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PART THREE
EFFECTIVE ADVERTISING MEDIA
Chapter 8
Wells, Moriarty,
Burnett & Lwin
ADVERTISING Principles and Effective
IMC Practice
Revised by Chutinun K, 2014.
PRINT&OOH
MEDIA
Key Points
• Identify the strengths and weaknesses of newspapers
• Describe the key factors that advertisers should know to
make effective decisions about advertising in magazines
• Analyze why packaging is such an important advertising
opportunity
• Discuss factors that advertisers should consider in making
out-of-home media decisions
• Outline the factors that advertisers use to make decisions
about using directory advertising
Print Media
• Print advertising includes printed
advertisements in newspapers, magazines,
brochures, posters, and outdoor boards
• Readers find that reading a publication is more
flexible.
• Print provides more detailed information, rich
imagery,
Newspaper
• Primary function: to carry news
• Target selectivity: allows newspapers to target
specific consumer groups
Newspaper
Types of Newspaper Advertising
• Classified:
ad by individual or business co. to sell their personal goods
generally appears in distinct sections - based on their ad
category in a designated newspaper classified pullout.
• Display:
1. Run-of-paper(ROP) rate: ad can be appeared anywhere
except the editorial page
2. Preferred-position rate: select the position
• Supplements: Free-standing insert (FSI)
set of ad inserted into the newspaper  more attention,
greater control over quality e.g. grocery ads
Newspaper
Advantage & Disadvantage
Advantage
• Range of market coverage
• Comparison shopping
• Positive consumer
attitudes
• Flexibility
Disadvantage
Short life span
Clutter
Poor reproduction
Limited coverage of certain
group
• High cost
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Newspaper
Use newspaper if…
• You try to reach a local &
national market
• You are a local business *
• You desire extensive market
coverage
• You don’t need to demonstrate
the product
• You have moderate to large
budget *
Magazine
Types of Magazine
Audience focus
• Consumer magazines
Directed at the end consumer
e.g. Praew, Dee-chan
• Business magazines
– Trade magazines
– Industrial magazine
– Professional magazine:
• Farm magazines
Other classifications
Factors explain how magazines are
classified.
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o
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o
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Geography
Demographics
Editorial content
Physical characteristics
Ownership
Magazine
Formats of Magazine Advertising
• One page: ordinary format
• Double-page spread: two pages face each other
– Gutter: the white space running between the inside edge of
the pages
– Bleed page: without outside margins, the color extends to
the edge of the page
• Gatefold: two connecting pages that fold in on themselves
• Photo essay ad: a set of photographs that are intended to
tell a story or evoke a series of emotions in the viewer
• Advertorial: special ad page that looks like the article with
the word “Advertising”
Magazine
Advantage & Disadvantage
Advantage
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•
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•
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Target audience
Audience receptivity
Long life span
Format
Visual quality
Sales promotions
Disadvantage
•
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•
Limited flexibility
Lack of immediacy
High cost
Distribution
Magazine
Use magazine if…
• You have well-defined target
audience
• You want to reinforce or remind
audience
• Your product must be shown
accurately and beautifully
• You need to relate moderate to
extensive information
• You have moderate to large
budget
Out-of-Home (OOH)
Types of out-of-home advertising
• Outdoor advertising:
Billboards, , etc. in public locations
– Format:
Printed Poster VS Painted Bulletin
(extensioncutouts)
– Consideration: location, target, traffic
Out-of-Home (OOH)
Types of 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: Places ad in vehicles e.g. bus,
train, taxis and subway stations e.g. BTS
– Exterior transit ad
– Interior transit ad
Out-of-Home (OOH)
Advantage & Disadvantage
Advantage
• High impact medium
– Larger-than-life visuals
– Hard to ignore structure
• Least expensive
• Reach target
Disadvantage
• Passive medium:
Message could fail to be
seen or have impact
• Extensive regulation
Out-of-Home (OOH)
Use Out-of-Home if…
• You are local business that wants to sell
locally
• You are regional or national business that
wants to remind or reinforce
• Your product requires little information and
little demonstration
• You have small to moderate budget
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
Directory
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 who
already in need of something
– Yellow Pages
– Other Directories