Chapter 13 Media Planning: Newspapers, Magazines, TV, Radio Flashcards
why are media decisions important
need media to reach audiences that are in need of info or brand and when choosingmedia the choices determine what companies earn dollars invested in adv slots
Absolut brand
two word tag lines and rely heavily on magazine advertising
newspaper advantages
geo selectivity, timeliness, creative oppurtunity, credibility, audience intrest/demo, cost
geographic selectivity - newspapers adv
reach a geographically defined target like a densly populated urban market
timeliness - newspapers adv
advertisers reach audiences in tiely way
creative oppurtunities - newspapers adv
newspapers offer large and inepensive format which is good for lengthy and detailed copy
credibility - newspapers adv
if its in the paper it must be the truth
audience interest and demographics - newspapers adv
staying current with whats happening and readers are upscale
cost - newspapers adv
low cost
newspaper disadvantages
limited segmentation, creative constraint, cluttured environment, short life
limited segmentation - newspapers disadv
newspapers are too broad
creative constraint - newspapers disadv
poor reproduction quality and is a unidimensional medium - no sound or action - NO BROAD CREATIVE EXECUTION
cluttered environment - newspapers disadv
filled with too much
short life - newspapers disadv
read quickly and discarded
categories of newspaper advertising
display advertising, inserts, classified advertising
display advertising
standard compnents of a print ad
co op advertising
manufacturer pays part of the media bill when a local merchant features the manufacturers brand in advertising
inserts
folded in newspapers before distrubution
2 types of insert advertisments
preprinted and free standing
preprinted inserts
delivered to the newspaper fully printed and ready for insertion into newspaper
free standing inserts
cents off coupons for a variety of products and is delivered with Sunday newspapers -pizza hut - large format andprinted on higer quality paper
classified advertising
all copy messages under categories such as sporting goods, emloyment, and automobles
hyper localism
people will get their global and national news from the web but turn to local newspapers for sale on paint at the local hardwae store
pat for inquiry advertising model
payment scheme in which newspapers get paid by advertisers based soley on inquiries an advertisers receives in response to an ad
leading magazines
people, elle, sportsillustrated, car and driver
magazine advantages
audience selectivity, audience intrest, creative oppurtunity, long life
audience selectiviy - magazines adv
ability to target highly selecttive audiences or geographic selectivity
audiene interest - magazines adv
attractive bc of content
creative oppurtunity - magazines adv
vary the size, use color, use white space, play off special intrests, high color reproductin
long life - magazines adv
saved issue by issue and can be revisited for furture refrence and increases pass along readership
pass along readership
when people visit and look at all the magazines
magazine disadvantages
limited reach and frequency, clutter, long lead times, cost
limited reach and frequency - magazines disadv
more narrowly deefined the intrest group the less overall reach a magazine will have and little chance of frequency if it only in a single magazine
clutter - magazines disadv
half advertising half content
long lead times - magazines disadv
must submit ads as much as 90 days in advance of the date of publication and CANNOT be changed
cost - magazines disadv
expensive 100000 to 200000
two important factors that influence mags in the future
adapt to new media options and publishers are seeking other ways to take advantage ofinteractive digital environment beyond digital versions