CREATING PRINT ADVERTISING
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Transcript of CREATING PRINT ADVERTISING
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CREATING PRINT ADVERTISINGMCD 1073 PRINCIPLES OF ADVERTISING
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The iPod Story
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iPod Billboard - Beijing
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iPod Transit Advertising – New York
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BASIC MEDIA CONCEPTS
• Media mix – the way media are strategically combined in an advertising plan
• Media vehicle – specific tv program, newspaper, magazine, radio station/program, etc.
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BASIC MEDIA CONCEPTS
• Planning and buying- Media Planning
The way advertisers identify and select media options based on research into audience profiles
- Media Buying
Task of identifying specific vehicles, negotiating costs to advertise them, billing and payment
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BASIC MEDIA CONCEPTS
• Reach and frequency- Reach
Percentage of media audience exposed to at least once to the advertiser’s message during a specific time frame
- Frequency
Refers to the number of times a person is exposed to an advertisement
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BASIC MEDIA CONCEPTS
• Impressions- A person’s opportunity to be exposed one time to
an ad in a broadcast program, newspaper, magazine or outdoor location
• Media Key Players- Media salespeople- Media reps- Media planners- Media buyers- Media researchers
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PRINT MEDIA
• Printed advertisements in newspapers, magazines, brochures and on other printed surfaces i.e. posters and outdoor boards
• Provides more detailed information, rich imagery, longer message life
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NEWSPAPER
• Frequency of publication• Format and size (2 sizes)
- Tabloid
- broadsheet
• Circulation- Local mass medium
- Advertising revenue comes from local retail advertising/classified
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NEWSPAPER
• Types of Newspaper Advertising- Classified- Display- Supplements
• Newspaper Readership- Measuring the newspaper audience
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NEWSPAPER
• Advantages of Advertising in Newspapers- Range of market coverage- Comparison shopping- Positive consumer attitudes- Flexibility- Interaction of local and international
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NEWSPAPER
• Disadvantages of Advertising in Newspapers- Short life span- Clutter- Limited coverage of certain groups- Poor reproduction
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MAGAZINES
– Consumer
- Cleo, Women’s Weekly, FHM, Reader’s Digest
– Business
- Trade papers
Retailers, wholesalers, distributor
- Industrial magazines
Manufacturers
- Professional magazines
For accountants, doctors, lawyers etc
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MAGAZINES
– Vertical Publication- Stories and information about an entire industry i.e
Vogue for women, female issues and fashion; Auto Trader for cars, automobile accessories, innovations etc
– Horizontal Publication
- Cuts across many industries, discusses generic issues i.e Reader’s Digest, Time, Fortune, National Geographic
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MAGAZINES
• Other classifications- Geography- Demographics- Editorial Content- Physical Characteristics- Ownership
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MAGAZINES
• Distribution and Circulation- Traditional delivery- Non-traditional delivery
• Magazine advertising- Readers spend more time reading magazine
than newspaper- In-depth information- Quality of reproduction
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Quality Reproduction - Senior Citizens Ball
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Readers spend more time readingmagazines than newspapers
“Full-Frame Film Festival”
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MAGAZINES
• Format- Most magazines share same characteristics- Front and back advertising most expensive- Largest advertising unit is double-page spread- Gatefold- Photo essay
• Technology- Selective binding- Inkjet imaging
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MAGAZINES
• Advantages of Advertising in Magazines - Target Audiences- Audience Receptivity- Long Life Span- Format- Visual Quality- Sales Promotions
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MAGAZINES
• Disadvantages of Advertising in Magazines - Limited Flexibility- Lack of Immediacy- High Cost- Distribution
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PACKAGING
• Both container and communication vehicle• Eye-catching design to win over customers
and to help consumers decide• Critical reminder of product’s important
benefits• Presents familiar brand image
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OUT-OF-HOME ADVERTISING
• Targets specific people at a time they are most interested
• Includes everything from billboards to hot air balloons
• Ads on transits, shopping kiosks, shopping mall displays, grocery store carts, skywriting etc
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Outdoor AdvertisingNoah-Zebra
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OUT-OF-HOME ADVERTISING
Outdoor Advertising
• Size and format- Printed posters- Painted bulletins- Extensions
• Buying outdoor space- Showings
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OUT-OF-HOME ADVERTISING• Advantages of Outdoor Advertising
- Larger than life visuals on hard-to-ignore structure- Brand reminder- Directional medium- Least expensive
• Disadvantages- Distraction- Easy to miss- Visual pollution
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Cadbury Billboard
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OUT-OF-HOME ADVERTISING
• On-premise Signs• Posters• Kiosks• Transit Advertising
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DIRECTORY ADVERTISING
• Yellow Pages• Other Directories• Advantages of Directory Advertising
- Shopping medium- An effective selling tool- Flexibility
• Disadvantages of Directory Advertising- Competitive clutter- Cannot be changed for several months