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Chapter 12 Presentation

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Promotional Strategy - Evaluating of Print Media

Promotional Strategy - Evaluating of Print Media


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  • 1. Promotional Strategy MKT4230 Evaluating of Print Media Patricia Knowles, Ph.D. Associate Professor Clemson University 1
  • 2. 2 Promotional Strategy MKT4230 2 The Role of Magazines and Newspapers These are the ways that magazines and newspapers differ from broadcast media. Textbook Page 407 Not intrusive High involvement Reader sets the pace Selective audience High readership
  • 3. 3 Promotional Strategy MKT4230 3 Magazines Target Specific Markets This visual shows magazines targeted to a specific industry or profession. Textbook Page 407 / Exhibit 12 - 1
  • 4. 4 Promotional Strategy MKT4230 4 Classifications of Magazines These are the three broad categories into which magazines are classified. Textbook Pages 408 - 409 Consumer Farm Business
  • 5. 5 Promotional Strategy MKT4230 5 Consumer Magazines Target Interests This visual shows a cover of Transworld Snow Boarding, which is a magazine that targets serious snow boarders. Textbook Page 409 / Exhibit 12 - 2
  • 6. 6 Promotional Strategy MKT4230 6 Example of a Farm Publication This visual shows a cover of Beef magazine, which targets cattle ranchers. Textbook Page 409 / Exhibit 12 - 3
  • 7. 7 Promotional Strategy MKT4230 7 Business Publications Target Professionals or Industries These are the categories into which business publications are divided. Textbook Page 409
  • 8. 8 Promotional Strategy MKT4230 8 Advantages of Magazines These are the advantages of using magazines as an advertising medium. Textbook Page 409 - 417 Selectivity Reproduction Quality Creative Flexibility Permanence Prestige Receptivity, Engagement Services
  • 9. 9 Promotional Strategy MKT4230 9 City Magazines Offer Geographic Targeting Here are the various city magazines published in major American cities. Textbook Pages 410 - 411
  • 10. 10 Promotional Strategy MKT4230 10 Reader’s Digest Promotes Its Regional Editions This is a rate card for Reader’s Digest. Textbook Pages 410 - 411
  • 11. 11 Promotional Strategy MKT4230 11 Creative Flexibility These are some of the special features and options that are available when advertising in magazines. Textbook Pages 412 - 414 / Exhibit 12 - 7 Pop-Ups Bleed Pages Cover Positions InsertsCreative Space Gatefolds
  • 12. 12 Promotional Strategy MKT4230 12 Test Your Knowledge An ad for California Almonds is a close-up view of a swirl of white and milk chocolate topped with sliced almonds. The chocolate swirls extend to the very edge of the page. This ad is an example of a(n): A. Gatefold B. Bleed page C. Maximum coverage ad D. Overrun E. Total page ad
  • 13. 13 Promotional Strategy MKT4230 13 Smaller Ads Can Extend a Media Budget These are examples of quarter page ads that were used by WD-40, an all purpose lubrication product. Textbook Page 414 / Exhibit 12 - 8
  • 14. 14 Promotional Strategy MKT4230 14 Magazines Can Lend Prestige to a Brand This is the Good Housekeeping seal. Textbook Pages 414 – 415 / Exhibit 12 - 9
  • 15. 15 Promotional Strategy MKT4230 15 Comparing Media on Various Factors This visual shows a comparison of media channels. Textbook Page 416 / Exhibit 12 - 10
  • 16. 16 Promotional Strategy MKT4230 16 Special Services Offered by Magazines These are some of the special, value-add services that magazines sometimes offer to advertisers: • Retailer alerts • Consumer research studies • Split runs • Personalized messages to tightly targeted audiences Textbook Pages 416 - 417
  • 17. These are some of the disadvantages of using magazines as a advertising medium. 17 Promotional Strategy MKT4230 17 Disadvantages of Magazines Textbook Pages 417 - 419 Limited Reach Long Lead Time Costs Limited Frequency Clutter Competition
  • 18. 18 Promotional Strategy MKT4230 18 Magazine Circulation This is a list of magazine terms used in measuring circulation and readership. Textbook Pages 419 - 421 Primary Circulation Pass-Along Readership Guaranteed Circulation Circulation Verification Total Audience Controlled Circulation
  • 19. 19 Promotional Strategy MKT4230 19 Readership and Total Audience This is the formula used to calculate Total Audience: Textbook Page 421 Readers per copy X circulation = Total Audience
  • 20. 20 Promotional Strategy MKT4230 20 Media Research Guides Advertisers These are the three primary sources of audience information and research. Textbook Pages 421 - 422 SRDS Data Reader Data from Magazines Syndicated Research Studies
  • 21. 21 Promotional Strategy MKT4230 21 Cost Elements of Advertising Space This is a list of elements that can increase (or decrease) the cost of advertising space. Textbook Pages 422 - 423 Circulation Size of the ad Position in the publication Editions chosen Production requirements Insertion number/frequency Use of color
  • 22. 22 Promotional Strategy MKT4230 22 Magazine Costs and Networks This is how advertising dollars funneled through news networks can find their way into multiple publications. Textbook Page 423 U.S. News & World Report Time NewsweekNews Network Advertising $$$
  • 23. 23 Promotional Strategy MKT4230 23 The Future for Magazines This is a list of issues and trends that are affecting the future of the magazine industry, as well as potential solutions. Textbook Pages 423 - 427 Increasing costs Strong media competition Decreasing circulations Declining revenues Failing publications Database marketing Technology advances Better circulation mgmt Stronger editorial platforms Cross-magazine & media deals Electronic delivery methods Current Problems Potential Solutions
  • 24. 24 Promotional Strategy MKT4230 24 Characteristics of Newspapers The visual illustrates the importance of daily newspapers. • Still a major advertising medium • Account for nearly 18% of ad spending • Especially important to local retailers • Also used by national advertisers Textbook Pages 427 – 428 / Exhibit 12 - 16
  • 25. 25 Promotional Strategy MKT4230 25 Types of Newspapers These are the various types of newspaper classifications. Textbook Pages 427 - 430 Special-audience National Supplements Daily Weekly
  • 26. 26 Promotional Strategy MKT4230 26 College Newspapers Effectively Reach Students This visual shows a typical college newspaper. Textbook Pages 429 / IMC Perspective 12 - 3
  • 27. 27 Promotional Strategy MKT4230 27 Test Your Knowledge National advertisers tend to avoid weekly newspapers because of: A. Their poor image B. Their high absolute cost C. Difficulties associated with purchasing and placing ads in them D. An overly broad geographic focus E. The large number of local ads they typically contain
  • 28. 28 Promotional Strategy MKT4230 28 Types of Newspaper Advertising These are the various types of newspaper advertising. Textbook Pages 430 - 432 • Local (mostly retail) • National or general Display Ads • Small items arranged by topic • Rates based on size, duration Classified Ads • Legal notices - public reports • Notices by people and/or organizations • Political ads • Circulars, catalogs, brochures Special Ads and Inserts
  • 29. 29 Promotional Strategy MKT4230 29 Newspaper Advantages and Limitations This is a summary of the advantages and disadvantages of newspapers as an advertising medium. Textbook Pages 432 - 435 Extensive penetration Flexibility Geographic selectivity Involvement, acceptance Services offered Advantages Short life span Low production quality Clutter Lack of selectivity Limited use of color Disadvantages
  • 30. 30 Promotional Strategy MKT4230 30 Ways to Break Through the Clutter This visual shows innovative shape-based ads. Textbook Page 435 / Exhibit 12 - 22
  • 31. 31 Promotional Strategy MKT4230 31 Newspaper Circulation Figures This visual illustrates the zones from which newspaper circulation figure are drawn. Textbook Page 435 / Exhibit 12 - 22 Other Zone Other Zone Other Zone City Zone Retail Trading Zone
  • 32. 32 Promotional Strategy MKT4230 32 Purchasing Newspaper Space Newspapers have different rate structures for general or national advertisers versus local or retail advertisers. • General rates • Advertisers are outside the newspaper’s designated market area • Includes national advertisers • Are up to 75% higher than local rates • Retail or local rates • Advertisers conduct business within the designated market Textbook Page 437
  • 33. 33 Promotional Strategy MKT4230 33 The Newspaper National Network This is an ad by the Newspaper National Network, which encourages national advertisers to run their ads in newspapers. Textbook Page 437 / Exhibit 12 - 23
  • 34. 34 Promotional Strategy MKT4230 34 Newspaper Advertising Rates These are the standard advertising units (SAUs). Textbook Page 437 - 438 One inch by 2 1/16 inches wide Fits in all newspapers that use this format size Simplifies rate quotes Simplifies production process Standard Advertising Units 1 inch deep by 1 column width Sales by Column Inch Column widths vary Column width affects ad size, shape, cost Complicated purchasing and placement process
  • 35. 35 Promotional Strategy MKT4230 35 Rate Structures and Terminology This is the newspaper rate structure terminology and other rate factors. Textbook Page 438 Flat Rates Open Rates Combination Rates Preferred Position Run-of-Paper [ROP]
  • 36. 36 Promotional Strategy MKT4230 36 Test Your Knowledge The Washington Post newspaper has been involved in a deal with Newsweek magazine, whereby advertisers can purchase a package that includes ads in both media. This is an example of: A. A cross-magazine deal B. A cross-newspaper deal C. A cross-media buy D. Cooperative advertising E. A standard advertising unit buy
  • 37. 37 Promotional Strategy MKT4230 37 The Future of Newspaper These are the major problems and issues newspapers must address in order to remain a dominant local advertising medium and to gain more national advertising. Textbook Pages 438 - 441 Competition from other media Declining circulation Attracting and retaining readers Online delivery Cross-media opportunities Problems and issues
  • 38. 38 Promotional Strategy MKT4230 38 Attracting and Retaining Readers This is an ad that is part of a campaign encouraging young people to read newspapers. Textbook Page 440 / Exhibit 12 - 24