Chapter 8: Designing_Employing_Print_Media

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8 DESIGNING & EMPLOYING PRINT 1

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<Magazines as a Print Medium> 2

Magazines as a Print Medium : 

12-3 Magazines as a Print Medium The traditional mission of advertising is to build awareness and create an image of brands Direct response ads had a different mission: To generate a response and often to sell goods and services direct Marketers are beginning to realize that the days of hard sell are ending

Magazines as a Print Medium : 

12-4 Magazines as a Print Medium The demise of many mass-circulation magazines was followed by the proliferation of smaller circulation special-interest magazines appealing to well-defined market segment They have many of the targeting benefits of direct mail, as readers often have narrow affinities

Magazines as a Print Medium : 

12-5 Magazines as a Print Medium Market Segmentation Special-interests magazines, through their selection of content and resulting readership, serve to define market segments and even psychographic lifestyles for direct response advertisers How magazines are tested and used depends on the objectives and success in matching readers profiles with customer profiles

Magazines as a Print Medium : 

12-6 Magazines as a Print Medium The first step in approaching the vast list of publication is to sort out the landscape of magazines into categories

Categories of Magazines : 

12-7 Categories of Magazines Consumer Magazines Aimed at consumers who buy products for personal use General Mass - high circulation and low cost per thousand readers Women’s Service - heavy circulation and low cost per thousand readers Special Interest - highly selected demographics and life style definition Business - published for specific business readers

Types of Magazines : 

8-8 Types of Magazines Business Magazines Trade magazines are aimed at retailers, wholesalers, and other distributors Industrial magazines are aimed at manufacturers Professional magazines are aimed at physicians, lawyers, and other professionals Farm magazines are aimed at those working in agriculture

Classifications of Magazines : 

8-9 Classifications of Magazines Vertical vs. Horizontal Publications Vertical: contains stories and information regarding ONE industry Horizontal: deals with business functions across industries

Classifications of Magazines : 

8-10 Classifications of Magazines Geography National, regional editions Demographics Age, income, occupation Editorial Content General, shelter, women, business, special interest

Magazines as a Print Medium : 

12-11 Magazines as a Print Medium Test the ‘pilot publications’ in magazine categories—publications that perform particularly well for the direct response advertiser at a lower cost than others in the category If they produce an acceptable cost per response, consider adding other magazines in the category to the media schedule

Magazines : 

12 Magazines Advantages Reach mass or class audiences Excellent reproduction at relatively low cost Relatively long life and many readers per copy

Magazines : 

13 Magazines Disadvantages Less space to tell a story Closing dates considerable in advance of the issue date Varied distribution leads to slower response

Magazines : 

14 Magazines Position By position, we mean where an ad appears in the publication There are two rules governing position

Magazines : 

15 Magazines Position Front portion is preferable: The closer to the front of the publication an ad is placed, or the more visible its position, the better the response

Magazines : 

16 Magazines Position 2. First right-hand page is better Right-hand pages pull better than left-hand pages, frequently by as much as 15 percent

Magazines : 

17 Magazines Timing Once you decide where to place the ad, timing and frequency are two crucial factors in putting together an effective print schedule Novelty items are likely to be purchased in October and November for Christmas gift

Magazines : 

18 Magazines Timing The first and by far the most productive time for most propositions is the winter season, which begins with the January issue and runs through the February and March issue The second season begins with the August issue and runs through November issue

Magazines : 

19 Magazines Timing The best winter months for most people are January and February The best fall months for most people are October and November

Magazines : 

20 Magazines Timing Strongest response in Jan-Feb & Sept-Oct Poorest response in June-July

Magazines : 

21 Magazines Frequency The frequency factor is more difficult to formulate than the timing factor Should you run once a year? Twice? Three times or every other month? The ideal frequency of insertions is the first time your copy appears in publication, run it at the most favorable time of the year for your special appeal

Magazines : 

22 Magazines Frequency If you have a nonseasonal proposition, use January or February issues If the cost per response is an acceptable range, wait six months and follow with a second insertion

Magazines : 

23 Magazines Four-Color, Two-Color A four-color ad can increase response

Insert and Co-op Media : 

24 Insert and Co-op Media Co-op mailings allow marketers to share costs, thus attaining a much lower cost per thousand circulation To ensure readership, use a simple message clearly stated with effective graphics More alternatives means less response If the offer appears to be too much trouble, the home shopper goes to the next offer

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</Magazines as a Print Medium> 26

Slide 27: 

<Newspapers as a Print Medium > 27

Newspapers as a Print Medium : 

28 Newspapers as a Print Medium Market Segmentation Not as finely segmented as other mediums Newspapers are reinventing themselves in ways that benefit the direct response marketer Most of the large media companies now offer advertisers direct marketing services

Newspapers as a Print Medium : 

29 Newspapers as a Print Medium Placement of direct response advertisements such as in the sports, television, comic sections can also serve to select specific types of readers

Newspapers as a Print Medium : 

30 Newspapers as a Print Medium Run-of-paper (ROP) Most are small or appear in specific mail-order sections of newspapers If they want more choice over the placement, they can pay Preferred-position rate

Free Standing Inserts : 

31 Free Standing Inserts Preprinted inserts Free-Standing Inserts (FSIs) also known as preprints Typically in Sunday editions or Wed. & Thur. Preprinted by the direct response advertiser Sunday supplements Large circulation and great deal of flexibility at relatively low cost

Free Standing Inserts : 

32 Free Standing Inserts Advantages Quality of paper and printing is controlled by the marketer While the life of newspaper is rarely more than a day FSIs take on a lifetime of their own An uncluttered environment at a fraction of the cost of solo direct mail

The Position Factor : 

33 The Position Factor There are many similarities between newspaper ad magazine in respect to the importance of position Special consideration should be given too the reading habits of men and women, especially in four sections: Food and cooking, home furnishings, gardening and sports

Timing of Newspaper Insertion : 

34 Timing of Newspaper Insertion Timing is important as it relates to days of the week People buy the newspaper to read not only the editorial content but also the ads Monday through Thursday are favorite choices of many direct response advertisers for their ROP advertising

Timing of Newspaper Insertion : 

35 Timing of Newspaper Insertion Sunday editions are read more leisurely and in a family setting Morning editions more appropriate for retailers

Newspapers as a Print Medium : 

12-36 Newspapers as a Print Medium As in direct mail and magazine direct response advertising, there are two major newspaper direct response advertising seasons. The fall mail order season begins roughly with August and runs through November. (A notable exception is a July insertion, especially useful when using a pre-tested piece.) The winter season begins with January, and runs through March.

Newspapers as a Print Medium : 

12-37 Newspapers as a Print Medium While color newspaper ads do draw more attention, it is difficult to get the same quality that you can in a color magazine ad Two-color ads can cost 21 percent and four-color ads 26 percent more than black and white advertising

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</Newspapers as a Print Medium > 38

Slide 39: 

<Key Media Concepts> 39

Key Media Concepts : 

20/12/2010 40 Key Media Concepts Measuring Print Audiences Impressions—one person’s opportunity to be exposed one time to an ad Circulation — number of copies sold, not actual readership Gross impressions—estimate of total impressions; if an ad runs in three issues, the gross impressions are impressions times three

Types of Circulation : 

8-41 Types of Circulation Subscription Individuals and companies sign up to receive a publication over a specified time for a certain fee. Single Copy Sales Copies sold at newsstands Third Party Copies bought by hotels, restaurants, airlines that are distributed to guests

Key Media Concepts : 

20/12/2010 42 Key Media Concepts Measuring Print Audiences Primary circulation represents the number of people who buy the publication either by subscription or at newsstands Secondary (pass-along) readership which is an estimate determined by market research of how many people read a single issue of a publication, is very important to magazines

Key Media Concepts : 

20/12/2010 43 Key Media Concepts Reach The percentage of the media audience exposed at least once to the advertiser’s message during a specific time frame.

Key Media Concepts : 

20/12/2010 44 Key Media Concepts Frequency The number of times a person is exposed to an advertisement The goal of a media plan is to reach as many people in the target audience as often as the budget allows.

Key Media Concepts : 

11–45 Key Media Concepts Frequency Is the average number of times during a media-planning period that the target audience members are exposed to media vehicles carrying a brand’s advertising message.

Key Media Concepts : 

20/12/2010 46 Key Media Concepts Frequency Three-Exposure Hypothesis (Krugman) A minimum of three exposures to an advertising message needed for effective advertising