Print Magazines, 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 Television Interruptions 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 Facts Main 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” Fans Largest segment Clear preference for one or two stations Listen an average of eight hours a day Predominantly women between the ages of 25 and 44 “Radio” Fans Listen to four or five different stations – no clear preference for any one Mostly under 35 years of age – male or female Women over 55 “Music” Fans 11% of radio listeners Listen exclusively for music Predominantly men between ages of 25 and 45 Some elderly “News” Fans News or information driven One or two favorite stations Listen in short segments Age 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 AM

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

Zipping Low Selectivity Low Selectivity Fleeting Message Fleeting Message Cost Clutter Distrust Negative Evaluation Negative Evaluation Negative Evaluation Negative Evaluation Distrust Low Selectivity Low Selectivity Clutter Cost Fleeting Message Fleeting Message Television Disadvantages Limited Attention Limited Attention Negative Factors Negative Factors Zapping Limited Attention Limited Attention

Common Television Dayparts Prime-Time Access Late News Morning Early Fringe Late Fringe Prime Time Daytime Late Night PM AM

Advantages 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. Characteristics 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. Limitations 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. Characteristics Cable Television (CATV) Advantages

Ad Spending by Type of Television

Television Households Program Rating Households Using TV Share of Audience Audience Measures Households Using TV Program Rating Television Households Other Audience Measures Measuring TV Audiences

TV Audience Measures HH tuned to show U.S. HH using TV Share = Share of Audience HH tuned to show Total U.S. HH Rating = Program Rating HH tuned to show Total 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 Marketing Message Tailoring Interactive Capabilities Information Access Sales Potential Creativity Exposure/Speed AdvantagesDisadvantages Complement to IMC Poor reach Site Stability Annoyance Potential for deception Measurement problems Clutter Privacy High Targetability & Involvement Message/Offer Tailoring – Ad Serving Capability Interactive Audio/Video Layered Information Access Commerce Potential Availability & Self-pacing Short Lead/Change Times Measurable Poor reach Annoyance Potential for deception Demographics Measurement Problems Clutter Privacy

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 Measures Hits – # times a site is visited Unique Visitors - # of different viewers per time period Referrals In, Referrals Out Transaction/ROI Measures Click-through % – The internet equivalent of “response rate” Conversion %: The % of those clicking-through who transact Cost Per Conversion/Burn Rate - $ spent to convert prospect into transacting customer Frequency to Conversion Ratios: Measures effective frequency Action - Sales, Inquiries, etc. Navigation Measures Average 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/Methods Google’s PageRank: Measures breadth/depth of inward links to site Eye-Tracking: Captures physical eye movements Cross-Media Lift: Measures synergies between internet ads and other media Traditional 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

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