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Chapter 8 Outline

This document discusses various print and out-of-home media options. It provides statistics showing television accounts for 28% of the media industry, followed by newspapers at 23.8% and magazines at 14%. It then covers print media concepts like reach, frequency, and impressions. It outlines the roles of media salespeople, representatives, planners and buyers. Specific sections cover newspapers, newspaper advertising, magazines, magazine advertising, outdoor advertising, posters, transit advertising, and yellow page directories. Key advantages and disadvantages of each medium are mentioned.

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122 views

Chapter 8 Outline

This document discusses various print and out-of-home media options. It provides statistics showing television accounts for 28% of the media industry, followed by newspapers at 23.8% and magazines at 14%. It then covers print media concepts like reach, frequency, and impressions. It outlines the roles of media salespeople, representatives, planners and buyers. Specific sections cover newspapers, newspaper advertising, magazines, magazine advertising, outdoor advertising, posters, transit advertising, and yellow page directories. Key advantages and disadvantages of each medium are mentioned.

Uploaded by

ilove2fence
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Chapter 8

Print and Out-of-Home Media


Media Industry 2003
Televesion 28%
Newspapers 23.8%
Magazines 14%
Directories 7.3%
Radio 5.3%
Internet 3.3%
Outdoor 1.3%
Other 16.6%
Print Media
Reach and Frequency
How many people and specific audience
How often the ad is seen
Impressions
Opportunity for 1 person to be exposed
Different than circulation
Planning and Buying
Media Planning – Advertisers choose media options
based on research and schedule and budget
Media Buying – Choosing which vehicles (TV, website)
Media Key Players
Media Salespeople – Convince planners to use
a specific media
Media Representatives – People who sell space
Media Planners/Buyers – Implement media
plan
Media Researchers
Newspapers
• Local and National Markets
• 68% of Adult Population
Publish Frequently
2 sizes – 90% use standard/large
size
Circulation
Newspaper Advertising
Classified – Personal and Local
Businesses
Display – Run of Paper rate VS
Preferred Position Rate
Supplements – Free-standing inserts
Advantages
Ranges of Market Coverage
Comparison Shopping
Positive Consumer Attitudes
Flexibility
Interaction of national and local levels
Disadvantages
Short life span
Clutter
Limited coverage of certain groups
Poor reproduction
Future???
Increased costs
Other outlets such as internet, apps, emails
Magazines
Types of Magazines
Audience Focus - Reader’s Digest, People, Time
Consumer, Business and Farm
Other Classifications
Geography
Demographics
Editorial Content
Physical Characteristics
Ownership
Magazine Advertising
Format – Front and Back pages are most valuable
Double page spread
Gatefold
Photo Essays
Technology
Can personalize issues for subscribers
National magazines can print regional ads
Readership Measurement
92% of all American adults read at least 1 magazine
per month
80% of them consider magazine advertisements
helpful as buying guides
MediaMark – Various statistics
Magazine Publishers Association – Experience
Advantages
Target Audiences
Audience Receptivity
Long Life Span
Format
Visual Quality
Sales Promotion
Disadvantages
Limited Flexibility – Ads submitted early
Lack of Immediacy
High Cost
Distribution
Future???
Virtual Magazines – no length limitations or
distribution costs
However has also worked in the opposite directions as
websites like Expedia and Nerve.com now have print
magazines
Packaging
“Even if you can’t afford a big advertising
budget, you’ve got a fighting chance if your
product projects a compelling image from the
shelf.” –Advertising Age
Critical reminder of benefits at the moment
the consumer is making a decision
Out-of-Home Advertising
Outdoor Advertising
Billboards 60%
Size and Format – Posters and Billboards
Buying Outdoor Space – Buying based on
traffic count
Advantages – High impact, inexpensive, brand
reminder, allow creativity
Disadvantages – easily ignored, people are
distracted
On Premise Signs
History information
Brand signs – McDonalds Golden Arches
Signs allows us to located shops
Posters
On buildings and vehicles
Most impact with best design
Kiosks – Like in mall or a ad covered bus
stations
Transit Advertising
On buses or taxis
Transit Audience – Can target bus routes
Directory
Advertising
Yellow Pages
Directional Advertising – helps those who already
have a need for a product or service
Yellow Pages - $14 Billion Industry
Other directories - Specific
Advantages – Shopping Medium
Disadvantages - Clutter

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