ADV 205 EXAM 3 REVIEW CH 10 Type Appearance and arrangement of the ad s printed matter Hand drawn Computer type type has an aesthetic role Half tone screens the combination of dots when printed producing an illusion of shading in a photo CH 11 ROP lets the newspaper place the ad on any page or part of the page they want The advertiser has no control of the placement but most newspapers try to put the ad where the advertisers request Secondary readership pass along rate an estimate determined by market research of how many people read a single issue of a publication Types of newspaper advertising Display advertising copy illustrations or photos headlines coupons and other visual components Vary in size and appear in all sections of the newspaper except the rst page of major sections the editorial page obituary page and classi ed ad page Classi ed Advertising provides community marketplace for goods services and opportunities of every type A newspaper s pro tability relies heavily on classi ed ads Public Notices for a normal fee it shows changes in business and personal relationships public government reports notices by private citizens and organizations and nancial reports Preprinted inserts catalogs brochures mail back devices and perforated coupons that are placed in sections of a newspaper Online advertising fastest growing source of revenue for newspapers based on size and traf c on the site Special uses with magazines i e bleeds Bleeds background color extends to the edge of the page allows for greater exibility in expressing the advertising idea a larger printing area and more dramatic impact Cover position front cover rst cover inside of front cover second inside back third outside back fourth Fourth cover is more expensive than 2nd and 3rd 1st is highest Junior unit large ad placed in the middle of a page and surround with editorial matter Island halves similar to junior units surrounded by even more editorial matter costs more than half page ad but since it dominates the page advertisers nd it worth the extra charge Insert advertiser prints ad on high quality paper and ship to magazine co and they put in inside of pages Gatefold is an insert that is so large the left and right sides are folded in to t inside the magazine Circulation circulate Guaranteed circulation the minimum number of copies a publisher expects to Circulation audit thorough analysis of circulation procedures outlets of distribution readers and other factors Normally done by companies such as Audit Bureau of Circulations Primary circulation represents number of people that buy the publication either by subscription or at the newsstand Magazine dates Cover Date the date printed on the cover On sale Date date the magazine is actually issued Closing Date date all ad material must be in the publisher s hands for a speci c Horizontal vertical magazines issue magazine Vertical publication covers speci c industry in all its aspects example restaurant Horizontal publication deal with particular job functions across many industries example purchasing CH 12 Syndication sale of programs on a station by station market by market basis For example a producer deals directly with stations often through a distributing company rather than through the networks Syndication is a popular tool for many national advertisers enables them to associate with popular programs and reach dif cult to reach audiences for a lower cost Off network syndication former popular network programs are sold to individual First run syndication involves original shows that are produced speci cally for the stations for rebroadcast re runs syndication system Barter syndication fastest growing trends off network or rst run programs offered by producers to local stations free or for a reduced rate but with some ad space pre sold to national advertisers oprah and jeopardy TV networks and af liates networks ABC NBC CBS offer large advertisers convenience and ef ciency simultaneously airing messages across many af liate stations Tend to reach masses of consumers representing a cross section of the population compared to cable networks reaching certain niches Sponsorship Advertiser assumes total nancial responsibility for producing the program and providing the commercials Gain 2 advantages public more readily identi es with the product due to the prestige of sponsoring rst rate entertainment and sponsor control the placement and content of its commercials Participation advertisers pay for 10 15 20 30 or 60 seconds of commercial time during a program Enables them to spread their budgets and avoid long term commitments to any single program Small amount of time but nationwide coverage Live versus recorded radio commercials Most radio stations use recorded shows with live news in between Nearly all radio commercials are prerecorded to cut costs and maintain broadcast quality TVHH HUT Ratings audience share TVHH refers to the number of household that own a TV HUT percentage of homes in a given area that have one or more TV turned on at Audience share percentage of homes with sets in use HUT tuned to a speci c any particular time program AQH average quarter hour audience identi es the average number of people listening to a speci c station for at least 5 minutes during an average 15 minute period of any given daypart day part Cume Cume persons total number of DIFFERENT people who listen to a radio station for at least 5 minutes in a quarter hour within a reported daypart day part Cume rating is the cume persons expressed as a percentage of the population being measured CH 14 Outdoor advertising Why use outdoor advertising a way to communicate a succinct message or image to a mass audience quickly and frequently at the lowest CPM of any major medium It carries the message 24 7 Out of home provides potential to make strong visual impact Unique creative formats can lead to high impact Effective billboards Standardized large format advertising displays intended for viewing from extended distances generally more than 50 feet Bulletin digital billboard spectacular wall mural poster wrapped poster junior poster Showing unit of purchase for transit advertising Full showing one card will appear on each vehicle in the system Types of outdoor advertising Billboard Street Furniture Transit Alternative OOH Cinema Eyes on Visibility research Visibility research is used to convert people who have an opportunity to see an ad on a unit into audiences who actually notice an