chapter 11 mcgraw-hill/irwin copyright © 2009 by the mcgraw-hill companies, inc. all rights...
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chapter11
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Print Advertising
11-3
Chapter 11 Objectives
Explain the advantages & disadvantages of magazine
advertising
Discuss the various ways to analyze a
magazine circulation
Describe how newspapersare categorized
Define the major types of newspaper advertising
Explain the advantages & disadvantages of newspaper
advertising
Discuss how rates are determined for print media
Describe how new technologies are impacting
traditional print media
Explain the unique roles played by directory and Yellow
Page advertising
11-4
Selecting Media
Two Key Skills
Understanding the unique characteristics of the various media alternatives
Determining which medium will most efficiently and effectively reach the
campaign’s audience
11-6
Using Magazines in theCreative Mix: Possibilities
Magazine ad positions and sizes
BleedPages
Covers Inserts Gatefolds
Insert ex. 15-2, p. 483
Ad position, size and shape
Position = centered horiz., 3.2” vertical
Size = 7.11” WIDE
Resolution: 300 dpi
11-7
Using Magazines in theCreative Mix: Categories
By Size
By Reach
By Content
Local Regional National
Consumer Farm Business
Large Flat StandardSmall, pocket,
or digest
11-8
Buying Magazine Space
UnderstandingCirculation
Guaranteedvs. Delivered
MerchandisingServices
Paid andControlledCirculation
Subscriptionsand Vendor
Sales
Vertical vs.Horizontal
Primaryand Secondary
Readership
11-9
Discounts for frequency or volume
Premiums for color, bleeds, covers or special
market editions
Buying Magazine Space
Cost per thousand:Page rate
= CPM(Circulation ÷ 1,000)
Factors Affecting Ad Rate
Print Media-Buying Software
11-11Using Newspapersin the Creative Mix
Who uses newspapers?
54% of adults read daily papers
Each section read by 2/3 of readers
55 million newspapers sold daily
$46.7 billion spent on ads in 2004
Village Voice ad for non- subscribing readers
11-12
Using Newspapers in theCreative Mix: Categories
By Audience
By Size
By Frequency
Standard Tabloid SAU System
Daily Weekly
EthnicBusiness/Financial
Groups/Professions
11-13
Using Newspapers in theCreative Mix: Types of Ads
Ad for Publix Supermarkets promotes the everyday activity of grocery shopping
Insert photo 15.13, p. 496
Publix ad
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
11-14
Using Newspapers in theCreative Mix: Types of Ads
Display ClassifiedPublic
NoticesPreprinted
Inserts
Reading Notices
Co-op Programs
Classified Displays
Obituaries
Weddings
Legal Notices
Catalogs
Brochures
Coupons
Mail-Back Devices
11-15
UnderstandingCirculation
Buying Newspaper Space
Split Runs
ROPvs. Preferred
Position
ColorCombination
Rates
Short Rate
Flat andDiscount
Rates
Local vs.NationalRates
Insertion Order
Proof Copy
Tearsheets
Co-ops and Networks