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chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
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11-2 Objectives_1 Explain the advantages and disadvantages of magazine advertising Discuss the various ways to analyze a magazine’s circulation Describe how newspapers are categorized Define the major types of newspaper advertising
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11-3 Objectives_2 Explain the advantages and disadvantages of newspaper advertising Discuss how rates are determined for print media Describe the alternatives for print advertising in foreign markets
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11-4 Advantages of Magazine Advertising Flexibility Color Authority/ Believability Permanence Prestige Audience selectivity Cost efficiency Selling power Reader loyalty Extensive pass- along readership Merchandising assistance
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11-5 Disadvantages of Magazine Advertising Lack of immediacy Shallow geographic coverage Inability to deliver mass audiences at a low price Inability to deliver high frequency Long lead time Heavy advertising competition High cost per reader Declining circulations
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11-6 Special Possibilities with Magazines Bleed pages Cover positions Junior units Island halves Inserts Gatefold Fragrance strips Pop-up ad 3-D ads Product samples Preprinted inserts
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11-7 Magazine Classifications ContentSizeGeography
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11-8 Content Consumer Farm Publications Business
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11-9 Geography Local city National Regional
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11-10 Magazine Terminology Guaranteed and Delivered Circulation Primary and Secondary Readership Vertical and Horizontal Publications Subscription and Vendor Sales Paid and Controlled Circulation Merchandising Services
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11-11 Exhibit 11-4 2004 Costs and Circulations MagazinePaid CirculationCost/ Page Ad Better Homes & Gardens 7,606,820$313,207 People3,603,115$202,682 Parents2,072,867$114,507 In Style1,652,906$96,223 Rolling Stone1,288,324$108,375
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11-12 Newspaper Facts 55% of adults read a daily newspaper 63.1% read the Sunday newspaper Each section is read by about 2/3 of all readers 88% read the main news sections Every copy has an average of 2.3 readers
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11-13 Pros of Newspaper Advertising Mass medium Local medium Comprehensive in scope Geographic selectivity Timeliness Credibility Selective attention Creative flexibility Active medium Permanent record Reasonable cost
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11-14 Cons of Newspaper Advertising Lack of selectivity Short life span Low production quality Clutter Lack of control Overlapping circulation
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11-15 Newspaper Classifications Delivery Audience Type Size
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11-16 Types of Newspaper Advertising Display OnlineClassified Public Notices Preprinted Inserts
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11-17 Newspaper Rates Local National Flat Discount Short Combination Run-of-paper Preferred position Full position
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11-18 Key Terms_1 Audit Bureau of Circulation Bleed Bulk discount Business magazines Circulation audit Classified ad Classified display ad Closing date Color strip Column inch Combination rate Consumer magazines Contract rate Controlled circulation
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11-19 Key Terms_2 Cooperative program Cost per thousand Cover date Cover position Daily newspaper Demographic edition Display advertising Earned rate Farm publications Flat rate Fragrance strip Frequency discount Full position Gatefold Geographic edition
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11-20 Key Terms_3 Guaranteed circulation Horizontal publication Insert Insertion order Island half Junior unit Local city magazine National magazine National rate Newspaper Association of America On-sale date Open rate Paid circulation Pop-up ad
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11-21 Key Terms_4 Preferred position rate Preprinted insert Preliminary circulation Product samples Proof copy Public notice Rate base Rate card Reading notice Regional publication Run-of-paper advertising rate Secondary readership Shoppers Short rate
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11-22 Key Terms_5 Split run Standard advertising unit Standard-size newspaper Sunday supplement Tabloid newspaper Tearsheet 3-D ad Vertical publication Volume discount Weekly newspaper
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