print & out-of-home media
DESCRIPTION
Print & Out-of-Home Media. Definitions. Media Vehicle An individual carrier within a medium Media Planning The way advertisers identify & select media options based on research into the audience profiles of various media, as well as budget and schedule media Media Buying - PowerPoint PPT PresentationTRANSCRIPT
Print & Out-of-Home Media
Definitions
• Media Vehicle– An individual carrier within a medium
• Media Planning– The way advertisers identify & select media options
based on research into the audience profiles of various media, as well as budget and schedule media
• Media Buying– Task of identifying specific vehicles, negotiating costs,
and handling billing & payments
Definitions
• Media Mix– Strategic combination of various media in an
advertising plan
Budget Distribution Mix
Medium Budget in PKR Budget in US$ %age Share
Radio 548,206 6,853 7%
Newspaper 2,666,760 33,335 32%
Magazines 1,356,812 16,960 17%
Internet 1,616,000 20,200 20%
Outdoor 2,020,000 25,250 25%
Total 8,207,778 $ 102,597 100%
Brand X
Ad Expenditure by Medium
*Advertising spend increased 10% from 2007. There was a 62% increase from 2005 to 2006 and 32% from 2006 to 2007.
2008
Ad Spend Print – 2008
Newspapers
• 95% Adex
• Adex by Category– 20% - Classified ads– 10% - Telecom – 7% - Educational Institutions– 6% - Real Estate
• Adex by Company– PTCL – 3%– Mobilink – 2%– Telenor – 1%
Magazines
• 5% Adex
• Adex by Category– 12% - Beauty
creams/lotions/face wash– 7% - Milk & dairy– 6% - Beauty soap
• Adex by Brand– 3% - Hoor beauty soap– 2% - Care honey lotion– 2% - Shan Recipe Masala
NewspapersFrequency of Publication
• Daily (208)– Dawn, News, Jang, Nawa-i-
Waqt
• Weekly (15)– The Friday Times– Sunday editions of Dailies
• Fortnightly (7)
• Monthly (71)
Format & Size
• Sizes– Broadsheet 54 cm x 8 cols– Tabloid 43 cm x 6 cols
• Language • Color
• Standard Advertising Unit (column centimeters)– 27x4 (quarter page), 27x8 (half
page), 15x8, 20x3, …
– Rate Cards– Release Order– Tear Sheets
Example of Rate Calculation
4 Columns wide
27 cm Length
Size = 27 x 4
Total area used = 27x4
= 108 ccms
So, total cost of placing ad
= 108 x pccm cost
(Total cost depends on color, page, position, geographic presence, etc.)
Newspapers
Circulation
• Number of copies a newspaper sells & is the primary way newspapers reach is measured and compared with the reach of other media– Nationwide – Dawn, Jang,
etc.– Regional – Metropolitan,
City News, Ausaf, etc.
Readership
• Auditing Bureau of Circulation (ABC)
• Limitation – Paid circulation only
% of the media audience exposed at least once to the advertiser’s message (unique exposures)
Types of Newspaper Ads
• Classified – Individual / personal– Business
• Display – Rates vary by:
• National / Regional (Local)
• Preferred Position• Run-of-the-Paper
(ROP)
• Supplements– Corporate / Public
Service supplement– Free-standing inserts
Advantages Disadvantages
• Mass market coverage
• Geographic flexibility
• Credibility
• Active medium
• Creative flexibility
• Immediate nature
• Short life span
• Clutter
• Lack of selectivity
• Poor print quality
Magazines Classifications
• Audience Focus– Consumer– Business
• Geographic Presence
• Demographics
• Editorial Content
• Physical Characteristics
• Ownership
Magazines
Advantages
• Specialized audiences
• Audience receptivity• Long shelf life• Format• Production quality
Disadvantages
• Limited flexibility• Lack of immediacy• High cost• Distribution issues
OOH Advertising
• Outdoor media
• Transit media
• On-premise signs (fascias)
• POS media
• Other unconventional media
Billboards
Advantages
• High impact• Cost-effective• Directional medium
Disadvantages
• Passive medium• Less detail oriented• Visual pollution