The document discusses media strategy and planning. It outlines various media options for advertising, including print media like magazines and newspapers, television, internet, mobile communications, exhibitions and point-of-sale displays. It then focuses on print media, describing how advertisers can choose publications based on readership, frequency and industry. Print ads allow unlimited exposure, are non-intrusive, and allow for targeted marketing. Examples are given of innovative print ad designs that use newspaper columns or interactive folds. Assessment criteria for an ad analysis task are also listed.

1. Sangeeta Jain
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3. *Media Plan/Strategy
Media strategy is a plan for
bringing advertising messages
to the attention of consumers
through the use of an
appropriate media.

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*Media is an extremely vital link that helps the
designer/client to connect with the audience.
*After deciding on the creative strategy, the next
step is to choose the media that best suits the
audience and message.
*There is a wide range of media technologies or
mediums that are intended to reach a large
audience with definite inherent strengths and
weaknesses associated with each one of them.

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*Advertising in magazines or newspapers
*Poster advertising
*Advertising on television
*Direct mail
*Exhibitions or Trade shows
*Merchandising and Point of Sale
*Advertising through the Internet
*Mobile Communications

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*Print media is a form of advertising that uses
physically printed media, such as magazines and
newspapers to reach the audience.
*Advertisers can choose from a wide range of
different types of newspapers, including local,
regional or national titles published in daily,
evening, weekly or Sunday editions.
*In a newspaper these advertisements are surrounded
by many different types of news and/or content
therefore the first and foremost criteria of newspaper
advert is to grab the attention of the reader.

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*Magazines offer advertisers wide choices in readership
and frequency and they cover a wide range of interests,
including sport, hobbies, fashion, health, current affairs
and local topics etc. Many business and trade
magazines provide coverage of specific industries too.
*Publishing frequency is typically weekly, monthly or
quarterly. Similar to newspapers, advertisers can take
advertising spaces from classified ads to full page ads
in black and white or colour. However the life of the
magazine advert is longer than the life of the
newspaper advert which is limited to a day or so.

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*Unlimited Exposure: Print media allows unlimited
exposure. A newspaper or magazine can be viewed
repeatedly and at the reader's discretion. The reader
also has the opportunity to study the ad at their leisure
and isn't limited to 30 or 60 seconds.
*Non-Intrusive: Print ads are less intrusive than digital
media. The reader has greater control as to when they
view the ads, which eliminates interruptions.
*Target Marketing: It allows a high level of target
marketing since they can be printed in newspapers or
magazines that appeal to a specific readership.

19. This double page spread for Adidas: Forever Sport uses
the fold as part of its design. Open and close the pages
and the athlete crunches, lift weights and stretches.

20. Ogilvy & Mather in Columbia used the columns of the
classified ads to promote Carulla Knives. A series of ads
show images of fish and vegetables sliced and diced
between the columns in the newspaper.

21. This campaign called “Work Ache” for painkillers Aspirina Bayer
features a stapler painted with a man face down holding the sides of his
head. It cleverly depicts how a headache can feel like you’re hammering
your head on the desk.

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50 Genius Print Ads With Brilliant
Design Techniques
https://designschool.canva.com/blog/print-
advertising-ideas/

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Points to be included in the assessment task 2:
*Objectives
*Description
*Name of magazine/newspaper
*Size of the advertisement
*Why it is appropriate for the target audience
*Media Budget – indicative cost
* Above points are general guidelines and may differ depending on
the brief you have selected for task 2.

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