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Print. Magazines, Newspapers and More. Why magazines?. Selective – great targeting vehicle Print quality Long lasting Pass-along Prestige Design flexibility Integration with other media. Consumer Magazines Target Specific Interests. Trade Magazines target industries.

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  1. Print Magazines, Newspapers and More

  2. Why magazines? • Selective – great targeting vehicle • Print quality • Long lasting • Pass-along • Prestige • Design flexibility • Integration with other media

  3. Consumer Magazines Target Specific Interests

  4. Trade Magazines target industries

  5. City Magazines Provide Geographic Targeting

  6. Hearst: A Single Publisher Network

  7. Media Kits Provide Information on Readers

  8. Use of Various Media for Insight and Ideas

  9. Consumers Rely on Magazines for Information

  10. Magazines - Decisions to Make • What size ad should be used? • Where in the magazine should the ad be placed? • What colors (and how many) should be used? • What format will enhance readership and recall?

  11. Ways of Using Magazine Space

  12. Readership of Advertising by Type

  13. Typical Magazine Rate Card

  14. Why newspapers? • Local • Timely • Widespread • Can be specialized • Believable / Trustworthy • Convenient – Can take it with you! • Large size – lots of ad size possibilities • Good for focusing on price and product details • Inserts – lots of possibilities

  15. Typical Newspaper Sections

  16. Inserts Can Target Specific Consumers

  17. Preprinted Insert

  18. Most Believable and Trustworthy Ad Sources

  19. National newspapers • Distribution throughout the U.S. • Examples: USA Today, New York Times • More like magazines in some ways • Full color spreads • Glossy substrates • Well-respected

  20. Collateral • Product brochures • Corporate image brochures • Catalogs • Sell sheets • Capabilities brochures • Personal selling kits • Trade show handouts • Annual and quarterly reports • Nowadays: pdfs and web pages

  21. Examples - Print

  22. Radio and Television Interruptions that sell

  23. Why radio? • Ubiquity - It’s everywhere! • On all day! • Good for stimulating immediate action • Supports local retail • Segmented markets • Radio personalities sell • Least expensive medium (typically)

  24. Radio Facts • Main Advantage: Radio engages the imagination and communicates on a personal level like no other medium can. “Theater of the mind”. • Facts: • - 99% of all American households have at least one radio in the house. • - Radio reaches over three-quarters of Americans daily. • - Americans listen to radio an average of 3 hours per day. • - 13,000+ radio stations (AM – 4,800 and FM – 6,200). • Public radio (NPR and affiliates) is (slowly) gaining listeners as public tvdeclines. • Most radio advertising is local. • - Radio is naturally a highly targeted advertising medium: segmented by special interests (music, religion, financial, political, etc.) and age.

  25. Radio Audiences • Radio Listener Segmentation • “Station” Fans • Largest segment • Clear preference for one or two stations • Listen an average of eight hours a day • Predominantly women between the ages of 25 and 44 • “Radio” Fans • Listen to four or five different stations – no clear preference for any one • Mostly under 35 years of age – male or female • Women over 55 • “Music” Fans • 11% of radio listeners • Listen exclusively for music • Predominantly men between ages of 25 and 45 • Some elderly • “News” Fans • News or information driven • One or two favorite stations • Listen in short segments • Age 35 or older – predominantly baby boomers and elderly

  26. Ubiquity: Radio Reaches People Everywhere

  27. Radio Promotes Synergy with Other Media

  28. Radio’s Synergy with TV: Imagery Transfer

  29. Nighttime Morning Drive Time Daytime All Night Afternoon/Evening Drive Time Dayparts for Radio 12 12 1 1 11 11 2 2 10 10 PM AM 9 3 9 3 8 4 8 4 7 5 7 5 6 6

  30. Measuring Radio Audiences - Metrics Coverage: The equivalent of “circulation” for print media. Number of homes that can pick up a station’s signal. Average Quarter Hour Figure (AQH): Average number of people listening to a station for at least five minutes during a quarter-hour segment during a specific daypart. Average Quarter Hour Rating (AQH-R): AQH expressed as a % of survey area population. Average Quarter Hour Share (AQH-S): AQH expressed as a % of survey area population listening to the radio. Cume: Total number of people listening to a station for at least five minutes during a quarter-hour segment during a specific daypart. Radio’s measurement of reach.

  31. How are New Digital Technologies are Impacting Radio?

  32. Creative techniques - radio

  33. Creative considerations • Need to compensate for lack of visuals • Be outrageous • Do something unexpected • No gaps in conversation

  34. Why television? • Best impact of any medium • sight + sound + motion • Universal access – (almost) everyone has a tv • Huge audience – 110+ million households • Segmentation by channel/network, show and daypart

  35. Limitations of TV advertising • Time limit – 30 second spot • High cost • Intrusive nature • DVRs/online viewing – consumers can (but don’t always) skip commercials • Lack of effectiveness measurement potential

  36. Television Facts • Main Advantage: Delivers the best visual and emotional impact of any medium. Uses sight, sound, color and motion (= most senses engaged of any medium). • Facts:  • - 110.2 million U.S. television households among a population of 300 million people. • - The average prime-time show reaches 7 million homes. • - CPM = $20 for network prime time advertising and $4.60 for daytime advertising. • - Typical production cost for a national brand 30 second spot: $400,000. • Typically one-third of tv audience is lost during commercial breaks. • The 30 second spot is still the dominant tv commercial. • - TV demographic (“heavy watchers”) skews towards lower income and education • Trends: • - Smaller national audiences, but higher ad rates (inflation adjusted). • - Network TV (ABC, NBC, CBS, Fox) has been losing viewers to: Cable, Satellite TV & other forms of entertainment (internet, video games, etc.)

  37. Fleeting Message Cost Limited Attention Low Selectivity Zipping Clutter Zapping Negative Evaluation Distrust Television Disadvantages Fleeting Message Cost Limited Attention Low Selectivity Negative Factors Zipping Clutter Negative Evaluation Distrust

  38. Prime Time Morning Late News Daytime Early Fringe Late Fringe Prime-Time Access Late Night Common Television Dayparts 12 12 1 1 11 11 2 2 10 10 PM AM 9 3 9 3 8 4 8 4 7 5 7 5 6 6

  39. Characteristics Advantages Limitations • National, regional, and local advertising available. • Precise geographic, demographic & psychographic targeting. • Highly selective “narrowcasting.” • Reaches specialized markets networks can’t get to. • Lower cost (production & airtime) and more flexibility. • Strong summer season. • Competition from major networks. • Fragmented audiences. Limited reach (for tv). • Disloyal audiences. Cable Television (CATV) Characteristics Advantages

  40. Ad Spending by Type of Television

  41. Television Households Audience Measures Program Rating Share of Audience Households Using TV Measuring TV Audiences Television Households Other Audience Measures Program Rating Households Using TV

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