Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 12 - George E. Belch, Michael A. Belch

Chapter 12 - Evaluation of print media: Magazines and newspapers. The main goals of this chapter are: To examine the various types of magazines and newspapers and the value of each as an advertising medium; to analyze the advantages and limitations of magazines and newspapers as advertising media; to discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined;...

Chapter 12 Evaluation of  Print Media:  Magazines  and  Newspapers Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Magazines and Newspapers  Present detailed information that can be processed  at the reader’s own pace  High­involvement media  Magazines are the most specialized of all  advertising media Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Classifications of Magazines Consumer magazines Farm publications Business publications Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Advantages of Magazines Selectivity Reproduction quality Creative flexibility Permanence Prestige Consumer receptivity and engagement Services Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Services Split runs • Two or more versions of an ad are printed in alternate copies of a particular issue of a magazine • Help determine which ad generates the most responses or inquiries Selective binding • Allows creation of hundreds of copies of a magazine in one continuous sequence • Computerized production process • Enables magazines to address specific groups within their circulation base Ink-jet imaging • Projects ink onto paper rather than using mechanical plates • Enables personalization of an advertising message Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Disadvantages of Magazines Costs Limited reach and frequency Long lead time Clutter and competition Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Magazine Circulation  Primary circulation  Number of copies distributed to the original  subscribers or purchasers   Determines magazine’s rate structure  Guaranteed circulation  Publishers give advertisers a rebate if the number of  delivered magazines falls below the guarantee   Figures are set safely below the average actual  delivered circulation  Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Types of Newspapers Daily newspapers • Found in cities and larger towns • Provide detailed coverage of events, issues concerning the local area • Classifications Morning, evening, or Sunday publications Weekly newspapers • Originate in small towns or suburbs • Focus on news, sports, and events relevant to the local area Appeal primarily to local advertisers Copyright â 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Types of Newspapers National newspapers • Have national circulation and editorial content with a nationwide appeal • Appeal to: • Large national advertisers • Regional advertisers that use specific geographic editions of these publications Special-audience newspapers • Offer specialized editorial content and are published for particular groups Newspaper supplements • Included by papers in their Sunday editions Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education Types of Newspaper Advertising Display advertising • Uses visual devices in addition to the copy text Classified advertising • Ads are arranged under subheads according to the product, service, or offering being advertised Special ads and inserts • Government and financial reports • Notices and public notices of changes in business and personal relationships • Preprinted inserts: Printed by advertiser and taken to the newspaper to be inserted Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 10 Advantages and Disadvantages of  Newspapers Advantages • Market penetration • Flexibility • Geographic selectivity • Reader involvement and acceptance • Services offered Disadvantages • • • • Poor reproduction Short life span Lack of selectivity Clutter Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 11 Categories of Newspaper Circulation  Figures City zone • Composed of the city where the paper is published and contiguous areas similar in character to the city Retail trading zone • Market outside the city zone whose residents regularly trade with merchants within the city zone All other areas • Covers all circulation not included in the city or retail trade zone Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 12 Newspaper Rates Standard Advertising Units (SAUs) • Use column widths 2-1/16 inches wide with: • Tabloid-size papers five columns wide • Standard or broadcast papers six columns • Used for national advertising Column inch • One inch deep by one column wide • Rates are quoted per column inch • Total space costs is calculated by multiplying the ad’s number of column inches by the cost per inch Used for local advertising Copyright â 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 13 Rate Structures Flat rates • Offer no discount for quantity or repeated space buys Open-rate structure • Discounts are available based on frequency or bulk purchases of space • Depend on the number of column inches purchased in a year Run of paper (ROP) • Paper can place the ad on any page or in any position it desires Preferred position rate • Allows advertisers to choose a specific section and/or position on a page Combination rates • Advertisers get a discount for using several newspapers as a group Copyright © 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 14 ... Special ads and inserts • Government and financial reports • Notices and public notices of changes in business and personal relationships • Preprinted inserts: Printed by advertiser and taken to... consent of McGraw-Hill Education 12 Newspaper Rates Standard Advertising Units (SAUs) • Use column widths 2-1 /16 inches wide with: • Tabloid-size papers five columns wide • Standard or broadcast... 2014 McGraw-Hill Education All rights reserved No reproduction or distribution without the prior written consent of McGraw-Hill Education 10 Advantages and Disadvantages of  Newspapers Advantages