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CREATING PRINT ADVERTISING

CREATING PRINT ADVERTISING. MCD 1073 PRINCIPLES OF ADVERTISING. The iPod Story. iPod Billboard - Beijing. iPod Transit Advertising – New York. BASIC MEDIA CONCEPTS. Media mix – the way media are strategically combined in an advertising plan

damian-puckett
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CREATING PRINT ADVERTISING

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  1. CREATING PRINT ADVERTISING MCD 1073 PRINCIPLES OF ADVERTISING

  2. The iPod Story

  3. iPod Billboard - Beijing

  4. iPod Transit Advertising – New York

  5. BASIC MEDIA CONCEPTS • Media mix – the way media are strategically combined in an advertising plan • Media vehicle – specific tv program, newspaper, magazine, radio station/program, etc.

  6. BASIC MEDIA CONCEPTS • Planning and buying • Media Planning The way advertisers identify and select media options based on research into audience profiles • Media Buying Task of identifying specific vehicles, negotiating costs to advertise them, billing and payment

  7. BASIC MEDIA CONCEPTS • Reach and frequency • Reach Percentage of media audience exposed to at least once to the advertiser’s message during a specific time frame • Frequency Refers to the number of times a person is exposed to an advertisement

  8. BASIC MEDIA CONCEPTS • Impressions • A person’s opportunity to be exposed one time to an ad in a broadcast program, newspaper, magazine or outdoor location • Media Key Players • Media salespeople • Media reps • Media planners • Media buyers • Media researchers

  9. PRINT MEDIA • Printed advertisements in newspapers, magazines, brochures and on other printed surfaces i.e. posters and outdoor boards • Provides more detailed information, rich imagery, longer message life

  10. NEWSPAPER • Frequency of publication • Format and size (2 sizes) • Tabloid • broadsheet • Circulation • Local mass medium • Advertising revenue comes from local retail advertising/classified

  11. NEWSPAPER • Types of Newspaper Advertising • Classified • Display • Supplements • Newspaper Readership • Measuring the newspaper audience

  12. NEWSPAPER • Advantages of Advertising in Newspapers • Range of market coverage • Comparison shopping • Positive consumer attitudes • Flexibility • Interaction of local and international

  13. NEWSPAPER • Disadvantages of Advertising in Newspapers • Short life span • Clutter • Limited coverage of certain groups • Poor reproduction

  14. MAGAZINES • Consumer - Cleo, Women’s Weekly, FHM, Reader’s Digest • Business - Trade papers Retailers, wholesalers, distributor - Industrial magazines Manufacturers - Professional magazines For accountants, doctors, lawyers etc

  15. MAGAZINES • Vertical Publication • Stories and information about an entire industry i.e Vogue for women, female issues and fashion; Auto Trader for cars, automobile accessories, innovations etc • Horizontal Publication - Cuts across many industries, discusses generic issues i.e Reader’s Digest, Time, Fortune, National Geographic

  16. MAGAZINES • Other classifications • Geography • Demographics • Editorial Content • Physical Characteristics • Ownership

  17. MAGAZINES • Distribution and Circulation • Traditional delivery • Non-traditional delivery • Magazine advertising • Readers spend more time reading magazine than newspaper • In-depth information • Quality of reproduction

  18. Quality Reproduction - Senior Citizens Ball

  19. Readers spend more time reading magazines than newspapers “Full-Frame Film Festival”

  20. MAGAZINES • Format • Most magazines share same characteristics • Front and back advertising most expensive • Largest advertising unit is double-page spread • Gatefold • Photo essay • Technology • Selective binding • Inkjet imaging

  21. MAGAZINES • Advantages of Advertising in Magazines • Target Audiences • Audience Receptivity • Long Life Span • Format • Visual Quality • Sales Promotions

  22. MAGAZINES • Disadvantages of Advertising in Magazines • Limited Flexibility • Lack of Immediacy • High Cost • Distribution

  23. PACKAGING • Both container and communication vehicle • Eye-catching design to win over customers and to help consumers decide • Critical reminder of product’s important benefits • Presents familiar brand image

  24. OUT-OF-HOME ADVERTISING • Targets specific people at a time they are most interested • Includes everything from billboards to hot air balloons • Ads on transits, shopping kiosks, shopping mall displays, grocery store carts, skywriting etc

  25. Outdoor Advertising Noah-Zebra

  26. OUT-OF-HOME ADVERTISING Outdoor Advertising • Size and format • Printed posters • Painted bulletins • Extensions • Buying outdoor space • Showings

  27. OUT-OF-HOME ADVERTISING • Advantages of Outdoor Advertising • Larger than life visuals on hard-to-ignore structure • Brand reminder • Directional medium • Least expensive • Disadvantages • Distraction • Easy to miss • Visual pollution

  28. Cadbury Billboard

  29. OUT-OF-HOME ADVERTISING • On-premise Signs • Posters • Kiosks • Transit Advertising

  30. DIRECTORY ADVERTISING • Yellow Pages • Other Directories • Advantages of Directory Advertising • Shopping medium • An effective selling tool • Flexibility • Disadvantages of Directory Advertising • Competitive clutter • Cannot be changed for several months

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