Print Media Advertising

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Print Media Advertising
Marketing CommunicationsWeek 3

• Using the right medium
• Design issues
• Differences for advertising effectiveness
• Role of Regulatory Bodies
• Effects of Press distribution methods
• Problems in the International market

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Source AA Advertising Statistics Yearbook 2008,
through http//www.adassoc.org.uk/
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Press Advertising 40 of Total
For
Against

• Cheap
• Fast
• Can include coupons
• Targeting can be focused
• No limitations on volume
• Can be grouped
• Full attention of reader
• Statistics available
• Permanent

• Short Life
• Poor print quality
• Passive medium
• Static medium
• Literacy levels

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Creative Issues

• Sought and Unsought
• Sought used because the buyer is seeking
  information eg Yellow Pages, Classified
• Unsought to promote an image, remind, raise
  awareness

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Creative Issues (2)

• Copy
• Graphics
• Target Audience
• Choice of Media
• Objectives
• Pre-testing
• Approval CAP, ASA (see module guide)

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The ASA
I've got heart failure. And this is what it
feels like every morning".
The British Heart Foundation complaints upheld
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• Posters for an energy drink have been banned amid
  concern they condone sexual violence. The
  advertising watchdog has told the makers of Shark
  drink to withdraw a poster showing male and
  female models covered with scratches, bruises and
  bite marks.
• Twelve members of the public contacted the
  Advertising Standards Authority (ASA) to complain
  that the four posters were offensive.
• The first poster shows a naked man lying on his
  front and four deep scratch marks across his
  back.
• In the second the face of naked woman is angled
  towards the camera, revealing a red bruise on her
  neck.
• The third and fourth posters have a number of
  similar photographs.
• All four have the words "Shark victim" and "bring
  out the beast".
• 'Sharking' connotations
• The drink's maker Shark AG, told the ASA it used
  the idea of a shark attack "because it combined a
  humorous reference to the product and a
  light-hearted word play on the colloquial term
  "sharking" - or the search for a partner.
• They say they sought advice from the body set up
  to help advertisers on what might breach industry
  rules before going ahead with the posters.
• But the ASA ruled in its adjudication that it
  "nevertheless considered the posters were
  sexually explicit" and it said that they "could
  be seen to condone sexual violence".

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The Right Publication

• Qualitative and Quantitative
• Circulation (ABC), Readership, Audience, CPT
• British Rate and Data (BRAD) Publication
• Positioning
• Colour
• Impact . . .

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A Rate Card
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(No Transcript)
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(No Transcript)
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Another Rate Card
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Periodical Categories

• National Newspapers
• Regional and Local Newspapers
• Freesheets
• Specialist Magazines
• Consumer Magazines
• Technical Journals
• Professional Journals
• Directories and Yearbooks

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Distribution Methods

• Sold through Newsagents and Shops
• Home-Delivered (paid for and free)
• Subscriptions
• Online versions
• E-mail versions

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Monitoring Results
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International Aspects

• Left to Right or Right to Left?
• Morality
• Audiences differ
• Accuracy of data

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ASA non-broadcast complaints
Ok parodied the painting, not the event
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OK its what the programme is about
Unlikely to cause distress or offence
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Partly upheld not full versions of PC game
Complaint upheld although it was November, the
play on words was offensive
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Further Reading
BT Openline guide to Advertising British Codes of
Advertising and Promotions Code of Practice
(from the Advertising Standards Agency)
Follow the links on the webpage!
http//www.adassoc.org.uk/ - link to the
Advertising Association
Next week TV, Radio, Cinema
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Seminar

• Video Making an advertisement
• Discussion on what is offensive