Transcript AEM Lecture-7.ppt

Print and Out-of-Home Media
Lecture Outline
I.
II.
The Media Industry
Basic Media
Concepts
III. Print Media
IV. Newspapers
V. Magazines
VI. Packaging
VII. Out-of-Home
Advertising
VIII.Directory Advertising
IX. Using Print
Advertising
The Media Industry
• Media-delivered news, information, and
advertising make the news and information
possible
• Advertising media is a huge industry with
almost $195 billion in spending
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
Basic Media Concepts
• Planning and
Buying
• 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
Basic Media Concepts
• Planning and
Buying
• Reach and
Frequency
• 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
Basic Media Concepts
• Planning and
Buying
• Reach and
Frequency
• Impressions
• 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
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
Print Media
• Print advertising includes printed
advertisements in:
–
–
–
–
–
Newspapers
Magazines
Brochures
Posters
Outdoor boards
• Print provides more detailed information,
rich imagery, and a longer message life
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
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
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
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
Types of Magazines
Audience focus
• Consumer magazines
• Business magazines
• Farm magazines
•
•
•
•
•
Other classifications
Geography
Demographics
Editorial content
Physical characteristics
Ownership
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
Magazine Advertising
Format
•
•
•
•
•
Double-page spread
Gutter
Bleed page
Gatefold
Photo essay ad
Technology
• Has enabled magazines
to distinguish
themselves from one
another
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
Magazine Advertising
•
•
•
•
•
•
Advantages
Target audience
Audience receptivity
Long life span
Format
Visual quality
Sales promotions
•
•
•
•
Disadvantages
Limited flexibility
Lack of immediacy
High cost
Distribution
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
Out-of-Home Advertising
• Outdoor advertising
– Billboards and
posters in public
locations
•
•
•
•
Size and format
Printed posters
Painted bulletin
Buying Outdoor
Showings
Traffic count
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
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
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
Directory Advertising
•
•
•
•
Advantages
Consumers initiate the
search process
Inexpensive (1:15 ROI)
Flexibility
Long life
Disadvantages
• Competitive clutter
• Consumers who cannot
easily use directories
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
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
Bibliography
Principles of Advertising & IMC by Tom Duncan 2nd
Edition, Published by McGraw-Hill Irwin.
 Event Management For Tourism, Cultural, Business and
Sporting Events by Lynn Van Der Wagen Brenda R.
Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S.
Moriarty and J. Burnett, Published by Prentice Hall
International.
Integrated Marketing Communications by David Pickton
& Amanda Broderick Published by Prentice Hall.
The End
“Commit yourself to constant selfimprovement.”