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SUMMARY CHAPTER No 10 PRINT MEDIA Before the advent of electronic media like radio and TV, newspapers and magazines were the most important media. Apart from providing the news and the views, the newspapers carried the ads also. Radio and TV directed a lot ad budget from the print media to the electronic media. Still the print media has survived, and remains significant in any media plan owing to its peculiar characteristics. Print is the only primary medium for the industrial advertising. What makes the print media survive against the onslaught of radio and TV? The method of receiving messages provides the answer to this question. Radio listening or TV viewing are the passive activities with no role of the listener or the viewer. However reading is an activity in which readers are involved. Print thus is an ideal medium for conveying complex technical details, product benefit details and product feature explaining details. NEWSPAPER ADVERTISING: In spite of the availability of several media, newspapers have retained their premier position as ad media. They are also a media for business advertisements, corporate advertising, financial advertising, legal notices and social advertising etc. Newspapers are dailies and some are weekly and some cater to special audience like The Economics Times and The Financial Express. TYPES OF NEWSPAPER ADVERTISING: To distinguish advertising from editorial matter, display advertising is designed comprising the copy, the layout, and the visuals. They are placed all over in a newspaper. Depending upon the policy of that paper. ADVANATAGES OF NEWPAPER ADVERTISING: Newspapers compete with other media and still hold a strong position due to certain unique advantages that they offer, like Geographic selectivity: Newspaper advertising is possible in national or regional newspapers, keeping in mind the market for our product. Market penetration: Newspapers are read by people of all income groups, and readership cuts across a wide cross section of the society. Creative Flexibility: Wide variety of sizes, placement in varied manner, black –and –white and colour ads offer creative possibilities. Dead lines Newspapers have short deadlines and accept the ads almost on daily basis. Audience Interest: Newspapers are read with interest. There are special sections like, sports, films, business etc. DISADVANTAGES OF NEWSPAPER ADVERTISING: Limited demographic Selectivity: They are not useful for specific targeting. Short Durability of Message: No one reads a previous day’s newspaper. It is read only for a day and that too for few minutes. Reproduction Constraints: News print on which newspapers are printed is a coarse paper. It does not lend to high quality colour processed printing. Clutter: Newspaper carry a lot of ads along with a variety of editorial matter. An individual ad thus has to face a lot of clutter. PLANNING NEWSPAPER ADVERTISING: It is important to know who will notice our ad. Reach of newspaper is given by its circulation which is the number of copies distributed each day. The number of readers exceeds its circulation number, because each copy of the paper is read by more than one person. The rates of the ads, production specification and ad deadlines and other relevant details are given in the rate card. Some newspapers offer a volume discount for repetitions. Open rate is the highest rate for the single ad. Contract rate or earned rate is based on agreement. Basically, ad rates are ROP__ run of press, and ads can be placed anywhere on any page. But for special position, we have to pay more. If the same publication house publishes more than one newspaper, it can offer a combination rate which is lesser than the rate of buying in each individual media. MAGAZINE ADVERTISING: Magazines are of three types__ General interest magazines like India Today and outlook or Business magazines like Business India, Business world or Special Magazines for Niche Markets like Eastern Pharmacist Professional journals are also specialized magazines like journals for Chartered accountants, company secretaries etc. ADVANTAGES OF MAGAZINES ADVERTISING: The newspapers and magazines have different advantages to the print media. The peculiar advantages of magazines are, Demographic Selectivity: Every magazine has a different audience whose demographic and psychographic characteristics are different. Geographic Selectivity: Some magazines have all India circulation and some have regional only. Creative Flexibility: High fidelity reproduction is a speciality of magazines on account of their superior quality of paper and printing. Durability of message: Magazines are kept for a longer time. And are read again and again, it means that the chances of the ad message being seen are more. DISADVANTAGES OF MAGAZINE ADVERTISING: Lead time longer; the ad material will have to be submitted much in advance because the magazine requires elaborate production plan. Limited Reach and Frequency: Magazines have limited reach and as far as total the total number of household are concerned. As their periodicity is either a month or a fortnight or a week it is difficult to higher frequency. PLANNING MAGAZINE ADVERTISING : While planning magazine ads, we have to consider factors like circulation and readership, ad rates, placement of ads, special facilities given by the magazines (i) Circulation and Readership: Circulation figures indicate the number of people who will get to see the ad. But circulation for the magazines keeps on fluctuating. (ii) Magazines Ad Rate: There are separate rates for Black and White and colour ads. Magazines offer a variety of sizes__ full page, half page, quarter page, ads. The preferred positions are the first cover, the front inside cover (second cover), the inside back cover (third cover) and the outside cover (fourth cover). (iii).Placement of Ads: Three date- lines are important in the placement. The on-sale date is the date on which the magazine appears on the stall. The cover date is the date that appears on the cover of the magazine. Closing date is the deadline by which the advertisement material must reach the magazine.