PRINT PRINT ADVERTISINGADVERTISING

PRINT MEDIAPRINT MEDIAMedia that deliver messages one topic at a time and one thought at a time.

Newspapers, Magazines, Outdoor Advertising, Directories

NEWSPAPERSNEWSPAPERSThree general types of newspaper

advertising:◦CLASSIFIED, DISPLAY, and SUPPLEMENTS

3 Types of Newspaper3 Types of Newspaper

CLASSIFIED ADVERTISINGCLASSIFIED ADVERTISINGConsists of all types of commercial messages Consists of all types of commercial messages

arranged according to their interest to readers, arranged according to their interest to readers, such as “Help Wanted,” “Real Estate for Sale,” such as “Help Wanted,” “Real Estate for Sale,” and “Cars for Sale.”and “Cars for Sale.”

Uniform width, measure in terms of numbers of Uniform width, measure in terms of numbers of lines occupiedlines occupied

Not allowed to use larger space and typefaceNot allowed to use larger space and typefaceNot allowed to use colorsNot allowed to use colors

CLASSIFIED DISPLAY ADVERTISING◦“Box ads” about job vacancies.◦Allowed to use larger space.◦Allowed to use decorative border

lines and company logo◦Not allowed to use color◦Measured per column centimeter

3 Types of Newspaper3 Types of Newspaper

3 Types of NEWSPAPERS3 Types of NEWSPAPERSDISPLAY

◦Display ads can be any size and placed anywhere in the newspaper except the editorial page; measured per column centimeter

◦Two subcategories: Local (retail) and national (general) display advertising.

◦Rate differential – difference between what is charged for national display advertising and local display advertising

NEWSPAPERSNEWSPAPERSSUPPLEMENTS

◦Syndicated or local full-color advertising inserts that appear throughout the week and especially in the Sunday edition of newspapers

◦FREE-STANDING INSERT ADVERTISEMENT (FSIA) or loose insertTwo reasons:

a. It allows greater control over the reproduction quality of the advertisementb. the multipage FSIA is an excellent coupon carrier

NEWSPAPER NEWSPAPER ADVERTISEMENTSADVERTISEMENTSNewspapers are the primary

source of local advertisingDaily newspapers are printed at

high speed on an inexpensive, rough-surfaced, spongy paper called NEWSPRINT

RATE STRUCTURERATE STRUCTURE

1. Discount rate – open rate provides some discount structure classified as frequency discount or bulk discount

Frequency discount – based on unit or pattern of purchase in addition to total amount of space

Bulk discount – refers to sliding scale wherein the advertiser is charged proportionately based on the advertisement purchased

Flat rate – offers a uniform charge for space without regard to the amount of space used or the frequency of insertion, no discount is offered.

RATE STRUCTURERATE STRUCTURE

2. Run-of-paper rate (ROP) – includes rate quoted by a newspaper publisher which entitles the advertisement to be positioned anywhere in the paper that the publisher chooses to place it.

3. Combination rate – a special rate for newspaper, such as morning paper and and evening paper, set by the same publisher.

ADVANTAGES & ADVANTAGES & DISADVANTAGESDISADVANTAGESRange of market

coverageComparison

shoppingPositive

consumer attitudes

FlexibilityInteraction of

national and local

Short life spanClutterLimited

coverage of certain groups

Product criteriaPoor

reproduction

MAGAZINESMAGAZINESIs a paper back publication that is

issued at regular intervals, either weekly or monthly

Most permanent of all the mass media, since they are kept for months and advertising messages are seen a number of times

Space contract – a contract where advertiser who plans to advertise in a particular magazine during the coming months signs

MAGAZINEMAGAZINEWhen the advertiser is ready to

run an ad as agreed upon on the space contract, he sends an INSERTION ORDER to the publisher that makes clear the instructions from an advertiser

MAGAZINE ELEMENTSMAGAZINE ELEMENTSSize of most magazines is

characterized as standard size about 8 by 10 inches (Time Magazine) and about 4 3/8 by 6 ½ inches (Readers’ Digest)

Space in magazines is sold in terms of full pages and fractions thereof—half pages, quarter pages, three column, two columns, or one column; or total of per column centimeters

SPACE BUYINGSPACE BUYINGFIRST COVER PAGE – the front cover of

the magazine; page one of the issueSECOND COVER PAGE – the inside of

the front cover; page two of the issueTHIRD COVER PAGE – the inside of the

back cover; page forty-nine—if the magazine has fifty pages

FOURTH COVER PAGE – the back cover; page fifty—if the magazine issue has fifty pages

MAGAZINEMAGAZINEFULL-BLEED ADVERTISEMENT

◦A magazine advertisement run all the way to the four edges of the page leaving no white space margin

PARTIAL BLEED ADVERTISEMENT ◦leaves white space margin on all or

any of the four sides of the full page

MAGAZINEMAGAZINEGATEFOLD

◦When an advertisement is positioned on the second cover page where an extra page spreads out when opening the page that gives a big spread

CENTERFOLD◦Also called “multiple-unit” ad, is

positioned on the two middlemost pages of the magazine issue

INSERTS◦Return cards, coupons, recipe booklets

MAGAZINEMAGAZINEOne of the best positions to place

advertisements in a magazine is UPFRONT, close to it as possible or on right-hand pages

RIGHT HAND PAGES, RANKS AND PAGE NUMBER are as follows:◦FIRST right-hand page - Rank 1; page 3◦SECOND right-hand page - Rank 2; page 5◦THIRD right-hand page - Rank 3; page 7◦FOURTH right-hand page - Rank 4; page 9◦FIFTH right-hand page - Rank 5; page

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TYPES OF MAGAZINESTYPES OF MAGAZINESAUDIENCE

◦The three main types of audiences that magazines target are consumer, business, and farm audiences

◦CONSUMER magazines – directed at consumers who buy products for personal consumption, are distributed through the mail, newsstands, or stores. Examples: Reader’s Digest, Time and People

BUYING MAGAZINE SPACEBUYING MAGAZINE SPACECOVER DATE – is the date

appearing on the coverON-SALE DATE – the date which

the magazine was issued, wherein this is usually a week advance from the cover date

CLOSING DATE – deadline on which the blueprint or negative must be submitted to the publisher’s hand in order to print

OUT-OF-HOME OUT-OF-HOME ADVERTISINGADVERTISINGIncludes fully painted buses, painted walls, telephone kiosks, painted semi trucks, taxi signs, transit and rail platforms, airport and bus terminal displays, bus shelter displays, bus benches, shopping mall displays, grocery store carts, bathroom walls, skywriting, and in-store clocks and aisle displays

OUTDOOR ADVERTISINGOUTDOOR ADVERTISING

ADVANTAGES◦Impact◦Strategy◦Message ◦Cost ◦Long life

DISADVANTAGES◦Message◦Exposure◦Criticism◦Availability

TRANSIT ADVERTISINGTRANSIT ADVERTISING

Mainly an urban advertising form that uses vehicles such as buses and taxis to carry messages.

Messages on wheels and circulates through the community.

Includes the posters seen in bus shelters and train, airport, and subway stations.

Kiosks – special designed for public posting of notices and advertisements.

DIRECTORIESDIRECTORIES

Books that list the names pf people or companies, their phone numbers, and their addresses◦YELLOW PAGES ADVERTISING – described

as directional advertising because it tells people where to go to get the product or service they want.

DIRECTORY ADVERTISINGDIRECTORY ADVERTISING

STRENGTHS◦Highly targeted

◦Cost ◦Flexibility◦Strategy◦Long life

WEAKNESSES◦Clutter◦Message◦Accessibility◦Permanence

WHEN TO USE PRINTWHEN TO USE PRINTUSE NEWSPAPERS

IFUSE MAGAZINES IF USE OUT-OF-HOME

IFUSE DIRECTORIES IF

You are a local business

You have a well-defined target

audience

You are a local business that wants to

sell

You are a local business or can serve local customers

You want extensive market

coverage

You want to reinforce or remind the audience

You are a regional or national business that

want to remind or reinforce

You want to create action

You sell a product that is consumed in

a predictable manner

You have a product that does not have to be demonstrated, but

must be shown accurately and

beautifully

You have a product requiring little

information and little demonstration

You want to allow comparisons or provide

basic inquiry and purchase information

You do not need to demonstrate the

product

You need to relate moderate to extensive product information

You have a small to moderate budget

You have a small to moderate budget

You have a moderate to large

budget

You have a moderate to large budget

COPYWRITING FOR PRINTCOPYWRITING FOR PRINT

TWO CATEGORIES1. Display Copy – includes all elements that readers see in their initial scanning (elements: headlines, subheads, and taglines)2. Body copy (or text) – includes the elements that are designed to be read and absorbed, such as the text of the message and captions.

PARTS OF PRINT PARTS OF PRINT ADVERTISINGADVERTISINGHEADLINEILLUSTRATIONCOPY LAYOUT

HEADLINEHEADLINEThe most important display element

Works with the visual to get attention and communicate the creative concept

It may use the words: ‘new’, ‘introducing’, ‘narito na’

GENERAL PRINCIPLES GENERAL PRINCIPLES

Attract attention to the advertisementSelect the reader, it tells whether the

subject matter of the ad interests the reader.

Lead the reader directly into the body copy

Present the complete selling idea (create the mood)

Promise the customer a benefitPresent product news of interest to the

reader

TYPES OF HEADLINESTYPES OF HEADLINESTYPE OF DIRECTACTION HEADLINE

DESCRIPTION

Assertion An assertion is used to state a claim or a promise that will motivate someone to try the product

Command A command headline politely tells the reader to do something

How-to statements People are rewarded for investigating a product when the message tells them how to use it or how to solve a problem

News Announcements

News headlines obviously are used with new product introductions, but also with changes, reformulation, new styles, and new uses. They announce that something new has happened. The news value is thought to motivate people to try the product.

TYPE OF INDIRECT Action Headline

Description

Puzzles Used strictly for their provocative power, puzzling statements and questions require the reader to examine the body copy to get the answer or explanation. The intention is to pull reader into the body copy

Associations These headlines use image and lifestyle cues and ambiguity to get attention and build interest

ILLUSTRATIONILLUSTRATION

Visual part of the advertisementPuts the words into pictures

COPYCOPYWords of the advertisementIncludes features, benefits and

advantages of the item advertised in simple phrases, series of sentences or long paragraph

A descriptive type which briefly describes the characteristics of the product or services

OTHER DISPLAY COPYOTHER DISPLAY COPY

CAPTIONS – attention is drawn immediately to the caption under the illustrations; serve as an information function- Captions often explain what’s happening in

photos, because people may find visuals confusing

TAGLINES – short catchy phrases particularly memorable phrases used at the end of an ad to complete or wrap up the idea

OTHER DISPLAY COPYOTHER DISPLAY COPY

SLOGANS – repeated from ad to ad as part of a campaign

WRITING CATCHY WRITING CATCHY PHRASESPHRASESA startling or unexpected phrase

Rhyme, rhythm, alliterationParallel construction

BODY COPYBODY COPYText of the ad. It develops the

sales message, states the argument, summarizes the proof, and provide explanation

Speak to the target audience in an appropriate language style

Magazine articles

TYPES OF BODY COPYTYPES OF BODY COPYSTRAIGHTFORWARD – factual copy usually written in the words of an anonymous or unacknowledged source

NARRATIVE – used to tell a story in first person or third person

DIALOGUE – lets the reader “listen in” on a conversation

TYPES OF BODY COPYTYPES OF BODY COPYEXPLANATION – explains how something works

TRANSLATION – technical information, such as that written for the high-technology and medical industries, must be defined and translated into understandable language

DESIGNING FOR PRINTDESIGNING FOR PRINTLAYOUT

◦Is a map, the art director’s equivalent of a blueprint

◦A communication tool that translates the visual concept for others so that the idea can be discussed and revised before money is spent on production

TYPES OF LAYOUTSTYPES OF LAYOUTS

PICTURE WINDOW – single dominant visual that occupies about 60 to 70 percent of the area. Underneath it is a headline and a copy block. The logo or signature signs off the message at the bottom.

PANEL OR GRID – a layout that uses a number of visuals of matched or proportional sizes.

TYPES OF LAYOUTTYPES OF LAYOUTDOMINANT TYPE OR ALL COPY –

emphasize the type rather than the art or even an all-copy advertisement in which where the headline is treated as type art

CIRCUS – a layout that combines lots of elements – art, type, color – to deliberately create a busy, jumbled image

TYPES OF LAYOUTSTYPES OF LAYOUTSNONLINEAR – a contemporary

style of layout characterized by the early days of Wired that can be read starting at any point in the image

GRUNGE – a style of layout that reflects what is presumed to be a Generation X – inspired lack of concern for the formalities of art, design, and legibility

LAYOUT STAGES LAYOUT STAGES SKETCHESROUGH LAYOUTSSEMICOMPSCOMPREHENSIVESMECHANICALS

TYPOGRAPHYTYPOGRAPHYFamilies of TypeFontLetter VariationsType measurementsJustificationColorLegibility

PSYCHOLOGICAL IMPACT OF PSYCHOLOGICAL IMPACT OF COLORCOLORRED – symbol of blood and fireBROWN – another masculine color,

associated with earth, woods, mellowness, age, warmth, comfort

YELLOW – high impact to catch consumer’s eyes

GREEN – symbols of health and freshness

BLUE – coldest color, with most appealBLACK – conveys sophisticationORANGE – most ‘edible’ color