1. chapter eleven Print Advertising McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

2. 11-2 Objectives_1  Explain the advantages and disadvantages of magazine advertising  Discuss the various ways to analyze a magazine’s circulation  Describe how newspapers are categorized  Define the major types of newspaper advertising

3. 11-3 Objectives_2  Explain the advantages and disadvantages of newspaper advertising  Discuss how rates are determined for print media  Describe the alternatives for print advertising in foreign markets

4. 11-4 Advantages of Magazine Advertising  Flexibility  Color  Authority/ Believability  Permanence  Prestige  Audience selectivity  Cost efficiency  Selling power  Reader loyalty  Extensive pass- along readership  Merchandising assistance

5. 11-5 Disadvantages of Magazine Advertising  Lack of immediacy  Shallow geographic coverage  Inability to deliver mass audiences at a low price  Inability to deliver high frequency  Long lead time  Heavy advertising competition  High cost per reader  Declining circulations

6. 11-6 Special Possibilities with Magazines  Bleed pages  Cover positions  Junior units  Island halves  Inserts  Gatefold  Fragrance strips  Pop-up ad  3-D ads  Product samples  Preprinted inserts

7. 11-7 Magazine Classifications ContentSizeGeography

8. 11-8 Content Consumer Farm Publications Business

9. 11-9 Geography Local city National Regional

10. 11-10 Magazine Terminology  Guaranteed and Delivered Circulation  Primary and Secondary Readership  Vertical and Horizontal Publications  Subscription and Vendor Sales  Paid and Controlled Circulation  Merchandising Services

11. 11-11 Exhibit 11-4 2004 Costs and Circulations MagazinePaid CirculationCost/ Page Ad Better Homes & Gardens 7,606,820$313,207 People3,603,115$202,682 Parents2,072,867$114,507 In Style1,652,906$96,223 Rolling Stone1,288,324$108,375

12. 11-12 Newspaper Facts  55% of adults read a daily newspaper  63.1% read the Sunday newspaper  Each section is read by about 2/3 of all readers  88% read the main news sections  Every copy has an average of 2.3 readers

13. 11-13 Pros of Newspaper Advertising  Mass medium  Local medium  Comprehensive in scope  Geographic selectivity  Timeliness  Credibility  Selective attention  Creative flexibility  Active medium  Permanent record  Reasonable cost

14. 11-14 Cons of Newspaper Advertising  Lack of selectivity  Short life span  Low production quality  Clutter  Lack of control  Overlapping circulation

15. 11-15 Newspaper Classifications Delivery Audience Type Size

16. 11-16 Types of Newspaper Advertising Display OnlineClassified Public Notices Preprinted Inserts

17. 11-17 Newspaper Rates  Local  National  Flat  Discount  Short  Combination  Run-of-paper  Preferred position  Full position

18. 11-18 Key Terms_1  Audit Bureau of Circulation  Bleed  Bulk discount  Business magazines  Circulation audit  Classified ad  Classified display ad  Closing date  Color strip  Column inch  Combination rate  Consumer magazines  Contract rate  Controlled circulation

19. 11-19 Key Terms_2  Cooperative program  Cost per thousand  Cover date  Cover position  Daily newspaper  Demographic edition  Display advertising  Earned rate  Farm publications  Flat rate  Fragrance strip  Frequency discount  Full position  Gatefold  Geographic edition

20. 11-20 Key Terms_3  Guaranteed circulation  Horizontal publication  Insert  Insertion order  Island half  Junior unit  Local city magazine  National magazine  National rate  Newspaper Association of America  On-sale date  Open rate  Paid circulation  Pop-up ad

21. 11-21 Key Terms_4  Preferred position rate  Preprinted insert  Preliminary circulation  Product samples  Proof copy  Public notice  Rate base  Rate card  Reading notice  Regional publication  Run-of-paper advertising rate  Secondary readership  Shoppers  Short rate

22. 11-22 Key Terms_5  Split run  Standard advertising unit  Standard-size newspaper  Sunday supplement  Tabloid newspaper  Tearsheet  3-D ad  Vertical publication  Volume discount  Weekly newspaper