Print and Out-of-Home Media

Part 3: Effective Advertising Media

Chapter 8

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Chapter Outline

I. Chapter Key Points

II. The Media Industry

III. Basic Media Concepts

IV. Print Media

V. Newspapers

VI. Magazines

VII.Packaging

VIII.Out-of-Home Advertising

IX. Directory Advertising

X. Using Print Advertising

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Key Points• Explain the key concepts of media planning and buying• Identify the strengths and weaknesses of newspapers• Describe the key factors that advertisers should know to make

effective decisions about advertising in magazines• Analyze why packaging is such an important advertising

opportunity• Discuss factors that advertisers should consider in making out-

of-home media decisions• Outline the factors that advertisers use to make decisions

about using directory advertising

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The Media Industry

• Media-delivered news, information, and advertising make the news and information possible

• Advertising media is a huge industry with almost $195 billion in spending

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Basic Media Concepts

• Media mix– The way various types of media are strategically

combined in an advertising plan

• Media vehicle– A specific TV program, newspaper, magazine, or

radio station or program

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Basic Media Concepts

• Planning and Buying• Reach and Frequency• Impressions• Media Key Players

• Media planning– The way advertisers identify and select media

options• Media buying

– Identifying specific vehicles, negotiating the costs to advertise in them, and handling billing and payment

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Basic Media Concepts

• Planning and Buying• Reach and Frequency• Impressions• Media Key Players

• Reach– The percentage of the media audience exposed to

the advertiser’s message during a specific time frame

• Frequency– The number of times a person is exposed to the

advertisement

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Basic Media Concepts

• Planning and Buying• Reach and Frequency• Impressions• Media Key Players

• The opportunity for one person to be exposed one time to an ad

• In print, impressions estimate the actual readership

• In broadcast, impression estimates viewers for TV and listeners for radio

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Basic Media Concepts

• Planning and Buying• Reach and Frequency• Impressions• Media Key Players

• Media salespeople work for a medium• Media reps are people or companies that sell

space or time for a variety of media

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Print Media

• Print advertising includes printed advertisements in newspapers, magazines, brochures, posters, and outdoor boards

• Print provides more detailed information, rich imagery, and a longer message life

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Newspapers

• Used by advertisers trying to reach a local market

• Primary function is to carry news• Market selectivity allows newspapers to target

specific consumer groups

Structure of the Industry• Frequency of publication• Format and size• Circulation

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Newspapers

Types of Advertising• Classified• Display• Supplements

Newspaper Readership• Tends to be highest among older people and

people with a higher educational level• Measuring the newspaper audience

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Newspaper Advertising

Advantages• Range of market coverage• Comparison shopping• Positive consumer attitudes• Flexibility• Interaction of national and local

Disadvantages• Short life span• Clutter• Limited coverage of certain groups• Poor reproduction

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Magazines

• Most magazines today are special interest publications aimed at narrower target markets

• Specialty magazines seem to have an edge over more general publications in terms of maintaining growth

• Upscale magazines provide an ideal place for the image advertising of luxury products

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Types of Magazines

Audience focus• Consumer magazines• Business magazines• Farm magazines

Other classifications• Geography• Demographics• Editorial content• Physical characteristics• Ownership

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Distribution and Circulation

• Traditional delivery– Through newsstand purchases or home delivery

• Nontraditional delivery (controlled circulation)– Hanging bagged copies on doorknobs– Inserting magazines in newspapers– Delivering through professionals– Direct delivery

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Magazine AdvertisingFormat

• Double-page spread• Gutter• Bleed page• Gatefold• Photo essay ad

Technology• Has enabled

magazines to distinguish themselves from one another

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Readership Measurement

• Magazine rates– Based on circulation that a publisher promises to

provide

• Magazine circulation– The number of copies of an issue sold

• MediaMark– Measures readership for many popular magazines

• Simmons Market Research Bureau– Provides psychographic data on who reads which

magazines and which products readers buy and consume

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Magazine Advertising

Advantages• Target audience• Audience receptivity• Long life span• Format• Visual quality• Sales promotions

Disadvantages• Limited flexibility• Lack of immediacy• High cost• Distribution

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Packaging

• Both a container and a communication vehicle

• The last ad a customer sees before making the decision to buy

• Constant brand reminder once on the shelf at home or in the office

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Out-of-Home Advertising

• Outdoor advertising– Billboards and posters in public locations

Size and format• Printed posters• Painted bulletin

Buying Outdoor• Showings• Traffic count

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Out-of-Home Advertising

Advantages• High impact medium• Larger-than-life visuals• Hard to ignore structure• Least expensive

Disadvantages• Message could fail to be seen or have impact• Passive medium• Extensive regulation

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Out-of-Home Advertising

• On-Premise Signs– Retail signs that identify stores

• Posters– Used on the sides of buildings and vehicles, as

well as on bulletin boards and kiosks

• Kiosks– Designed for public posting of notices and

advertising posters

• Transit advertising– Includes posters in bus, train, airport, and subway

stations

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Directory Advertising

• Books that list names, phone numbers, and addresses of people or companies

• Tells people where to go to get the product or service they want

• Reaching an audience already in need of something– Yellow Pages– Other Directories

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Directory AdvertisingAdvantages

• Consumers initiate the search process

• Inexpensive (1:15 ROI)

• Flexibility• Long life

Disadvantages• Competitive clutter• Consumers who

cannot easily use directories

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Using Print Advertising

Use Newspapers If…• You are a local business• Desire extensive market coverage• Product is consumed in a predictable manner• No need to demonstrate the product• Moderate to large budget

Use Magazines If…• Well-defined target audience• Want to reinforce or remind audience• Product must be shown accurately and beautifully• Need to relate moderate to extensive information• Moderate to large budget

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Using Print Advertising

Use Out-of-Home If…• Local business that wants to sell locally• Regional or national business that wants to

remind or reinforce• Product requires little information and little

demonstration• Small to moderate budget

Use Directories If…• Local business or can serve local customers• Want to create action• Want to allow comparisons or provide basic

inquiry and purchase information• Small to moderate budget

Some definitions

• Impressions= One person’s opportunity to be exposed one time to an ad in a broadcast program, newspaper, magazine, or outdoor location.

• Circulation= Number of copies sold• HUT= Households using television

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Gross Impressions

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• Calculating Gross Impressions =

Example: A magazine may have a circulation of 1 million, but it might be read, on an average, by 2.5 people per issue. That means impressions for that issue would be 2.5 million. If an ad ran in three consecutive issues, then the Gross Impressions would be 7.5 million ( 2.5x3)