Part Three: Effective Advertising MediastaffVI.Magazines VII.Packaging VIII.Out-of-Home Advertising...
Transcript of Part Three: Effective Advertising MediastaffVI.Magazines VII.Packaging VIII.Out-of-Home Advertising...
1
Print and Out-of-Home Media
Chapter 8
Part Three:Effective Advertising Media
• Part 3 focuses on thecreation as well as thedelivery of anadvertising message
Chapter Outline
I. Chapter KeyPoints
II. The MediaIndustry
III. Basic MediaConcepts
IV. Print MediaV. Newspapers
VI. MagazinesVII. PackagingVIII.Out-of-Home
AdvertisingIX. Directory
AdvertisingX. Using Print
Advertising
2
Key Points• Explain the key concepts of media planning and buying• Identify the strengths and weaknesses of newspapers• Describe the key factors that advertisers should know to
make effective decisions about advertising in magazines• Analyze why packaging is such an important
advertising opportunity• Discuss factors that advertisers should consider in
making out-of-home media decisions• Outline the factors that advertisers use to make
decisions about using directory advertising
Apple Tops The Charts withDigital Music
Visitthe Site
The Media Industry
• Advertising media is a huge industry withalmost $195 billion in spending
3
6.0$175,048$165,144Total:16.64.932,32030,730Other3.315.76,4955,613Internet
1.38.02,6732,475Outdoor
5.33.82.43.67.5
10,3686,7321,0012,635
9,9936,575966
2,452
RadioLocal radioNetwork radioNational spot radio
28.03.41.8-5.415.615.312.8
54,46220,37516,24412,2513,3962,196
52,66620,01617,16510,5932,9461,946
TelevisionNetwork TVSpot TVCable TVNational syndicationSpanish-language network TV
7.34.114,37013,776Directories
14.04.76.30.75.34.6
27,28018,3477,2271,331325
26,04717,2547,2271,264311
MagazinesConsumer magazinesB-to-B magazinesSunday magazinesLocal magazines
% of Media% Change2003 (in million $)2002 (in million $)Media
23.82.01.78.16.3-0.6
$46,25621,3417,7971,31715,801
$45,34120,9947,2101,23915,898
NewspapersLocal newspaperNational newspapersFree-standing insertsClassifieds
Ad Spending by Medium (Table 8.1)
Basic Media Concepts
• Media mix– The way various types of media are
strategically combined in an advertising plan• Media vehicle
– A specific TV program, newspaper,magazine, or radio station or program
Basic Media Concepts• Media planning• Media buying• Reach and frequency• Impressions• Media key players
4
Media Associates:Better Thinking, Better Results
Visitthe Site
Print Media
• Advertisementsin newspapers,magazines,brochures,posters, andoutdoor boards
Newspapers
• Used by advertisers trying to reach alocal market
• Primary function is to carry news• Market selectivity allows newspapers to
target specific consumer groups
5
Structure of the Industry• Frequency of publication• Format and size• Circulation
Figure 8.1 – The Expanded Standard Advertising Unit System
Types of Newspaper Advertising
• Classified• Display• Supplements
Advantages of Newspaper• Range of market
coverage• Comparison shopping• Positive consumer
attitudes
• Flexibility• Interaction of national
and local
1%9%20%Third Party–4%23%Hotel/guest copies
29%8%40%Single Copies63%75%14%Home Delivery
1,130,7401,820,6002,162,454CirculationNew York TimesWall Street JournalUSA
TodayDistribution MethodNewspaper Circulation Patterns
Table 8.2
6
Disadvantages of Newspapers
• Short life span• Clutter• Limited coverage of
certain groups• Poor reproduction
Figure 8.2 – Selective Readership Patterns(for Baby Boomers)
Newspaper Readership
Visitthe Site
Magazines
• Most magazines today are specialinterest publications aimed atnarrower target markets– Specialty magazines– Upscale magazines
7
Types of Magazines
• Consumer magazines• Business magazines• Farm magazines• Geography• Demographics• Editorial content• Physical
characteristics• Ownership
Magazine Formats
• Double-page spread• Gutter• Bleed page• Gatefold• Photo essay ad
Readership Measurement
• Magazine rates• Magazine circulation• MediaMark• Simmons Market
Research Bureau
8
Simmons Market Research Bureau
Visitthe Site
Magazine Advertising Advantages
• Target audience• Audience receptivity• Long life span• Format• Visual quality• Sales promotions
Magazine AdvertisingDisadvantages
• Limited flexibility• Lack of immediacy
• High cost• Distribution
9
Packaging• Both a container and a communication vehicle• The last ad a customer sees• Constant brand reminder once on the shelf
Aspen Packaging and Media:Designing the Right Package
Visitthe Site
Out-of-Home Advertising
• Size and format– Printed posters– Painted bulletin
• Buying Outdoor– Showings– Traffic count
Figure 8.3 – Total Outdoor Ad Revenue(in billions)
10
Out-of-Home AdvertisingAdvantages
• High impact medium• Larger-than-life
visuals• Hard to ignore
structure• Least expensive
Out-of-Home AdvertisingDisadvantages
• Message could fail to be seen or have impact• Passive medium• Extensive regulation
Out-of-Home Advertising
• On-Premise Signs• Posters• Kiosks• Transit Advertising
11
Lamar Outdoor: The Nation’s Leader inHighway Logo Signs
Visitthe Site
Directory Advertising
• Books that list names, phone numbers,and addresses of people or companies
• Tell people where to go to get theproduct or service they want
• Reach an audience already in need ofsomething
Directory Advertising Advantages
• Consumers initiatethe search process
• Inexpensive (1:15ROI)
• Flexibility• Long life
12
Directory AdvertisingDisadvantages
• Competitive clutter• Consumers who
cannot easily usedirectories
The Yellow Pages:Let Your Fingers Do The Walking
Visitthe Site
Discussion Questions
13
Discussion Question 1
• You are the media planner for an agencyhandling a small chain of upscale furnitureoutlets that concentrates most of its advertisingin the Sunday supplement of the newspaper.
• The client also schedules display ads in thedaily editions for special sales.
• Six months ago, a new, high-style metropolitanmagazine approached you about advertising.
Discussion Question 1 (continued)
• You deferred a decision by saying you’dsee what reader acceptance would be.
• Now the magazine has shown somesteady increases (its circulation is nowabout one-quarter of the newspaper’s).
• If you were to include the magazine onthe ad schedule, you’d have to reduce thenewspaper use somewhat.– What would be your recommendation to the
furniture store owner?
Discussion Question 2• Petra Wilcox, a display ad salesperson for the Daily
Globe, thought she had heard all the possible excusesfor not buying newspaper space until she called on themanager of a CD store that sold new and used CD’s.– “I heard about newspaper reader studies that prove how wrong
the audience is for me. Readership is too adult—mostly above35 years of age,” he said. “And besides, readers of newspapersare families with higher incomes—the wrong market for ourused disc business,” he continued.
• If the Globe is a typical metropolitan daily, could thestore manager be correct?
• In any event, how should Wilcox try to counter themanager’s views?
14
Discussion Question 3
• Since his freshman year in college, PhilDawson, an advertising major, has waited tablesat Alfredo’s, a small family-operated restaurant.
• A Yellow Pages representative approaches theowner to run a display ad.
• The owner asks Phil for advice on whether suchan ad would help, and if so, what the ad shouldlook like.– What should Phil recommend?