ADVERTISING

PRINT MEDIA

Asmitha Shetty 02Mahesh Budhwant 03

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Key Terms

Advertising:A paid-for form of communication.

Media:The agencies, means or instruments used to conveyadvertising messages.

Print Media:Includes advertising in newspapers, magazines, transit andbillboards.

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Print Media

Print

Newspapers

Magazines

Place

Billboards

Transit

Classification

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Print- NewspaperNational Newspapers

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Print- NewspaperLocal Newspapers

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Print- NewspaperTypes of Newspapers advertisements

Classified Ads

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Print- NewspaperTypes of Newspapers advertisements

Spotlight Ads

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Print- NewspaperTypes of Newspapers advertisements

Business Card Ads

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Print- NewspaperTypes of Newspapers advertisements

Circular Ads

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Print- NewspaperTypes of Newspapers advertisements

Display Ads

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Print- Newspaper

Advantages

•Geographic targeting

•High credibility

•High information potential

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Print- Newspaper

Disadvantages

•Limited color

•Poor reproduction quality

•One day life span

•Unattractive layouts

•Hard to measure actual exposure

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Print- Newspaper

Strategic Use

•Coverage medium

•Geographic targeting

•Local retail ads

•High involvement consumers/products

•Rational appeals

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Print-MagazineSpecialized Magazines

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Print- MagazineGeneral circulation magazines

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Print- MagazineTrade Magazines

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Print- MagazineWeekly Magazines

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Print- Magazine

Advantages

•High color reproduction quality

•High credibility

•Pass along factor

•High information potential

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Print- Magazine

Disadvantages

•Hard to measure actual exposure

•Long lead times

•Expensive: High CPMs

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Print- Magazine

Strategic Use

•Highly specialized target marketing

•Geographic targeting with zip editions

•High involvement consumers/products

•Rational and emotional appeals

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Print Media

Print

Newspapers

Magazines

Place

Billboards

Transit

Classification

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Print- Billboards

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Print- Billboards

Advantages

•High frequency

•Geographic flexibility

•Low cost per exposure

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Print- Billboards

Disadvantages

•Fleeting message

•Limited information

•Long lead times

•Location unavailability

•Visual pollution

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Print- Billboards

Strategic Use

•Good coverage medium

•Localized support medium

•Low involvement products

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Print- Transit

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Print- Transit

Advantages

•Captive audience

•Low cost

•Supports mass transit systems

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Print- Transit

Disadvantages

•Lack of status

•Cluttered environment

•Limited information potential

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Print- Transit

Strategic Use

•Localized support medium

•High and low involvement products

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PRINT MEDIA- Rates

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PRINT MEDIA- Rates

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PRINT MEDIA- Rates

Rates

http://adrates.timesofindia.com/IMtimesproperty.html

http://adrates.timesofindia.com/otsmaximizer_col.html

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