Chapter 8 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 Traditional format is trusted by audiences Useful for info, and available for some time Excellent for access to contact info

Structure of the Industry 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 (dailies/weeklies) Size (tabloid and broadsheet) SAUs Circulation (number sold)

Newspapers Types of Advertising Rate cards Classified Display National Local ROP/preferred position Co-op advertising Supplements Newspaper Readership Tends to be highest among older people and people with a higher educational level ABC and Simmons-Scarborough measure newspaper audiences

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

Magazines Most magazines today are special interest publications aimed at narrower target markets Upscale magazines provide an ideal place for the image advertising of luxury products More than half of all new publications fail

Other classifications Types of Magazines Audience focus Consumer magazines Business magazines Trade Industrial Professional Vertical Horizontal Other classifications Geography Demographics Editorial content Physical characteristics 8 ½ x 11 and 6 x 9 Ownership

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

Magazine Advertising Format Technology Double-page spread Gutter Bleed page Gatefold Photo essay ad Fractional page space Technology Has enabled magazines to distinguish themselves from one another Selective binding Personalization Regional ads

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 Psychographic data on who reads which magazines and which products readers buy and consume

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

Outdoor Advertising Billboards and posters in public locations Size and format Printed posters (printed & applied) Painted bulletin (created onsite) Extensions / cutouts Buying Outdoor Showings based on traffic counts 30 days for printed posters, years for painted

Outdoor Advertising Advantages High impact medium Larger-than-life visuals Good reminder Least expensive Disadvantages Quick exposure Passive medium Brief & simple Vandalism Pollution/extensive regulation

Transit Advertising Mainly urban form that uses vehicles to carry messages Also includes the posters seen in bus shelters and train, airport, and subway stations Interior transit ads are seen by people riding buses, subways, and some taxies Exterior transit is mounted on vehicles Transit advertising is reminder advertising Some may have time to read messages

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

Directory Advertising Advantages Consumers initiate the search process Inexpensive (1:15 ROI) Flexibility Long life Disadvantages Competitive clutter Lack of immediacy Consumers who cannot easily use directories

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 Product must be shown accurately and beautifully Need to relate moderate to extensive information Moderate to large budget

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