GSP 162 Alt

Newspapers  Connect: 

Newspapers Connect GSP-162-ALT

Slide2: 

Typical Media Presentation Our Medium Is #1 Our Medium Is #1 Our Medium Is #1 Our Medium Is #1 Our Medium Is #1 Our Medium Is #1

Newspapers . . . A New Perspective: 

Today’s Presentation “You Should Not Advertise Your Product In The Majority Of U.S. Newspapers” Newspapers . . . A New Perspective WARNING !!! Not Your Typical Media Presentation WARNING !!! Not Your Typical Media Presentation

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Today’s Presentation “All Markets Are Not Equal” “Target Your Key Markets With Newspapers…The Ultimate Spot Vehicle” WARNING !!! Not Your Typical Media Presentation WARNING !!! Not Your Typical Media Presentation

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Today’s Presentation How To Increase Your Sales With Newspapers... Timing Your Ads Competitive Strategies Examples Of Effective Ad Executions Testing The Medium    

About Changes In Advertising . . .: 

About Changes In Advertising . . . “Human Nature Hasn’t Changed For A Billion Years . . . It Won’t Vary In The Next Billion Years” – Bill Bernbach Ad Hall Of Fame

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“There Will Be A Renaissance In Print Advertising.” 1985 – David Ogilvy Ad Hall Of Fame Was Mr. Ogilvy Wrong Or Just A Few Years Off?

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“Why Don’t More People Do Smart, Clean, Quick Advertising . . . Especially In Newspapers?” – Tom Monahan Founding Member Of Leonard Monahan Saabye, Clients: Polaroid, Keds, HP; President Of Before & After Creative Consultants From Magazines To Newspapers . . . New Creative Possibilities In Print 365 Days A Year

TimingIsEverything: 

Timing Is Everything

Timing: 

This Week 10 Million Airline Tickets Will Be Sold . . . Timing

Timing: 

Timing This Week 364,000 Adults Will Buy A Home Computer . . .

Timing: 

Timing This Week 74,000 Adults Will Buy A Sports Utility Vehicle . . .

Timing: 

Timing Retailers Are Open for Business Every Day . . . How Many Sales Opportunities Will You Miss This Week? Source: Erwin Ephron Average Brand Runs 26-30 Weeks On TV

Timing: 

Timing Radio Audience Is Fragmented . . . 32 Stations In Average Market More Than 30 Different Formats Typical Radio Buy Misses 2/3rds Of Market Adults   

Timing: 

Magazine’s Weekly Impact Is Not Immediate # Of Weeks Needed To Reach 100% Audience Cume Weekly Magazines Timing Up To 9-12 Weeks 13 Weeks Or More Monthly Magazines  

Timing: 

Frequency 26 Weeks Traditional Planning Method Flighting . . . Weight 100 Grps Timing

Timing: 

Frequency 52 Weeks Newest Planning Method Recency . . . Weight 50 Grps Timing

Timing: 

Timing “Few Ads Are Needed To Sway The Small Group Of Consumers Ready To Buy . . . Right Now.” – Erwin Ephron Ephron, Papazian & Ephron Media Consultants

Timing: 

Newspapers Connect 1 Day Audience Cume Available Everyday With 2-3 Day Lead 30-60 GRPs In Average Market Complement Or Fill-In Broadcast Flights Timing    

Timing: 

Perdue Chicken Time Message To Reach Oprah Day After “Beef Trial” News Tie-In Extends Usual Brand Identity Timing  

Timing: 

Taco Bell Time Message To April Fool’s Day Generated Publicity Creates “Fun” Corporate Image Timing   

Timing: 

Gateway Computers Time Message For Holiday Gift - Giving Launches New “Country Store” Retail Outlets Timing  

Timing: 

Lucent 48 Hour Turnaround For New Corporate Announcement NF Helps With Media Planning Timing  

Timing: 

Dannon Yogurt Good News: The Product Is Good For You News Medium Enhances Credibility Timing  

Timing: 

Tropicana Juices Bad News: E Coli Found In Competitor’s Product Good News: Tropicana Brand Is 100% Safe Timing 

Timing: 

United Parcel Services Bad News: Strike Good News: We’re Back! Restore Business Image ASAP Timing  

Geo - Targeting: 

Geo - Targeting Marketing’s Most Overlooked Indicator . . . Gender Education Age Address 

Geo - Targeting: 

Brand Positioning Runs National Print Bud Sales Vary By Market Drink Bud 60 Major DMAs Index=100 Geo - Targeting Bottom 5 Top 5   45 151

Geo - Targeting: 

Champs Sporting Goods Local Sports Team Local Sports Section Local Retailer-JC Penney Geo - Targeting   

Geo - Targeting: 

IBM Ties In TV Sports Sponsorship In Key Markets With Local Papers Geo - Targeting 

Geo - Targeting: 

Bass Ale Timing - Titanic Publicity: Bass Ale Carried On Titanic; Upcoming Movie Release Geo-Target Best Sales Markets With Local Papers Geo - Targeting  

Geo - Targeting: 

Behr Paints Demonstrates Product’s Quality Timing - Leads Into Peak Season Ties In To Local Retailer (Home Depot) Geo - Targeting   

Geo - Targeting: 

Black & Decker Timing - News Event Runs National Print Same Ad Weight In Best/Worst Sales Markets Geo - Targeting  

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“Hit ’Em Where They Ain’t” – Wee Willie Keeler Baseball Hall Of Fame; Highest Single Season Batting Average Hit ’Em

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“Run In Same Medium As Competition . . . And In The Medium Competition Does Not Use” – Rao Unnail Journal Of Marketing Research 10/95 Ad Hall Of Fame Pending Hit ’Em To Improve Ad Effectiveness . . . Newspapers $5 Billion TV $31 Billion National Ad Dollars Source: Robert Coen, McCann-Erickson - 1997 Est.

Hit ’Em: 

DirecTV Targets Pro Football Markets Via Local Papers Reaches Upscale Viewers/ Newspaper Readers Hit ’Em  

Hit ’Em: 

Sprint Long Distance/Business Outspends AT&T And MCI In Local Papers Targets Difficult To Reach “Soho” Segment Hit ’Em   Source: Adspender - 1997

Hit ’Em: 

Perdue Chicken Targets Principal Food Shoppers In Food Section Of Newspapers All Readers 91 Women 25-54 110 Hit ’Em  Source: SMRB

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“Resist The Usual” – Ray Rubicam Ad Hall Of Fame Not Satisfied With Response To Your TV Ads? . . . Don’t Buy More TV “Resist The Usual”

“Resist The Usual”: 

About Half Of All TV Viewing Is Done By Downscale Heavy TV Viewers . . . “Resist The Usual” H.H. Income Index: US = 100 127 125 79 70 66 58 Under $20,000 $20-$40,000 $40,000+ $50,000+ $60,000+ $75,000+ Source: Top TV Quintile - SMRB

“Resist The Usual”: 

Newspapers Add Buying Power to A TV Buy . . . “Resist The Usual” Newspapers TV 58 66 70 79 114 127 $75,000+ $60,000+ $50,000+ $40,000+ $20-$40,000 Under $20,000 Source: Top TV Quintile - SMRB “Upscale, Educated Consumers Want To Learn More About A Product Not Less” – Herbert D. Maneloveg (Ad Consultant) H.H. Income 185 169 155 138 75 55

“Resist The Usual”: 

TV Clutter. . . “Resist The Usual” Network TV 3,500 Brands Spot TV 12,000 Brands 42% Of Prime Time Spots Ran Within 1 Hour Of Competing Brands On Same Network    Source: Ad Age

Receptivity: 

Receptivity Newspaper Readers Welcome Advertising! Actually Look Forward To Ads Read Ads/Edit Equally  

Receptivity: 

Readers Pay To See Ads! Receptivity $ Billions $10.0 $3.9 $9.4 $9.2 Newspaper Copies Tickets For Live Sport Events Tickets For Movies/Theater/ Concerts/Ballet/Opera Club Membership Fees Tennis, Health, Country Clubs Social, Civic Groups Source: NAA, U.S. Consumer Expenditure Survey

“Receptivity”: 

Newspapers The Ultimate Spot Buy. . . “Receptivity” #1 Consumer Source Unique Local Coverage Unique Emotional Investment   

Flexibility: 

VW New Beetle Creative Use Of Newspaper Space Humor Plays Off 1960’s Campaign Flexibility  

Flexibility: 

IBM - Big Blue Vs. Kasparov Impact-Full Page Execution Year’s Biggest Promotion Reinforces Category Leader Image Flexibility  

Flexibility: 

IBM - Big Blue Continued Small Space Maximizes Tail End Of Budget Newspaper Websites Complement Print Flexibility   Newspaper Website Print: Sports Section Strip Ad

Flexibility: 

Arrow Shirts Small Space/Full Page Impact Editorially Targeted - Men/Business Flexibility  

Flexibility: 

Residence Inn Turnaround - Creative Concept Quickly & Economically Highlight Brand Difference In Category Flexibility  

Flexibility: 

Dewar’s Scotch Multiple-Targeting: Reach Best Consumers & Prospects During Peak Season Flexibility 

Flexibility: 

Dewar’s Scotch Multiple-Targeting: Develop New Consumer Base Among Younger Men Flexibility 

Flexibility: 

Dewar’s Scotch Multiple-Targeting: Reinforce Present Consumer Base Of Men 35+ Flexibility 

Flexibility: 

Courtyard Marriott “Humor” Is Possible With Single Print Image Reinforces Business Traveler Orientation Flexibility  

Testing Newspapers: 

Testing Newspapers How Newspapers First Can Help You . . .

Testing Local Tactics: 

Select Best . . . Sales Markets Regions Testing Local Tactics   Newspapers First Can Assist In . . . Selecting Newspapers Marketing Research  

Testing Concepts: 

Testing Concepts Newspapers First Will Spec Your Broadcast Ad Into Print Free Identify Best Concept/Appeal Based On: Recall Likability Sales   Frog Chameleon Price Quality Recall Sales

Testing Copy: 

More/Less Copy Headlines/Benefit Price Points Convenience/Economy Testing Copy     Example From Actual Test Milk Bone Appeal Don’t Poison Your Dog Keep Your Dog Safe  Source: Maxi - Marketing - Rapp & Collins

Newspapers Connect: 

Timing - 365 Days/52 Weeks The Ultimate Spot Buy Receptive Audience Test The Newspaper Medium Competitive Tactics Creative Executions Sales Results Newspapers Connect    