microsoft powerpoint - mkt2_ evaluation of print media presentation

4/5/2012

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LOGO

Chapter 12 Evaluation of print media

Prepared by:

Dang Thao Trang

Nguyen Van Ha

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MKT 3362

Instructor: Mr. Nguyen Tien Dung

www.themegallery.com

Contents

Chapter objectives1

Magazines2

Newspapers3

Chapter 12: Evaluation of Print Media

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Chapter objectives

� To examine the structure of magazine and newspaper industries and the role of each medium in the advertising program.

� To analyze the advantages and limitations of magazines and newspapers as advertising media

� To examine the various types of magazines and newspapers and the value of each as an advertising medium.


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Chapter objectives (con‘t)

� To discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined.

� To consider future developments in magazines and newspapers and how these trends will influence their use as advertising media.


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Main content

Print media


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Magazines Newspapers


MAGAZINESMAGAZINESMAGAZINESMAGAZINES


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Diagram

Consumer magazine

Farm magazine

Business magazine

Magazines


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Consumer magazines

� Consumermagazines

• Various kinds: general

editorial, sport, travel.

• Distribution :subsription ( order in advanced)

such as Time, Newweek

or by store.

• Frequency: sold by monthly or weekly


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Farm publication

� Farm publication

• Directs to farmers or

their families. For example: Farm journal,

hog farming, or beef


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Business publication

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Magazines direct at specific professional

groupFor example,National law,

Architecture forum.

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Industrial magazines direct at business people in manufacturing and production industry

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Trade magazinesFor example,drug store news, women’s wear daily


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Business publication

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General business magazinesFor example,

Forbes, Fortune

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Heal care publication targeted to various areas including dental, medical, surgical


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Advantages of magazines

� Selectivity

Demographic selectivity

Geographic seclectivity

� Reproduction quality

Beautiful color pages, and covers

� Creative flexibility


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Creative flexibility

�Gatefold

The bigger pages in the

middle of the magazines

�Bleedpage

� Permance

� Prestige

� Consumer receptivity and involvement

� Service


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Disadvantages of magazines

� Cost

Publishing a magazines in full colors cost million

Vietnam dong.

� Limited reach and frequency

� Long lead time

� Clutter and competition

The solusion for clutter or the chaos between ads

and information is making the balance between

illustration and articles


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Future of magazines

� The heath of the economy has major impact on

magazines. In addition, there are other issues magazines need to cop is the increasing price of ink

and paper.

� It requires the publishers change the traditional

ways they edit magazines.

� Stronger editional platform

� Circulation management

� Cross-magazines and media deals

� Advance in technology

� Online delivery method


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Daily

Weekly

Publication

Frequency

National

Special-audience

Supplements

Type

Publication Frequency

Type

Types of Newspapers


Daily Newspapers

Publish each weekday, are found in cities and larger towns across the country


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Weekly Newspapers

�Originate in small

towns or suburbs

where the volume

of news and

advertising cannot

support a daily

newspapers


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National Newspapers

� The newspaper that circulates throughoutthe whole country, as contrasted with alocal newspaper serving a city or region.


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Special-Audience Newspapers

� A variety of papers offer specialized editorial

content and are published for particular

groups, including labor unions, professional

organizations, industries, and hobbyists.


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Newspapers Supplements

� Although not a category of newspapers perse, many papers include magazines-typesupplements, primarily in their Sundayedition.


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Display Ads

Classified Ads

Special Ads & Inserts

Type


Display Advertising

� Is found throughout the newspaper and

generally uses illustrations, headlines, white

space, and other visual devices in addition to

the copy text


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Local Advertising

National or general Advertising

Display Advertising

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Display Advertising


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Classified Advertising

� These ads are arranged under subheads

according to the product, service, or offering

being advertised


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Classified Advertising www.themegallery.com

Special Ads and inserts

�Include a variety of government andfinancial reports and notices and publicnotices of changes in business andpersonal relationship.

�Include political or special-interest adspromoting a particular candidate, issue,or cause.


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Special Ads and inserts

�Preprinted inserts:

These ads don’t appear in the paper itself,they are printed by the advertiser areadvertisers and then taken to thenewspaper to be inserted before delivery


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Newspaper inserts are used to reach target markets

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Advantages of Newspapers


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Extensive penetration Flexibility Geographic selectivity

Reader involvement and acceptance Services offered


Limitations of Newspapers


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Poor Reproduction

Short life span

Lack of selectivity

Clutter


The future for Newspapers


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Problems

Competition from other

mediaCirculation

Attracting and retaining readers

Cross-media Buy

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