Download DIRECT RESPONSE IN PRINT MEDIA

DIRECT RESPONSE IN PRINT MEDIA
Print media consists of magazines and newspapers.
Benefits to direct marketers are:
1. Longer shelf life compared to direct mail
2. Pass-along readership potential
3. Regional and demographic segmentation
4. Can help widen customer base to non-mail-order buyers.
Magazines - usually have national distribution but their circulation is targeted to specific
reader interests.
Newspapers - circulate in small or regional geographic areas.
Magazines and newspapers that contain a heavy volume of direct response ads usually
outperform those that do not have many such ads. We believe this to be true because
particular magazines or newspapers have readers with a positive attitude toward direct
marketing activities.
Factors in success or failure of direct response print:
1. Audience Characteristics
2. Cost per thousand readers delivered (CPM)
3. Editorial climate of publication and editorial adjacency (what materials the ad is near)
4. The physical position of the ad in the publication and the position of the ad on the page
5. The copy itself
6. Scheduling, timing and testing of the ad
MAGAZINES
Consumer magazines are read by people who buy products for their own consumption or
for household consumption.
Business magazines include three types: 1. Trade papers which appeal to retailers,
wholesalers and other distributors; 2 Industrial magazines, which appeal to those in
manufacturing; 3 Professional magazines, which appeal to those in medicine, law,
marketing, etc.
Terminology
Standard Rate and Data Service - SRDS - lists ad rates, how often a publication comes
out, deadlines, sizes of pages, an estimate of circulation, etc.
Newspapers
Newspapers are classified according to their frequency of publication, with some
published daily and some published weekly.
Advantages of Newspapers
1. Frequency. Most newspapers, with the exception of small suburban and rural papers,,
publish six or seven times per week, and some large papers offer both morning and
evening editions.
2. Immediacy. For black-and-white advertising, the close time (the time by which the ad
must be submitted for inclusion in a particular edition) is often only 48 hours prior to
publication.
3. Reach. Newspapers offer high penetration of households in their primary geographical
area. Big papers offer zones editions, where they break out their territory. A 50 percent
penetration of households in a locality is not uncommon, and some newspapers have a
penetration of 70 percent or more.
4. Local shopping reference. Readers expect to see notices of sales, special events
5. Fast response. Since most newspapers are a daily medium, the direct marketer knows
quickly whether a particular offer is producing a satisfactory response.
Terminology
Run of Paper (ROP) - advertising can appear on any page, in any position in a column, or
even buried among other ads. The choice of where the ad will appear is up to the editor.
You can pay extra for placement.
Display advertising - uses photos, illustrations, white space or color
Classified advertising - is arranged under subheads according to what product or service
is being advertised.
Classified display = arranged under subheads but allows some art work.
Freestanding Inserts - FSI - are produced by the advertiser and shipped to the newspaper
who becomes the distributor. They offer a great deal of flexibility to the marketer.
Supplements - are printed as magazines and inserted into newspapers, usually in the
Sunday edition.
BUSINESS TO BUSINESS DIRECT MARKETING
Business-to-Business uses the full range of direct marketing approaches, including direct
mail, telemarketing, direct-response print and catalogs.
Businesses use direct marketing to either supplement sales-force activities or to reduce
the size of the sales force by providing another avenue for communicating with
customers and prospects.
Business - to- business direct marketing promotes goods and services that are used in the
production of further goods and services. These goods can either become part of an end
product or be used in the manufacturing process.
Business - to Business direct marketing wholesalers and retailers involves selling goods
and services that are resold.
Business - to - business direct marketing to professionals such as doctors and dentists is
used to generate leads for selling medical equipment and health care industry supplies.
Even though there are fewer businesses than consumers, business -to- business marketing
is the fastest growing segment of the direct marketing industry. The reason for this is
because the cost of maintaining a sales force is high. And, few business-to-business
marketers have sales forces large enough to contact all likely prospects.
The most common objective of business-to-business marketing plans is to sell products or
services. The second most important activity is to generate qualified leads of prospective
customers for a sales force.
Business -to-business versus Consumer
1.The market for a business good typically consists of a relatively small number of
customers.
2. Products sold in the business market are usually more technical in nature than
consumer products, and many are purchased on the basis of specifications.
3. The business buyers motives are usually considered more rational than those found in
the consumer markets. Buying decisions are often made on the basis of such factors as
specifications, vendor analysis, cost effectiveness as opposed to emotional/impulse
decisions.
4. Committee buying or multiple decision markers is more typical of business purchases.
Business are segmented by:
1. Geography - country, region, county, zip code or census classification
2. Demographics - firm size according to sales volume and/or number of employees.
3. Usage rates - heavy versus medium versus light users (based on unit or dollar sales or
number of orders)
4. Benefit segmentation - rational benefits dominate. For example, with computers for
the company high processing speed, network compatibility, and reliability.
5. Industrial Classification (SIC) Codes - are based on business activities in the United
States. Agriculture, Mining, Construction, Manufacturing, retail trade, financial services,
etc.
6. End Use - the final application of the product by a particular industry.