STUDY GUIDE FOR TEST 3 THIS IS JUST A GUIDE MODULES 10 11 PRINT ROP pg 299 Run of Paper Advertising Rates Definition Term referring to a newspaper s normal discretionary right to place a given ad on any page or in any position it desires in other words where space permits Most newspapers make an effort to place an ad in the position requested by the advertiser however the publisher is free to place your ad anywhere in the normal pages of the paper The ad will probably cost less than if it was placed in a prime position Secondary Readership Pass Along Rate pg 288 Definition The number of people who read a publication in addition to primary purchasers Estimate determined by market research of how many people read a single issue of a publication Very important to magazines Some have more than 6 readers per copy Types of Newspaper Advertising pg 295 296 DISPLAY ADVERTISING o Display Ads Includes copy illustrations photographs headlines coupons and other visual components Vary in size appear in all sections of the newspaper except the first page of major sections the editorial page the obituary page the classified advertising section o Reading Notice Advertorial Variation of display ad designed to look like editorial matter Sometimes charged at a higher rate than normal display advertising and the law requires that the word advertisement appears at the top CLASSIFIED ADVERTISING o Classified Ads Provide a community marketplace for goods services and opportunities of every type from real estate new car sales to employment business opportunities Newspaper s profitability often relies heavily on a large healthy classified section Rates are based on number of lines the ad occupies Most employment housing and automotive advertising is in the form of classified advertising o Classified Display Ads Ads that run in the classified section of the newspaper but have larger size type photos art borders abundant white space and sometimes color PUBLIC NOTICES o Public Notices For a nominal fee newspapers carry these legal changes in business personal relationships public governmental reports notices by private citizens organizations financial reports Follow a preset format PREPRINTED INSERTS o Preprinted Inserts Newspaper advertisements printed in advance by the advertiser and then delivered to the newspaper plant to be inserted into a specific edition Preprints are inserted into the fold of the newspaper and look like a separate smaller section of the paper Insert size ranges from a typical newspaper page to a double post card formats include catalogs brochures mail back devices and perforated coupons Pros Cons of Different Print Media pg 282 293 Pros Cons of Magazine Advertising pg 282 o PROS Flexibility Color Authority Believability Permanence Prestige Audience Selectivity Cost Efficiency Selling Power Reader Loyalty Extensive Pass Along Readership Merchandising Assistance o CONS Lack of Immediacy Shallow Geographic Coverage Inability to Deliver Mass Audiences at a Low Price Inability to Deliver High Frequency Long Lead Time Heavy Advertising Competition High Cost per Thousand Declining Circulations Pros Cons of Newspaper Advertising pg 293 o PROS Mass Medium Local Medium Comprehensive in Scope Geographic Selectivity Timeliness Credibility Selective Attention Creative Flexibility An Active Medium A Permanent Record Reasonable Cost o CONS Lack of Selectivity Short Life Span Low Production Quality Clutter Lack of Control Overlapping Circulation Special Uses w Magazines I E Bleeds pg 282 284 Bleed o Color type or visuals that run all the way to the edge of a printed page o Most magazines offer bleed pages but cost 10 15 more for them o Advantages are greater flexibility in expressing the advertising idea a slightly larger printing area and more dramatic impact Cover Position o Advertising space on the front inside back inside or back cover pages of a publication that is usually sold at a substantial premium price Junior Unit o Large magazine advertisement 60 of the page placed in the middle of a page and surrounded by editorial matter o Less expensive way to use magazine space due to unusual placement on page or dramatically across spreads Island Halves o Half page of magazine space that is surrounded on two or more sides by editorial matter o This type of ad is designed to dominate a page and is therefore sold at a premium price Insert o Ad or brochure which the advertiser prints and ships to the publisher for insertion into a magazine or newspaper o Prints on high quality paper stock to add weight and drama to the message Gatefold o Magazine cover or page extended and folded over to fit into the magazine o May be a fraction of a page or two or more pages and it is always sold at a premium Circulation pg 287 289 Guaranteed Circulation o Number of copies of a magazine that the publisher expects to sell o Because this assures advertisers they will reach a certain number of people if this figure is not reached the publisher must give a refund to the advertisers Paid Circulation o Total number of copies of an average issue of a newspaper magazine that are distributed through subscriptions newsstand sales Controlled Circulation o Free publication mailed to a select list of individuals the publisher feels are in a unique position to influence the purchase of advertised products Magazine Dates pg 289 Cover Date o Date printed on the cover of a publication On Sale Date o Date a magazine is actually issued Closing Date o Publication s final deadline for supplying printing material for an advertisement o All ad material must be in the publisher s hands for a specific issue o Lead time may be as much as 3 months Horizontal Vertical Magazines pg 288 Horizontal Publication o Business publications targeted at people with particular job functions that cut across industry lines such as Purchasing magazine o Very effective advertising vehicles because they usually offer excellent reach tend to be well read Vertical Publication o Business publications aimed at people in a specific industry for example Restaurants Institutions o Magazine s editorial content includes everything from news of restaurant industry to institutional size recipes Rate Card pg 296 Printed information form listing a publication s advertising rates mechanical copy requirements advertising deadlines and other information the advertiser needs to know before placing an order How Consumers Use Different Types of Media Although magazines and