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© 2004 The McGraw-Hill Companies, Inc. All rights reserved.

McGraw-Hill/Irwin. © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Chapter. Insert Milk ad p. 485 HERE. 15. Using Print Media. Examines how print advertising enhances the advertiser’s media mix. Objectives. Explain the advantages and disadvantages of magazine advertising.

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© 2004 The McGraw-Hill Companies, Inc. All rights reserved.

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  1. McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

  2. Chapter Insert Milk ad p. 485 HERE 15 Using Print Media Examines how print advertising enhances the advertiser’s media mix

  3. Objectives Explain the advantages and disadvantages of magazine advertising Discuss how to analyze magazine circulation Define the major types of newspaper advertising Describe how newspapers are categorized Discuss how rates are determined for print media Explain the advantages and disadvantages of newspaper advertising List several sources of print media data

  4. Role of the Print Media Buyer Negotiate and contract with media Requires a range of abilities Understanding of print media and technology Develop ingenious ways to integrate print media into the media mix Know how to buy magazine and newspaper space

  5. Pros and Cons of Magazine Advertising Pros Flexibility Cost efficiency Color Pass-along readership Authority / believability Merchandizing assistance Permanence Prestige Audience selectivity

  6. Magazines Rolling Stone Readers Digest Easy Rider Magazine AARP Magazine

  7. Pros and Cons of Magazine Advertising Cons Long lead time Lack of immediacy Shallow geographic coverage Heavy advertising competition Inability to delivery mass audiences at a low price High cost per thousand Declining circulations Inability to deliver high frequency

  8. Using Magazines in the Creative Mix Special possibilities with magazines Bleed Cover position Junior unit Island halves Insert Gatefold Custom magazines

  9. satisfaction perception, Exchanges How Magazines are Categorized Content Consumer magazines Farm publications Business magazines

  10. Magazines Types of Magazines Popular Magazines Scholarly Magazines

  11. satisfaction perception, Exchanges How Magazines are Categorized Content Geography National RegionalMore Local

  12. satisfaction perception, Exchanges How Magazines are Categorized Content Geography Size Large Standard Small Flat

  13. satisfaction perception, Exchanges Buying Magazine Space Guaranteed vs. delivered circulation Rate base Audit Bureau of Circulations (ABC) Guaranteed circulation Circulation audit

  14. satisfaction perception, Exchanges Buying Magazine Space Guaranteed vs. delivered circulation Primary and secondary readership Vertical and horizontal publications Subscription and vendor sales

  15. satisfaction perception, Exchanges Buying Magazine Space Paid and controlled circulation Merchandizing services: Added value

  16. satisfaction perception, Exchanges Page rate (Circulation /1000) Reading Rate Cards Rates Cost per thousand (CPM)

  17. satisfaction perception, Exchanges Reading Rate Cards Rates Discounts Frequency discounts Volume discounts

  18. satisfaction perception, Exchanges Reading Rate Cards Rates Discounts Premium rates Geographic editions Demographic editions Software for buying print media

  19. satisfaction perception, Exchanges Using Newspapers in the Creative Mix Who uses newspapers? 56% Read a daily newspaper 60% Adults read every section 56 million Newspapers sold daily $46.3 billion Spent on newspaper ads in 1999

  20. Pros and Cons of Newspaper Advertising Pros Mass medium Selective attention Localmedium Creative flexibility Comprehensive scope An active medium A permanent record Geographic selectivity Reasonable cost Timeliness Credibility

  21. Pros and Cons of Newspaper Advertising Cons Lack of control Lack of selectivity Short life span Overlapping circulation Low production quality Clutter

  22. satisfaction perception, Exchanges How Newspapers are Categorized Frequency of delivery Daily Weekly Physical size Standard size Column inch Standard advertising unit

  23. satisfaction perception, Exchanges How Newspapers are Categorized Type of audience Other typesof newspapers Independent shoppingguides Sunday supplements

  24. Types of Newspaper Advertising Display advertising Co-op programs Reading notice Classified advertising Classified display ads Public notices Preprinted inserts

  25. How Advertisers Buy Newspaper Space Understanding readership and circulation Rate cards Local vs. national rates Flat rates and discount rates Short rate Flat rate Bulk discounts Frequency discounts Open rate Contract rate Earned rates

  26. How Advertisers Buy Newspaper Space Understanding readership and circulation Rate cards Local vs. national rates Flat rates and discount rates Short rate Run of paper (ROP) vs. preferred position Combination rates Color advertising Split runs

  27. How Advertisers Buy Newspaper Space Readership and circulation Co-ops and networks Insertion orders and tearsheets Insertion order Proof copy Tearsheets

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