ADV 205 Lecture 11 Outline of Current Lecture I II III Strategy of placing ads in media Newspapers Magazines Current Lecture The strategy of placing ads in media Print o Print media are trustworthy deliver messages one topic at a time and one thought at a time Audiences absorb it more carefully than broadcast Target audiences selectivity Electronic Digital Out of home Newspapers Pros Mass media Local medium Comprehensive in scope Geographic selectivity Timeliness Credibility Selective attention Creative flexibility Active medium Permanent record Reasonable cost Cons Lack of selectivity younger readers Short life span Low production quality Clutter Lack of control over placement Overlapping circulation Categorizing These 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 Frequancy Circulation Size standard vs tabloid Audience ethnic financial Other o Sunday Sunday supplements shopping guides nationals alternative Village voice the onion Readers 55 of adults read a daily newspaper 63 1 read the Sunday newspaper Each section is read by about 2 3 of all readers 88 read the main news sections Every copy has an average of 2 3 readers Types of newspaper ads Display o National vs Local 85 Classified 40 Public Notices Preprinted inserts supplements Understanding rate cards for placing newspaper ads Audience characteristics Rate car price and requirements o Audit Bureau of circulations ABC Simmons o Advertising rates know this posted rate card rates are what the media sellers HOPE to sell the ad space for Think of the rate card like suggested manufacturer list price Remember everything is negotiable Newspaper rates Local National Flat Discount Short Combination Run of paper Preferred position Full position Insertion order Proof copy Tear Sheet Attention is everything in newspaper advertising Don t be shy You want the biggest ad that makes economic sense and the most stunning presentation you can design Your ad must stand out from contrast with all of the others on the page Conservative ads won t even get noticed Get their attention Motivate your customers to respond NOW A direct response ad is written to get attention interest desire and action immediately Think of it this way where will that newspaper be in 24 hours recycling bin Magazines Magazines started as opinion journals New launches peaked at 605 titles were introduced Historically over half of new titles fail Over 12 000 titles About 92 of American adults read one magazine or more per month Pros Color Visual Format Authority and believability Permanence Prestige Audience selectivity receptivity Extensive pass along readership Cons Lack of immediacy Limited reach teen mags shallow geographic coverage not at all stands High cost Low frequency Long lead time Advertising clutter Declining circulations Special possibilities with magazines Bleed pages Cover positions Islands Inserts Gatefold Fragrance strips Pop up ad Product samples Creative uses of magazine advertising Bleed ads vs non bleed ads Double page Island halves Gatefolds Magazine classifications Content o Consumer o Business o Farm publications Geography o Local city o Regional o National Size o Large o Flat o Standard o Small Audience Distribution Buying magazine space Rate base audience size o Circulation audit o Guaranteed vs delivered Primary vs secondary readership Vertical vs horizontal publications Subscription vs vendor sales Understanding rate cards for placing magazine ads Dates cover on sale and closing date Rates o Cost per thousand Discounts frequency and volume Preferred rates first cover second third cover inside back fourth cover back Paid and controlled circulation 2 basic types of magazines Paid circulation o Readers pay to receive it o Most revenue comes from ads Controlled circulation o Readers get if free o All revenue comes from ads