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

2. Chapter Outline Chapter Key Points The Media Industry
Basic Media Concepts
Print Media
Newspapers
Magazines
Packaging
Out-of-Home Advertising
Directory Advertising
Using Print Advertising

3. 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 out-of-home media decisions
Outline the factors that advertisers use to make decisions about using directory advertising

4. 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

5. Basic Media Concepts Media mix Media vehicle
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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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
Format and size
Circulation

12. 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)

13. 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

14. 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

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

16. 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

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

18. 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
Provides psychographic data on who reads which magazines and which products readers buy and consume

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

20. 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

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

22. 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

23. 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

24. 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

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

26. 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

27. 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