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Press

Press. A traditional Format An involving medium Newspapers available on line. Structure of Press. Frequency - Daily, Weekly etc Size – Broadsheet, Tabloid Circulation. Measuring Audience. The Auditing Bureau of Circulations (ABC) Independent auditing group Verifies circulation stats

xandra-riley
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Press

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  1. Press • A traditional Format • An involving medium • Newspapers available on line

  2. Structure of Press • Frequency - Daily, Weekly etc • Size – Broadsheet, Tabloid • Circulation

  3. Measuring Audience • The Auditing Bureau of Circulations (ABC) • Independent auditing group • Verifies circulation stats • JNRS • A stand alone report • An annual report • Lansdowne Market Research conducts on behalf of IAPI

  4. Jan – Jun 2003 v2002

  5. Advertising in Press Markets • There are three general types of advertising • Classifieds • Displays • Supplements

  6. Press Strengths and Weaknesses • Strengths • Provides detailed information • Longer display time • Range of market – cultural, national/regional • Positive consumer attitudes • Flexibility • Excellent for supplemental elements

  7. Press Advantages • A highly involved medium • Best usage to build coverage and momentum for a campaign • National press to build coverage • Sustains effects beyond initial weeks • Property – buying and rentals • Recruitment • Sports • Specials

  8. Press Disadvantages • Short life span • Unclear discounting • Quality of print • High clutter • Creative must be clever to deliver impact • Supplement overload

  9. Magazines • Classified according to: • Audience • Geographic coverage • Demographics • Editorial Diversity • Physical characteristics • Distribution and circulation

  10. Editoral Content • General Editorial • Women’s service • Shelter • Business • Special Interest

  11. Magazine classification • Distribution and Circulation • Traditional • Non traditional

  12. Advantages of Magazines • Strengths • Excellent for special interest groups • Receptive audience • Long life span • Innovative creative • Excellent Visual Quality • Sales promotions

  13. Advertising in Magazines • Limited flexibility • Lack of immediacy • Costly

  14. Advances in Press Sector • Improved quality • Supplements increasing in Number • Proliferated special interest mags • Limited research on reader behaviour

  15. Future trends • Press market becoming more competitive and fragmented • UK titles making a foot hold • Increased product development • Sunday Indo has capacity of 250 pages

  16. Volvo Case Study • 156,000 cars sold in 2002 - 5% decline YOY • Ford and Toyota compete for no.1 position • Toyota 17,751 (11.3%) • Ford 17,711 • VW 10.2% • Volvo 1.15% 1,799 • Key competitors include the above plus the BMW, Merc etc

  17. Campaign Objective • Increase awareness of the Volvo name • Promote the flagship model • Communicate the standard spec’s • CD Player, telescopic power steering etc • Position the top of the range car as a car that can be tailored for their specifications

  18. Volvo • Target Market • Demographics • Primary: Drivers ABC1 male aged 35-54 • Secondary: Active lifestyle, self confident, societal conscious • Budget : €400 k • Creative: Completed

  19. Cinema • In 2002 17.3 million admissions • ROI admissions increased from 7.5m to 17.3m. Up 99% • Screen increased from 171 to 313. Up 83% • NI admissions from 1.95m to 4.5m. up 131% • Screens increased from 54 to 144. up 167%

  20. Top Advertising Films in 2002 • Spider-man: The Movie • Lord of the Rings: Fellowship of the Ring • Monsters Inc. • Ocean’s Eleven • Harry Potter • Die another Day • Star wars • Austin Powers • Lord of the Rings: The Two Towers • Minority Report

  21. Sales notes for Cinema • Discounts are negotiable • Volume etc • Bookings 6 weeks in advance results in a 10% discount

  22. Research • Caviar Ireland • Film monitor which provides audince analysis • Quarterly survey by Lansdowne Research • Sells this information by predicting profiles of uncoming films

  23. Regulations and Regulatory Bodies • ASAI Code of Advertising Standards of Ireland • CAA – Cinema advertising association • CCCI- Central Copy Clearance Ireland

  24. Cinema Packages - Carlton • Platinum position – in between trailer and film • Gold position – adverts followed by the Carlton Branding • Premier packages – Urban biased Target 15-34 ABC1’s • Film Packages – chose a film to target a certain audience • Millenium Kids Package – Access to all childrens films in all cinema’s all year round - €50K

  25. Pearl and Dean • Negotiate for the 9 UGC screens and Ster century

  26. Future trends • Continued growth • Loyalty tickets growing • Books and video games turning into films • Improved quality of cinema’s will increase attendance • 22-24, ABC1’s visit cinema most regularly • 13% go weekly • Considered a good night • Newspaper the main source of info regarding listings

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