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Chapter 13 Using Print Media

Chapter 13 Using Print Media. Chapter Overview. How print advertising enhances the advertiser’s media mix. Truth. http://www.youtube.com/watch?v=Y_56BQmY_e8. Chapter Objectives. Explain the pros and cons of magazine advertising. Discuss how to analyze magazine circulation.

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Chapter 13 Using Print Media

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  1. Chapter 13Using Print Media

  2. Chapter Overview How print advertising enhances the advertiser’s media mix

  3. Truth • http://www.youtube.com/watch?v=Y_56BQmY_e8

  4. Chapter Objectives Explain the pros and cons of magazine advertising Discuss how to analyze magazine circulation Discuss how to analyze magazine circulation Define the major types of newspaper advertising Describe how newspapers are categorized Discuss how rates are determined for print media List several sources of print media data

  5. Role of the Print Media Buyer Negotiatesand contractswith media Understandsprint mediaand technology Creativelyintegratesprint mediainto the mix Knows howto buy mediaspace Requires a range of knowledge and abilities

  6. Newspapers in the Creative Mix Top 10 U.S. magazine advertisersin 2007

  7. Magazine Possibilities Magazine-length advertisements Front (first)Inside front (second)Inside back (third)Outside back (fourth) BleedPages Inserts Covers Gatefolds CustomMagazines

  8. Magazine Possibilities Magazine ad positions and sizes

  9. Magazine Categories By Content By Reach Consumer Local Farm Regional Business National By Size Standard Small or pocket Large Flat

  10. Buying Magazine Space Guaranteedvs. Delivered Primary& SecondaryReadership MerchandisingServices UnderstandingCirculation Vertical vs.Horizontal Paid andControlledCirculation Subscriptionand Vendor Sales

  11. Buying Magazine Space Advertising Ageis a good example of a vertical publication

  12. Buying Magazine Space Cost per thousand: Factors Affecting Ad Rate Discounts for frequency or volume Premiums for color, bleeds, covers, or special market editions Print Media-Buying Software

  13. Newspapers in the Creative Mix Top 10 U.S. newspaper advertisersin 2006

  14. Using Newspapers in the Creative Mix Top 10 newspaper advertisers in the United States in 2005 http://adage.com/datacenter/article?article_id=131226 Insert ex. 15-5, p. 495 Top 10 newspaper advertisers in the U.S. Position = 2.9” horiz., 1.5” vertical Size = 5.7” WIDE Resolution: 300 dpi

  15. Newspapers in the Creative Mix Who uses newspapers? 54% of adults read daily papers Each section read by 2/3 of readers 52 million newspapers sold daily $42.2 billion spent on ads in 2004

  16. Newspaper Categories By Size By Audience By Frequency Standard Ethnic Tabloid Business/ Financial SAU System Groups/ Professions Daily Weekly

  17. Newspaper Categories Other Types of Newspapers Syndicated supplements Independent shopping guide National newspapers

  18. Types of Ads Designed to look like an ad for a Dodge Viper, this is actually a 1/18 scale model from Hotwheels

  19. Insert photo 15.16, p. 501 Insertion order for Supra Media Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi Newspaper adco-op insertion order

  20. Print: A Worldwide Medium Concern India Foundation poster aimed at transnational corporations Insert photo 15.17, p. 504 Concern India Foundation ad Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi

  21. Insert photo 15.11, p. 491 Advertising Age cover Position = 0.35” horiz., 0.4” vertical Size = 5.75” TALL Resolution: 300 dpi A cover of Advertising Age magazine, a vertical publication

  22. Types of Ads Display Classified Public Notices Preprinted Inserts Reading Notices Classified Displays Obituaries Catalogs Weddings Brochures Co-op Programs Legal Notices Coupons Mail-Back Devices

  23. Buying Newspaper Space Local vs.NationalRates Flat andDiscountRates Split Runs UnderstandingCirculation Short Rate ROPvs. PreferredPosition Color CombinationRates

  24. Buying Newspaper Space Co-ops and Networks One-order, one-bill Insertion order Run date, size, position, rate, artwork type Proof Copy vs. camera ready Verification Tearsheets

  25. Print: A Worldwide Medium Every country has newspapers and magazines Wealthy, well-educated consumers read English Political changes spurred new trade magazines Satellite-to-cable broadcast options supplement print

  26. Print Media & New Technologies Cable Telephone Internet Print Media

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