Print and Out-of-Home

Media
Part 3: Effective Advertising Media
Chapter 8
 Chapter Outline
I. Chapter Key Points VI. Magazines
II. The Media Industry VII. Packaging
III. Basic Media VIII.Out-of-Home
Concepts Advertising
IV. Print Media IX. Directory Advertising
V. Newspapers X. Using Print
Advertising

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 Key Points
• Explain the key concepts of media planning and buying
• Identify the strengths and weaknesses of newspapers
• Describe the key factors that advertisers should know to make
effective decisions about advertising in magazines
• Analyze why packaging is such an important advertising
opportunity
• Discuss factors that advertisers should consider in making out-
of-home media decisions
• Outline the factors that advertisers use to make decisions
about using directory advertising

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 The Media Industry
• Media-delivered news, information, and
advertising make the news and information
possible
• Advertising media is a huge industry with
almost $195 billion in spending

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 Basic Media Concepts
• Media mix
– The way various types of media are strategically
combined in an advertising plan
• Media vehicle
– A specific TV program, newspaper, magazine, or
radio station or program

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 Basic Media Concepts
• Planning and • Media planning
– The way advertisers
Buying identify and select media
options
• Reach and • Media buying
Frequency – Identifying specific
vehicles, negotiating the
• Impressions costs to advertise in
them, and handling
• Media Key billing and payment
Players
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 Basic Media Concepts
• Planning and • Reach
– The percentage of the
Buying media audience exposed
to the advertiser’s
• Reach and message during a
specific time frame
Frequency
• Frequency
• Impressions – The number of times a
person is exposed to the
• Media Key advertisement
Players
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 Basic Media Concepts
• Planning and • The opportunity for one
person to be exposed
Buying one time to an ad
• Reach and • In print, impressions
Frequency estimate the actual
readership
• Impressions • In broadcast, impression
• Media Key estimates viewers for
Players TV and listeners for
radio
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 Basic Media Concepts
• Planning and • Media salespeople work
for a medium
Buying • Media reps are people
• Reach and or companies that sell
space or time for a
Frequency variety of media
• Impressions
• Media Key
Players
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 Print Media
• Print advertising includes printed
advertisements in newspapers,
magazines, brochures, posters, and
outdoor boards
• Print provides more detailed
information, rich imagery, and a
longer message life
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 Newspapers
• Used by advertisers Structure of the Industry
trying to reach a local • Frequency of
market publication
• Primary function is to • Format and size
carry news • Circulation
• Market selectivity
allows newspapers to
target specific consumer
groups

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 Newspapers
Types of Advertising Newspaper Readership
• Classified • Tends to be highest
• Display among older people and
• Supplements people with a higher
educational level
• Measuring the
newspaper audience

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 Newspaper Advertising
Advantages Disadvantages
• Range of market • Short life span
coverage • Clutter
• Comparison shopping • Limited coverage of
• Positive consumer certain groups
attitudes • Poor reproduction
• Flexibility
• Interaction of national
and local

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 Magazines
• Most magazines today are special interest
publications aimed at narrower target
markets
• Specialty magazines seem to have an
edge over more general publications in
terms of maintaining growth
• Upscale magazines provide an ideal place
for the image advertising of luxury
products
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 Types of Magazines
Audience focus Other classifications
• Consumer magazines • Geography
• Business magazines • Demographics
• Farm magazines • Editorial content
• Physical characteristics
• Ownership

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 Distribution and Circulation
• Traditional delivery
– Through newsstand purchases or home delivery
• Nontraditional delivery (controlled circulation)
– Hanging bagged copies on doorknobs
– Inserting magazines in newspapers
– Delivering through professionals
– Direct delivery

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 Magazine Advertising
Format Technology
• Double-page spread • Has enabled magazines
• Gutter to distinguish
themselves from one
• Bleed page
another
• Gatefold
• Photo essay ad

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 Readership Measurement
• Magazine rates • MediaMark
– Based on circulation that – Measures readership for
a publisher promises to many popular magazines
provide • Simmons Market
• Magazine circulation Research Bureau
– The number of copies of – Provides psychographic
an issue sold data on who reads which
magazines and which
products readers buy and
consume

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 Magazine Advertising
Advantages Disadvantages
• Target audience • Limited flexibility
• Audience receptivity • Lack of immediacy
• Long life span • High cost
• Format • Distribution
• Visual quality
• Sales promotions

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 Packaging
• Both a container and a
communication vehicle
• The last ad a customer sees before
making the decision to buy
• Constant brand reminder once on the
shelf at home or in the office

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 Out-of-Home Advertising
• Outdoor advertising Size and format
– Billboards and • Printed posters
posters in public • Painted bulletin
locations Buying Outdoor
• Showings
• Traffic count

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 Out-of-Home Advertising
Advantages Disadvantages
• High impact medium • Message could fail to be
• Larger-than-life visuals seen or have impact
• Hard to ignore structure • Passive medium
• Least expensive • Extensive regulation

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 Out-of-Home Advertising
• On-Premise Signs • Kiosks
– Retail signs that identify – Designed for public
stores posting of notices and
• Posters advertising posters
– Used on the sides of • Transit advertising
buildings and vehicles, – Includes posters in bus,
as well as on bulletin train, airport, and
boards and kiosks subway stations

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 Directory Advertising
• Books that list names, phone numbers, and
addresses of people or companies
• Tells people where to go to get the product or
service they want
• Reaching an audience already in need of
something
– Yellow Pages
– Other Directories

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 Directory Advertising
Advantages Disadvantages
• Consumers initiate the • Competitive clutter
search process • Consumers who cannot
• Inexpensive (1:15 ROI) easily use directories
• Flexibility
• Long life

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 Using Print Advertising
Use Newspapers If… Use Magazines If…
• You are a local business • Well-defined target
• Desire extensive market audience
coverage • Want to reinforce or remind
• Product is consumed in a audience
predictable manner • Product must be shown
• No need to demonstrate the accurately and beautifully
product • Need to relate moderate to
• Moderate to large budget extensive information
• Moderate to large budget

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 Using Print Advertising
Use Out-of-Home If… Use Directories If…
• Local business that • Local business or can
wants to sell locally serve local customers
• Regional or national • Want to create action
business that wants to • Want to allow
remind or reinforce comparisons or provide
• Product requires little basic inquiry and
information and little purchase information
demonstration • Small to moderate
• Small to moderate budget
budget
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