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Advertising and Promotional Strategy > Lecture 10 > Flashcards

Lecture 10 Flashcards

1
Q

Consumer magazines generate an ave of _ of their

revenues from advtg.

A

54 %

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2
Q

Business magazines generate an ave of _ of their

revenues from advtg.

A

75%

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3
Q

Newspapers generate _ of their revenues from advtg.

A

60%

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4
Q

Over _ of US households subscribe to or buy magazines.

A

80%

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5
Q

Print media are considered __ __ media.

A

“high-involvement”

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6
Q

Classifications of Magazines By Audience

A

•Consumer Magazines

Over 2700 consumer magazines in 80 classifications.
Eg: People, Time, Newsweek, Reader’s Digest, etc.

•Farm Magazines
Over 300 publications on farming & agricultural interest.
Eg: Progressive Farmer, etc.

•Business Magazines Nearly 5,000 publications in
200 classifications
Eg: Forbes, Chemical Week, National Law Review, etc.

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7
Q

Classifications of Magazines By Geography

A
  • Local
  • Regional
  • National
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8
Q

Over _ of adults 18+ read print and digital magazines

A

90%

They read average of 7 issues/month

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9
Q

P&G and L’Oreal spend over __ on magazine advtg

A

$500M/yr

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10
Q

Business Magazines Target Professions or Industries

Nearly 5,000 print & 4,800 digital magazines classified into _ categories

A

200

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11
Q

Consumer Magazines Target Specific Interests

A

2,800 Consumer magazines classified in 80 categories.

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12
Q

a Farm Publication Can target

A

specific Farm and agricultural segments efficiently.

300 farm magazines – eg: Farm Journal, Progressive Famer, etc. Divided into 9 categories

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13
Q

Advantages of Magazines

A 
Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Receptivity, Involvement
Services
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14
Q

Disadvantages of Magazines

A 
Limited Reach
Long Lead Time
Costs
Limited Frequency
Clutter
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15
Q

Consumer magazines have _ ad pages and _ editorial.

A

40%, 60%

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16
Q

Split runs

A

idk

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17
Q

Creative Flexibility of Magazines

- Special Features

A 
Cover Positions
Inserts 
Creative Space Buys
Gate Folds
Inserts
Bleed Pages
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18
Q

Quarter Page Ads Can __ a Media Budget

A

Extend

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19
Q

Consumers Rely on Magazines for…

A

…Information

20
Q

Use of Various Media for Insight and Ideas

A
  • Magazines & Newspapers are highest
21
Q

Magazine Circulation & Readership Concepts

A 
Primary Circulation
Guaranteed Circulation
Circulation Verification
Pass-Along Readership
Total Audience

People magazine has 3.5 M
circulation but an audience
of 35 M readers

22
Q

(AAM)

ABC

A

Alliance for Audited Media

formerly known as Audit
Bureau of Circulations

23
Q

Characteristics of Newspapers

-Wide Audience

A

Read by Almost All Consumers
Read Daily in an Ordered Way
Readers Look at Over 3/4of all Pages

24
Q

Characteristics of Newspapers

-Offer Flexibility

A

Few Limitations on Ad Size
Spot and Full Color Available
Many Shapes, Sizes, Paper, & Printing

25
Q

Characteristics of Newspapers

A 
The dominant advertising vehicle
Account for 15% of ad dollars
About 900 daily papers in print
Main community medium
Local ads provide most of revenue
26
Q

Classified advtg in newspapers had dropped from…

A

…$20 B in 2000 to $3B in 2020.

27
Q

Unique Newspaper Features

A 
Mass audience
Cross-section of population
Wide range of content, subjects
Timely coverage, daily issues
Permanent, durable record
Local geographic coverage
Selective readership by area
Readership concentrated in time
28
Q

Newspaper Classifications

A

Publication Frequency
Type
Audience Type

29
Q

Publication Frequency

A

Daily

Weekly

30
Q

Type

A

National
Special-Audience
Supplements

31
Q

Audience Type

A

Ethnic, Religious, Etc

Business, Financial, Etc

32
Q

Printed Inserts Help Marketers…

A

…Reach Consumers.

33
Q

Newspaper Advantages

A 
Extensive Penetration
Flexibility
Geographic Selectivity
Involvement, Acceptance
Services Offered
34
Q

Newspaper Disadvantages

A 
Production Quality May Be Low
They Have a Short Life Span
Not Demographically Selective
There's Heavy Ad Competition
Potentially Poor Placement
May Be Overlapping Circulation
35
Q

__ __ Break Through Clutter

A

Island Ads

36
Q

Agate line:

A

unit of newspaper space measurement.

1 column wide by 1/14 inch deep. 14 agate lines = 1 column inch.

37
Q

There are 14 agate lines per inch. Ad rates are typically …

A

…“per line, per column,” thus a 2-column, 2-inch ad would be 56 agate lines (2 x 14 x 2 = 56).

38
Q

‘Standard advertising units’ (SAUs) started in 1984.

A

Under this: column widths are 2 1/16 inches wide.
Tabloid-size papers - 5 columns wide.
Standard papers – 6 columns wide.

Nowadays 1,400 (90%) newspapers use the SAU system.

39
Q

Local advertisers are usually still charged by…

A

…column-inch.

40
Q

Rate Structures (terms of the trade)

A

Flat rates,
Open-rate structures,
Run of Paper (ROP),
Preferred position rate

41
Q

__ __ are also available to advertisers.

A

“Combination rates”

42
Q

Flat rates

A

Offer no discount for quantity or repeated space

buys

43
Q

Open-rate structure

A

Discounts are available based on frequency or bulk
purchases of space
Depend on the number of column inches purchased
in a year

44
Q

Run of paper (ROP)

A

Paper can place the ad on any page or in any

position it desires

45
Q

Preferred position rate

A

Allows advertisers to choose a specific section

and/or position on a page

46
Q

Combination rates

A

Advertisers get a discount for using several

newspapers as a group

47
Q

Consumers Tend To Trust…

A

…Traditional Media Advertising

Advertising and Promotional Strategy (12 decks)

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