Print and OutofHome Media Part 3 Effective Advertising

Print and Out-of-Home Media Part 3: Effective Advertising Media Chapter 8

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 2

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 outof-home media decisions • Outline the factors that advertisers use to make decisions about using directory advertising 3

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 4

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 5

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 6

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 7

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 8

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 9

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 10

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 11

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) 12

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 13

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 14

Types of Magazines Audience focus • Consumer magazines • Business magazines • Farm magazines • • • Other classifications Geography Demographics Editorial content Physical characteristics Ownership 15

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 16

Magazine Advertising Format • • • Double-page spread Gutter Bleed page Gatefold Photo essay ad Technology • Has enabled magazines to distinguish themselves from one another 17

Readership Measurement • Magazine rates – Based on circulation that a publisher promises to provide • Magazine circulation – The number of copies of an issue sold • Media. Mark – 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 18

Magazine Advertising • • • L Advantages Target audience Audience receptivity Long life span Format Visual quality Sales promotions • • Disadvantages Limited flexibility Lack of immediacy High cost Distribution 19

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 20

Out-of-Home Advertising • Outdoor advertising – Billboards and posters in public locations • • Size and format Printed posters Painted bulletin Buying Outdoor Showings Traffic count 21

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 22

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 23

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 24

Directory Advertising • • Advantages Consumers initiate the search process Inexpensive Flexibility Long life Disadvantages • Competitive clutter • Consumers who cannot easily use directories 25

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 26

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 27