ADVT 250 1st Edition Lecture 10Outline of Last Lecture I. Goal of Media PlanningII. Effective FrequencyIII. Gross Rating PointsIV. Gross ImpressionsV. Target Rating PointsVI. Opportunities to SeeVII. Continuity VIII. Things Media Planners Think AboutIX. Types of MediaX. Media TermsXI. Picking Media Vehicles Outline of Current Lecture Media Planning- Print MediaI. MagazinesII. NewspapersCurrent LectureI. Magazines1.) Advantages of Magazines: Selectivity- Number of specialized titles on the rise.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.- Specialization increases reader interest- Greater targeting ability. 2.) Advantages of Magazines:- Fine color reproduction- Long life (compared to other forms of media)- Pass Along Audience- Editorial content can easily complement ad- Can reach light users of TV- Audience more upscale than TV audience- Good for complex, long copy- Value added opportunities. 3.) Disadvantages of Magazines:- Early Closing Date- Lack of immediacy (if something changes you can’t really change it because of deadlines and preplanning.)- Slow Building of Reach (If you have to build reach quickly, not your best option)- Clutter/ Ad Banking (tend to put the ads toward the front and the back)- One-Dimensional (1 or 2 dimensional. No motion, rarely a pop up ad can be added.)4.) Classifications of Magazines:- National: Time, GQ, Spin- Regional: Southern Living (Some nationals offer regional ad opportunities.)- Local: City View, Atlanta5.) Publication Intervals:- Different magazines have different publication intervals- Time = weekly publication- Southern Living = monthly- Your Prom = Once a year6.) Magazines and the Internet- Two Trends:-Offering complementary material online. (Cross-promoting the information in print and online.-Moving to online only. 7.) Magazine Costs- Sold by page units (buy advertising contract based on how many pages, half page, etc.)- Different costs for b/w and color- Covers cost more (people will see it even if they don’t open magazine.)- Standard Rate and Data Service (SRDS) = compilation of rate cards that documents how much ads cost. - Audit Bureau Circulation: make sure not charging too much for ad space.II. Newspapers1.) 80+% of advertising money comes from local advertisers. 51% of newspaper advertising is for local retailers. 36% of revenue comes from Classified ads. Non-local advertiserspay 60% more for ads. National advertisers pay up to 60% more for the same space that local advertisers pay for. 2.) Newspaper Advertising Options:- Daily- Saturday/ Sunday (Biggest advertising day of the week is Sunday)- Weeklies- National – USA Today, New York Times, Wall Street Journal. 3.) Total audience of a publication:- Total audience is larger than the circulation of the paper.- Circulation X Readers per copy = Total Audience4.) Advantages of Newspapers:- Local Emphasis- Higher Educated Audience- Sense of Immediacy ( people want to read it now!)- Quick Closing Dates (not so much planning ahead required)- Editorial association (section of paper) (ex: Sporting goods store can advertise in sports section)- Color Inserts (Can get around black and white news print by putting in inserts)5.) Disadvantage of Newspapers:- Clutter- Printing Quality variations- Difficult and expensive to do national coverage (must go from city to city to get ads in each of their newspapers.)- Small pass- along audience (read each day then generally thrown away.)6.) Challenges for Newspapers:- Decline in Readership- Audience is aging- Other sources of news are: Websites and Blogs7.) Newspapers and the Internet:- Putting print paper online, too.- Providing greater depth with an online product.- Moving to online only. 8.) Buying Newspaper Space:- Sizes:-Tabloid (5 columns X 14 inches deep)-Broadsheet (6 columns X 21 inches deep)- SAU-Standard advertising unit-Useful for national buys- Column Inch-Baseline for quoting newspaper ad