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Chapter 12 - Evaluation of Print Media: Magazines and Newspapers
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Belch 10e ch12_ppt
1.
Copyright © 2014
McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Chapter 12 Evaluation of Print Media: Magazines and Newspapers
2.
Magazines and Newspapers
Present detailed information that can be processed at the reader’s own pace High-involvement media Magazines are the most specialized of all advertising media Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 2
3.
Classifications of Magazines
Consumer magazines Farm publications Business publications Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 3
4.
Advantages of Magazines
Selectivity Reproduction quality Creative flexibility Permanence Prestige Consumer receptivity and engagement Services Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 4
5.
Services Split runs
• Two or more versions of an ad are printed in alternate copies of a particular issue of a magazine • Help determine which ad generates the most responses or inquiries Selective binding • Allows creation of hundreds of copies of a magazine in one continuous sequence • Computerized production process • Enables magazines to address specific groups within their circulation base Ink-jet imaging • Projects ink onto paper rather than using mechanical plates • Enables personalization of an advertising message Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 5
6.
Disadvantages of Magazines
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Costs Limited reach and frequency Long lead time Clutter and competition 6
7.
Magazine Circulation
Primary circulation Number of copies distributed to the original subscribers or purchasers Determines magazine’s rate structure Guaranteed circulation Publishers give advertisers a rebate if the number of delivered magazines falls below the guarantee Figures are set safely below the average actual delivered circulation Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 7
8.
Types of Newspapers
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Daily newspapers • Found in cities and larger towns • Provide detailed coverage of events, issues concerning the local area • Classifications - Morning, evening, or Sunday publications Weekly newspapers • Originate in small towns or suburbs • Focus on news, sports, and events relevant to the local area • Appeal primarily to local advertisers 8
9.
Types of Newspapers
National newspapers • Have national circulation and editorial content with a nationwide appeal • Appeal to: • Large national advertisers • Regional advertisers that use specific geographic editions of these publications Special-audience newspapers • Offer specialized editorial content and are published for particular groups Newspaper supplements • Included by papers in their Sunday editions Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 9
10.
Types of Newspaper
Advertising Display advertising • Uses visual devices in addition to the copy text Classified advertising • Ads are arranged under subheads according to the product, service, or offering being advertised Special ads and inserts • Government and financial reports • Notices and public notices of changes in business and personal relationships • Preprinted inserts: Printed by advertiser and taken to the newspaper to be inserted Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 10
11.
Advantages and Disadvantages
of Newspapers Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Advantages • Market penetration • Flexibility • Geographic selectivity • Reader involvement and acceptance • Services offered Disadvantages • Poor reproduction • Short life span • Lack of selectivity • Clutter 11
12.
Categories of Newspaper
Circulation Figures • Composed of the city where the paper is published and contiguous areas similar in character to the city Retail trading zone All other areas Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. City zone • Market outside the city zone whose residents regularly trade with merchants within the city zone • Covers all circulation not included in the city or retail trade zone 12
13.
Newspaper Rates Standard
Advertising Units (SAUs) • Use column widths 2-1/16 inches wide with: • Tabloid-size papers five columns wide • Standard or broadcast papers six columns • Used for national advertising Column inch • One inch deep by one column wide • Rates are quoted per column inch • Total space costs is calculated by multiplying the ad’s number of column inches by the cost per inch • Used for local advertising Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 13
14.
Rate Structures Flat
rates • Offer no discount for quantity or repeated space buys Open-rate structure • Discounts are available based on frequency or bulk purchases of space • Depend on the number of column inches purchased in a year Run of paper (ROP) • Paper can place the ad on any page or in any position it desires Preferred position rate • Allows advertisers to choose a specific section and/or position on a page Combination rates • Advertisers get a discount for using several newspapers as a group Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. 14
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