Transcript Chapter 9
Chapter 9 Print Media 1 Learning Objectives Learn about newspaper, magazine, outdoor and transit advertising as well as directory advertising in terms of the overall trend, advantages and disadvantages as an advertising carrier. 2 Print Media Decreased ad volume (2000): NP-$49,050M (20.2%), Mag-$12,370M (5.1%) TV-$59,231M (24.3%), Radio-$19,295 (7.9%) TV surpassed NP in 1995. Larger revenues for combined print categories than combined broadcast categories 3 Print Media People tend to trust print more than broadcast and absorb it more carefully. Declines in daily readership of newspapers are tapering off and Sunday readership is high. 4 Newspaper Industry ConsolidationTechnology implementation To improve reproduction, sound, movement, and color. Industry has tried to match the advantages of : magazines and radio (market selectivity-e.g.,Some now target specific niches such as the Hispanic population with special inserts) and, television (total market coverage-e.g., interactive edition). Most significant changes are in the adoption of online technology and database marketing. 5 Classification of Newspapers Newspapers Can Be Classified by Three Factors: Frequency of Publication Size Tabloid or Broadsheet Daily or Weekly Circulation Number of Newspapers Sold 6 Newspaper Advertising (Tab. 9.3) Advantages Range of market coverage Comparison shopping Positive consumer attitudes Flexibility Interaction of national & local Disadvantages Short life span Clutter Limited coverage of certain groups Product criteria Poor reproduction 7 Classification of Magazines Audiences Geography Demographic Consumer Business Farm Cities or Regions of the Country Age Income Occupation Editorial Content Editorial Women Shelter Business Special Interest 8 Classification of Magazines Physical Characteristics Distribution & Circulation Readers of Magazines Size of a Magazine Traditional or Nontraditional Delivery 92% of Adults Read At Least One Magazine a Month Most 8.5 x 11 or 6 x 9 Controlled or Paid Circulation 9 Magazine Characteristics Measuring Magazine Readership Rates are Based on Number of Readers Magazine Circulation is Number of Copies of an Issue Sold, Not the Readership of Publication. Advertising in Magazines Valuable Medium for Reaching Many Demographic Groups Technology Enables Magazines to Distinguish Themselves: Selective Binding, Ink-Jet Printing, Desktop Publishing 10 Format of Magazines Format characteristics: First cover page – front cover Second cover page – inside front cover Third cover page – inside back cover Fourth cover page – back cover Gutter – white space between the pages running along inside edge of the page Bleed – page without outside margins Gatefold – two or more connected pages Fractional page space – spaces in which a page can be broken into 11 Magazine Advertising (Tab. 9.5) Advantages Disadvantages Target Audiences Limited Flexibility Audience Receptivity Lack of Immediacy Long Life Span High Cost Format Distribution Visual Quality Sales Promotion 12 Using Print Media Magazine circulation Primary circulation (in-home readers): Subscription + news stand (a single copy circul.) A basis for rate structure Secondary circulation (out-of-home readers) Paid circulation v. controlled circulation Guaranteed circulation v. verified circulation ABC (Audit Bureau of Circulations) Total audience=readers per copy x circulation of an average issue 13 Out-of-Home Advertising Includes everything from billboards, hot-air balloons, painted buses & walls, telephone kiosks, to airport terminal displays. Out-of-home advertisers target specific people with specific messages at a time when they are most susceptible to their impact. i.e. sign at telephone reminds you to make dinner reservations. Estimates are that $1.8 billion is spent on this media form. 14 Outdoor Advertising Poster Panels Painted Bulletins Printed Then Applied on Existing Boards. Dominant Visual With Minimum Copy. Painted Bulletins On Removable Panels that Are Attached to the Billboard Frame. Two Kinds of Commercially Sold Billboards 15 Outdoor Advertising Buying Outdoor Space Industry uses a system based on gross rating points (GRP). Provides a standard unit for space sales based on quantifiable number of exposures. Exposure occur when a person sees the outdoor advertising message. The Audience Surveys aim (1) to measure respondents’ actual frequencies of exposure, and (2) to relate these frequencies to respondents’ demographic characteristics and travel behavior. 16 Outdoor Advertising (Tab. 9.7) Advantages Impact Strategy Message Cost Long Life Disadvantages Message Exposure Criticism Availability 17 Transit Advertising Uses vehicles such as buses, taxis, and trucks to carry messages. Also includes posters seen in bus shelters and train, airport, and subway stations. Types of transit advertising Interior – seen by people riding insides buses, etc. Exterior – mounted on sides, rear, and top of these vehicles. Kiosks are designed for public posting of notices and advertisements. 18 Directories Directories Books that List Names of People or Companies, Their Phone Numbers, and Their Addresses Yellow Pages Advertising Lists all Local and Regional Businesses That Have a Telephone Number Audience Young to Middle-Aged, Well-Educated, Professional, Or Managerial, Living in Metropolitan Suburban Area, High Income Audiotext & Online Directories Dial a Number and Listen to Stored Information Database Accessed by Computer 19 Directory Advertising (Tab. 9.8) Advantages Disadvantages Highly Targeted Clutter Cost Message Flexibility Accessibility Strategy Permanence Long Life 20 Consumers’ Expectations for Packaging • • • • • Ease (to handle and store) Convenience List ingredients Instructions Life o f product • • • • Disposal method Toll-free phone number for emergencies Performance guarantees Safety guarantees • Environmental safety (biodegradability) • Reusable • Recyclable Review Learn about newspaper, magazine, outdoor and transit advertising as well as directory advertising in terms of the overall trend, advantages and disadvantages as an advertising carrier. 22