1 Designing and Employing Print Copyright© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 6

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Designing and Employing Print

Copyright© 2010 Pearson Education, Inc. Publishing as Prentice Hall

Chapter 6

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Please Note:


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Opening Vignette

Zoo’s News


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Direct Mail as a Print Medium Direct mail is catered to the

individual Print media such as magazines and

newspapers convey direct response advertising to groups of individuals in a “package”


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Direct Mail as a Print Medium

Continues to be the dominant medium that is used for direct response advertising Advantages: selectivity &

personalization; flexibility (many formats); most suitable for testing (near-perfect random sample);

Disadvantage: the most expensive medium per prospect reached


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Market Segmentation of Direct Mail Databased mailing lists are often

the distribution vehicle for direct mail

Prospects and segments can easily be identified in an efficient manner

Databases are at the heart of direct mail as a print medium


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Catalogs Vital and productive format

of direct mail Today’s catalogs rely on databases

to target specialized product lines to most-likely-interested market segments

Catalogs are not confined to consumer products, are used in business-to-business distribution


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Syndication Mailings Syndication direct mail, usually arranged

by an intermediary between the producer and the seller, involves the offering of a product to an established customer list.

Common users: publishers, oil companies, bank credit cards,

department stores, catalog merchandisers Syndication can provide a unusually high

rate of return for nominal investment.


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Couponing Coupons convey an offer by a manufacturer

or retailer that includes an incentive for purchase of a product or service in the form of specified price reduction

Objective: To modify buyer behavior To induce customers or prospects to try a new

product To convert occasional users to regular customers

and to increase sales so as to warrant greater display of the product by the retailer


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Cooperative Mailings Provides participants opportunities

to reduce mailing costs in reaching common prospects

Ride-alongs: a direct marketer might include one or more non-competing offers with a catalog or individual mailing


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Example of Cooperative Mailings: ValPak


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Statement/Invoice Stuffers Bills and reminder statements mailed to

customers provide an opportunity for merchandising offers of products and services

Cost is relatively low Deliverability is assured Readability is high Market segmentation possible


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Package Inserts Related to stuffers, offers the

advantage of arriving at a time when the recipient has just consummated a purchase

Cost is same as billing inserts Large volume is potentially

available


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Take-One Racks Locations:

supermarkets, restaurants, drug stores, transportation terminals, or other high traffic locations

Advantage is, those who voluntarily take a promotion piece from the rack are usually more than casually interested redemption rate relatively high


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Magazines as a Print Medium

Market Segmentation Certain magazines are available in

demographic editions describing market segments

Demographic editions of magazines are directed to market segments such as women, college students, and business executives, and gardeners


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Example of Targeted Magazine: Inspirations


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Categories of Magazines General Mass - high circulation and low

cost per thousand readers Women’s Service - heavy circulation

and low cost per thousand readers Shelter - selected demographics and

increased cost per thousand circulation Special Interest - highly selected

demographics and life style definition Business - published for specific

business readers


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Magazines Advantages

reach mass or class audiences excellent reproduction at relatively low cost relatively long life and many readers per copy

Disadvantages less space to tell a story closing dates considerable in advance of the

issue date varied distribution leads to slower response


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Magazines Position

Front portion is preferable Right hand page is better than a left hand

page Coupons should be on the outside margin

Timing Usually follows normal direct marketing cycle Strongest response in Jan-Feb & Sept-Oct Poorest response in June-July


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Newspapers as a Print Medium

Market Segmentation Not as finely segmented as other mediums Opportunities through:

urban Vs. rural, dailies vs. weeklies, morning vs. evening editions.

Placement of direct response advertisements

such as in the sports, television, comic sections can also serve to select specific types of readers


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Example of a Targeted Newspaper: Kidsville News!


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Categories of Newspaper Advertising

Run-of-paper (ROP) Most are small or appear in specific mail-order

sections of newspapers—a.k.a. “space ads” Preprinted inserts

Typically in Sunday editions or Wed. & Thur. Preprinted by the direct response advertiser

Syndicated Sunday supplements Large circulation and great deal of flexibility at

relatively low cost Variation: comic section


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Newspapers Advantages

short closing dates fast response wide variety of formats broad coverage

Disadvantages Poor print quality Limited color


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Newspapers Position

Placement according to like editorial Example: Funeral service next to the

obituaries Timing

Sunday editions are read more leisurely and in a family setting

Morning editions more appropriate for retailers

Wed. and Thur. Better for grocery adsCopyright© 2010 Pearson Education,

Inc. Publishing as Prentice Hall

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Case Study

Newport News


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1 Designing and Employing Print Copyright© 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter 6