Print and Out-of-Home Media Part 3: Effective Advertising Media Chapter 8.
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Transcript of Print and Out-of-Home Media Part 3: Effective Advertising Media Chapter 8.
8 - 2
Chapter Outline
I. Chapter Key Points
II. The Media Industry
III. Basic Media Concepts
IV. Print Media
V. Newspapers
VI. Magazines
VII. Packaging
VIII.Out-of-Home Advertising
IX. Directory Advertising
X. 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 advertiser’s 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 AdvertisingFormat
• 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 AdvertisingAdvantages
• 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