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chapter15
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e
Using Print Media
How print advertising enhances the advertiser’s media mix
Chapter
15-3
Chapter 15 Objectives
Explain the advantages & disadvantages of magazine
advertising
Discuss how to analyze magazine circulation
Describe how newspapersare categorized
Define the major types of newspaper advertising
Explain the advantages & disadvantages of newspaper
advertising
Discuss how rates are determined for print media
List several sources of print media data
15-4
Role of the Print Media Buyer
Requires a range of knowledge and abilities
Creativelyintegratesprint mediainto the mix
Understandsprint mediaand technology
Knows howto buy mediaspace
Negotiatesand contractswith media
15-5Using Magazines in theCreative Mix: Pros and Cons
Top 10 U.S. advertisers in 2005
Insert ex. 15-1, p. 481
2005 top 10 U.S. magazine advertisers
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
15-6Using Magazines in theCreative Mix: Possibilities
Magazine ad positions and sizes
BleedPages
Covers Inserts GatefoldsCustom
Magazines
Insert ex. 15-2, p. 483
Ad position, size, and shape
Position = centered horiz., 3.2” vertical
Size = 7.11” WIDE
Resolution: 300 dpi
15-7Using Magazines in theCreative Mix: Categories
By Size
By Reach
By Content
Local Regional National
Consumer Farm Business
Large Flat StandardSmall or Pocket
15-8
Buying Magazine Space
UnderstandingCirculation
Guaranteedvs. Delivered
MerchandisingServices
Paid andControlledCirculation
Subscriptionsand Vendor
Sales
Vertical vs.Horizontal
Primaryand Secondary
Readership
15-9
BuyingMagazineSpaceA cover of Advertising Age magazine, a vertical publication
Insert photo 15.11, p. 491
Advertising Age cover
Position = 0.35” horiz., 0.4” vertical
Size = 5.75” TALL
Resolution: 300 dpi
15-10
Discounts for frequency or volume
Premiums for color, bleeds, covers, or
special market editions
Buying Magazine Space
Cost per thousand:Page rate
= CPM(Circulation ÷ 1,000)
Factors Affecting Ad Rate
Print Media-Buying Software
15-11Using Newspapers in theCreative Mix
Top 10 newspaper advertisers in the United States in 2005
Insert ex. 15-5, p. 495
Top 10 newspaper advertisers in the U.S.
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
15-12Using Newspapersin the Creative Mix
Who uses newspapers?
54% of adults read daily papers
Each section read by 2/3 of readers
55 million newspapers sold daily
$46.7 billion spent on ads in 2004
Village Voice ad for non- subscribing readers
Insert photo 15.12, p. 494
Village Voice ad
Position = 0.35” horiz., 0.4” vertical
Size = 5.75” TALL
Resolution: 300 dpi
15-13Using Newspapers in theCreative Mix: Categories
By Audience
By Size
By Frequency
Standard Tabloid SAU System
Daily Weekly
EthnicBusiness/Financial
Groups/Professions
15-14Using Newspapers in theCreative Mix: Types of Ads
Ad for Publix Supermarkets promotes the everyday activity of grocery shopping
Insert photo 15.13, p. 496
Publix ad
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
15-15Using Newspapers in theCreative Mix: Types of Ads
Display ClassifiedPublic
NoticesPreprinted
Inserts
Reading Notices
Co-op Programs
Classified Displays
Obituaries
Weddings
Legal Notices
Catalogs
Brochures
Coupons
Mail-Back Devices
15-16
UnderstandingCirculation
Buying Newspaper Space
Split Runs
ROPvs. Preferred
Position
ColorCombination
Rates
Short Rate
Flat andDiscount
Rates
Local vs.NationalRates
Insertion order
Proof Copy
Tearsheets
Co-ops and Networks
15-17
Buying Newspaper SpaceNewspaper adco-op insertion order
Insert photo 15.16, p. 501
Insertion order for Supra Media
Position = 0.35” horiz., 0.4” vertical
Size = 5.75” TALL
Resolution: 300 dpi
15-18
Print: A Worldwide Medium
Concern India Foundation poster aimed at transnational corporations
Insert photo 15.17, p. 504
Concern India Foundation ad
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution: 300 dpi