chap 8,evaluation of print media
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This slide will give complete view how to evaluate print mediaTRANSCRIPT
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Integrated Marketing Communication(IMC) Prepared by
PROF. RAJESH KUMAR(MBA IMT- Ghaziabad, SIX-SIGMA BLACK BELT CERTIFIED)
(Prof. of Marketing, Digital Marketing, Strategic Management, Advertisement & Branding)
IMT-CDL(DIMS)IP UNIVERSITY
(Ex. HOD-MARKETING,BSD)E:[email protected]
P:9810275444www.marketingandbrandingguru.com
www.jrinfotech.com
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Evaluation of Print Media
• Consumer magazine :54% of revenue from ad.• Business Publication: 73% of revenue from ad• Newspaper: 70% revenue from ad• 85000 million spent in 700 publication in 17
diff. language• Largest growing ad medium• Magazine growth rate: 22%• Newspaper growth rate: 32%
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Magazine
Magazine:• Most specialize medium of advertisement• Some magazine highly devoted to only one
segment market• Big company spent handsome amount to
advertise in magazine. • P&G and GM spent over $500 million a year in
ad.
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Source of Consumer Knowledge
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Target Audience of magazine
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Classification of Magazine
Top 5 Indian magazine • 1. Saras Salil – Hindi – 64.13 lakhs• 2. Kumudam – Tamil – 61.24 lakhs• 3. Vanita – Malayalam – 57.08 lakhs• 4. India today – English – 54.74 lakhs• 5. Kungumam – Tamil – 53 lakhs
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Classification of Magazine
Classification of magazine:On the basis of Audience it is classified into
three parts
• Consumer Magazine • Farm Magazine• Business Magazine
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Consumer Magazine
Consumer Magazine:• Used for general public for information or
entertainment• SRDS(Standard rate & data services) divides 2700
domestic consumer magazine into 75 classification• It covers sports, editorial, travel & women’s.• Two third of revenue comes from ad
Like: India Today, Saras salil, Readers digest, Vanitha etc.
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Farm Publication
Farm Publication:• 2nd major SRDS category, dedicated to farmer
& their family• Approx 300 publication comes under 9
different classification.
Like: successful Farming, Progressive Farmer, Beef, etc
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Farm Magazine
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Business Magazine
Business Publication: • It dedicated to business industries & occupation.• SRDS classified it into 9300 diff. publication into
220 classificationSeveral classifications areNational law for LawyersIron & steelmaker: for steel indstRestaurant business: for restaurant
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Top selling magazine in world
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Advantage of Magazine
Advantage of Magazine: • Selectivity• Production Quality• Creative Flexibility• Permanence• Prestige
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Disadvantage of Magazine
Disadvantage of Magazine: • Cost• Limited Reach• Limited Frequency• Long Lead Time• Clutter
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Magazine advt space
Magazine ad selling:• Full page ad generate 30% more readership• Full page 4 color ad increase 6%-60% more
readership• Ad purchase on quarter, half, & Full page. It
may be color or simple black & white
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Future of Magazine
Future of Magazine:Increasing of several medium of communication
directly hurted the magazine. Following point required to tackle to overcome from this
• Stronger Editorial Platform• Circulation management• Cross magazine & Media Deal• Database marketing• Online marketing
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Online Magazine
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Newspaper
Fact of WorldTop 5 Countries(newspaper reader per day)
China: 93.5 million India: 78.8 million Japan: 70.4 million United States: 48.3 millionGermany: 22.1 million
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World Fact
In World( Top Newspaper of world)Yomiuri Shimbun, Asahi Shimbun, Mainichi
Shimbun Around 75 of the 100 best selling newspapers are
in Asia and seven out of top ten are Japanese newspapers.
The Times of India is the largest circulated English-language daily newspaper in the world
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Indian Fact
Most circulated Newspaper:Dainik Jagran (with 55.7 million) Dainik Bhaskar (with 44.9 million)The Times of India (13.3 million)Hindustan Times (6.3 million)The Hindu (5.2 million)The New Indian Express(1.8 million)Malayala Manorama(1.8 million)
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Newspaper
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NewspaperIt is the second major form of print mediaTypes of Newspaper:Daily: Publish weekday, 60% youth read daily & 68% in weekendWeekly: mostly publish in small townNational newspaper:Circulated nationwide, TOI, HT, TH, Dainik JagranRegional Newspaper:Circulate in some specific areaLike: Ranchi express, Prabhat khabar in JharkhandSpecial Audience Newspaper: It offers some specialized news. Like ETNP supplement: It is additional with paper in specific day. Like Education times with TOI
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Types of Newspaper Ad
Display Advertising:• Found in throughout the newspaper• 70% of ad come from it• It is of two types• Local Display ad: Use supplement paper • National Display ad: Use main paper
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Print Ad Components
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Types of Newspaper Ad
Classified Ad:Provide good amount of revenueArranged under subheads of productMost of them in small size or may be in colorPrint Inserted:Used by retailers or vendorsInsert pamphlet inside paper
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Advantage of Newspaper
Advantage of Newspaper:• Extensive Penetration• Flexibility• Geographic Selectivity• Involvement/acceptance• Service offered
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Disadvantage of Newspaper
Disadvantage of Newspaper:• Low production Quality• Short life• Heavy Ad competition• Poor placement
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Newspaper Future
Newspaper Future:As it publish daily so its future is goodIt has to maintain following point to be market
competition • Competition from other media• Circulation• Attracting & Retaining Readers• Cross media buys