Print and Out-of-Home Media

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

2. Key Points • 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 ADVERTISING Principles and Effective IMC Practice

3. Print Media 3 ADVERTISING Principles and Effective IMC Practice

4. 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 ADVERTISING Principles and Effective IMC Practice

5. Used by advertisers trying to reach a local & national market Primary function is to carry news Target selectivity allows newspapers to target specific consumer groups Frequency of Publication: daily or weekly Format & Size: broadsheet or tabloid Measurement for Readership Circulation=numbers of copies sold (reach) Newspapers ADVERTISING Principles and Effective IMC Practice

6. Types of Newspaper Advertising • Classified: ad by individual or business co. to sell their personal goods e.g. “Real Estate” “Car” • Display:1) Run-of-paper(ROP): ad can be appeared anywhere except the editorial page 2) Preferred-position rate: select the position • Supplements: 1) Free-standing insert (FSI) set of ad inserted into the newspaper more attention, greater control over quality e.g. grocery ads) ADVERTISING Principles and Effective IMC Practice

7. Advantages Range of market coverage Comparison shopping Positive consumer attitudes Flexibility Interaction of national and local Disadvantages Short life span Clutter Poor reproduction Newspaper Advertising ADVERTISING Principles and Effective IMC Practice

8. Use Newspapers If… • You are a local business • Desire extensive market coverage • No need to demonstrate the product • Moderate to large budget ADVERTISING Principles and Effective IMC Practice

9. Magazines • Most magazines today are special interest publications aimed at narrower target markets • Upscale magazines provide an ideal place for the image advertising of luxury products ADVERTISING Principles and Effective IMC Practice

10. Audience focus Consumer magazines -Directed at the end consumer e.g. Praew, Dee-chan Business magazines -Trade paper: retail, wholesaler Industrial magazine: manufacturer Professional magazine: physician, lawyer Farm magazines Other classifications Geography Demographics Editorial content Physical characteristics Ownership Types of Magazines ADVERTISING Principles and Effective IMC Practice

11. Distribution • Traditional delivery • Through newsstand purchases or home delivery • Nontraditional delivery • Inserting magazines in newspapers • Delivering through professionals • Direct delivery ADVERTISING Principles and Effective IMC Practice

12. Format Double-page spread: - two pages face each other (largest space sold) Gutter: - the white space running bet the inside edge of the pages Bleed page: w/o outside margins the color extends to the edge of the page Gatefold: two connecting pages tt fold in/ on themselves Photo essay ad: special ad page w/ the word “Advertising” Magazine Advertising ADVERTISING Principles and Effective IMC Practice

13. Magazine Advertising Technology • Has enabled magazines to distinguish themselves from one another • Binding and ink-jet process • Personalize issue for ind. subscribers ADVERTISING Principles and Effective IMC Practice

14. Advantages Target audience Audience receptivity Long life span Format Visual quality Sales promotions Disadvantages Limited flexibility Lack of immediacy High cost Distribution Magazine Advertising ADVERTISING Principles and Effective IMC Practice

15. Use Magazines If… • Well-defined target audience • Want to reinforce or remind audience • Product must be shown accurately and beautifully (image) • Need to relate moderate to extensive information • Moderate to large budget ADVERTISING Principles and Effective IMC Practice

16. Outdoor advertising Billboards and posters in public locations Size & Format: Printed Posters VS Painted Bulletin Consider buying: location, target, traffic count Out-of-Home Advertising ADVERTISING Principles and Effective IMC Practice

17. 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 Places ad in vehicles e.g. bus, train, taxis and subway stations e.g. BTS Exterior transit ad Interior transit ad Out-of-Home Advertising ADVERTISING Principles and Effective IMC Practice

18. 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 Out-of-Home Advertising ADVERTISING Principles and Effective IMC Practice

19. 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 Using Print Advertising ADVERTISING Principles and Effective IMC Practice

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 ADVERTISING Principles and Effective IMC Practice

21. 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 ADVERTISING Principles and Effective IMC Practice

22. In-Class Exercise • Each group reviews the advertisements in the magazine • List the product category and the brands • Analyze the target audience: Demographics Psychograpics ADVERTISING Principles and Effective IMC Practice

23. Assignment 4 (5%) • Form a group of 3-4 members • CHOOSE ONE product • CHOOSE TWO media to advertise the product & specify the media vehicle for each • CREATE your own new/interactive media (out-of-home) advertising for the chosen product • DUE DATE:14 or 16 September 2010 (class time only) ADVERTISING Principles and Effective IMC Practice

24. End of the Lesson ADVERTISING Principles and Effective IMC Practice