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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 Magazines and Newspapers Present detailed information that can be processed at the reader’s own pace High-involvement media Magazines are the most specialized of all advertising media Classifications of Magazines Consumer magazines Farm publications Business publications Advantages of Magazines Selectivity Reproduction quality Creative flexibility Permanence Prestige Consumer receptivity and engagement Services 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 Disadvantages of Magazines Costs Limited reach and frequency Long lead time Clutter and competition Magazine Circulation Primary circulation Number of copies distributed to the original subscribers or purchasers Determines magazine’s rate structure Guaranteed circulation 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 Types of Newspapers 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 Types of Newspapers National newspapers Have national circulation and editorial content with a nationwide appeal Appeal to: Large national advertisers . | Chapter 12 Evaluation of Print Media: Magazines and Newspapers Magazines and Newspapers Present detailed information that can be processed at the reader’s own pace High-involvement media Magazines are the most specialized of all advertising media Classifications of Magazines Consumer magazines Farm publications Business publications Advantages of Magazines Selectivity Reproduction quality Creative flexibility Permanence Prestige Consumer receptivity and engagement Services 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