Marketing bán hàng - Chapter 12: Evaluation of print media: Magazines and newspapers

Chapter 12Evaluation of Print Media: Magazines and NewspapersMagazines and NewspapersPresent detailed information that can be processed at the reader’s own paceHigh-involvement mediaMagazines are the most specialized of all advertising media2Classifications of MagazinesConsumer magazinesFarm publicationsBusiness publications3Advantages of MagazinesSelectivityReproduction qualityCreative flexibilityPermanencePrestigeConsumer receptivity and engagementServices4ServicesSplit runs Two or more versions of an ad are printed in alternate copies of a particular issue of a magazineHelp determine which ad generates the most responses or inquiriesSelective bindingAllows creation of hundreds of copies of a magazine in one continuous sequenceComputerized production processEnables magazines to address specific groups within their circulation baseInk-jet imaging Projects ink onto paper rather than using mechanical platesEnables personalization of an advertising message5Disadvantages of MagazinesCostsLimited reach and frequencyLong lead timeClutter and competition6Magazine CirculationPrimary circulationNumber of copies distributed to the original subscribers or purchasers Determines magazine’s rate structureGuaranteed circulation Publishers give advertisers a rebate if the number of delivered magazines falls below the guarantee Figures are set safely below the average actual delivered circulation 7Types of NewspapersDaily newspapersFound in cities and larger townsProvide detailed coverage of events, issues concerning the local areaClassifications - Morning, evening, or Sunday publicationsWeekly newspapersOriginate in small towns or suburbsFocus on news, sports, and events relevant to the local areaAppeal primarily to local advertisers8Types of NewspapersNational newspapersHave national circulation and editorial content with a nationwide appealAppeal to: Large national advertisersRegional advertisers that use specific geographic editions of these publicationsSpecial-audience newspapersOffer specialized editorial content and are published for particular groupsNewspaper supplementsIncluded by papers in their Sunday editions9Types of Newspaper AdvertisingDisplay advertisingUses visual devices in addition to the copy textClassified advertisingAds are arranged under subheads according to the product, service, or offering being advertisedSpecial ads and inserts Government and financial reportsNotices and public notices of changes in business and personal relationshipsPreprinted inserts: Printed by advertiser and taken to the newspaper to be inserted10Advantages and Disadvantages of NewspapersAdvantagesMarket penetrationFlexibilityGeographic selectivityReader involvement and acceptanceServices offeredDisadvantagesPoor reproductionShort life spanLack of selectivityClutter11Categories of Newspaper Circulation FiguresComposed of the city where the paper is published and contiguous areas similar in character to the cityCity zoneMarket outside the city zone whose residents regularly trade with merchants within the city zoneRetail trading zoneCovers all circulation not included in the city or retail trade zoneAll other areas12Newspaper RatesStandard Advertising Units (SAUs)Use column widths 2-1/16 inches wide with: Tabloid-size papers five columns wideStandard or broadcast papers six columnsUsed for national advertisingColumn inch One inch deep by one column wideRates are quoted per column inchTotal space costs is calculated by multiplying the ad’s number of column inches by the cost per inchUsed for local advertising13Rate StructuresFlat rates Offer no discount for quantity or repeated space buysOpen-rate structure Discounts are available based on frequency or bulk purchases of spaceDepend on the number of column inches purchased in a yearRun of paper (ROP)Paper can place the ad on any page or in any position it desiresPreferred position rateAllows advertisers to choose a specific section and/or position on a pageCombination ratesAdvertisers get a discount for using several newspapers as a group14