Chapter 10 - Print advertising. After completing this chapter, students will be able to: Explain the advantages and disadvantages of magazine advertising, discuss how magazine circulation is measured and rates are set, explain the advantages and disadvantages of newspaper advertising, | Chapter 10 Print Advertising Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Explain the advantages and disadvantages of magazine advertising Discuss how magazine circulation is measured and rates are set Explain the advantages and disadvantages of newspaper advertising Learning Objectives Describe the major types of newspapers and how they charge for advertising Explain the unique roles played by directory and Yellow Pages advertising Pros and Cons of Magazine Advertising Advantages Good color reproduction Flexible design options Prestige, authority, and believability Permanence Audience selectivity Cost-efficiency Selling power Reader loyalty Extensive pass-along readership Merchandising assistance Disadvantages Lack of immediacy Shallow geographic coverage Costly for broad audiences Inability to deliver high frequency Long lead time Heavy competition High cost per thousand Declining circulation Understanding Magazine Circulation Circulation figure on which the publisher bases its rates Rate base Number of copies of a magazine that the publisher expects to sell Guaranteed circulation Thorough analysis of circulation procedures, distribution outlets, and other distribution factors Circulation audit Understanding Magazine Circulation Verifies circulation and other marketing data on magazines for the benefit of its members Audit Bureau of Circulations (ABC) Number of people who receive a publication through direct purchase or subscription Primary circulation Number of people who read a magazine in addition to the primary purchasers Secondary (pass-along) readership Understanding Magazine Circulation Business publications aimed at people in a specific industry Vertical publication Business publications aimed at people with job functions that cut across industry lines Horizontal publications Total number of copies of an . | Chapter 10 Print Advertising Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Explain the advantages and disadvantages of magazine advertising Discuss how magazine circulation is measured and rates are set Explain the advantages and disadvantages of newspaper advertising Learning Objectives Describe the major types of newspapers and how they charge for advertising Explain the unique roles played by directory and Yellow Pages advertising Pros and Cons of Magazine Advertising Advantages Good color reproduction Flexible design options Prestige, authority, and believability Permanence Audience selectivity Cost-efficiency Selling power Reader loyalty Extensive pass-along readership Merchandising assistance Disadvantages Lack of immediacy Shallow geographic coverage Costly for broad audiences Inability to deliver high frequency Long lead time .
