Comstrat 380 1nd Edition Lecture 17 Outline of Last Lecture I. How to write television copyII. Planning the TV commercialsIII. Scripts, story boards, and photo boardsIV. How different is copywriting for the internet and digital/mobile media?V. Banner AdsVI. Adapting to new formats an trendsVII. Are internet ads that different?Outline of Current Lecture I. What are the key print media characteristics?II. Newspaper BasicsIII. The newspaper industryIV. Newspaper ad salesV. Types of newspaper advertisingVI. Newspaper readershipVII. Newspaper basicsCurrent LectureI. What are the key print media characteristics?a. Print media vehicles include:i. Newspapersii. Magazinesiii. Brochuresiv. Postersv. OutdoorThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.b. Print provides more information, richer imagery, and longer messages than broadcast mediac. Print isi. Often used to generate cognitive responsesii. More flexible, less fleetingiii. More engaging when targeted to special interest audiencesiv. Can engage the senses of sight, touch and smellII. Newspaper Basicsa. Newspaper’s primary function is news, making it useful for ads announcing sales,events, other newsb. People read newspapers as much for the ads as they do for the news storiesc. Newspaper are a local, mass mediad. Market selectivity allows newspapers to target specific consumerIII. The newspaper industrya. Readership is declining, particularly among young peopleb. The recession of late 2000s brought double-digit declines in advertisingc. Online delivery is becoming an industry growth aread. Of the 1400 daily newspapers operating today half are expected to be out of business by 2020.IV. Newspaper Ad Salesa. Ads are sold based on bothi. Size of the spaceii. The newspapers circulationb. Local advertisers and volume buyers get discountsc. National advertisers pay a higher rated. Ads are sold by local sales staff or brokers on the one-order, one-bill systemi. Google, Newspaper National Networke. The introduction of standard advertising unit (SAU) in the 1980s made national buying much easier, 56 choices, nationwidef. With co-op advertising, a local retailer places an ad and the manufacturer pays for part of the ad.V. Types of Newspaper Advertisinga. Classifiedi. Advertising by individuals to sell their personal goods and advertising by local businessesb. Supplementsi. Magazine-style publications inserted into newspapersii. A free-standing insert (FSI) is a preprinted ad and inserted for freeVI. Newspaper Readershipa. About half of American adults (48%) read the newspaper daily. One exception to the rule…b. Demographicsi. Generally olderii. Higher incomesiii. EducatedVII. Newspaper Basicsa. Newspapers measure their audiences to attract advertisers who want to reach their readersi. Audit Bureau of Circulations: independently verifies statements about newspaper circulation statistics/numbersii. Simmons-Scarborough: annually measures readership
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