Print & Out-of-Home Media

Definitions

• Media Vehicle– An individual carrier within a medium

• Media Planning– The way advertisers identify & select media options

based on research into the audience profiles of various media, as well as budget and schedule media

• Media Buying– Task of identifying specific vehicles, negotiating costs,

and handling billing & payments

Definitions

• Media Mix– Strategic combination of various media in an

advertising plan

Budget Distribution Mix    

Medium Budget in PKR Budget in US$ %age Share

Radio 548,206 6,853 7%

Newspaper 2,666,760 33,335 32%

Magazines 1,356,812 16,960 17%

Internet 1,616,000 20,200 20%

Outdoor 2,020,000 25,250 25%

Total 8,207,778 $ 102,597 100%

Brand X

Ad Expenditure by Medium

*Advertising spend increased 10% from 2007. There was a 62% increase from 2005 to 2006 and 32% from 2006 to 2007.

2008

Ad Spend Print – 2008

Newspapers

• 95% Adex

• Adex by Category– 20% - Classified ads– 10% - Telecom – 7% - Educational Institutions– 6% - Real Estate

• Adex by Company– PTCL – 3%– Mobilink – 2%– Telenor – 1%

Magazines

• 5% Adex

• Adex by Category– 12% - Beauty

creams/lotions/face wash– 7% - Milk & dairy– 6% - Beauty soap

• Adex by Brand– 3% - Hoor beauty soap– 2% - Care honey lotion– 2% - Shan Recipe Masala

NewspapersFrequency of Publication

• Daily (208)– Dawn, News, Jang, Nawa-i-

Waqt

• Weekly (15)– The Friday Times– Sunday editions of Dailies

• Fortnightly (7)

• Monthly (71)

Format & Size

• Sizes– Broadsheet 54 cm x 8 cols– Tabloid 43 cm x 6 cols

• Language • Color

• Standard Advertising Unit (column centimeters)– 27x4 (quarter page), 27x8 (half

page), 15x8, 20x3, …

– Rate Cards– Release Order– Tear Sheets

Example of Rate Calculation

4 Columns wide

27 cm Length

Size = 27 x 4

Total area used = 27x4

= 108 ccms

So, total cost of placing ad

= 108 x pccm cost

(Total cost depends on color, page, position, geographic presence, etc.)

Newspapers

Circulation

• Number of copies a newspaper sells & is the primary way newspapers reach is measured and compared with the reach of other media– Nationwide – Dawn, Jang,

etc.– Regional – Metropolitan,

City News, Ausaf, etc.

Readership

• Auditing Bureau of Circulation (ABC)

• Limitation – Paid circulation only

% of the media audience exposed at least once to the advertiser’s message (unique exposures)

Types of Newspaper Ads

• Classified – Individual / personal– Business

• Display – Rates vary by:

• National / Regional (Local)

• Preferred Position• Run-of-the-Paper

(ROP)

• Supplements– Corporate / Public

Service supplement– Free-standing inserts

Advantages Disadvantages

• Mass market coverage

• Geographic flexibility

• Credibility

• Active medium

• Creative flexibility

• Immediate nature

• Short life span

• Clutter

• Lack of selectivity

• Poor print quality

Magazines Classifications

• Audience Focus– Consumer– Business

• Geographic Presence

• Demographics

• Editorial Content

• Physical Characteristics

• Ownership

Magazines

Advantages

• Specialized audiences

• Audience receptivity• Long shelf life• Format• Production quality

Disadvantages

• Limited flexibility• Lack of immediacy• High cost• Distribution issues

OOH Advertising

• Outdoor media

• Transit media

• On-premise signs (fascias)

• POS media

• Other unconventional media

Billboards

Advantages

• High impact• Cost-effective• Directional medium

Disadvantages

• Passive medium• Less detail oriented• Visual pollution