Print Advertising

Print Advertising : 

Print Advertising

Using Magazines in theCreative Mix: Categories : 

Using Magazines in theCreative Mix: Categories By Size By Reach By Content Local Regional National Consumer Farm Business Large Flat Standard Small, pocket,or digest

Buying Magazine Space : 

Buying Magazine Space UnderstandingCirculation Guaranteedvs. Delivered MerchandisingServices Paid andControlledCirculation Subscriptionsand Vendor Sales Vertical vs.Horizontal Primaryand SecondaryReadership

Using Magazines in theCreative Mix: Pros and Cons : 

Using Magazines in theCreative Mix: Pros and Cons Pros Flexibility Color Authority Believability Permanence/long shelf lie Prestige Audience Selectivity Cost efficiency Selling power Reader loyalty Pass-along readership Merchandising assistance Cons Lack of immediacy Limited research Inability to deliver high frequency Long lead time Heavy advertising competition Declining circulation

Using Newspapers in theCreative Mix: Categories : 

Using Newspapers in theCreative Mix: Categories By Audience By Size By Frequency Standard Tabloid SAU System Daily Weekly Ethnic Business/Financial Groups/Professions

Using Newspapers in theCreative Mix: Types of Ads : 

Using Newspapers in theCreative Mix: Types of Ads Display Classified Public Notices Preprinted Inserts Reading Notices Co-op Programs Classified Displays Obituaries Weddings Legal Notices Catalogs Brochures Coupons Mail-Back Devices

Buying Newspaper Space : 

UnderstandingCirculation Buying Newspaper Space Split Runs ROPvs. PreferredPosition Insertion Order Proof Copy Tearsheets Co-ops and Networks

Buying Newspaper SpaceUnderstanding Circulation : 

Buying Newspaper SpaceUnderstanding Circulation Local vs. National Rates Flat Rate vs. Discount Rate Color Rate

Buying Newspaper SpaceUnderstanding Circulation : 

Short Rate The cost to an advertiser when the advertiser contracts to buy a specific amount of space for a year and fails to fulfill contract Buying Newspaper SpaceUnderstanding Circulation Combination Rates The cost to advertise in multiple papers or editions of the same paper.

Buying Newspaper SpaceUnderstanding Circulation : 

Preferred Position Rate An advertiser can ensure a choice position for an ad by paying a higher preferred position rate. Buying Newspaper SpaceUnderstanding Circulation Split Run The advertiser runs two ads of identical size, but different content, for the same product on the same day in different press runs Run-of-paper Rate (ROP) Allows a newspaper to place a given ad on any newspaper page or in any position it desires . Full Position Rate The preferred position near the top of a page or at the top of a column next to reading matter.

Using Newspapers in theCreative Mix: Pros and Cons : 

Using Newspapers in theCreative Mix: Pros and Cons Pros Mass medium Local medium Comprehensive in scope Geographic selectivity Timeliness Credibility Creative flexibility A permanent record Reasonable cost Cons Lack of selectivity Short life span Low production quality Competes with clutter Lack of control in position Overlapping circulation