Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Media Specifics Presented by Karen Porter Department of Management & Marketing School of Business Administration The University of Montana

Newspaper Sold by the column inch Column widths different by paper – one column inch not necessarily equal to other column inches Primarily a local medium Types of advertising Display ads (2x4, 4x8, etc. – bought by column inches) Classified ads (small ads in classified section – paid by word or by line) Inserts / Supplements (advertiser pays for printing, newpaper distributes for a fee)

Newspaper - 2 Preferred placements Back of section Top of page Right side Outside edge In context (i.e. ad is placed next to relevant or related content)

Newspaper Preferred Placements Back of section Top of page Right side Outside edge In context (i.e. ad is placed next to relevant or related content)

Newspaper Advantages Advantages of newspaper advertising Great for news-type announcements Perfect for local businesses as newspaper is local in nature Can be good for comparison shopping (although not as much so as once was) Quick turnaround for ads (ie. lead time is short) More educated/affluent readers

Newspaper Disadvantages Disadvantages of newspaper adv. Very short life span Clutter – lots of other ads surrounding yours making ads hard to stand out Poor production quality (newsprint if porous and best for black & white printing) Reach primarily limited to local market

Out of Home Advertising Advantages of Out of Home media Good situational media Good for brand reminder advertising High impact Least expensive of all media Long life potential

Out of Home Advertising - 2 Disadvantages of Out of Home media No complex messages (best word count is 6 – 8 words max; simple visuals only) Concerns about clutter / landscape pollution Easy to miss when consumers are in transit

Magazines Sold by the page or fraction of page (1/2, 1/3, 1/4, etc.) Magazine types Consumer magazines (for general public) Trade magazines (for specific industries / professions) “Spot” buys – local ads that run in selected markets only

Magazines - 2 Preferred placements Back cover best placement of all (usually sold out far in advance) Inside front cover (#2 best spot) Insider back cover (#3 best spot) Any page prior to Table of Contents Front 1/3 of magazine Right page better than left Top better than bottom

Magazines - 3 Advantages of Magazines High quality production (glossy finish excellent for color, fine finished look) Targeted readership potential Long shelf life Good for overall branding

Magazines - 4 Disadvantages of Magazines Long lead time (4-6 months) limits flexibility Lack of immediacy (i.e. not good for time sensitive information) High relative cost Sometimes limited distribution

Magazines - 4 Disadvantages of Magazines Long lead time (4-6 months) limits flexibility Lack of immediacy (i.e. not good for time sensitive information) High relative cost Sometimes limited distribution

Directories – Yellow Pages Advantages of Directories Ready to buy consumers Trusted resource Long life span Perceived as good value

Directories – Yellow Pages - 2 Disadvantages of Directories Long lead time Inability to change information that is no longer accurate (new address, phone #, etc.) Lack of flexibility Ad displayed alongside competitors Low production quality (newsprint type paper)

Directories – Yellow Pages - 2 Disadvantages of Directories Long lead time Inability to change information that is no longer accurate (new address, phone #, etc.) Lack of flexibility Ad displayed alongside competitors Low production quality (newsprint type paper)

Radio Radio is primarily a local medium – spot radio Network radio (national in scope) - syndicated Sold by spot length -- :30 vs :60 second spots :60 most common (more cost effective – locally, typical :60 is $20, typical :30 is $14) Preferred placement (dayp art)– “drive time” a.m. – 6:30 – 9:30 p.m. – 3:30 – 6:30 Preferred placement (in series of ads) – beginning or end

Radio Advantages Pervasiveness – it’s everywhere! Reaches specialized audiences based on radio format Captures critical day part listeners Flexible – relatively easy and quick to change spots Good for local tie-ins / promotions Made for jingles

Radio Disadvantages Lots of alternatives to listening to local radio Background medium – often ignored Lack of visuals – good radio creates mental imagery and that’s hard to do Clutter – lots and lots of ads (easy for your ad to get “lost”) Sold out premium spots On-air announcements can mean lack of contrast and ad can get “lost”

Television Television is primarily a national medium Network television (ABC, NBC, CBS, Fox) Sold by day part, by show (cost based on ratings) Cable television (HGTV, MTV, Nat Geo, Discover, Weather Channel, Food Channel, etc.) Sold by channel, and then by show “Spot” buys – local ads that run in selected markets only TV sold in time increments -- :10, :15, :30, :60 spots (:30 by far the most common) Cost relative to length of ad -- :15 roughly ½ cost of :30; :30 roughly ½ cost of :60 Preferred placement – “prime time” has highest reach (8:00 – 11:00 pm or 7:00 – 10:00 pm Preferred placement in series of ads – beginning or end

Television Placement Preferred placement – “prime time” has highest reach (8:00 – 11:00 pm or 7:00 – 10:00 pm Preferred placement in series of ads – beginning or end

Television Advantages Pervasiveness – TV is everywhere! High viewership – most commonly used media High impact – combines sight, sound, and motion (combination works best for attention and retention) Cost effective on a CPM basis

Television Disadvantages Clutter – lots and lots of ads – easy for ads to get “lost” Fragmented viewership – lots of people watching, but viewers all over the multitude of channels Wasted reach Production inflexibility – hard to make changes Zipping / zapping / alternative viewing

Public Service Announcements A percentage of air time held for non-profit messages for the public good Cannot be used for money-making ventures