Wells08 basic media concepts

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  • 1. Print and Out-of-Home Media
    Part 3: Effective Advertising Media
    Chapter 8
  • 2. 8 - 2
    Chapter Outline
    Chapter Key Points
    The Media Industry
    Basic Media Concepts
    Print Media
    Newspapers
    Magazines
    Packaging
    Out-of-Home Advertising
    Directory Advertising
    Using Print Advertising
  • 3. 8 - 3
    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
  • 4. 8 - 4
    The Media Industry
    Media-delivered news, information, and advertising make the news and information possible
    Advertising media is a huge industry with almost $195 billion in spending
  • 5. 8 - 5
    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
  • 6. 8 - 6
    Basic Media Concepts
    Planning and Buying
    Reach and Frequency
    Impressions
    Media Key Players
    Media planning
    The way advertisers identify and select media options
    Media buying
    Identifying specific vehicles, negotiating the costs to advertise in them, and handling billing and payment
  • 7. 8 - 7
    Basic Media Concepts
    Planning and Buying
    Reach and Frequency
    Impressions
    Media Key Players
    Reach
    The percentage of the media audience exposed to the advertiser’s message during a specific time frame
    Frequency
    The number of times a person is exposed to the advertisement
  • 8. 8 - 8
    Basic Media Concepts
    Planning and Buying
    Reach and Frequency
    Impressions
    Media Key Players
    The opportunity for one person to be exposed one time to an ad
    In print, impressions estimate the actual readership
    In broadcast, impression estimates viewers for TV and listeners for radio
  • 9. 8 - 9
    Basic Media Concepts
    Planning and Buying
    Reach and Frequency
    Impressions
    Media Key Players
    Media salespeople work for a medium
    Media reps are people or companies that sell space or time for a variety of media
  • 10. 8 - 10
    Print Media
    Print advertising includes printed advertisements in newspapers, magazines, brochures, posters, and outdoor boards
    Print provides more detailed information, rich imagery, and a longer message life
  • 11. 8 - 11
    Newspapers
    Used by advertisers trying to reach a local market
    Primary function is to carry news
    Market selectivity allows newspapers to target specific consumer groups
    Structure of the Industry
    Frequency of publication
    Format and size
    Circulation
  • 12. 8 - 12
    Newspapers
    Types of Advertising
    Classified
    Display
    Supplements
    Newspaper Readership
    Tends to be highest among older people and people with a higher educational level
    Measuring the newspaper audience
  • 13. 8 - 13
    Newspaper Advertising
    Advantages
    Range of market coverage
    Comparison shopping
    Positive consumer attitudes
    Flexibility
    Interaction of national and local
    Disadvantages
    Short life span
    Clutter
    Limited coverage of certain groups
    Poor reproduction
  • 14. 8 - 14
    Magazines
    Most magazines today are special interest publications aimed at narrower target markets
    Specialty magazines seem to have an edge over more general publications in terms of maintaining growth
    Upscale magazines provide an ideal place for the image advertising of luxury products
  • 15. 8 - 15
    Types of Magazines
    Audience focus
    Consumer magazines
    Business magazines
    Farm magazines
    Other classifications
    Geography
    Demographics
    Editorial content
    Physical characteristics
    Ownership
  • 16. 8 - 16
    Distribution and Circulation
    Traditional delivery
    Through newsstand purchases or home delivery
    Nontraditional delivery (controlled circulation)
    Hanging bagged copies on doorknobs
    Inserting magazines in newspapers
    Delivering through professionals
    Direct delivery
  • 17. 8 - 17
    Magazine Advertising
    Format
    Double-page spread
    Gutter
    Bleed page
    Gatefold
    Photo essay ad
    Technology
    Has enabled magazines to distinguish themselves from one another
  • 18. 8 - 18
    Readership Measurement
    Magazine rates
    Based on circulation that a publisher promises to provide
    Magazine circulation
    The number of copies of an issue sold
    MediaMark
    Measures readership for many popular magazines
    Simmons Market Research Bureau
    Provides psychographic data on who reads which magazines and which products readers buy and consume
  • 19. 8 - 19
    Magazine Advertising
    Advantages
    Target audience
    Audience receptivity
    Long life span
    Format
    Visual quality
    Sales promotions
    Disadvantages
    Limited flexibility
    Lack of immediacy
    High cost
    Distribution
  • 20. 8 - 20
    Packaging
    Both a container and a communication vehicle
    The last ad a customer sees before making the decision to buy
    Constant brand reminder once on the shelf at home or in the office
  • 21. 8 - 21
    Out-of-Home Advertising
    Outdoor advertising
    Billboards and posters in public locations
    Size and format
    Printed posters
    Painted bulletin
    Buying Outdoor
    Showings
    Traffic count
  • 22. 8 - 22
    Out-of-Home Advertising
    Advantages
    High impact medium
    Larger-than-life visuals
    Hard to ignore structure
    Least expensive
    Disadvantages
    Message could fail to be seen or have impact
    Passive medium
    Extensive regulation
  • 23. 8 - 23
    Out-of-Home Advertising
    On-Premise Signs
    Retail signs that identify stores
    Posters
    Used on the sides of buildings and vehicles, as well as on bulletin boards and kiosks
    Kiosks
    Designed for public posting of notices and advertising posters
    Transit advertising
    Includes posters in bus, train, airport, and subway stations
  • 24. 8 - 24
    Directory Advertising
    Books that list names, phone numbers, and addresses of people or companies
    Tells people where to go to get the product or service they want
    Reaching an audience already in need of something
    Yellow Pages
    Other Directories
  • 25. 8 - 25
    Directory Advertising
    Advantages
    Consumers initiate the search process
    Inexpensive (1:15 ROI)
    Flexibility
    Long life
    Disadvantages
    Competitive clutter
    Consumers who cannot easily use directories
  • 26. 8 - 26
    Using Print Advertising
    Use Newspapers If…
    You are a local business
    Desire extensive market coverage
    Product is consumed in a predictable manner
    No need to demonstrate the product
    Moderate to large budget
    Use Magazines If…
    Well-defined target audience
    Want to reinforce or remind audience
    Product must be shown accurately and beautifully
    Need to relate moderate to extensive information
    Moderate to large budget
  • 27. 8 - 27
    Using Print Advertising
    Use Out-of-Home If…
    Local business that wants to sell locally
    Regional or national business that wants to remind or reinforce
    Product requires little information and little demonstration
    Small to moderate budget
    Use Directories If…
    Local business or can serve local customers
    Want to create action
    Want to allow comparisons or provide basic inquiry and purchase information
    Small to moderate budget
  • 28. Some definitions
    Impressions= One person’s opportunity to be exposed one time to an ad in a broadcast program, newspaper, magazine, or outdoor location.
    Circulation= Number of copies sold
    HUT= Households using television
    8 - 28
  • 29. Gross Impressions
    8 - 29
    Calculating Gross Impressions =
    Example: A magazine may have a circulation of 1 million, but it might be read, on an average, by 2.5 people per issue. That means impressions for that issue would be 2.5 million. If an ad ran in three consecutive issues, then the Gross Impressions would be 7.5 million ( 2.5x3)