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; 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 (ABC, Simmons)

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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

L

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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• 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