Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 12 - George E. Belch, Michael A. Belch

Chapter 12 - Evaluation of print media: Magazines and newspapers. The main goals of this chapter are: To examine the various types of magazines and newspapers and the value of each as an advertising medium; to analyze the advantages and limitations of magazines and newspapers as advertising media; to discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined;...

Chapter 12 Evaluation of  Print Media:  Magazines 

and  Newspapers

at the reader’s own pace

advertising media

Consumer

Business publications

Selectivity

Reproduction quality

Creative flexibility

Permanence

Prestige

Consumer receptivity and engagement

Services

Split runs

• Two or more versions of an ad are printed in alternate copies of a

particular issue of a magazine

• Help determine which ad generates the most responses or inquiries

Selective binding

• Allows creation of hundreds of copies of a magazine in one

continuous sequence

• Computerized production process

• Enables magazines to address specific groups within their circulation base

Ink-jet imaging

• Projects ink onto paper rather than using mechanical plates

• Enables personalization of an advertising message

Costs

Limited reach and frequency

Long lead time

Clutter and competition

 Number of copies distributed to the original 

subscribers or purchasers 

 Determines magazine’s rate structure

 Publishers give advertisers a rebate if the number of  delivered magazines falls below the guarantee 

 Figures are set safely below the average actual 

delivered circulation 

Daily newspapers

• Found in cities and

larger towns

• Provide detailed

coverage of events,

issues concerning

the local area

• Classifications -

Morning, evening, or

Sunday publications

Weekly newspapers

• Originate in small towns or suburbs

• Focus on news, sports, and events relevant to the local area

• Appeal primarily to local advertisers

National newspapers

• Have national circulation and editorial content with a nationwide

appeal

• Appeal to:

• Large national advertisers

• Regional advertisers that use specific geographic editions of these

publications

Special-audience newspapers

• Offer specialized editorial content and are published for

particular groups

Newspaper supplements

• Included by papers in their Sunday editions

Display advertising

• Uses visual devices in addition to the copy text

Classified advertising

• Ads are arranged under subheads according to the product,

service, or offering being advertised

Special ads and inserts

• Government and financial reports

• Notices and public notices of changes in business and personal

relationships

• Preprinted inserts: Printed by advertiser and taken to the

Newspapers

Advantages

• Market penetration

• Flexibility

• Geographic

selectivity

• Reader involvement

and acceptance

• Services offered

Disadvantages

• Poor reproduction

• Short life span

• Lack of selectivity

• Clutter

Figures

• Composed of the city where the paper is published and

contiguous areas similar in character to the city

City zone

• Market outside the city zone whose residents regularly

trade with merchants within the city zone

Retail trading zone

• Covers all circulation not included in the city or retail trade

All other areas

Standard Advertising Units (SAUs)

• Use column widths 2-1/16 inches wide with:

• Tabloid-size papers five columns wide

• Standard or broadcast papers six columns

• Used for national advertising

Column inch

• One inch deep by one column wide

• Rates are quoted per column inch

• Total space costs is calculated by multiplying the ad’s

number of column inches by the cost per inch

• Used for local advertising

Flat rates

• Offer no discount for quantity or repeated space buys

Open-rate structure

• Discounts are available based on frequency or bulk purchases of space

• Depend on the number of column inches purchased in a year

Run of paper (ROP)

• Paper can place the ad on any page or in any position it desires

Preferred position rate

• Allows advertisers to choose a specific section and/or position on a page

Combination rates