ADPR 3100 1nd Edition Lecture 11Outline of Previous LectureI. Cost effectivenessII. Media PlanningIII. Development of outdoor advertisingIV. GRPOutline of Current Lecture I. Newspaper strengths and limitationsII. CategoriesIII. Magazine strengths and limitationsIV. Rate StructureV. BuyingCurrent Lecture- 1/5 of adults in country are regular newspaper readers- Media planners concerned mostly with frequency, cost/impression use newspapers- Newspaper strengthso high reach with older, upscale, opinion leaderso desirable target marketso very credible, immediacy - Newspaper drawbackso Cluttero declining readershipo increasing cost of advertising o challengers from online news aggregators- Enhanced targetingo enhancing ability to segment marketso non subscriber supplementso free issues delivered to nonsubscribersThese 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.o sections and special insertso zoned editions- Best useso local,retailo simple buying processo after buying decision is madeo where to buy,how much- Categorieso Classified most profitableo Display primarily local businesses supplemental for nationalo Co-op Partnership local merchants:lower costs national companies: extend reach- Magazine profileo low reach, high frequency, cost/impressiono drawbacks high cost clutter long lead time difficult to reach large audience segments o Strengths Segmenting strong visuals long life=boost reach and frequency per issue high credibility seen as the most effective medium providing knowledge and usable ideas carries over into how ads are viewed 1/2 see ads as more credible than stories 2/3 bought product as advertisedo Best use complete info supplementalo Creative flexibility of magazine ads Layout different papers you can use- colors- samples- Rate structureo how often will you buy adso more ads you buy less per sq ino how big will the ad be? How much space will you buy?o big ad=less sq ino how picky are you about where the ad appears?o less picky, less you pay per sq in- Buyingo cost and number of readers aren't everythingo effectiveness in reaching your target market- Cost efficiencyo compare media with different circulations and ad costso cpm: cost per thousand
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