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Print & Out-of-Home Media

Understand the definitions and concepts related to media vehicles, planning, and buying. Analyze Brand X's advertising expenditure and distribution across mediums such as newspapers, magazines, and out-of-home media. Learn about advantages and disadvantages of each medium in reaching target audiences effectively.

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Print & Out-of-Home Media

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  1. Print & Out-of-Home Media

  2. 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

  3. Definitions • Media Mix • Strategic combination of various media in an advertising plan Brand X

  4. 2008 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.

  5. 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 Ad Spend Print – 2008

  6. Frequency 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 Newspapers

  7. Example of Rate Calculation 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.) 27 cm Length 4 Columns wide

  8. 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 Newspapers % of the media audience exposed at least once to the advertiser’s message (unique exposures)

  9. 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 Types of Newspaper Ads

  10. Mass market coverage Geographic flexibility Credibility Active medium Creative flexibility Immediate nature Short life span Clutter Lack of selectivity Poor print quality Advantages Disadvantages

  11. Magazines Classifications • Audience Focus • Consumer • Business • Geographic Presence • Demographics • Editorial Content • Physical Characteristics • Ownership

  12. Advantages Specialized audiences Audience receptivity Long shelf life Format Production quality Disadvantages Limited flexibility Lack of immediacy High cost Distribution issues Magazines

  13. OOH Advertising • Outdoor media • Transit media • On-premise signs (fascias) • POS media • Other unconventional media

  14. Advantages High impact Cost-effective Directional medium Disadvantages Passive medium Less detail oriented Visual pollution Billboards

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