Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright...

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chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

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Transcript of Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright...

Page 1: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

chapter eleven

Print

Advertising

McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

Page 2: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-2

Objectives_1

Explain the advantages and disadvantages of magazine advertising

Discuss the various ways to analyze a magazine’s circulation

Describe how newspapers are categorized

Define the major types of newspaper advertising

Page 3: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-3

Objectives_2

Explain the advantages and disadvantages of newspaper advertising

Discuss how rates are determined for print media

Describe the alternatives for print advertising in foreign markets

Page 4: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-4

Advantages of Magazine Advertising

Flexibility Color Authority/

Believability Permanence Prestige Audience selectivity

Cost efficiency Selling power Reader loyalty Extensive pass-

along readership Merchandising

assistance

Page 5: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-5

Disadvantages of Magazine Advertising

Lack of immediacy Shallow geographic

coverage Inability to deliver

mass audiences at a low price

Inability to deliver high frequency

Long lead time Heavy advertising

competition High cost per reader Declining

circulations

Page 6: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-6

Special Possibilities with Magazines

Bleed pages Cover positions Junior units Island halves Inserts Gatefold

Fragrance strips Pop-up ad 3-D ads Product samples Preprinted inserts

Page 7: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-7

Magazine Classifications

Content SizeGeography

Page 8: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-8

Content

Consumer

Farm Publications

Business

Page 9: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-9

Geography

Local city

National

Regional

Page 10: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-10

Magazine Terminology

Guaranteed and Delivered Circulation

Primary and Secondary Readership

Vertical and Horizontal Publications

Subscription and Vendor Sales

Paid and Controlled Circulation

Merchandising Services

Page 11: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-11

Exhibit 11-4 2004 Costs and Circulations

Magazine Paid Circulation Cost/ Page Ad

Better Homes & Gardens

7,606,820 $313,207

People 3,603,115 $202,682

Parents 2,072,867 $114,507

In Style 1,652,906 $96,223

Rolling Stone 1,288,324 $108,375

Page 12: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-12

Newspaper Facts

55% of adults read a daily newspaper 63.1% read the Sunday newspaper Each section is read by about 2/3 of all

readers 88% read the main news sections Every copy has an average of 2.3

readers

Page 13: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-13

Pros of Newspaper Advertising

Mass medium Local medium Comprehensive

in scope Geographic

selectivity Timeliness Credibility

Selective attention Creative flexibility Active medium Permanent record Reasonable cost

Page 14: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-14

Cons of Newspaper Advertising

Lack of selectivity Short life span Low production

quality

Clutter Lack of control Overlapping

circulation

Page 15: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-15

Newspaper Classifications

DeliveryAudience

TypeSize

Page 16: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-16

Types of Newspaper Advertising

Display

Online Classified

PublicNotices

PreprintedInserts

Page 17: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-17

Newspaper Rates

Local National Flat Discount Short Combination Run-of-paper Preferred position Full position

Page 18: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-18

Key Terms_1

Audit Bureau of Circulation

Bleed Bulk discount Business magazines Circulation audit Classified ad Classified display ad

Closing date Color strip Column inch Combination rate Consumer

magazines Contract rate Controlled

circulation

Page 19: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-19

Key Terms_2

Cooperative program

Cost per thousand Cover date Cover position Daily newspaper Demographic edition Display advertising

Earned rate Farm publications Flat rate Fragrance strip Frequency discount Full position Gatefold Geographic edition

Page 20: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-20

Key Terms_3

Guaranteed circulation

Horizontal publication

Insert Insertion order Island half Junior unit Local city magazine

National magazine National rate Newspaper

Association of America

On-sale date Open rate Paid circulation Pop-up ad

Page 21: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-21

Key Terms_4

Preferred position rate

Preprinted insert Preliminary

circulation Product samples Proof copy Public notice Rate base

Rate card Reading notice Regional publication Run-of-paper

advertising rate Secondary

readership Shoppers Short rate

Page 22: Chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

11-22

Key Terms_5

Split run Standard advertising

unit Standard-size

newspaper Sunday supplement Tabloid newspaper

Tearsheet 3-D ad Vertical publication Volume discount Weekly newspaper


Essentials of Marketing Chapter 15 Advertising, Publicity, and Sales Promotion McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All.

Essentials of Marketing Chapter 15 Advertising, Publicity, and Sales Promotion McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All.

Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

Chapter seven Developing Marketing and Advertising Plans McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

chapter 03 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. The Business of Advertising.

chapter 03 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. The Business of Advertising.

Chapter 1 Advertising Today? William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright © 2013 by The McGraw-Hill Companies, Inc. All.

Chapter 1 Advertising Today? William F. Arens Michael F. Weigold Christian Arens McGraw-Hill/IrwinCopyright © 2013 by The McGraw-Hill Companies, Inc. All.

Integrated Marketing Communications and International Advertising Chapter 16 McGraw-Hill/Irwin© 2005 The McGraw-Hill Companies, Inc. All rights reserved.

Integrated Marketing Communications and International Advertising Chapter 16 McGraw-Hill/Irwin© 2005 The McGraw-Hill Companies, Inc. All rights reserved.

Regulation of Advertising and Promotion © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Regulation of Advertising and Promotion © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin.

Chapter one Advertising Today and How We Got Here McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

Chapter one Advertising Today and How We Got Here McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

chapter 02 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. The Economic, Social and Regulatory Aspects of Advertising.

chapter 02 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. The Economic, Social and Regulatory Aspects of Advertising.

McGraw-Hill © 2000 The McGraw-Hill Companies 1 S M McGraw-Hill © 2000 The McGraw-Hill Companies.

McGraw-Hill © 2000 The McGraw-Hill Companies 1 S M McGraw-Hill © 2000 The McGraw-Hill Companies.

The Economic, Social, and Regulatory Aspects of Advertising Chapter 02 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights.

The Economic, Social, and Regulatory Aspects of Advertising Chapter 02 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights.

Regulation of Advertising and Promotion 21 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

Regulation of Advertising and Promotion 21 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

chapter 16 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Using Electronic Media:

chapter 16 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Using Electronic Media:

chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans.

chapter 07 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. Developing Marketing and Advertising Plans.

Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

Chapter fourteen Out-of-Home, Trade Shows, and Supplementary Media McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill.

Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

Chapter nine Creative Strategy and the Creative Process McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies,

chapter 5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Marketing & Consumer.

chapter 5 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Marketing & Consumer.

Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights.

Chapter advertising, public relations, and sales promotions seventeen McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights.

chapter 7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Research: Gathering.

chapter 7 Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Research: Gathering.

chapter Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Economic, Social, and.

chapter Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin Contemporary Advertising, 11e Economic, Social, and.

The Business of Advertising Chapter 03 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

The Business of Advertising Chapter 03 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.