Transcript The Media of Advertising

Chandler Does Advertising!
What is Media?
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Media- channels of communication, through which
the advertiser’s message is brought to consumers.
There are 6 major categories, which include:
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Print Media
Electronic Media
Digital Interactive Media
Out-of-Home Media
Direct Mail
Other Media
Newspaper Facts!
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Newspapers are the 3rd largest medium,
receiving 17% of $ spent by advertisers
worldwide.
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Although newspaper revenue is down,
consider these important facts:
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2/3 of its revenue comes from advertising;
105 million people read it in print or online any
given weekday nationally, and more than 110
million adults read the Sunday paper;
81% of adults take some form of action, such
as clipping a coupon or visiting a store, after
seeing a newspaper ad in the past 30 days,
and more than half (53%) made an actual
purchase because of it.
ACTIVITY TIME!
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Find & cut out the most
appealing AND least
appealing newspaper ads.
As an agency, be prepared
to discuss the ads chosen.
Lastly, in your agency
groups, take your “Bad” ad,
re-creating it into a “Good”
ad, utilizing the 4 elements of
a good print advertisement.
*See attached picture
Types of Newspaper Advertising
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There are 4 major classifications of newspaper
advertising, which include:
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Display
Classified
Public notices
Preprinted inserts
Display Advertising
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Display advertising
includes copy,
illustrations or photos,
headlines, and
coupons.
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Vary in size and appear in
all sections of the
newspaper except the 1st
page of major sections,
the editorial page, and
the obituary page.
Classified Advertising
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Classified ads provide a
community
marketplace for goods,
services, and
opportunities of every
type.
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A newspaper’s profitability
depends on a large and
healthy classified section.
Display Advertising
Classified Section...
Public Notices
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For a fee, newspapers
carry legal public
notices of changes in
business relationships,
public governmental
reports, and financial
reports.
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Ads follow a preset format!
Preprinted Inserts
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Advertiser’s print the
inserts and deliver them
to the newspaper
company for insertion
into a specific edition.
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Formats include catalogs,
brochures, mail-back
devices, and perforated
coupons.
Preprinted Inserts...
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VS
Range of market coverage.
Comparison shopping.
Positive consumer attitudes.
Offers a variety of options for size, location, and
frequency.
Relatively low cost.
Disadvantages
Advantages
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Short life
span.
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Clutter.
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Limited
coverage of
certain
groups.
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Poor
reproduction.