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Print MediaAugust, 2013
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Print Media
Newspapers Magazines
National Regional GeneralContent
Niche
Content
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Print Media
High involvement media
Data processing at consumers pace
Non-intrusive
Suitable for providing detailed
information
Selective audience reach
In Nepal - limited reach due to low
literacy
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Newspapers
One of the largest mediums
Most effective mass media option
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Types of Newspapers
Target Audience
General Audience newspapers
Business newspapers
Sports newspapers
Ethnic newspapers
Geographic Coverage
National, regional
Frequency of publication
Daily, weekly, fortnightly
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Types of Newspaper Advertising
Display Inserts/Circular
Classified
Advertorials
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Advantages of Newspapers
Geographic selectivity
Quick turnaround
Opportunity for providing information Credibility
Loyal readership
Can be preserved
Audience interest
Cost
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Disadvantages of Newspapers
Limited segmentation
Creative constraints Uni-dimensional
Poor reproduction
Clutter Short life
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Buying newspaper space
CC or Column Inch
ROP or special position
Ear panels
Island ads Flexible shapes
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Is the NEWSPAPER on its way out?
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magazines
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Magazines
Developed in the 1890s
Specific interest groups
Innovations such as
perfumed inks & product
sampling
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Types of Magazines
Frequency - weekly, monthly, quarterly
Audience - consumer, business, trade
Distr ibut ion - paid circulation,
controlled circulation
Content - general interest, specificinterest
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Advantages of Magazines
Audience selectivity
Audience interest
Creative opportunities
Long life
Higher readership (Pass-along
readership) Reproduction quality
Prestige
Repeated hits
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Disadvantages of Magazines
Limited reach Cost
Clutter
Long lead times
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Buying space in Magazines
Page/Half/Quarter page
ROP and special position ads
Bleed
Gatefolds
Sponsorships
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Effective print ads
Advertise in the correct place
Clear and focused headline
Shape your sub-head
Build body copy
Complementing graphics
Easy flow layout Be specific
Use casual language
Lead to action
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Electronic Media
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TV
TV was introduced after world war II
TV was introduced in Nepal in the early 80sTV has grown from broadcast TV into cable
TV, Satellite TV, DTH and now DTR
The first commercial war aired on 1st July,1941
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Types of TV advertising
Commercials
Infomercials
Program sponsorships
Product placements
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Pros of TV advertising
Reach
Low cost per exposure
AV medium
Excellent quality of production
High impact
Creative opportunities
Prestige
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Cons of TV advertising
Long lead time
Cost (production and air-time)
Non-interactive
Generally, non-selective
Low product recall
Brevity
Clutter
Zipping and zapping
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Buying TV ad space
Seconds
Programs
Breaks
FCTs
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Effective TV advertising
Put people in your ads
Plan your video
Have a sharp script
Match audio and video
Make product the hero
Call to action
Focus on post-production
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Radio
Personal one-to-one medium
Mobile
National Radio and FM Radio
Largest reach medium in Nepal
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Buying Radio time
Seconds
Schedules
Timing
Breaks
Spots vs jingles
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Pros of Radio advertising
Reach and frequency
Cost
Selectivity
Flexibility
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Cons of Radio advertising
Limited to sound medium
Limited reach
Un-attentive audience
Clutter
Brevity
Non-interactive
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Effective radio advertising
Voice, voice and voice
Distinctive content
Keep it simple
Opening attention grabber
Music makes it memorable
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Thank You