Print and Out-of-Home Media

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Print and Out-of-Home Media

• Part 3 Effective Advertising Media
• Chapter 8

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Chapter Outline

1. Chapter Key Points
2. The Media Industry
3. Basic Media Concepts
4. Print Media
5. Newspapers

1. Magazines
2. Packaging
3. Out-of-Home Advertising
4. Directory Advertising
5. Using Print Advertising

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Key Points

• Explain the key concepts of media planning and
  buying
• Identify the strengths and weaknesses of
  newspapers
• Describe the key factors that advertisers should
  know to make effective decisions about
  advertising in magazines
• Analyze why packaging is such an important
  advertising opportunity
• Discuss factors that advertisers should consider
  in making out-of-home media decisions
• Outline the factors that advertisers use to make
  decisions about using directory advertising

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The Media Industry

• Media-delivered news, information advertising
  make the news and information possible
• Advertising media is a huge industry with almost
  195 billion in spending

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Basic Media Concepts

• Media mix
• The way various types of media are strategically
  combined in an advertising plan
• Media vehicle
• A specific TV program, newspaper, magazine, or
  radio station or program

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Basic Media Concepts

• Planning and Buying
• Reach and Frequency
• Impressions
• Media Key Players

• Media planning
• The way advertisers identify and select media
  options
• Media buying
• Identifying specific vehicles, negotiating the
  costs to advertise in them, and handling billing
  and payment

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Basic Media Concepts

• Planning and Buying
• Reach and Frequency
• Impressions
• Media Key Players

• Reach
• The percentage of the media audience exposed to
  the advertisers message during a specific time
  frame
• Frequency
• The number of times a person is exposed to the
  advertisement

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Basic Media Concepts

• Planning and Buying
• Reach and Frequency
• Impressions
• Media Key Players

• The opportunity for one person to be exposed one
  time to an ad
• In print, impressions estimate the actual
  readership
• In broadcast, impression estimates viewers for TV
  and listeners for radio

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Basic Media Concepts

• Planning and Buying
• Reach and Frequency
• Impressions
• Media Key Players

• Media salespeople work for a medium
• Media reps are people or companies that sell
  space or time for a variety of media

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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

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Newspapers

• Used by advertisers trying to reach a local
  market
• Primary function is to carry news
• Market selectivity allows newspapers to target
  specific consumer groups

• Structure of the Industry
• Frequency of publication
• Format and size
• Circulation

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Newspapers

• Types of Advertising
• Classified
• Display
• Supplements

• Newspaper Readership
• Tends to be highest among older people and people
  with a higher educational level
• Measuring the newspaper audience (ABC, Simmons)

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Newspaper Advertising

• Advantages
• Range of market coverage
• Comparison shopping
• Positive consumer attitudes
• Flexibility
• Interaction of national and local

• Disadvantages
• Short life span
• Clutter
• Limited coverage of certain groups
• Poor reproduction

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Magazines

• Most magazines today are special interest
  publications aimed at narrower target markets
• Specialty magazines seem to have an edge over
  more general publications in terms of maintaining
  growth
• Upscale magazines provide an ideal place for the
  image advertising of luxury products

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Types of Magazines

• Audience focus
• Consumer magazines
• Business magazines
• Farm magazines

• Other classifications
• Geography
• Demographics
• Editorial content
• Physical characteristics
• Ownership

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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

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Magazine Advertising

• Format
• Double-page spread
• Gutter
• Bleed page
• Gatefold
• Photo essay ad

• Technology
• Has enabled magazines to distinguish themselves
  from one another

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Readership Measurement

• Magazine rates
• Based on circulation that a publisher promises to
  provide
• Magazine circulation
• The number of copies of an issue sold

• MediaMark
• Measures readership for many popular magazines
• Simmons Market Research Bureau
• Provides psychographic data on who reads which
  magazines and which products readers buy and
  consume

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Magazine Advertising

• Advantages
• Target audience
• Audience receptivity
• Long life span
• Format
• Visual quality
• Sales promotions

• Disadvantages
• Limited flexibility
• Lack of immediacy
• High cost
• Distribution

L
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Packaging

• Both a container and a communication vehicle
• The last ad a customer sees before making the
  decision to buy
• Constant brand reminder once on the shelf at home
  or in the office

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Out-of-Home Advertising

• Outdoor advertising
• Billboards and posters in public locations

• Size and format
• Printed posters
• Painted bulletin
• Buying Outdoor
• Showings
• Traffic count

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Out-of-Home Advertising

• Advantages
• High impact medium
• Larger-than-life visuals
• Hard to ignore structure
• Least expensive

• Disadvantages
• Message could fail to be seen or have impact
• Passive medium
• Extensive regulation

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Out-of-Home Advertising

• On-Premise Signs
• Retail signs that identify stores
• Posters
• Used on the sides of buildings and vehicles, as
  well as on bulletin boards and kiosks

• Kiosks
• Designed for public posting of notices and
  advertising posters
• Transit advertising
• Includes posters in bus, train, airport, and
  subway stations

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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

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Directory Advertising

• Advantages
• Consumers initiate the search process
• Inexpensive
• Flexibility
• Long life

• Disadvantages
• Competitive clutter
• Consumers who cannot easily use directories

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Using Print Advertising

• Use Newspapers If
• You are a local business
• Desire extensive market coverage
• Product is consumed in a predictable manner
• No need to demonstrate the product
• Moderate to large budget

• Use Magazines If
• Well-defined target audience
• Want to reinforce or remind audience
• Product must be shown accurately and beautifully
• Need to relate moderate to extensive information
• Moderate to large budget

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Using Print Advertising

• Use Out-of-Home If
• Local business that wants to sell locally
• Regional or national business that wants to
  remind or reinforce
• Product requires little information and little
  demonstration
• Small to moderate budget

• Use Directories If
• Local business or can serve local customers
• Want to create action
• Want to allow comparisons or provide basic
  inquiry and purchase information
• Small to moderate budget