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CHAPTER 15- USING PRINT MEDIA

CHAPTER 15- USING PRINT MEDIA. IMPORTANCE OF PRINT MEDIA. DELIVERS ONE TOPIC AT A TIME AND ONE THOUGHT AT A TIME BEST OPTION FOR DEFINED TARGET AUDIENCE EXCELLENT MEDIUM FOR CARRYING SUPPLEMENTAL ELEMENTS ROLE OF MEDIA BUYER. THE PROS AND CONS OF MAGAZINE ADVERTISING.

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CHAPTER 15- USING PRINT MEDIA

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  1. CHAPTER 15- USING PRINT MEDIA

  2. IMPORTANCE OF PRINT MEDIA • DELIVERS ONE TOPIC AT A TIME AND ONE THOUGHT AT A TIME • BEST OPTION FOR DEFINED TARGET AUDIENCE • EXCELLENT MEDIUM FOR CARRYING SUPPLEMENTAL ELEMENTS • ROLE OF MEDIA BUYER

  3. THE PROS AND CONS OF MAGAZINE ADVERTISING • CHECKLIST P480(IMPORTANT) • CREATIVE POSSIBILITIES UNIQUE IN MAGAZINES • BLEED PAGES-MORE DRAMATIC IMPACT • COVER POSITIONS FETCHES PREMIUM

  4. INSERTS AND GATEFOLDS AND SPECIAL SIZES, OTHER INNOVATIONS • PROVIDES OPPORTUNITIES FOR MORE CREATIVITY

  5. TYPES OF MAGAZINES • AUDIENCE:CONSUMER MAGAZINES,BUSINESS MAGAZINES,FARM MAGAZINES,PROFESSIONAL MAGAZINES • GEOGRAPHY-LOCAL,REGIONAL,NATIONAL • DEMOGRAPHICS

  6. EDITORIAL CONTENTS(READER’S DIGEST) • TRADITIONAL AND NON TRADITIONAL DELIVERY • CHECK OUTSTANDING MAGAZINE ADA P484-487 • ADVERTISING IN MAGAZINES:TECHNOLOGY AND FORMAT

  7. BUYING MAGAZINE SPACE • GUARANTEED VS DELIVERED CIRCULATION • PRIMARY VS SECONDARY READERSHIP • VERTICAL VS HORIZONTAL PUBLICATION • PAID VS CONTROLLED CIRCULATION

  8. RATES • COST PER THOUSAND • DISCOUNTS-FREQUENCY AND VOLUME DISCOUNTS • PREMIUM RATES CHECK RATES EXHIBIT 14-4 P 491

  9. NEWSPAPER ADVERTISING • PROS AND CONS OF NEWSPAPER ADVERTISING-CHECKLIST P 493 • CATEGORIES • FREQUECY OF DELIVERY • PHYSICAL SIZE • TYPE OF AUDIENCE

  10. TYPES OF NEWSPAPER AD • DISPLAY ADVERTISING • CLASSIFIED AD • PUBLIC NOTICES • PRE PRINTED INSERTS

  11. BUYING NEWSPAPER SPACE • STUDY OF READERSHIP VITAL • LOCAL VS NATIONAL RATES- RATE CARDS • FLAT RATES VS DISCOUNT RATES • OPEN RATES AND COMBINATION RATES • RUN-OF -PAPER RATES VS PREFERED POSITION

  12. FACTORS TO CONSIDER • COLOR ADVERTISING • SPLIT RUNS • CO-OP ADVERTISING • CHECKLIST (P 501)-WHAT WORKS BEST IN PRINT

  13. SOURCES OF PRINT MEDIA INFORMATION • AUDIT BUREAU OF CIRCULATIONS • MAGAZINE PUBLISHERS ASSOCIATION • MEDIAMARK RESEARCH INC • NEWSPAPER ASSOCIATION OF AMERICA • STANDARD RATE AND DATA SERVICES

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