PRINT ADVERTISING PRINT MEDIA Media that deliver messages

PRINT ADVERTISING

PRINT MEDIA Media that deliver messages one topic at a time and one thought at a time. Newspapers, Magazines, Outdoor Advertising, Directories

NEWSPAPERS Three general types of newspaper advertising: ◦ CLASSIFIED, DISPLAY, and SUPPLEMENTS

3 Types of Newspaper l CLASSIFIED ADVERTISING l Consists of all types of commercial messages arranged according to their interest to readers, such as “Help Wanted, ” “Real Estate for Sale, ” and “Cars for Sale. ” l Uniform width, measure in terms of numbers of lines occupied l Not allowed to use larger space and typeface l Not allowed to use colors

3 Types of Newspaper CLASSIFIED DISPLAY ADVERTISING ◦ “Box ads” about job vacancies. ◦ Allowed to use larger space. ◦ Allowed to use decorative border lines and company logo ◦ Not allowed to use color ◦ Measured per column centimeter

3 Types of NEWSPAPERS DISPLAY ◦ Display ads can be any size and placed anywhere in the newspaper except the editorial page; measured per column centimeter ◦ Two subcategories: Local (retail) and national (general) display advertising. ◦ Rate differential – difference between what is charged for national display advertising and local display advertising

NEWSPAPERS SUPPLEMENTS ◦ Syndicated or local full-color advertising inserts that appear throughout the week and especially in the Sunday edition of newspapers ◦ FREE-STANDING INSERT ADVERTISEMENT (FSIA) or loose insert Two reasons: a. It allows greater control over the reproduction quality of the advertisement b. the multipage FSIA is an excellent coupon carrier

NEWSPAPER ADVERTISEMENTS Newspapers are the primary source of local advertising Daily newspapers are printed at high speed on an inexpensive, roughsurfaced, spongy paper called NEWSPRINT

RATE STRUCTURE 1. Discount rate – open rate provides some discount structure classified as frequency discount or bulk discount Frequency discount – based on unit or pattern of purchase in addition to total amount of space Bulk discount – refers to sliding scale wherein the advertiser is charged proportionately based on the advertisement purchased Flat rate – offers a uniform charge for space without regard to the amount of space used or the frequency of insertion, no discount is offered.

RATE STRUCTURE Run-of-paper rate (ROP) – includes rate quoted by a newspaper publisher which entitles the advertisement to be positioned anywhere in the paper that the publisher chooses to place it. 3. Combination rate – a special rate for newspaper, such as morning paper and evening paper, set by the same publisher. 2.

ADVANTAGES & DISADVANTAGES Range of market coverage Comparison shopping Positive consumer attitudes Flexibility Interaction of national and local Short life span Clutter Limited coverage of certain groups Product criteria Poor reproduction

MAGAZINES Is a paper back publication that is issued at regular intervals, either weekly or monthly Most permanent of all the mass media, since they are kept for months and advertising messages are seen a number of times Space contract – a contract where advertiser who plans to advertise in a particular magazine during the coming months signs

MAGAZINE When the advertiser is ready to run an ad as agreed upon on the space contract, he sends an INSERTION ORDER to the publisher that makes clear the instructions from an advertiser

MAGAZINE ELEMENTS Size of most magazines is characterized as standard size about 8 by 10 inches (Time Magazine) and about 4 3/8 by 6 ½ inches (Readers’ Digest) Space in magazines is sold in terms of full pages and fractions thereof— half pages, quarter pages, three column, two columns, or one column; or total of per column centimeters

SPACE BUYING FIRST COVER PAGE – the front cover of the magazine; page one of the issue SECOND COVER PAGE – the inside of the front cover; page two of the issue THIRD COVER PAGE – the inside of the back cover; page forty-nine—if the magazine has fifty pages FOURTH COVER PAGE – the back

MAGAZINE FULL-BLEED ADVERTISEMENT ◦ A magazine advertisement run all the way to the four edges of the page leaving no white space margin PARTIAL BLEED ADVERTISEMENT ◦ leaves white space margin on all or any of the four sides of the full page

MAGAZINE GATEFOLD ◦ When an advertisement is positioned on the second cover page where an extra page spreads out when opening the page that gives a big spread CENTERFOLD ◦ Also called “multiple-unit” ad, is positioned on the two middlemost pages of the magazine issue INSERTS ◦ Return cards, coupons, recipe booklets

MAGAZINE One of the best positions to place advertisements in a magazine is UPFRONT, close to it as possible or on right-hand pages RIGHT HAND PAGES, RANKS AND PAGE NUMBER are as follows: ◦ FIRST right-hand page 3 ◦ SECOND right-hand page 5 ◦ THIRD right-hand page - Rank 1; page - Rank 2; Rank 3; page

TYPES OF MAGAZINES AUDIENCE ◦ The three main types of audiences that magazines target are consumer, business, and farm audiences ◦ CONSUMER magazines – directed at consumers who buy products for personal consumption, are distributed through the mail, newsstands, or stores. Examples: Reader’s Digest, Time and People

BUYING MAGAZINE SPACE COVER DATE – is the date appearing on the cover ON-SALE DATE – the date which the magazine was issued, wherein this is usually a week advance from the cover date CLOSING DATE – deadline on which the blueprint or negative must be submitted to the publisher’s hand in order to print

OUT-OF-HOME ADVERTISING Includes fully painted buses, painted walls, telephone kiosks, painted semi trucks, taxi signs, transit and rail platforms, airport and bus terminal displays, bus shelter displays, bus benches, shopping mall displays, grocery store carts, bathroom walls, skywriting, and in-store clocks and aisle displays

OUTDOOR ADVERTISING ADVANTAGE DISADVANTAGES S ◦ Impact ◦ Strategy ◦ Message ◦ Cost ◦ Long life ◦ Message ◦ Exposure ◦ Criticism ◦ Availability

TRANSIT ADVERTISING Mainly an urban advertising form that uses vehicles such as buses and taxis to carry messages. Messages on wheels and circulates through the community. Includes the posters seen in bus shelters and train, airport, and subway stations. Kiosks – special designed for public posting of notices and advertisements.

DIRECTORIES Books that list the names pf people or companies, their phone numbers, and their addresses ◦ YELLOW PAGES ADVERTISING – described as directional advertising because it tells people where to go to get the product or service they want.

DIRECTORY ADVERTISING STRENGTHS ◦ Highly targeted ◦ Cost ◦ Flexibility ◦ Strategy ◦ Long life WEAKNESSE S ◦ Clutter ◦ Message ◦ Accessibility ◦ Permanence

WHEN TO USE PRINT USE NEWSPAPERS IF You are a local business You want extensive market coverage USE MAGAZINES IF USE OUT-OF-HOME IF USE DIRECTORIES IF You are a local business or You have a well. You are a local defined target audience business that wants to can serve local customers sell You are a regional or You want to reinforce or remind the audience national business that want to remind or reinforce You want to create action You sell a product that is consumed in a predictable manner You have a product that does not have to be demonstrated, but must be shown accurately and beautifully You have a product requiring little information and little demonstration You want to allow comparisons or provide basic inquiry and purchase information You do not need to demonstrate the product You need to relate moderate to extensive product information You have a small to moderate budget You have a moderate to large budget

COPYWRITING FOR PRINT TWO CATEGORIES 1. Display Copy – includes all elements that readers see in their initial scanning (elements: headlines, subheads, and taglines) 2. Body copy (or text) – includes the elements that are designed to be read and absorbed, such as the text of the message and captions.

PARTS OF PRINT ADVERTISING HEADLINE ILLUSTRATION COPY LAYOUT

HEADLINE The most important display element Works with the visual to get attention and communicate the creative concept It may use the words: ‘new’, ‘introducing’, ‘narito na’

GENERAL PRINCIPLES Attract attention to the advertisement Select the reader, it tells whether the subject matter of the ad interests the reader. Lead the reader directly into the body copy Present the complete selling idea (create the mood) Promise the customer a benefit Present product news of interest to the reader

TYPES OF HEADLINES TYPE OF DIRECT ACTION HEADLINE DESCRIPTION Assertion An assertion is used to state a claim or a promise that will motivate someone to try the product Command A command headline politely tells the reader to do something How-to statements People are rewarded for investigating a product when the message tells them how to use it or how to solve a problem News Announcements News headlines obviously are used with new product introductions, but also with changes, reformulation, new styles, and new uses. They announce that something new has happened. The news value is thought to motivate people to try the product. TYPE OF INDIRECT Description Action Headline Puzzles Used strictly for their provocative power, puzzling statements and questions require the reader to examine the body copy to get the answer or explanation. The intention is to pull reader into the body copy Associations These headlines use image and lifestyle cues and ambiguity to get attention and build interest

ILLUSTRATION Visual part of the advertisement Puts the words into pictures COPY Words of the advertisement Includes features, benefits and advantages of the item advertised in simple phrases, series of sentences or long paragraph A descriptive type which briefly describes the characteristics of the product or services

OTHER DISPLAY COPY CAPTIONS – attention is drawn immediately to the caption under the illustrations; serve as an information function - Captions often explain what’s happening in photos, because people may find visuals confusing TAGLINES – short catchy phrases particularly memorable phrases used at the end of an ad to complete or wrap up the idea

OTHER DISPLAY COPY SLOGANS – repeated from ad to ad as part of a campaign

WRITING CATCHY PHRASES A startling or unexpected phrase Rhyme, rhythm, alliteration Parallel construction

BODY COPY Text of the ad. It develops the sales message, states the argument, summarizes the proof, and provide explanation Speak to the target audience in an appropriate language style Magazine articles

TYPES OF BODY COPY STRAIGHTFORWARD – factual copy usually written in the words of an anonymous or unacknowledged source NARRATIVE – used to tell a story in first person or third person DIALOGUE – lets the reader “listen in” on a conversation

TYPES OF BODY COPY EXPLANATION – explains how something works TRANSLATION – technical information, such as that written for the high-technology and medical industries, must be defined and translated into understandable language

DESIGNING FOR PRINT LAYOUT ◦ Is a map, the art director’s equivalent of a blueprint ◦ A communication tool that translates the visual concept for others so that the idea can be discussed and revised before money is spent on production

TYPES OF LAYOUTS PICTURE WINDOW – single dominant visual that occupies about 60 to 70 percent of the area. Underneath it is a headline and a copy block. The logo or signature signs off the message at the bottom. PANEL OR GRID – a layout that uses a number of visuals of matched or proportional sizes.

TYPES OF LAYOUT DOMINANT TYPE OR ALL COPY – emphasize the type rather than the art or even an all-copy advertisement in which where the headline is treated as type art CIRCUS – a layout that combines lots of elements – art, type, color – to deliberately create a busy, jumbled image

TYPES OF LAYOUTS NONLINEAR – a contemporary style of layout characterized by the early days of Wired that can be read starting at any point in the image GRUNGE – a style of layout that reflects what is presumed to be a Generation X – inspired lack of concern for the formalities of art, design, and legibility

LAYOUT STAGES SKETCHES ROUGH LAYOUTS SEMICOMPS COMPREHENSIVES MECHANICALS

TYPOGRAPHY Families of Type Font Letter Variations Type measurements Justification Color Legibility

PSYCHOLOGICAL IMPACT OF COLOR RED – symbol of blood and fire BROWN – another masculine color, associated with earth, woods, mellowness, age, warmth, comfort YELLOW – high impact to catch consumer’s eyes GREEN – symbols of health and freshness BLUE – coldest color, with most appeal BLACK – conveys sophistication ORANGE – most ‘edible’ color