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Questions and Answers
Questions and Answers
What is the primary focus when examining how print advertising can benefit an advertiser's media strategy?
What is the primary focus when examining how print advertising can benefit an advertiser's media strategy?
- To determine the best price for advertising space.
- To assess how print enhances the overall media mix. (correct)
- To determine the quickest way to reach the largest audience.
- To minimize advertising costs by using fewer media channels.
Which of the following is a critical factor in selecting the most appropriate media for an advertising campaign?
Which of the following is a critical factor in selecting the most appropriate media for an advertising campaign?
- Understanding the unique characteristics of each media option and its ability to reach the target audience effectively. (correct)
- The media's historical performance in unrelated campaigns.
- Negotiating the lowest possible advertising rate, regardless of audience fit.
- The media's perceived prestige among industry professionals.
What is the definition of 'reach' in the context of media planning?
What is the definition of 'reach' in the context of media planning?
- The number of different people exposed to a medium at least once during a specific period. (correct)
- The length of time an advertisement is broadcast.
- The average number of times an individual is exposed to an advertisement.
- The total circulation of a print publication.
What is the definition of 'frequency' in the context of media planning?
What is the definition of 'frequency' in the context of media planning?
Why is print media considered to have more permanence compared to television or radio?
Why is print media considered to have more permanence compared to television or radio?
A company is launching a new product and wants to ensure its advertising message is delivered effectively by using a variety of media channels. What should be the company's main focus?
A company is launching a new product and wants to ensure its advertising message is delivered effectively by using a variety of media channels. What should be the company's main focus?
What aspect of magazine advertising provides marketers with the ability to target specific groups with tailored content?
What aspect of magazine advertising provides marketers with the ability to target specific groups with tailored content?
Why is the color reproduction quality of magazines considered an advantage for advertisers?
Why is the color reproduction quality of magazines considered an advantage for advertisers?
How do magazines enhance the depth of information provided to readers, adding to their authority and believability as an advertising medium?
How do magazines enhance the depth of information provided to readers, adding to their authority and believability as an advertising medium?
A company wants to place an ad that readers will have time to carefully consider and appraise. Which characteristic of magazine advertising makes it most suitable for this goal?
A company wants to place an ad that readers will have time to carefully consider and appraise. Which characteristic of magazine advertising makes it most suitable for this goal?
What does 'audience selectivity' refer to in the context of magazine advertising?
What does 'audience selectivity' refer to in the context of magazine advertising?
What factor contributes to the cost-efficiency of magazine advertising?
What factor contributes to the cost-efficiency of magazine advertising?
A magazine ad is read by multiple people after the initial purchase. What is this phenomenon known as?
A magazine ad is read by multiple people after the initial purchase. What is this phenomenon known as?
Advertisers often use reprints and merchandise materials to extend the impact of their magazine ads. What is this assistance commonly known as?
Advertisers often use reprints and merchandise materials to extend the impact of their magazine ads. What is this assistance commonly known as?
What is one of the major disadvantages of magazine advertising relating to the timing of ad placement?
What is one of the major disadvantages of magazine advertising relating to the timing of ad placement?
Circulation data of magazines gets overstated often. What percentage of consumer magazines don't meet the circulation figures they guarantee advertisers each year?
Circulation data of magazines gets overstated often. What percentage of consumer magazines don't meet the circulation figures they guarantee advertisers each year?
What does primary circulation indicate in the context of magazine readership?
What does primary circulation indicate in the context of magazine readership?
What do frequency discounts in magazine advertising primarily depend on?
What do frequency discounts in magazine advertising primarily depend on?
A magazine charges extra for ads placed in specific geographic regions. What are these types of editions known as?
A magazine charges extra for ads placed in specific geographic regions. What are these types of editions known as?
A company is launching a targeted advertising campaign in a magazine that distributes to readers who share a demographic trait. What is this type of magazine edition called?
A company is launching a targeted advertising campaign in a magazine that distributes to readers who share a demographic trait. What is this type of magazine edition called?
Questions and Answers
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Flashcards
Flashcards
Reach
Reach
Number of different people exposed, at least once, to a medium during a given period of time.
Frequency
Frequency
Average number of times people are exposed to that medium during that period of time.
Media Mix
Media Mix
Combination of media types that work together to most effectively deliver an advertiser's message.
Flexibility (in magazine advertising)
Flexibility (in magazine advertising)
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Color (in magazine advertising)
Color (in magazine advertising)
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Authority and believability (in magazine advertising)
Authority and believability (in magazine advertising)
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Permanence (in magazine advertising)
Permanence (in magazine advertising)
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Audience selectivity (in magazine advertising)
Audience selectivity (in magazine advertising)
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Cost-efficiency (in magazine advertising)
Cost-efficiency (in magazine advertising)
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Extensive pass-along readership
Extensive pass-along readership
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Merchandising assistance (in magazine advertising)
Merchandising assistance (in magazine advertising)
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Inability to deliver mass audience at a low price
Inability to deliver mass audience at a low price
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Inability to deliver high frequency
Inability to deliver high frequency
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Consumer magazines
Consumer magazines
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Farms Publications
Farms Publications
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Business Magazines
Business Magazines
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Regional publications
Regional publications
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National magazines
National magazines
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Primary Circulation
Primary Circulation
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Secondary (pass along) readership
Secondary (pass along) readership
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Study Notes
Study Notes
- Print advertising enhances an advertiser's media mix
- Newspapers and magazines can complement broadcast, direct mail, and other media with their qualities
- Advertisers can reach and impact their campaigns while staying within budgets by using print wisely
Selecting Media
- Two important factors when selecting media include the unique characteristics of each media and which medium will effectively reach the target audience
- The reach is the number of different people exposed at least once to a particular medium
- The frequency is the average number of times people are exposed to that medium
Print Media
- Print media is any printed message, like brochures, directories, mail, posters, and outdoor boards
- It has more permanence than television or radio since it can be read more than once or passed on
- Print media presents more detailed information since people spend more time with it
- Print media is an important component of the Media Mix, the combination of media types that work together to deliver an advertiser’s message
Pros of Magazine Advertising
- Flexibility: Magazines cover a wide range of prospects with regional and national coverage, links, approaches, and editorial tones
- Color: Color in slick magazines enhances image, identifies the package, and gives visual pleasure
- Authority and believability: Magazines offer knowledge or meaning compared to TV and radio which enhances the commercial message
- Permanence: Magazines have a long shelf life giving readers more time to appraise ads
- Audience selectivity: Magazines are more efficient than other mediums apart from direct mail with predictable, specialized editorial
- Cost-efficiency: Print networks offer reduced prices to advertisers because wasted circulation is minimized
- Selling power: Magazines have proven marketing power and measurable sales results
- Reader loyalty: Readers can develop a fanatical loyalty to their favorite magazines
- Extensive pass-along readership: Magazines can have multiple readers after the initial purchaser and may sit on tables for months
- Merchandising assistance: Advertisers can generate reprints and merchandise to get more mileage out of their ad campaigns
Cons of Magazine Advertising
- Lack of immediacy: Advertisers can get faster results with newspapers or radio
- Shallow geographic coverage: Magazines don't offer the national reach of broadcast media
- Inability to deliver mass audience at a low price: Magazines are very costly for reaching broad audiences
- Inability to deliver high frequency: Most magazines are monthly or weekly, so advertisers build frequency through multiple smaller magazines
- Long lead time: Ad insertion can take two or three months
- Heavy advertising competition: Large circulation magazines have a high advertising to editorial content ratio, sometimes more ads than content
- High cost per thousand: National consumer magazines have high costs per thousand particularly for select audiences with CPMs above $50 for a black and white page
- Color ads are more expensive
- Reaching a large audience quickly is difficult because magazines typically come out monthly or weekly
- Declining circulations: Especially in single-copy sales, which limits an advertiser's reach
Categorization of Magazines Content
- Consumer magazines: These are entertainment-oriented periodicals directed at people who buy for their own consumption
- Farms Publications: Directed to farmers/families or agricultural equipment manufacturers
- Business Magazines: The largest category, targeting business readers, retailers, wholesalers, distributors, manufacturers, service providers, lawyers, physicians, architects, etc.
Geography (Categorization of Magazines)
- Local city magazines: Caters to upscale, professional people interested in local arts, fashion, and business
- Regional publications: Magazines targeted to a specific area of the country
- National magazines: Distributed throughout a country
Considerations When Buying Magazine Space
- Factors to consider include:
- Readership
- Cost
- Mechanical Requirements
- Closing Dates
- Circulation and rate-card information
Understanding Magazine Circulation
- Magazine circulation is often overstated
- 30% of consumer magazines don't meet the guaranteed circulation levels
- Primary Circulation: Number of people who receive a magazine through direct purchase or subscription
- Secondary (pass along) readership: The number of people who read a magazine in addition to primary purchasers
- This estimate is determined by market research and is important to magazines
- Some magazines can have more than 6 readers per copy
- Multiplying the average pass-along readership can give a magazine a substantial audience
Dates Affecting Magazine Purchases
- Magazine rate cards follow a standard format
- This format helps advertisers determine costs, discounts, mechanical requirements, closing dates, and any extra costs for color, inserts, bleed pages, split runs, or preferred positions
- Cover Date: Date printed on the cover
- On sale date: Date a magazine is issued
- Closing date: Publication’s final deadline for supplying printing material
Reading Rate Cards
- Comparing magazines involves looking at how much it costs to reach 1,000 people based on the magazines' rates for a one-time full-page ad
- Cost per thousand (CPM): The cost of reaching 1,000 people for media vehicles
Discounts
- Frequency discounts: Advertisers earn discounts by running ads repeatedly in a specific time period
- Based on the number of insertions within a year
- Volume Discounts: Given for purchasing bulk quantities of print space
- Cash discounts of 2% are available to advertisers who pay right away
- Discounts are offered for buying 4 or more consecutive pages in a single issue
- Many magazine publishers negotiate their rates
Premium Rates
- Premium rates: charged for special features with rates that can differ for geographic or demographic issues
- Bleed pages can add about 15-20% to typical rates
- Geographic editions are distributed in specific areas
- Demographic editions are distributed to readers sharing similar traits
Pros of Newspaper Advertising
- Mass, local medium: Newspapers penetrate every segment of society with most consumers
- Comprehensive in scope: They cover a specific geographic area comprising both a market and a community
- Geographic selectivity: Zoned editions are available for specific neighborhoods/communities
- Timeliness: Newspapers cover today's news; an ad can appear quickly and for just one day
- Credibility: Newspaper ads rank high in credibility
- Selective attention: Reaches the relatively small number of active prospects interested in what is being told or sold
- Creative flexibility: Ads can use black/white, color, Sunday magazines, or custom inserts and can vary in size/shape
- An active medium: Readers turn pages, clip and save articles, and write in the margins
- Permanent record: Contrasts with the ephemeral nature of radio/TV
- Reasonable cost
Cons of Newspaper Advertising
- Lack of selectivity: Reaches broad, diverse groups, which may not match campaign objectives
- Short life span: Lost forever unless readers clip and save the ad
- Low production quality: Coarse newsprint produces a less impressive image
- Clutter: Ads compete with editorial content and other ads
- Lack of control: No control over ad placement without paying extra
- Overlapping circulation: Some people read multiple newspapers; advertisers may pay for the same readers multiple times
Types of Newspaper Advertising
- Display Advertising: Includes copy, illustrations, photographs, headlines, and coupons
- Display ads can vary in size and appear in most sections except the first page, the editorial page, and the classified section
- A common variation of display ads is a reading notice or editorial; a variation of a display ad will look like editorial matter. They're charged higher and must be labeled as advertisements
- Cooperative (co-op) advertising involves sharing advertising costs by the manufacturer and the distributor or retailer
- The manufacturer may repay part or all of the costs
- Retailers often run newspaper ads through these programs
- Classified ads: Arranged under subheads that describe what good or service the ads seek to get
- Used to provide a community marketplace
- Rates are based on the number of lines the ad occupies
- Classified display ads run in the classified section but use larger fonts, photos, borders, white space, and color
- Public notices: Announce legal changes in business, government reports, notices, and financial reports
- Available for a nominal fee
- Preprinted inserts: Ads printed in advance and inserted into a specific edition and looks like a smaller section
- newspapers can carry preprinted inserts
- Formats include catalogs, brochures, and coupons
Print Media and New Technologies
- Online publications offer ads in the form of:
- Banners
- Pop-ups
- Pushdowns
- Floating ads
- Billboards
- Interstitial ads
- Videos
- Publishers are looking to increase revenue by digital subscribers
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