1. PRINT & OOH MEDIA
What I want you to learn in this chapter?
1.Media Trends And Its Changing Media Landscape
2.Key Media Players and How They Work
3.All About Print, Broadcast, and OOH Media
Prepared by: Lyn Torres (Marketing Department)
Condensed from various authors- Moriarty, Belche, Oguinn, and other internet and personal resource materials
5. 2. ELECTRONIC BILLBOARDS/
GIANT SCREEN TV BILLBOARDS
LED screen size of 20 to 35 sq.
meters
Full motion video in 8 seconds
High color sharpness even in
bright sunlight,
Eye-catching because of color
and motion.
Located in high-traffic areas
within commer-cial complexes
or fronting highways.
Visuals tell complete
story without audal aid.
Reminder advertising for
commercials which have been
seen on traditional media such
as TV.
6. 3. LAMP POST BANNERS
Also streamers, buntings
Product launches to create
noise, high visibility.
Special event tie-ups - town
fiestas, film festivals,
conferences for branding,
brand association.
Product visibility in selected
areas (high traffic, target
market locales)
7.
8.
9. 6. MALL MEDIA
Why Use Mall Media and How
Does it Impact Consumers?
•Malling has become a regular activity
for the average Filipino.
•Malls - venue for social activity
among friends, officemates and
family.
•Malling frequency: average of 2 - 3
times per week
•Average number of hours spent TYPES OF MALL MEDIA ADS:
inside the mall – 3. A. Illuminated posters
B. ROTA Ads (Electronically-operated
rotating cluster of illuminated ads in major
shopping malls
C. Electronic Shoppers’ Directory - computer-
based multi-media information kiosk
equipped with a touch-screen monitor
which serves as a shopper’s guide.
D. Mall TV located in strategic places –
skating rink, waiting areas, etc.
10. E. Mall Dress-Up Displays
- Rotating globe entrance display in SM Mall of
Asia)
F. Brand promotional pull-ups
- Merchandising event booth inside the mall eg.
Modess – “Aim High Pinay Event”
G. Supermarket Advertising
- Shelf Vision Ads
- Cart Vision Ads
- Floor Vision Ads
H. Comfort Ads - Light box advertising medium
inside comfort rooms of shopping malls and
some restaurants, target specific, gender
specific. No clutter. Reminder message
close to point of purchase.
11.
12. 9. ROVING ADS
Moving van going to selected
locales for special exhibition of
brands, announcements,
movies, etc.
Used to be concentrated on
provincial tours
Advertising opportunities via
sponsorship
10. TRANSIT ADVERTISING
High-quality full-color sticker (Computerized
Graphic Printing) and/or Acrylic Paint pasted
on external surface of bus (left and right
sides and rear)
Can be interior (inside bus) or exterior
(outside bus)
13. 11. STATION & TERMINAL
POSTERS (Also part of
transit ads)
Floor displays, island showcases,
electronic signs, and other forms of
advertising that appear in train or subway
stations, airline terminals, and the like
are all forms of transit advertising
12. AERIAL ADVERTISING
Airplanes pulling banners, skywriting (in
letters as high as 1,200 ft.), and blimps
14. 13. DIRECTORY ADVERTISING
List contacts of all the people and
establishments in a particular region or
locale.
Most widely known company for
directory advertising is the DPC Yellow
Pages (Directory Philippines Corporation)
14. PACKAGE ADVERTISING
Advertising in logistic package materials
such as shopping bags, cartons/ wrappers,
boxes, table napkin holders, placemats,
etc.
16. NEWSPAPER vs MAGAZINES
NEWSPAPERS – a
publication containing
news, information and
advertising, usually
printed on low-cost paper
called newsprint; may be
of general interest, most
often published daily or
weekly. MAGAZINES – also known
as periodicals, glossies or
serials. These are
publications containing
variety of articles published
on a regular basis, and
generally financed by
advertising.
17. Newspaper Advertising
TYPES OF NEWSPAPERS
National Daily Broadsheets
Newspapers
Phil Daily Inquirer
Manila Bulletin
Phil Star
Standard Today
Manila Times
Malaya
Business Dailies
Chinese/ Korean Dailies
Tabloids
Local Newspapers
18. Do you have an idea how
advertising in newspapers are
being computed?
Top 3 National Newspapers Basic Information
Rate/ColCm Color Surcharges
Title Circulation Page Size M-Sat Sun +1C +2C +3C
Phil Daily Inquirer 270,375 9cols x 53cms 330.00 380.00 30% 60% 80%
Manila Bulletin 262,809 9cols x 53cms 315.00 370.00 30% 60% 80%
Philippine Star 245,520 9cols x 52cms 330.00 380.00 30% 50% 80%
Title Position Surcharges
Phil Daily Inquirer 20% pages 3,5,7, back & front pages
Manila Bulletin 30% pages 2,3,4,5,6,7,9, front & back, centerspread
Philippine Star 15% pages 3,5,7, back & front pages
Rate/ 4color Position FPFC
Title Page Size Issue Col Cm Surcharge Surcharge FPBW FPFC Back Page
Phil Daily Inquirer 9cols x 53cms M-Sat 330.00 80% 20% 157,410.00 283,338.00 314,820.00
Sun 380.00 80% 20% 181,260.00 326,268.00 362,520.00
Manila Bulletin 9cols x 53cms M-Sat 315.00 80% 30% 150,255.00 270,459.00 315,535.50
Sun 370.00 80% 30% 176,490.00 317,682.00 370,629.00
Philippine Star 9cols x 52cms M-Sat 330.00 80% 15% 154,440.00 277,992.00 301,158.00
Sun 380.00 80% 15% 177,840.00 320,112.00 346,788.00
19. MagazineAdvertising
Top Magazines
Monthly Glossies GROWTH OF SPECIALTY MAGS
− FHM Pink (Teen Magazine – ABS-CBN)
− Cosmopolitan Phils Smart Parenting (Summit)
Pilmap (Travel & Leisure)
− Good Housekeeping Stopover (Travel)
Local weekly general interest Real Living (Home Care – Summit)
Mirror (repositioned as Healthy Lifestyle
− Panorama Mag)
− Sunday Inquirer C! (Cars)
Women’s Weekly Magazine
Uno (Fashion & Lifestyle)
Speed (Techy stuff, gadgts)
− Mod Lemon (Lifestyle, bar events)
− Woman Today Bare (People Asia’s answer to FHM)
− Women’s Journal T3 (Summit’s ultimate technology mag)
Manual (men’s fashion magazine)
Me (women empowerment)
Press (music)
20. Do you have an idea how
advertising in magazines are being
computed?
Buying
Rates vary by title,
By size (Bleed page, Full Page, Half Page, One-fourth Page)
By position (OBC, IFC, IBC, Page 3, Inside Page)
By frequency of insertions (1x, 3x, 6x, 9x, 12x)
Monthly glossies range from P30,000 to P120,000 per page
Negotiation options:
Reduced rates
Bonus Ads, Free Advertorials
Press releases, product features
Creative executions
Event sponsorships
21. Print and OOH Media
ADVANTAGES LIMITATIONS
Newspaper Advertising
•Good for news announcement, market coverage, comparison shopping. •Short life span
•Positive consumer attitudes •Clutter
•Good to reach educated and affluent customers •Limited reach
•Flexibility- geographical scheduling •Poor production values
Magazine Advertising
•High production values •Long lead times
•Specialized audience-target consumers •Lack of immediacy
•Long life span •High cost
•Format encourages creativity •Limited distribution
•Good for in depth and complex brand messages
Directory Advertising
•Consumers go to directories for shopping information •Lack of flexibility
•Inexpensive, with good ROI •Competitive clutter
•Flexible in size, color, formats •Look alike ads
•Long life •Low production quality ads
Outdoor Advertising, including mall media, transit ads, etc
•Good situational and brand reminder medium •Traffic moves quickly
•Long life, high impact and large •Cant handle complex messages
•Lease expensive and directional in nature •Some may pollute the media
landscape
Packaging Advertising
Stimulates point of purchase decision making Cluttered environment
Brand reminder- on shelf Limited shelf space
Reinforces brand advertising
22. Basic Media Terms in Print Advertising
Circulation: number of sold or distributed copies of a publication
Average Net Paid Circulation: determined by dividing the total
paid circulation for all issues for a specific period by the total
number of issues
Controlled circulation: a publication directs most or all of its
circulation to a selected list of persons (also called qualified
circulation)
Readership: proportion of the target readers who are exposed to
the publication
Pass-along Readership: number of individuals who did not
purchase but were exposed to the publication by borrowing from
other people who made a purchase.
23. Basic Media Terms in Print Advertising
Insertion: advertising that is printed on the pages of the
publication
Insert: printed advertising loosely placed inside a publication or
sewn/bound with the pages of the publication
Position: the page or section of a magazine where the ad is
printed makes a lot of difference in terms of advertising reach and
impact
R.O.P. (Run-of-Page/Paper): an advertisement may appear
anywhere inside the publication at the publisher’s discretion
Bleed: an advertisement in which part or all of the illustration
extends up to the edge of the page and unto the gutter.
24. Basic Media Terms in Print Advertising
Centerspread: an advertisement appearing on the two pages facing
each other at the center of the publication and printed as a single
sheet
Double Spread: an advertisement appearing on the two pages
facing each other on sections other than the center of the publication
and printed as a single sheet
Gatefold: Three or more pages of advertising with one page being
an extension on a main page
Press run: total number of printed copies of a publication
Split run: two or more versions of an ad (or different ads) run in
alternate copies of the same magazine or divided geographically, for
purposes of:
Testing the effectiveness of different ad copies
Localize product exposures where product distribution may be
limited in some areas
