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Chandler Does Advertising! What is Media? Media- channels of communication, through which the advertiser’s message is brought to consumers. There are 6 major categories, which include: Print Media Electronic Media Digital Interactive Media Out-of-Home Media Direct Mail Other Media Newspaper Facts! Newspapers are the 3rd largest medium, receiving 17% of $ spent by advertisers worldwide. Although newspaper revenue is down, consider these important facts: 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! 1. 2. 3. 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 There are 4 major classifications of newspaper advertising, which include: Display Classified Public notices Preprinted inserts Display Advertising Display advertising includes copy, illustrations or photos, headlines, and coupons. 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 Classified ads provide a community marketplace for goods, services, and opportunities of every type. A newspaper’s profitability depends on a large and healthy classified section. Display Advertising Classified Section... Public Notices For a fee, newspapers carry legal public notices of changes in business relationships, public governmental reports, and financial reports. Ads follow a preset format! Preprinted Inserts Advertiser’s print the inserts and deliver them to the newspaper company for insertion into a specific edition. Formats include catalogs, brochures, mail-back devices, and perforated coupons. Preprinted Inserts... 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 Short life span. Clutter. Limited coverage of certain groups. Poor reproduction.