Download PRINT MEDIA

PRINT MEDIA
Print media deliver messages one topic at a time and one thought at a time.
NEWSPAPERS
Newspapers are classified by three factors:
1. Frequency of publication- they are published either daily or weekly. Daily papers can
have morning, evening and all day editions. Weekly papers appear in smaller towns and
cities where the volume of hard news is insufficient to support a daily newspaper.
2. Size - tabloid or broadsheet. Tabloids look similar to an unbound magazine. The
broadsheet is the standard size, it’s twice as large as the tabloid. In the 1980’s a system
was developed to standardize ad sizes to make it easier for advertisers. The SAU
(standard Advertising System) was created.
3. Circulation - refers to the number of newspapers sold. A few have national
circulations. Most have regional circulations. Some target specific audiences such as
foreign language newspapers or the military or religious groups.
Newspaper readers- encompass all income brackets, educational levels, age groups and
ethnic backgrounds. They live in cities, suburbs, towns, resorts, and rural areas.
Newspaper reading tends to be lowest among people in their late teens and early 20’s.
Then it bumps back up as people reach 30 and have more need for the information
newspapers provide. There is some concern that this generation of young adults won’t
follow this trend because of new media.
Measuring the Newspaper Audience
The Auditing Bureau of Circulations (ABC) - is an independent auditing group that
represents advertisers, agencies and publishers. It verifies statements about newspapers
circulation. ABC members include only paid circulation newspapers and magazines.
Newspapers that do not belong to an auditing organization must provide prospective
advertisers with either a publishers statement or Post Office Statement.
Simmons-Scarborough - provides a syndicated newspaper readership study that annually
measures readership profiles in approximately 70 of the nation’s largest cities.
TYPES OF NEWSPAPER ADVERTISING
Classified - consists of all types of commercial messages arranged according to their
interest to readers, “Help Wanted, Real Estate, Cars, etc” Classified ads represent 40
percent of total advertising revenue.
Display - can be any size and placed anywhere in the newspaper except the editorial
pages. They usually have photos and graphics. There are two subcategories: local
(retail) national (general). Local business, organizations, or individuals pay the lower
rates while national businesses and organizations pay a higher rate.
Coop Advertising - is an arrangement between the advertiser and the retailer whereby
both parties share the cost of placing the ad.
Supplements -are full color inserts that appear throughout the week and especially in the
Sunday edition. They resemble magazines more than newspapers in content and format.
They can have both local and national advertising. Independent publishers create and
distribute syndicated supplements to newspapers throughout the country. (Parade). A
single newspaper or a group in the same area can produce local supplements.
Free-standing insert advertisement - one page or thirty pages. The material is printed
elsewhere and then inserted into the newspaper for delivery.
ADVANTAGES OF NEWSPAPERS
1. Range of market coverage - advertisers can reach local or regional markets, special
interest groups, and racial and ethnic groups in a cost effective manner.
2. Comparison shopping - Consumers use newspapers for comparison shopping.
3. Positive consumer attitudes - readers generally perceive newspapers, including the
advertising, to be current and credible information sources. Because they can control
when and how they read, they view newspapers positively.
4. Flexibility - newspapers offer geographic flexibility. Advertisers can advertise in some
markets and not in others. Production flexibility - different size ads, colors, inserts, etc.
5. Interaction of national and local - a local retailer can tie in with a national campaign.
DISADVANTAGES OF NEWSPAPERS
1. Short life span - only about 24 hours
2. Clutter - lots of ads
3. Limited coverage of certain groups - under 20, elderly
4. Product criteria - if a product needs to be demonstrated
5. Poor reproduction - color is poor compared to magazines, direct mail, brochures, etc.
MAGAZINE CATEGORIES
Audience - consumer, business and farm.
Consumer magazines are directed at consumers for personal consumption.
Business magazines come in three types: trade, aimed at retailers, wholesalers and
distributors; industrial aimed at manufacturers and professional aimed at doctors,
lawyers, etc. Business magazines can be either vertical or horizontal. Vertical covers
stories about an entire industry. Horizontal deals with a business function that cuts across
industries such as Direct Marketing.
Farm magazines target farmers and those engaged in farm related activities.
Geography - cover certain sections or regions of the country.
Demographics - group subscribers according to age, income, occupation, etc. Newsweek
has a college edition.
Editorial content - general editorial (readers digest), womens service (redbook), shelter
(House Beautiful), business (Forbes), special interest (Ski).
Traditional delivery is done through newstand purchase or home delivery via Postal
Service and is called paid circulation. Nontraditional delivery includes hanging bagged
copies on doorknobs, delivery within newspapers and through professionals, electronic
delivery. This type of delivery is called controlled delivery.
Magazine readers read over a period of 2 days for 54 minutes of reading time. They have
a positive attitude toward magazine advertising and in general pay more attention to
magazine ads than to tv ads.
Magazine circulation is audited by ABC, Simmons Market Research (SMRB) BPA, etc.
ADVANTAGES OF MAGAZINES
1. Target Audience - ability to reach specialized target audiences
2. Audience receptivity - The editorial environment of a magazine lends authority and
credibility to the advertising.
3. Long life span - have the longest life span of all media
4. Format - people read at a slow rate, typically over a couple of days.
5. Visual quality - tends to be excellent
6. Sales promotions - advertisers can distribute coupons, samples and information cards
through magazines.
DISADVANTAGES OF MAGAZINES
1. Limited Flexibiltiy - long lead times and limited choices for prime locations
2. Lack of immediacy - readers do not look at the magazine until long after it has been
delivered to their home
3. High cost - the cost can be quite high
4. Distribution - limited distribution
OUT OF HOME ADVERTISING
Out of home advertising includes everything from billboards to hot air balloons.
There are two kinds of commercially sold billboards: poster panels and painted bulletins.
Poster Panels - are lithographed of screened by a printer and shipped to an outdoor
company and then pasted and applied in sections to the poster panel’s face on location.
Painted Bulletins - the image is painted at the location or on panels which are attached to
the billboard frame.
ADVANTAGES OF OUTDOOR
1. Impact - outdoor is big, colorful, hard to ignore, larger than life
2. Strategy - An excellent reminder medium, outdoor can be used to trigger an impulse
buy.
3. Message - outdoor can showcase a creative concept
4. Cost - Outdoor is the least expensive of all major advertising media based on CPMs
5. Long life - Outdoor is good for messages that need to be repeated
DISADVANTAGES
1. Message - must be simple and brief -can’t develop an involved story
2. Exposure- driver is exposed only for a few seconds
3. Criticism - critics feel outdoor is visual pollution
4. Availability - some areas restrict or ban billboards.
TRANSIT ADVERTISING
Uses vehicles such as buses and taxi to carry messages. It also includes the posters seen
in bus shelters and train and airport and subway stations. There are two types of transit
advertising: Interior and Exterior
Interior - is seen by people riding inside buses, subway cars and some taxis. It typically
uses car cards.
Exterior - is mounted on the sides, rear and tops of these vehicles.
Kiosks - special structures are designed for posting of notices and advertisements.
DIRECTORIES
Directories are books that list the names of people or companies, their phone numbers,
addresses, email, web sites.
The yellow pages is described as directional advertising because it tells people where to
go to get the product or service they want.
STRENGTHS OF DIRECTORY ADVERTISING
1. Highly Targeted - people interested in specific products can find them easily
2. Cost -inexpensive
3. Flexibility - Many sizes and formats are provided
4. Strategy - an excellent selling tool
5. Long Life - Good for several months
WEAKNESSES
1.Clutter - Many competing messages may be on the same page
2. Message - Uncreative and tend toward sameness
3. Accessibility - Some segments have difficulty finding ads
4. Permanence - Ad cannot be changed for several months
BROADCAST
Broadcast media, which transmit sounds or images electronically, include radio,
television, and interactive media.
Television Systems
Network Television: Wired and Unwired
The FCC defines a network as a program service with 15 or more hours of prime-time
programming.
Public Television
Can do limited advertising. Ads can only appear during the local 2.5-minute program
breaks. Each station maintains its own acceptability guidelines. Most spots are created
specifically for public stations.
Cable Television
Two categories of cable scheduling are network and local. Network cable systems show
commercials across the entire subscriber group simultaneously. Local advertisers use
interconnects to run their commercials in small geographic areas.
Local Television
They are affiliated with a network and carry both network programming and their own
programs. Costs for ad vary.
Specialty Television
Low Television Outlets - for minorities and communities underserved by full-power
stations
Television Syndication
Syndicated shows are television or radio programs (reruns or originals) purchased by
local stations to fill time in open hours.
Interactive Television
Video on Demand - viewers control what and when they watch.
Pay per view - is a limited version of VOD that allows viewers to choose programs at
predetermined two-hour intervals
Simulcast - which transmits digital information in conjunction with an actual broadcast.
TELEVISION ADVERTISING
Forms of Television Advertising
1.Sponsorships - the advertiser assumes the total financial responsibility for producing
theprogram and providing the accompanying commercials. Or several advertisers can
produce a program jointly each being responsible for a 15 minute segment.
2. Participations -advertisers pay for 15, 30 or 60 seconds of commercial time during one
or more programs.
3. Spot announcement - appear in the breaks between programs, which local affiliates
sell to advertisers who want to show their ads locally.
Measuring the TV audience
Nielsen Indexes
Nielsen uses two measuring devices, the audimeter records when the TV set is used and
which station it is tuned to. The second measurement device is the viewing diary, which
provides data on who is watching shows. Used primarily for local spots.
People Meters - there are some 5000 of these an all you have to do is press a button to
indicate you are in the house the meter does the rest.
ClusterPlus - uses geodemographic clusters all merged by audience profile into one target
group.
ADVANTAGES OF TELEVISION
1. Cost Efficiency - it reaches a large percentage of the population.
2. Impact - the interaction of sight and sound induces a level of consumer involvement
that often approximates the shopping experience. It has tremendous dramatic capacity: it
can make even mundane products appear important, exciting and interesting. It can create
a positive association if the ad is likable.
3. Influence - it has a strong effect on our culture. It is so much a part of our daily lives
that we are more likely to believe companies that advertise on television, than those that
don’t.
DISADVANTAGES OF TELEVISION
1. Expense - high costs to produce and run commercials.
2. Clutter - At least 12 commercials in every hour, promos for upcoming shows/movies,
Public service announcements
3. Nonselective Audience - Waste coverage - communication directed at an unresponsive
and often uninterested audience that may not fit be the target.
4. Inflexibility - most network tv is bought in the Spring and Summer for the next fall
season. An advertiser has to make an up-front buy, if they don’t only a limited number of
time-slots may be available.
RADIO
Am radio, FM radio, cable and web
Advertising is available on national networks and in local markets.
Network Radio is a group of local affiliates connected to one or more of the national
networks through telephone wires and satellites. They provide prerecorded programs and
national advertisements.
Spot Radio Advertising - an advertiser places an advertisement with an individual station
rather than through a network.
RADIO AUDIENCE
Radio is a highly segmented medium:
Station fans - make up largest segment, they have a clear preference for one or two
stations and listen up to 8 hours or more listening.
Radio fans - may listen to four or five stations per week and show no preference for one
station.
Music fans- people who listen exclusively for the music being played.
News fans - they choose stations based on a need for news and information.
Measuring the radio audience
Advertisers are most concerned with the number of people listening to a particular station
at a given time.
Coverage - the geographic area (which includes a given number of homes) that can pick
up a station clearly even if the radio is not turned on.
Circulation - the number of homes that are actually tuned in to the particular station.
Arbitron - audience rating service - uses a self administered 7 day diary
Radar - they call 12,000 respondents and ask about radio listening the day before.
Birch/Scarborough-VNU - calls 100,000 per month and asks what they listened to
yesterday and the day before.
ADVANTAGES OF RADIO
1. Target Audience Reach - it’s ability to reach specific types of audiences through
specialized programming. Different times of the day(drive time).
2. Flexibility - radio has the shortest closing period. Copy can be submitted up to airtime.
3.Affordability - radio may be the least expensive of all media. Because airtime costs are
low, extensive repetition is possible.
4. Mental Imagery - the scope it allows for the listener’s imagination - sometimes called
theater of the mind.
5. High levels of acceptance - radio is not perceived as an irritant.
DISADVANTAGES OF RADIO
1. Inattentiveness - many listeners use radio as background
2. Lack of visuals - some products must be seen
3. Clutter - Competing radio stations and heavy repetition create a tremendous amount of
clutter
4. Scheduling and buying difficulties - to reach a wide audience advertisers must buy
several stations making scheduling complicated, as well as the payment of different rates
for each station.
5. Lack of control - There is always the risk that a radio personality will say something or
engage a topic that is offensive to some or all listening. This may have a negative effect
on the sponsor.
INTERACTIVE MEDIA
Internet advertising began in 1994.
Web page/s - delivers multiple messages, can provide product information and allow
consumers to make a purchase.
Banner Ads - this brief ad message is often a part of the Web page of a complimentary
marketer and is often positioned near the top.
ADVANTAGES
1.Many companies/services/organizations can afford to create web pages
2. Through e-mail response mechanism’s an advertiser can get instant feedback on an
offer or a message.
3. Can reach a global audience (at least first world).
DISADVANTAGES
1. There are over a million web sites - how do you choose which ones to place your
banner ads on
2. There is no standardized pricing
3. Clutter
4. Difficult to reliably test what percentage of click-throughs convert to purchases.