000 Example #2: 1,200,000 = $5.41 222,000

  7. Constitution Cost = $500 Circulation = 500,000 Times Cost = $400 Circulation = 300,000 Example #3:All other things being equal, which newspaper would you choose?

  8. Constitution $500 X 1000 500,000 500,000 500,000 Tribune $400 X 1000 300,000 $400,000 300,000 Cost Results $1.33 per 1000 readers $1.00 per 1000 readers

  9. Magazine RatesKey Terms • Bleed – ads printed to the edge of page • No white border • 15-20% extra for bleeds • Color rates • if any color is added • Price increases as color added • Four-color – a.k.a. “Full-color ads” • Premium position – where ad placed

  10. Key Terms (con’t) • Frequency discounts • Similar to contract rates for newspapers • More frequency, less cost per issue • Commission • Percentage of sales given by magazine to advertising agency for placing the ad for the advertiser • Generally, 15% of ad cost • Cash Discount (2/10 net 30)

  11. Four-color rate = $23,300 Bleed = 15% What would the ad cost? ANSWER $23,300 x .15 = $3,495 $23,300 + $3,495 = Example #4: $26,795

  12. Four-color ad with bleed = $26,795 Commission = 15% Cash discount is 2/10 net 30 ANSWER $26,795 X .15 = $4,019.25 $26,795 - $4,019.25 = $22,775.75 $22,775.75 X .02 = $455.52 $22,775.75 - $455.52 = $22,320.23 Example #5:

  13. Radio Advertising • Network Radio Advertising • Broadcast from studio to all affiliated stations • Allows reach to several markets at once • National Spot Radio Advertising • Used by national companies • Allows local station-by-station ad to reach specific markets • Local Radio Advertising • Used by local businesses • Limited to specific geographic area

  14. Key Terms in Radio • Spot radio – refers to geographic area • Spot commercial – refers to length of message: one minute or less • Can be carried on network or spot radio • Rates based on time of day • a.m. and afternoon more expensive • Run-of-schedule rates • radio station decides when the ad will run • Less costly

  15. Television Rates • Rates vary with time of day • Prime-time 7-11 p.m. most costly • a.k.a. Class AA time

  16. Selection of Media • Reach vs. cost • Ability to illustrate product • Ability to present adequate selling message • Special problems with media? • Flexibility for last-minute changes • Ability to use with special promotions • Image of business/desired image • Coverage of targeted area

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