PrintMagazines, Newspapers and More

Why magazines?

• Selective – great targeting vehicle• Print quality• Long lasting• Pass-along• Prestige• Design flexibility• Integration with other media

Consumer Magazines Target Specific Interests

Trade Magazines target industries

City Magazines Provide Geographic Targeting

Hearst: A Single Publisher Network

Media Kits Provide Information on Readers

Use of Various Media for Insight and Ideas

Consumers Rely on Magazines for Information

Magazines - Decisions to Make

• What size ad should be used?• Where in the magazine should the ad be placed?• What colors (and how many) should be used?• What format will enhance readership and recall?

Ways of Using Magazine Space

Readership of Advertising by Type

Typical Magazine Rate Card

Why newspapers?• Local• Timely• Widespread• Can be specialized• Believable / Trustworthy• Convenient – Can take it with you!• Large size – lots of ad size possibilities• Good for focusing on price and product details• Inserts – lots of possibilities

Typical Newspaper Sections

Inserts Can Target Specific Consumers

Preprinted Insert

Most Believable and Trustworthy Ad Sources

National newspapers

• Distribution throughout the U.S.– Examples: USA Today, New York Times

• More like magazines in some ways– Full color spreads– Glossy substrates

• Well-respected

• Product brochures• Corporate image brochures• Catalogs• Sell sheets• Capabilities brochures• Personal selling kits• Trade show handouts• Annual and quarterly reports• Nowadays: pdfs and web pages

Collateral

Examples - Print

Radio and TelevisionInterruptions that sell

Why radio?

• Ubiquity - It’s everywhere!• On all day!• Good for stimulating immediate action• Supports local retail• Segmented markets• Radio personalities sell• Least expensive medium (typically)

Radio FactsMain Advantage: Radio engages the imagination and communicates on a personal level like no other medium can. “Theater of the mind”. Facts: - 99% of all American households have at least one radio in the house.

- Radio reaches over three-quarters of Americans daily.

- Americans listen to radio an average of 3 hours per day.

- 13,000+ radio stations (AM – 4,800 and FM – 6,200).

-Public radio (NPR and affiliates) is (slowly) gaining listeners as public tv declines.

-Most radio advertising is local.

- Radio is naturally a highly targeted advertising medium: segmented by special interests (music, religion, financial, political, etc.) and age.

Radio Audiences

Radio Listener Segmentation

“Station” FansLargest segmentClear preference for one or two stationsListen an average of eight hours a dayPredominantly women between the ages of 25 and 44

“Radio” FansListen to four or five different stations – no clear preference for any oneMostly under 35 years of age – male or femaleWomen over 55

“Music” Fans11% of radio listenersListen exclusively for musicPredominantly men between ages of 25 and 45Some elderly

“News” FansNews or information drivenOne or two favorite stationsListen in short segmentsAge 35 or older – predominantly baby boomers and elderly

Ubiquity: Radio Reaches People Everywhere

Radio Promotes Synergy with Other Media

Radio’s Synergy with TV: Imagery Transfer

Dayparts for Radio

Nighttime

Afternoon/Evening Drive Time

Morning Drive Time

Daytime All Night

PM

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AM

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Measuring Radio Audiences - Metrics

Coverage: The equivalent of “circulation” for print media. Number of homes that can pick up a station’s signal.

Average Quarter Hour Figure (AQH): Average number of people listening to a station for at least five minutes during a quarter-hour segment during a specific daypart.

Average Quarter Hour Rating (AQH-R): AQH expressed as a % of survey area population.

Average Quarter Hour Share (AQH-S): AQH expressed as a % of survey area population listening to the radio.

Cume: Total number of people listening to a station for at least five minutes during a quarter-hour segment during a specific daypart. Radio’s measurement of reach.

How are New Digital Technologies are Impacting Radio?

Creative techniques - radio

Creative considerations

• Need to compensate for lack of visuals• Be outrageous• Do something unexpected• No gaps in conversation

• Best impact of any medium – sight + sound + motion

• Universal access – (almost) everyone has a tv• Huge audience – 110+ million households• Segmentation by channel/network, show and

daypart

Why television?

Limitations of TV advertising

• Time limit – 30 second spot• High cost• Intrusive nature• DVRs/online viewing – consumers can (but

don’t always) skip commercials• Lack of effectiveness measurement potential

Television FactsMain Advantage: Delivers the best visual and emotional impact of any medium. Uses sight, sound, color and motion (= most senses engaged of any medium).

Facts: - 110.2 million U.S. television households among a population of 300 million people.

- The average prime-time show reaches 7 million homes.

- CPM = $20 for network prime time advertising and $4.60 for daytime advertising.

- Typical production cost for a national brand 30 second spot: $400,000.

- Typically one-third of tv audience is lost during commercial breaks.

- The 30 second spot is still the dominant tv commercial.

- TV demographic (“heavy watchers”) skews towards lower income and education

Trends:- Smaller national audiences, but higher ad rates (inflation adjusted).

- Network TV (ABC, NBC, CBS, Fox) has been losing viewers to: Cable, Satellite TV & other forms of entertainment (internet, video games, etc.)

ZippingZippingZippingZipping

LowSelectivity

LowSelectivity

FleetingMessageFleetingMessage CostCost

ClutterClutter

DistrustDistrustNegativeEvaluationNegative

EvaluationNegative

EvaluationNegative

Evaluation DistrustDistrust

LowSelectivity

LowSelectivity

ClutterClutter

CostCostFleetingMessageFleetingMessage

Television Disadvantages

LimitedAttentionLimited

AttentionNegativeFactors

NegativeFactors

ZappingZapping

LimitedAttentionLimited

Attention

Common Television Dayparts

Prime-Time Access

Late News

Morning

Early Fringe Late Fringe

Prime Time

Daytime

Late Night

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AdvantagesAdvantages

1. Highly selective “narrowcasting.”

2. Reaches specialized markets networks can’t get to.

3. Lower cost (production & airtime) and more flexibility.

4. Strong summer season.

1. Highly selective “narrowcasting.”

2. Reaches specialized markets networks can’t get to.

3. Lower cost (production & airtime) and more flexibility.

4. Strong summer season.

CharacteristicsCharacteristics

1. National, regional, and local advertising available.

2. Precise geographic, demographic & psychographic targeting.

1. National, regional, and local advertising available.

2. Precise geographic, demographic & psychographic targeting.

LimitationsLimitations

1. Competition from major networks.

2. Fragmented audiences. Limited reach (for tv).

3. Disloyal audiences.

1. Competition from major networks.

2. Fragmented audiences. Limited reach (for tv).

3. Disloyal audiences.

CharacteristicsCharacteristics

Cable Television (CATV)

AdvantagesAdvantages

Ad Spending by Type of Television

Television HouseholdsTelevision

Households

Program RatingProgram Rating

Households Using TV

Households Using TV

Share of AudienceShare of

Audience

Audience MeasuresAudience Measures

Households Using TV

Households Using TV

Program RatingProgram Rating

Television HouseholdsTelevision

Households

Other Audience Measures

Other Audience Measures

Measuring TV Audiences

TV Audience Measures

HH tuned to showU.S. HH using TVShare =

Share of Audience

HH tuned to showTotal U.S. HH

Rating =

Program Rating

HH tuned to showTotal U.S. HH

Rating =

Program Rating

Sweeps Periods Are Used To Measure TV Audiences

Historical Ratings

Digital Advertising

Levels of Internet/Web Engagement

• Placeholder• Business brochure (online collateral)• Image Development Vehicle• Public Relations Tool• Community / Network for Consumers• E-Commerce Site• Sales Promotion Tool• Product Review Source (ok to disparage products you sell?)• Source for Detailed Product Information and Links to Peripheral Sites/Information of Interest•Social Media/Networking Vehicle

Web: Advantages and Disadvantages

Target MarketingTarget Marketing

Message TailoringMessage Tailoring

Interactive CapabilitiesInteractive Capabilities

Information AccessInformation Access

Sales PotentialSales Potential

CreativityCreativity

Exposure/SpeedExposure/Speed

Advantages Disadvantages

Complement to IMCComplement to IMC

Poor reachPoor reach

Site StabilitySite Stability

AnnoyanceAnnoyance

Potential for deceptionPotential for deception

Measurement problemsMeasurement problems

ClutterClutter

PrivacyPrivacy

High Targetability & InvolvementHigh Targetability & Involvement

Message/Offer Tailoring – Ad Serving Capability

Message/Offer Tailoring – Ad Serving Capability

Interactive Audio/VideoInteractive Audio/Video

Layered Information AccessLayered Information Access

Commerce PotentialCommerce Potential

Availability & Self-pacingAvailability & Self-pacing

Short Lead/Change TimesShort Lead/Change Times

MeasurableMeasurable

Poor reachPoor reach

AnnoyanceAnnoyance

Potential for deceptionPotential for deception

Demographics Measurement ProblemsDemographics Measurement Problems

ClutterClutter

PrivacyPrivacy

Three things about online

• Get them to come• Get them to stay• Get them to come back

Banner ads

Tips for banner ads

• Think billboards• Keep it simple• Offer an incentive• Change the offer• Don’t forget the brand• Don’t annoy the user!!

Online content options

Web Promotion tips

• Feature URL in traditional media• Create one or several landing pages with unique

URLs• SEO: Hire an expert! It’s very complex…• Limit Flash – it’s not searchable• Consider sponsored search and buying key

words– Google AdWords and AdSense

• Avoid overuse of QR codes

Effective design for the web

• Observe the “above the fold rule” – the most important stuff goes first

• Simplify navigation• Good visual hierarchy is important• Minimize clutter• Standardization of design across pages• Minimize use of text to convey your points• Avoid having too many links (internal and

external)

More Website Effectiveness Principles & Practices

• Repeat yourself often. Then repeat yourself more.• Layer your information. Layered information is a key unique advantage of web advertising.• Text is STILL better than graphics!• Site has to sell AND be functional.• Make as much immediately visible as possible without scrolling or linking.• Home/Landing pages are portals and matchmakers – not deep selling devices or closers. (Think pre-approach-approach-…close sale, AIDA, etc.)• Remember the “3-click Rule”: Get users there in three clicks or less, or else…! • Produce the final edited version of text before integrating it into your website design.• Adhere to modern conventions of website layout – these change over time!• Murphy’s Law applies: Double or quintuple the amount of time estimated to complete your website.

Search Engine Optimization

• What is it?– Getting a better position (rank) on search engines like

google and yahoo.– Better visibility; more hits– Less important for established brands

• How do you get a favorable rank?– Quality inward links, keywords, metadata– Hire a firm specializing in SEO

Writing for optimal SEO (subject to change!)

• The importance of good inward links• Strategic placement of key words• Pay attention to headlines/subheads• First and last paragraphs most important• Use keywords to name images• Keep copy short and to the point• Use words with same meaning as key words• Don’t repeat key words too often• Lead with 2 most important words in headlines (even if

you have to use passive voice)

Examples

Internet Dayparts

• Early morning (Monday–Friday, 6 A.M.–8 A.M.)• Daytime (Monday–Friday, 8 A.M.–5 P.M.)• Evening (Monday–Friday, 5 P.M.–11 P.M.)• Late night (Monday–Friday, 11 P.M.–6 A.M.)• Weekends (Saturday–Sunday, all day)

Web/Internet: Measures of Effectiveness

Visit MeasuresHits – # times a site is visited Unique Visitors - # of different viewers per time periodReferrals In, Referrals Out

Transaction/ROI MeasuresClick-through % – The internet equivalent of “response rate”Conversion %: The % of those clicking-through who transactCost Per Conversion/Burn Rate - $ spent to convert prospect into transacting customerFrequency to Conversion Ratios: Measures effective frequencyAction - Sales, Inquiries, etc.

Navigation MeasuresAverage Page Views - # of pages viewed (duplicated & unduplicated)Average Page Depth – How “deep” into pages users go (# clicks, # areas visited, etc.)Average Visit Time – How long the user stayed

Other Measures/MethodsGoogle’s PageRank: Measures breadth/depth of inward links to siteEye-Tracking: Captures physical eye movementsCross-Media Lift: Measures synergies between internet ads and other mediaTraditional Advertising Measures – Recall, Recognition, Brand Preference, etc.

Online Privacy Policies: Requirements

• Disclosure of what information is collected• Choice for customers to easily opt-out• Access by consumers to their personal information• Security standards for information use and access

Social Media/Web 2.0

• Facebook• Twitter• LinkedIn• YouTube• Pinterest

(just to name a few…)

Alternative Media

Alternative Media

• Flexible• High impact – make a big splash!• Go right to assured high traffic locations• Rapid awareness• Generate repeated commuter impressions in a

short time period

Billboards

• Standard static boards• Extensions• Motion boards• Illuminated boards• Digital boards• 3-dimensional boards

• Landscape orientation, not portrait

Tips for billboards

• Quick absorption• Think big• Use bold, sans serif fonts• Strong visual-verbal connection• One main idea• Take advantage of location• All caps for short headlines/upper-lower for longer headlines• Short words• Bold colors• Few elements• Show package instead of words

Transit

• Interior vs. exterior bus cards• Bus shelters and benches• Kiosks• Train, bus, subway stations• Airports• Mobile billboards

Examples

Indonesia

Outdoor Advertising Can Break the Two Dimension Barrier

Blimps Carry the Message High and Wide

Trucks Become Billboards on Wheels

Car-Tops Grab Pedestrian and Passenger Attention

Terminal Posters Entertain Bored Commuters

Ad Spending on Out-of-Home Media

• Billboards (66% of ad dollars)– Bulletins, spectaculars, murals, posters, etc.

• Street furniture (7% of ad dollars)– Bicycles, benches, kiosks, etc.

• Transit (11% of ad dollars)– Airports, buses, taxis, etc.

• Alternative media (16% of ad dollars)– Cinema, stadiums, place-based ads, etc.

Measuring Traffic Levels

The Traffic Audit Bureau for Media Measurement (TAB) measures traffic for the outdoor industry.

Growth of Alternative Media

• More than 40 types of out-of-home media

• Why the growth?– Increasingly mobile population– More traffic– Lower CPMs ($2-$10 per M)– Media fragmentation– Direct Response Capabilities– Point of Purchase Capabilities– Advertiser diversification

Buying Outdoor

• Billboard/Poster advertising purchased on the basis of GRPs• Audience for outdoor is known as the daily effective

circulation (DEC)• GRPs normally bought in units of 50 or 100

Product Placement Examples

Cast Away

The Devil Wears Prada