CREATING PRINT ADVERTISINGMCD 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

• Media vehicle – specific tv program, newspaper, magazine, radio station/program, etc.

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

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

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

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

NEWSPAPER

• Frequency of publication• Format and size (2 sizes)

- Tabloid

- broadsheet

• Circulation- Local mass medium

- Advertising revenue comes from local retail advertising/classified

NEWSPAPER

• Types of Newspaper Advertising- Classified- Display- Supplements

• Newspaper Readership- Measuring the newspaper audience

NEWSPAPER

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

NEWSPAPER

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

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

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

MAGAZINES

• Other classifications- Geography- Demographics- Editorial Content- Physical Characteristics- Ownership

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

Quality Reproduction - Senior Citizens Ball

Readers spend more time readingmagazines than newspapers

“Full-Frame Film Festival”

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

MAGAZINES

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

MAGAZINES

• Disadvantages of Advertising in Magazines - Limited Flexibility- Lack of Immediacy- High Cost- Distribution

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

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

Outdoor AdvertisingNoah-Zebra

OUT-OF-HOME ADVERTISING

Outdoor Advertising

• Size and format- Printed posters- Painted bulletins- Extensions

• Buying outdoor space- Showings

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

Cadbury Billboard

OUT-OF-HOME ADVERTISING

• On-premise Signs• Posters• Kiosks• Transit Advertising

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