chapter11

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Print Advertising

11-3

Chapter 11 Objectives

Explain the advantages & disadvantages of magazine

advertising

Discuss the various ways to analyze a

magazine circulation

Describe how newspapersare categorized

Define the major types of newspaper advertising

Explain the advantages & disadvantages of newspaper

advertising

Discuss how rates are determined for print media

Describe how new technologies are impacting

traditional print media

Explain the unique roles played by directory and Yellow

Page advertising

11-4

Selecting Media

Two Key Skills

Understanding the unique characteristics of the various media alternatives

Determining which medium will most efficiently and effectively reach the

campaign’s audience

11-5

Using Magazines in theCreative Mix: Pros and Cons

Top 10 U.S. magazine advertisers

11-6

Using Magazines in theCreative Mix: Possibilities

Magazine ad positions and sizes

BleedPages

Covers Inserts Gatefolds

Insert ex. 15-2, p. 483

Ad position, size and shape

Position = centered horiz., 3.2” vertical

Size = 7.11” WIDE

Resolution: 300 dpi

11-7

Using Magazines in theCreative Mix: Categories

By Size

By Reach

By Content

Local Regional National

Consumer Farm Business

Large Flat StandardSmall, pocket,

or digest

11-8

Buying Magazine Space

UnderstandingCirculation

Guaranteedvs. Delivered

MerchandisingServices

Paid andControlledCirculation

Subscriptionsand Vendor

Sales

Vertical vs.Horizontal

Primaryand Secondary

Readership

11-9

Discounts for frequency or volume

Premiums for color, bleeds, covers or special

market editions

Buying Magazine Space

Cost per thousand:Page rate

= CPM(Circulation ÷ 1,000)

Factors Affecting Ad Rate

Print Media-Buying Software

11-10

Using Newspapers in theCreative Mix

Top 10 newspaper advertisers in the United States

11-11Using Newspapersin the Creative Mix

Who uses newspapers?

54% of adults read daily papers

Each section read by 2/3 of readers

55 million newspapers sold daily

$46.7 billion spent on ads in 2004

Village Voice ad for non- subscribing readers

11-12

Using Newspapers in theCreative Mix: Categories

By Audience

By Size

By Frequency

Standard Tabloid SAU System

Daily Weekly

EthnicBusiness/Financial

Groups/Professions

11-13

Using Newspapers in theCreative Mix: Types of Ads

Ad for Publix Supermarkets promotes the everyday activity of grocery shopping

Insert photo 15.13, p. 496

Publix ad

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

11-14

Using Newspapers in theCreative Mix: Types of Ads

Display ClassifiedPublic

NoticesPreprinted

Inserts

Reading Notices

Co-op Programs

Classified Displays

Obituaries

Weddings

Legal Notices

Catalogs

Brochures

Coupons

Mail-Back Devices

11-15

UnderstandingCirculation

Buying Newspaper Space

Split Runs

ROPvs. Preferred

Position

ColorCombination

Rates

Short Rate

Flat andDiscount

Rates

Local vs.NationalRates

Insertion Order

Proof Copy

Tearsheets

Co-ops and Networks

11-16

Directories and Yellow Pages

Yellow pages

Account for 85% of directory market

Sold on an annual basis

Fourth-largest ad medium

DirectoriesList who

does whatHave long shelf-life

Can target specific

audience

Often the sole advertising medium for local businesses