1. Part 4 Principle: Media in a World of Change Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

2. 1. What should marketers know to make effective decisions about advertising in published media, newspapers and magazines? 2. How do radio and television work as marketing communication media? 3. What factors do marketers consider when making place- based (out-of-home) media advertising decisions? 4. How do marketers use movies and other video formats, such as video games, for brand communication? 5. How does online advertising work? Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

4.  Includes: ◦ Print ◦ Broadcast ◦ Out-of-home ◦ Online media ◦ Other traditional or alternative forms  The advertiser controls the size and timing of the message, but has no control over whether readers or viewers will notice the ad. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

5.  Print media vehicles include: ◦ Newspapers ◦ Magazines ◦ Posters ◦ Outdoor boards ◦ Brochures/collateral materials (technically not adv)  Print provides more information, richer imagery, and longer messages than other media forms. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

6.  Print is often used to generate cognitive responses.  It is more flexible, less fleeting, and more engaging when targeted to special interest audiences. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

7.  Newspaper’s primary function is news, making it useful for ads announcing sales, events, other news.  People read newspapers as much for the ads as they do for the news stories. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

8. To reach a more digitally oriented audience, USA Today redesigned its online presence to reflect the horizontal layout stylistics of a website page that fits on a tablet, such as the iPad. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

9.  Newspaper readership is declining, particularly among young people.  Online delivery is becoming an industry standard. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

10. Industry structure  Newspapers can be categorized according to their publication frequency, such as dailies, weeklies, and Sunday editions.  Market selectivity allows newspapers to target specific consumer groups. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

11. Newspaper advertising  Newspaper formats come in two typical sizes: broadsheet and tabloid.  Ads are sold based on size of the space and the newspaper’s circulation.  The charges are published on a rate card. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

12. BroadsheetTabloid

13. Rate Card  http://www.usatoday.co m/marketing/media_kit/ usat/ratecard.html http://www.usatoday.co m/marketing/media_kit/ usat/ratecard.html

14. Newspaper advertising  Local advertisers and volume buyers get discounts; national advertisers pay higher rates.  Ads are sold by local sales staff or brokers on the one- order, one-bill system. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

15. Newspaper ad sales  The introduction of standard advertising unit (SAU) in the 1980s made national buying much easier.  With coop advertising, a local retailer places an ad, and the manufacturer pays for part of the ad. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

18. Types of newspaper advertising  Display ◦ Can be any size, placed anywhere except editorial section. ◦ Run-of-paper rate (can run anywhere) or preferred-position rate (advertiser selects sections where ad runs).

19. Types of newspaper advertising  Classified ◦ Advertising by individuals to sell their personal goods and advertising by local businesses.

20. Types of newspaper advertising  Supplements ◦ Magazine-style publications inserted into newspapers. ◦ A free-standing insert (FSI) is a preprinted ad inserted for a fee.

21.  Most U.S. adults read at least one magazine per month, spending significant time with each issue.  Color and quality of reproduction is their greatest strength. Advertisers look at the audience, geographic coverage, demographics, and editorial diversity of magazines as criteria for using them in a media plan. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

22. The magazine industry  It has weathered the recession and changing media environment relatively well.  New magazines continue to emerge, especially those that target business markets and other growing segments. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

23. The magazine industry  Controlled circulation Traditional delivery through newsstand purchases or home delivery via the U.S. Postal Service  Uncontrolled circulation Nontraditional or free delivery to specific audiences: ◦ Bagged copies on doorknobs ◦ Insertion in newspapers ◦ Delivery through professionals’ offices ◦ Direct delivery ◦ Electronic delivery Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

24.  http://auditedmedia.com/news/blog/2014/a ugust/top-25-us-consumer-magazines-for- june-2014.aspx http://auditedmedia.com/news/blog/2014/a ugust/top-25-us-consumer-magazines-for- june-2014.aspx  http://www.adweek.com/news/technology/th ese-are-10-magazines-biggest-mobile- readerships-166543 http://www.adweek.com/news/technology/th ese-are-10-magazines-biggest-mobile- readerships-166543 Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

25. The magazine industry  Selective binding combines subscriber databases with a computer program to produce magazines with special section based on demographic profiles.  Ink-jet imaging allows a magazine to personalize renewal forms according to subscriber.  Satellite transmission, used with computerized editing technology, allows magazines to print regional editions with regional advertising. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

26. Types of magazines  Consumer: aimed at consumers who buy products for personal consumption.  Business: targets business readers. Examples: ◦ Trade papers ◦ Industrial magazines ◦ Professional magazines ◦ Farm magazines ◦ Corporate publications Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

27. Types of magazines In assembling their media mix, planners consider:  Geography: national, regional editions  Demographics: Age, income, occupation, etc.  Editorial content: general, women’s, shelter, business, and special interest.  Physical characteristics: 8 ½” x 11,” 6” x 9” most common. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

28. Magazine advertising  Ad costs are based on the size of the ad and circulation of the magazine.  Typical formats: ◦ Premium positions: back cover, inside covers ◦ Double-page spread: two ad pages face each other ◦ Bleed page: color goes to edge of the page Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

32. Magazine ad sales  Typical formats ◦ Gatefold: more than two connected pages that fold in on themselves ◦ Special ad page or section that looks like editorial ◦ Multiple-page photo essay ◦ Fractional page space: vertical or horizontal half- page, half-page double spread Copyright © 2012 Pearson Education, Inc. publishing as Prentice Hall

36.  http://www.magazine.org/industry- news/press-releases/asme-press- releases/asme/national-magazine-awards- 2015-winners http://www.magazine.org/industry- news/press-releases/asme-press- releases/asme/national-magazine-awards- 2015-winners Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

37.  Directories are books that list people or companies, phone numbers, and addresses.  They are directional: they tell people already in the target market where to go to get the product or service they want.  Almost 90% of the people who consult the Yellow Pages follow up with action.  If they consult a Yellow Pages, Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

38.  http://streetfightmag.com/2013/04/09/wh en-will-the-last-yellow-pages-book-be- printed/ http://streetfightmag.com/2013/04/09/wh en-will-the-last-yellow-pages-book-be- printed/  http://localfresh.biz/2014/03/online- yellow-page-advertising-still-value/ http://localfresh.biz/2014/03/online- yellow-page-advertising-still-value/ Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

39.  Radio is close to being a universal medium.  Virtually every U.S. household has at least one radio.  Radio tightly targeted based on special interests & radio formats: http://www.nielsen.com/us/en/insights/news/2014/to ps-of-2014-audio.html Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

40. The radio industry  The U.S. has more than 10,000 commercial radio stations, mostly serving local markets.  In recent years, radio industry growth has slowed.  Broadcast forms: ◦ AM/FM ◦ Cable radio ◦ Satellite radio ◦ Low-power FM ◦ Web radio or netcasting ◦ Public radio Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

41. Categories of radio buys  Network radio advertising ◦ Group of local affiliates connected to one or more national networks. ◦ Growth has contributed to increase in syndicated radio  Spot radio advertising – both local and national ◦ Advertiser places ads with an individual station, not a network ◦ Messages can be tailored for particular audiences ◦ Flexibly in content, timing, and rates  Syndicated radio advertising ◦ Offers advertisers of high-quality, specialized, and original programs ◦ Advertisers value the high level of audience loyalty. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

42. Dayparts  Audiences are grouped by the time of day when they are most likely to be listening.  Typical dayparts: ◦ Morning drive time: 6 – 10 a.m. ◦ Midday: 10 a.m. – 3 p.m. ◦ Evening drive time: 3 – 7 p.m. ◦ Evening: 7 p.m. – midnight ◦ Late night: midnight – 6 a.m. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

43.  Television has become a mainstay of society, with some 280 million sets in use in the United States.  Television is primarily an entertainment medium with its drama and emotional impact, as well as its moving images. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

44. Structure of the industry  A broadcast network is a distribution system that provides television content to its affiliated stations.  ABC, CBS, NBC and Fox are the major networks.  Each network has about 150 affiliates.  Local and national advertising pays for station and network operations. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

45. Structure of the television industry Subscription television  Viewers sign up for service and pay monthly fees.  The most common form is cable television.  Cable is pulling ad revenue away from network TV.  Satellite television is another form of subscription TV. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

46. Structure of the television industry Other television formats:  On-demand programming  Online video  Public television (sponsorships not commercials)  Syndication (1 st run & reruns; bid on strips) Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

47.  Television tells stories, engages emotions, creates fantasies, makes a powerful visual impact.  It also demonstrates how things work.  TV brings brand images to life and adds personality to a brand. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall This famous “crying Indian” image commercial conveyed a strong ecology message.

48.  Long-form ads Includes roadblocks and infomercials.  Participations Advertisers pay for 10, 15, 20, 30 or 60-second commercials. This is the most common approach used by networks.  Spot announcements Commercials appearing in breaks between local programs. Sold by local affiliates to advertisers to show ads locally. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

49.  Sponsorships The advertiser assumes financial responsibility for producing the program and providing the commercials.  Public Service Announcements These are spots created by agencies that donate their time and services on behalf of some good cause. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

50. New television technology 1. High-definition television delivers movie-quality, high-resolution images. 2. Interactive television means you’re watching a favorite program and an ad comes on for a product of interest. 3. Addressable television enables individual homes to receive targeted and personalized advertising. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

51. New television technology 4. 3-D television is coming to living rooms thanks to the popularity and innovations developed for 3-D movies. 5. Streaming video enables video programs to be sent to computers and other electronic devices, such as smart phones and tablets. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

52.  Movie theaters, particularly the large chain theaters, sell time at the beginning of their film showings for commercials, called trailers.  Targeting also is possible based on the appeal of the film. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

53.  Examples: ◦ Billboards ◦ Hot-air balloons ◦ Buses ◦ Posters ◦ Kiosks ◦ Blimps ◦ Airport displays  It ranks second to the Internet in terms of growth.  It is situational: can target specific people at a specific time when they’re most interested. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

54.  This includes street and highway advertising, plus posters in public locations.  Two primary uses of outdoor: 1.As reminder advertising 2.As a directional guide

55. Size and Format  Painted outdoor bulletins  Extensions: expand beyond the rectangle border.  Cutouts: present an irregular shape.  Digital displays: use wireless technology to change messages. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

57.  Outdoor is sold in showings, based on traffic counts.  Boards are usually rented for 30 days.  Rotational contract Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

58. New and novel forms  Some boards are now equipped to run mini- movies and ads electronically.  Trailers can replay as electronic signboard messages in public spaces.  Interactive Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

59.  http://www.telegraph.co.uk/women/womens- life/11449803/Domestic-violence-interactive- advert-How-you-can-heal-victims-bruises.html http://www.telegraph.co.uk/women/womens- life/11449803/Domestic-violence-interactive- advert-How-you-can-heal-victims-bruises.html  http://www.adweek.com/news/technology/send -tweet-cokes-digital-billboard-and-itll-tell- you-fun-facts-about-your-name-165780 http://www.adweek.com/news/technology/send -tweet-cokes-digital-billboard-and-itll-tell- you-fun-facts-about-your-name-165780  http://io9.com/these-interactive-billboards- react-to-the-world-around-1699244771 http://io9.com/these-interactive-billboards- react-to-the-world-around-1699244771  http://creativity-online.com/work/jetblue-a- better-wingman/42209 http://creativity-online.com/work/jetblue-a- better-wingman/42209 Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

60. Posters and kiosks  Used on buildings, vehicles, and bulletin boards.  Kiosks are designed for public posting of notices and advertising posters.  Did you know…… The iPod was launched in London with walls of posters that Tube riders encountered on the escalators? Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

62.  Mainly urban.  Ads run on buses, taxis, and moving billboards.  There are two types of transit advertising: 1.Interior 2.Exterior Painted vehicles emerged in 1993 with PepsiCo. Copyright © 2015 Pearson Education, Inc. publishing as Prentice Hall

78.  http://www.lamar.com/ http://www.lamar.com/  http://www.clearchanneloutdoor.com/ http://www.clearchanneloutdoor.com/