Contemporary advertising 11e chapter 15

chapter15

Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

Using Print Media

How print advertising enhances the advertiser’s media mix

Chapter

15-3

Chapter 15 Objectives

Explain the advantages & disadvantages of magazine

advertising

Discuss how to analyze magazine circulation

Describe how newspapersare categorized

Define the major types of newspaper advertising

Explain the advantages & disadvantages of newspaper

advertising

Discuss how rates are determined for print media

List several sources of print media data

15-4

Role of the Print Media Buyer

Requires a range of knowledge and abilities

Creativelyintegratesprint mediainto the mix

Understandsprint mediaand technology

Knows howto buy mediaspace

Negotiatesand contractswith media

15-5Using Magazines in theCreative Mix: Pros and Cons

Top 10 U.S. advertisers in 2005

Insert ex. 15-1, p. 481

2005 top 10 U.S. magazine advertisers

Position = 2.9” horiz., 1.5” vertical

Size = 5.7” WIDE

Resolution: 300 dpi

15-6Using Magazines in theCreative Mix: Possibilities

Magazine ad positions and sizes

BleedPages

Covers Inserts GatefoldsCustom

Magazines

Insert ex. 15-2, p. 483

Ad position, size, and shape

Position = centered horiz., 3.2” vertical

Size = 7.11” WIDE

Resolution: 300 dpi

15-7Using Magazines in theCreative Mix: Categories

By Size

By Reach

By Content

Local Regional National

Consumer Farm Business

Large Flat StandardSmall or Pocket

15-8

Buying Magazine Space

UnderstandingCirculation

Guaranteedvs. Delivered

MerchandisingServices

Paid andControlledCirculation

Subscriptionsand Vendor

Sales

Vertical vs.Horizontal

Primaryand Secondary

Readership

15-9

BuyingMagazineSpaceA cover of Advertising Age magazine, a vertical publication

Insert photo 15.11, p. 491

Advertising Age cover


Size = 5.75” TALL

Resolution: 300 dpi

15-10

Discounts for frequency or volume

Premiums for color, bleeds, covers, or

special market editions

Buying Magazine Space

Cost per thousand:Page rate

= CPM(Circulation ÷ 1,000)

Factors Affecting Ad Rate

Print Media-Buying Software

15-11Using Newspapers in theCreative Mix

Top 10 newspaper advertisers in the United States in 2005

Insert ex. 15-5, p. 495

Top 10 newspaper advertisers in the U.S.


Size = 5.7” WIDE

Resolution: 300 dpi

15-12Using Newspapersin the Creative Mix

Who uses newspapers?

54% of adults read daily papers

Each section read by 2/3 of readers

55 million newspapers sold daily

$46.7 billion spent on ads in 2004

Village Voice ad for non- subscribing readers


Village Voice ad


Size = 5.75” TALL

Resolution: 300 dpi

15-13Using Newspapers in theCreative Mix: Categories

By Audience

By Size

By Frequency

Standard Tabloid SAU System

Daily Weekly

EthnicBusiness/Financial

Groups/Professions

15-14Using Newspapers in theCreative Mix: Types of Ads

Ad for Publix Supermarkets promotes the everyday activity of grocery shopping


Publix ad


Size = 5.7” WIDE

Resolution: 300 dpi

15-15Using Newspapers in theCreative Mix: Types of Ads

Display ClassifiedPublic

NoticesPreprinted

Inserts

Reading Notices

Co-op Programs

Classified Displays

Obituaries

Weddings

Legal Notices

Catalogs

Brochures

Coupons

Mail-Back Devices

15-16

UnderstandingCirculation

Buying Newspaper Space

Split Runs

ROPvs. Preferred

Position

ColorCombination

Rates

Short Rate

Flat andDiscount

Rates

Local vs.NationalRates

Insertion order

Proof Copy

Tearsheets

Co-ops and Networks

15-17

Buying Newspaper SpaceNewspaper adco-op insertion order


Insertion order for Supra Media


Size = 5.75” TALL

Resolution: 300 dpi

15-18

Print: A Worldwide Medium

Concern India Foundation poster aimed at transnational corporations


Concern India Foundation ad


Size = 4.6” TALL

Resolution: 300 dpi

Contemporary advertising 11e chapter 15

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