What I want you to learn in this chapter? 1.Media Trends And Its Changing Media Landscape2.Key Media Players and How They Work3.All About Print, Broadcast, and OOH Media

PRINT & OOH MEDIA

Prepared by: Lyn Torres (Marketing Department)Condensed from various authors- Moriarty, Belche, Oguinn, and other internet and personal resource materials

Traditional Media Landscape

T - ELEVISIONR - ADIOI - INTERNETM - OBILEP - RINT

2. ELECTRONIC BILLBOARDS/GIANT SCREEN TV BILLBOARDS

LED screen size of 20 to 35 sq. meters

Full motion video in 8 seconds High color sharpness even in

bright sunlight, Eye-catching because of color

and motion. Located in high-traffic areas

within commer-cial complexes or fronting highways.

Visuals tell complete story without audal aid.

Reminder advertising for commercials which have been seen on traditional media such as TV.

3. LAMP POST BANNERSAlso streamers, buntingsProduct launches to create

noise, high visibility.Special event tie-ups - town

fiestas, film festivals, conferences for branding, brand association.

Product visibility in selected areas (high traffic, target market locales)

TYPES OF MALL MEDIA ADS:A. Illuminated posters

B. ROTA Ads (Electronically-operated rotating cluster of illuminated ads in major shopping malls

C. Electronic Shoppers’ Directory - computer-based multi-media information kiosk equipped with a touch-screen monitor which serves as a shopper’s guide.

D. Mall TV located in strategic places – skating rink, waiting areas, etc.

Why Use Mall Media and How Does it Impact Consumers?

•Malling has become a regular activity for the average Filipino.•Malls - venue for social activity among friends, officemates and family.•Malling frequency: average of 2 - 3 times per week•Average number of hours spent inside the mall – 3.

6. MALL MEDIA

E. Mall Dress-Up Displays- Rotating globe entrance display in SM Mall of

Asia)

F. Brand promotional pull-ups- Merchandising event booth inside the mall eg.

Modess – “Aim High Pinay Event”

G. Supermarket Advertising- Shelf Vision Ads- Cart Vision Ads- Floor Vision Ads

H. Comfort Ads - Light box advertising medium inside comfort rooms of shopping malls and some restaurants, target specific, gender specific. No clutter. Reminder message close to point of purchase.

9. ROVING ADS Moving van going to selected

locales for special exhibition of brands, announcements, movies, etc.

Used to be concentrated on provincial tours

Advertising opportunities via sponsorship

10. TRANSIT ADVERTISING High-quality full-color sticker (Computerized

Graphic Printing) and/or Acrylic Paint pasted on external surface of bus (left and right sides and rear)

Can be interior (inside bus) or exterior (outside bus)

11. STATION & TERMINAL POSTERS (Also part of transit ads)

Floor displays, island showcases, electronic signs, and other forms of advertising that appear in train or subway stations, airline terminals, and the like are all forms of transit advertising

12. AERIAL ADVERTISING Airplanes pulling banners, skywriting (in

letters as high as 1,200 ft.), and blimps

13. DIRECTORY ADVERTISING List contacts of all the people and

establishments in a particular region or locale.

Most widely known company for directory advertising is the DPC Yellow Pages (Directory Philippines Corporation)

14. PACKAGE ADVERTISING Advertising in logistic package materials

such as shopping bags, cartons/ wrappers, boxes, table napkin holders, placemats, etc.

All About Print Media (Newspaper and Magazine Advertising

NEWSPAPERS – a publication containing news, information and advertising, usually printed on low-cost paper called newsprint; may be of general interest, most often published daily or weekly.

NEWSPAPER vs MAGAZINES

MAGAZINES – also known as periodicals, glossies or serials. These are publications containing variety of articles published on a regular basis, and generally financed by advertising.

Newspaper Advertising

TYPES OF NEWSPAPERS National Daily Broadsheets

Newspapers Phil Daily Inquirer Manila Bulletin Phil Star Standard Today Manila Times Malaya

Business Dailies Chinese/ Korean Dailies Tabloids Local Newspapers

Top 3 National Newspapers Basic Information

Title Circulation Page Size M-Sat Sun +1C +2C +3C

Phil Daily Inquirer 270,375 9cols x 53cms 330.00 380.00 30% 60% 80%

Manila Bulletin 262,809 9cols x 53cms 315.00 370.00 30% 60% 80%

Philippine Star 245,520 9cols x 52cms 330.00 380.00 30% 50% 80%

Rate/ColCm Color Surcharges

Do you have an idea how advertising in newspapers are being computed?

Title Position Surcharges

Phil Daily Inquirer 20% pages 3,5,7, back & front pages

Manila Bulletin 30% pages 2,3,4,5,6,7,9, front & back, centerspread

Philippine Star 15% pages 3,5,7, back & front pages

Rate/ 4color Position FPFC

Title Page Size Issue Col Cm Surcharge Surcharge FPBW FPFC Back Page

Phil Daily Inquirer 9cols x 53cms M-Sat 330.00 80% 20% 157,410.00 283,338.00 314,820.00

Sun 380.00 80% 20% 181,260.00 326,268.00 362,520.00

Manila Bulletin 9cols x 53cms M-Sat 315.00 80% 30% 150,255.00 270,459.00 315,535.50

Sun 370.00 80% 30% 176,490.00 317,682.00 370,629.00

Philippine Star 9cols x 52cms M-Sat 330.00 80% 15% 154,440.00 277,992.00 301,158.00

Sun 380.00 80% 15% 177,840.00 320,112.00 346,788.00

Top Magazines Monthly Glossies

− FHM

− Cosmopolitan Phils

− Good Housekeeping

GROWTH OF SPECIALTY MAGS Pink (Teen Magazine – ABS-CBN) Smart Parenting (Summit) Pilmap (Travel & Leisure) Stopover (Travel) Real Living (Home Care – Summit) Mirror (repositioned as Healthy Lifestyle

Mag) C! (Cars) Uno (Fashion & Lifestyle) Speed (Techy stuff, gadgts) Lemon (Lifestyle, bar events) Bare (People Asia’s answer to FHM) T3 (Summit’s ultimate technology mag) Manual (men’s fashion magazine) Me (women empowerment) Press (music)

Local weekly general interest

− Panorama

− Sunday Inquirer Women’s Weekly Magazine

− Mod

− Woman Today

− Women’s Journal

MagazineAdvertising

Buying Rates vary by title,

By size (Bleed page, Full Page, Half Page, One-fourth Page) By position (OBC, IFC, IBC, Page 3, Inside Page) By frequency of insertions (1x, 3x, 6x, 9x, 12x)

Monthly glossies range from P30,000 to P120,000 per page Negotiation options:

Reduced rates Bonus Ads, Free Advertorials Press releases, product features Creative executions Event sponsorships

Do you have an idea how advertising in magazines are being computed?

Print and OOH Media ADVANTAGES LIMITATIONS

Newspaper Advertising

•Good for news announcement, market coverage, comparison shopping.•Positive consumer attitudes•Good to reach educated and affluent customers•Flexibility- geographical scheduling

•Short life span•Clutter•Limited reach•Poor production values

Magazine Advertising

•High production values•Specialized audience-target consumers•Long life span•Format encourages creativity•Good for in depth and complex brand messages

•Long lead times•Lack of immediacy•High cost•Limited distribution

Directory Advertising

•Consumers go to directories for shopping information•Inexpensive, with good ROI•Flexible in size, color, formats•Long life

•Lack of flexibility•Competitive clutter•Look alike ads•Low production quality ads

Outdoor Advertising, including mall media, transit ads, etc

•Good situational and brand reminder medium•Long life, high impact and large•Lease expensive and directional in nature

•Traffic moves quickly•Cant handle complex messages•Some may pollute the media landscape

Packaging Advertising

Stimulates point of purchase decision makingBrand reminder- on shelfReinforces brand advertising

Cluttered environmentLimited shelf space

Basic Media Terms in Print Advertising

Circulation: number of sold or distributed copies of a publication Average Net Paid Circulation: determined by dividing the total

paid circulation for all issues for a specific period by the total number of issues

Controlled circulation: a publication directs most or all of its circulation to a selected list of persons (also called qualified circulation)

Readership: proportion of the target readers who are exposed to the publication

Pass-along Readership: number of individuals who did not purchase but were exposed to the publication by borrowing from other people who made a purchase.

Basic Media Terms in Print Advertising

Insertion: advertising that is printed on the pages of the publication

Insert: printed advertising loosely placed inside a publication or sewn/bound with the pages of the publication

Position: the page or section of a magazine where the ad is printed makes a lot of difference in terms of advertising reach and impact

R.O.P. (Run-of-Page/Paper): an advertisement may appear anywhere inside the publication at the publisher’s discretion

Bleed: an advertisement in which part or all of the illustration extends up to the edge of the page and unto the gutter.

Basic Media Terms in Print Advertising

Centerspread: an advertisement appearing on the two pages facing each other at the center of the publication and printed as a single sheet

Double Spread: an advertisement appearing on the two pages facing each other on sections other than the center of the publication and printed as a single sheet

Gatefold: Three or more pages of advertising with one page being an extension on a main page

Press run: total number of printed copies of a publication Split run: two or more versions of an ad (or different ads) run in

alternate copies of the same magazine or divided geographically, for purposes of: Testing the effectiveness of different ad copies Localize product exposures where product distribution may be

limited in some areas