Print & Out-of-Home Media

Definitions Media Vehicle –An individual carrier within a medium Media Planning –The way advertisers identify & select media options based on research into the audience profiles of various media, as well as budget and schedule media Media Buying –Task of identifying specific vehicles, negotiating costs, and handling billing & payments

Definitions Media Mix –Strategic combination of various media in an advertising plan Budget Distribution Mix MediumBudget in PKRBudget in US$%age Share Radio 548,206 6,8537% Newspaper 2,666,760 33,33532% Magazines 1,356,812 16,96017% Internet 1,616,000 20,20020% Outdoor 2,020,000 25,25025% Total 8,207,778 $ 102,597100% Brand X

Ad Expenditure by Medium *Advertising spend increased 10% from There was a 62% increase from 2005 to 2006 and 32% from 2006 to

Ad Spend Print – 2008 Newspapers 95% Adex Adex by Category –20% - Classified ads –10% - Telecom –7% - Educational Institutions –6% - Real Estate Adex by Company –PTCL – 3% –Mobilink – 2% –Telenor – 1% Magazines 5% Adex Adex by Category –12% - Beauty creams/lotions/face wash –7% - Milk & dairy –6% - Beauty soap Adex by Brand –3% - Hoor beauty soap –2% - Care honey lotion –2% - Shan Recipe Masala

Newspapers Frequency of Publication Daily (208) –Dawn, News, Jang, Nawa-i- Waqt Weekly (15) –The Friday Times –Sunday editions of Dailies Fortnightly (7) Monthly (71) Format & Size Sizes –Broadsheet  54 cm x 8 cols –Tabloid  43 cm x 6 cols Language Color Standard Advertising Unit (column centimeters) –27x4 (quarter page), 27x8 (half page), 15x8, 20x3, … –Rate Cards –Release Order –Tear Sheets

Example of Rate Calculation 4 Columns wide 27 cm Length Size = 27 x 4 Total area used = 27x4 = 108 ccms So, total cost of placing ad = 108 x pccm cost (Total cost depends on color, page, position, geographic presence, etc.)

Newspapers Circulation Number of copies a newspaper sells & is the primary way newspapers reach is measured and compared with the reach of other media –Nationwide – Dawn, Jang, etc. –Regional – Metropolitan, City News, Ausaf, etc. Readership Auditing Bureau of Circulation (ABC) Limitation –Paid circulation only % of the media audience exposed at least once to the advertiser’s message (unique exposures)

Types of Newspaper Ads Classified –Individual / personal –Business Display –Rates vary by: National / Regional (Local) Preferred Position Run-of-the-Paper (ROP) Supplements –Corporate / Public Service supplement –Free-standing inserts

Advantages Disadvantages Mass market coverage Geographic flexibility Credibility Active medium Creative flexibility Immediate nature Short life span Clutter Lack of selectivity Poor print quality

Magazines Classifications Audience Focus –Consumer –Business Geographic Presence Demographics Editorial Content Physical Characteristics Ownership

Magazines Advantages Specialized audiences Audience receptivity Long shelf life Format Production quality Disadvantages Limited flexibility Lack of immediacy High cost Distribution issues

OOH Advertising Outdoor media Transit media On-premise signs (fascias) POS media Other unconventional media

Billboards Advantages High impact Cost-effective Directional medium Disadvantages Passive medium Less detail oriented Visual pollution