ADV 205 EXAM 3 Review Exam 3 Study Guide Chapter 11 PRINT includes magazines and newspapers as well as any message that is produced on printed surfaces such as brochures directories mail posters and outdoor boards More permanence than other verbal forms of advertising provides an opportunity for more detailed info and longer explanations Horizontal Publication deal with a particular job function across variety of industries They are usually very effective because they usually offer excellent reach and they tend to be well read Vertical magazines Covers a specific industry and all its aspects Primary Circulation The number of people who receive a publication whether through direct purchase or subscription Magazine dates Cover date The date printed on the cover of the publication On sale date date magazine is issued Closing date A publications final deadline for supplying printing material for an advertisement Pros and cons of different print media Newspaper pros Mass media Local medium Comprehensive in scope Timeliness Credibility Selective attention Creative flexibility Reasonable cost Cons Lack of selectivity Short life span Low production quality Clutter Lack of control Overlapping circulation Magazine pros Flexibility Color Authority and believability Permanence Prestige Cons Audience selectivity Cost efficiency Selling power Reader loyalty Extensive pass along readership Lack of immediacy Shallow geographic coverage Inability to deliver high frequency Inability to deliver mass audience at a low price Long lead time Heavy advertising competition High cost per thousand Declining circulations Rate card Printed information form listing a publication s advertising rates mechanical and copy requirements advertising deadlines and other information the advertising deadlines and other information the advertiser needs to know before placing an order ROP Run of paper Advertising rates give a newspaper power to place an ad anywhere they want They usually try to place the ad in the position the advertiser requests Secondary readership pass along rate The number of people who read a publication in addition to the primary purchasers Special uses with magazines i e bleeds Bleed Color type or visuals that run all the way to the edge of a printed page Cover position Advertising space on the inside front inside back or outside back cover usually sold for a premium price Junior unit a large magazine ad 60 of page placed in the middle of a page and surrounded by editorial matter Island halves Half page of magazine space usually surrounded on two or more sides by editorial matter This type of ad is designed to dominate a page and is therefor sold at a premium price Insert an ad or brochure which the advertiser prints and ships to the publisher for insertion into a magazine or newspaper Gatefold a magazine cover or page extended and folded over to fit into the magazine The gatefold may be fraction of a page or two or more pages and it is always sold at a premium price Types of newspaper advertising Display advertising includes copy illustrations or photos headlines coupons and other visual components Vary in size and appear in all sections besides the first page of major sections the editorial page the obituary page and the classified advertising section Classified advertising provide a community marketplace for goods services and opportunities of every type Highly profitable section for the newspaper Public notices For a nominal fee newspapers carry legal notices of changes in business and personal relationships public government reports notices by private citizens and organizations and financial reports Preprinted inserts Newspaper ads 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 Chapter 12 ELECTRONIC AQH Average quarter hour audience radio term referring to the average number of people who are listening to a specific station for at least 5 minutes during a 15 minute period of any given dayport Live versus recorded radio commercials Nature of radio in a week 93 percent of people listen to the radio in a day 71 percent Most radio listening happens in the car Participation Several advertisers share the sponsorship of a TV program A participating advertiser has no control of the program content Partnership commitment is usually limited to a relatively short period Sponsorship The presentation of a radio or TV program or an event or even a website by a sole advertiser The advertiser is often responsible for the program content and the cost of production as well as the advertising This is generally so costly that single sponsorships are usually limited to TV specials Syndication The sale of programs on a station by station market by market basis A producer deals directly with the stations often through a distribution company rather than going through the networks This gives local TV stations more programming control and greater profits TV networks and affiliates TVHH The number of households in the market area that own TV sets HUT The percentage of homes in a given area that have one or more TV sets turned on at a given time If 1000 TV sets in survey and 500 are turned on the HUT is 50 Ratings TVHH tuned to specific program Total TVHH in area Audience share TVHH tuned to specific program Households with TV turned on Chapter 14 OUT OF HOME media such as outdoor advertising billboards and transit advertising bus and car cards that reach prospects outside their homes Effective billboards Main type of outdoor advertising approx 3 835 500 000 dollars per year which is 65 of outdoor advertising Billboards work best where traffic is high and there is good visibility Outdoor advertising legislation Highway beautification act of 1965 controls outdoor advertising in the US Responds to consumer complaints Showing A traditional term referring to the relative number of outdoor posters used during a contact period indicating the intensity of market coverage Types of outdoor advertising Bulletins billboards Poster panels 30 sheet poster panels are billboards Eight sheet posters 5 11 printing area usually in urban areas where they can reach pedestrian viewing Spectaculars giant electronic signs that usually incorporate movement and color and flashy graphics common in New York Why use outdoor advertising viewed by everyone traveling