Week 5 - Digital advertising and Print media Flashcards
How can magazines be classified?
By audience
- consumer magazines
- business magazines
- custom magazines
By delivery
- newspaper inserted magazines
- street press
- now digital magazines
What are the advantages of magazines?
- Geographic selectivity
- Reproduction quality
- Creative flexibility
- Permanence
- Prestige
- Customer receptivity and involvement
What are the disadvantages of magazines?
- Costs
- Limited reach
- Limited frequency
- Long lead time
- Clutter
What is CPM?
Cost per thousands - buyers use this to evaluate magazine titles cost efficiency
What are the 3 sizes of magazine ads?
- Double page spread (DPS)
- Full page full colour (FPFC)
- Half page full colour (HPFC)
What are the 4 positions of magazine ads?
- Inside front cover (IFC)
- Inside back cover (IBC)
- Outside back cover (OBC)
- Early right hand page (RHP)
What is readership?
Defined as the number of people who have read or looked into an (average) issue of a publication
average = based on interviews over a full year
Differs from circulation/copy sales and is usually higher due to pass-on
Readership is based on a 12-month rolling average and is released on a — basis
Monthly
Who verifies the paid circulation of a publication over a defined audit period?
The Australian Audit Bureau of Circulation (ABC)
Weekly magazines with an Average Issue Audit over 25,000 deliver –week audit reports
13
All other non-weekly magazines continue to report paid circulation over a –week period July to December and January to June
26
What is emma?
Emma (Enhanced Media Metrics Australia) is Australia’s new cross platform insights survey
The measurement survey has been developed by the Readership Works by independent research company Ipsos Media CT.
Provides data for more than 600 newspapers and magazines including over 150 community titles and 250 regional titles
What are the types of newspapers?
- Publication frequency - daily, weekly
- Coverage - national, regional and community
- Size - broadsheet and tabloid
- Audience - general news, business/finance, specialist
Readership is measured by what 2 organisations?
Roy Morgan survey
and
Emma
What are the benefits of using newspapers?
- Sense of immediacy
- Local emphasis
- Flexibility
- Mass reach
- Catalogue value
- Ethnic appeal
- Audience in a mental frame to process messages
- Ability to use detailed copy
timeliness
What are the limitations of newspapers?
- Clutter
- Not highly selective
- Higher rates for occasional users
- Small pass along audience
- Production quality might not be great
- Changing composition of readers (45+ age group strong but losing 33-44)
Newspapers come in 2 different sizes; what are they?
Broadsheet papers
Tabloid (compact)
What are the 4 types of out of home advertising?
- Roadside billboards (such as supersites, billboards, posters)
- Roadside other (for example bus/tram shelters, kiosks – commonly known as street furniture, bus externals, phone booths, etc)
- Transport (airports, railway stations, bus internals)
- Retail and Lifestyle (shopping centres, universities).
What is MOVE?
The first industry-wide audience measurement for outdoor media in Australia.
Why choose outdoor advertising?
- Accessibility
- Reach
- Frequency
- Geographic flexibility
- Demographic flexibility
- Cost
- Impact
- Creative flexibility
- Location
What is ambient media?
Describes a broad range of advertising that appears in non-standard locations and mediums outside the home. E.g. supermarket trolleys, petrol pump advertising to advertising on theatre tickets, cricket pitches or even pay slips
What is guerilla marketing?
Any unconventional marketing technique that is designed to produce maximum results using minimal resources (money and materials)
What are some aspects that remain common to all guerilla tactics?
- Inexpensive, sometimes free, to implement
- Involve a commitment of time and effort in place of money and resources
- Unexpected, and sometimes shocking, to the consumer
- Concentrate on cooperation and relationship-building, rather than competition and strong-arm sales tactics
The best approach to creating an effective guerilla marketing campaign is to determine where your target customers are, and find a unique way to reach them
What are the benefits of cinema advertising?
- Unrivalled advertising impact
- Captive and attentive audiences
- Sought after demographics
- Highly targeted scheduling
- Uncluttered media environment
- Premium programming showing first-run films
- Fully accountable audience measurement system
What are the 3 buying options for cinema advertising?
- By target audience (movie mix)
- By film
- By location
How does the target audience (movie mix) buying option work?
Movie mix campaigns offer the most cost effective coverage of the cinema audience and are used by the vast majority of advertisers to reach their specific target markets.
All forthcoming movies are classified using a number of criteria, such as film rating, film genre and anticipated audience by key demographics
How does the film buying option work?
Individual movies can be targeted for advertising, which is ideal when creative commonality or synergy exists between the product advertised and a particular movie. Buying by film has a strictly limited availability and attracts premium pricing over movie mix buys.
Similar previous releases are used to give Indicative audience profiles for upcoming movies. As seen with the Shrek movies.
At the conclusion of each campaign advertisers are provided with a post analysis report summarising total attendance. Cinema advertisers are assured exclusivity of product group within the film advertising reel.
How does the location buying option work?
Cinemas can be targeted by specific location providing geographic control over advertising exhibition. This makes cinema an ideal medium to precisely target by area, city or suburb with minimal wastage. The Val Morgan Cinema Network offers advertisers geographically targeted campaigns in all metro and regional areas.
What are the benefits of online advertising?
- Cost effective to buy/produce
- Great medium to reach people
- Detail tracking
- Easier to track, test, evaluate on effectiveness
- Ability to optimise in real time
- Highly targeted
- Engaging - no longer a one way communication
- Flexible / always changing
What are the limitations/consideration of online advertising?
- Cluttered environment
- Click-through rates are generally lower
- Time consuming - complicated implementation steps
What are the different types of digital agency?
- Full service agency
- Digital media agency
- Digital marketing agency
- Search engine marketing & optimisation agency
- Digital production agency
- Social media / community management agency
What does FTV mean?
Free to Air TV
What does MTV mean?
Metro TV
What does RTV mean?
Regional TV
What does STV / PAY TV mean?
Subscription TV (Foxtel)
What does SVOD mean?
Streaming Video on Demand
In 2015, how many FTA channels were there and approximately how many advertising minutes were available per day?
17 FTA channels
Approximately 3,100 mins
