• appeal to upscale audience
• flexible w/ opportunities for colors, ad spaces, insertion schedules, coups, and selectivity
• much easier to measure response rates (through coupons and sophisticated tracking techniques)
• have very high credibility w/ readers --> positive environment for advertisers

Cons of Newspaper Advertising

• 60% of newspapers are ads--> high ratio of ads + less avg reading time = few ads read
• circulation has decreased drastically (readership has not kept up with population growth)
• costs have risen sharply

• poses challenges for newspaper publishers
• dropping @ about 1% per year

• not enough time in single parent, 2 income families to devote to newspaper reading
• younger demographics do not read the paper/never developed the habit
• other media has become preferred methods of receiving news and information

• Classified Advertising
• Display Advertising

• carried in a special section & comprised of variety of ads from a small notice to a large retailer's ad
• often ignored if not looking for something specific (car, house, job)
• can carry ads w/ illustration (classified display)
• most profitable department for newspapers
• 3 main areas: auto, employment, real estate
• "want ads"= 35% of ads in newspaper
• threatened by internet (craigslist)

• newspaper ads other than text-only ads in classifieds
• generally larger and include color, photos, and artwork

1. Local: newspapers leaders in local adv
2. National: recent newspaper success = increase in nat'l ads (though still relatively small)

• joint promo of a nat'l advertiser (manufacturer) and a local retail outlet on behalf of the manufacturer's product for sale in the retail store
• placed by local but paid for by national

• SAU
• allows national advertisers to purchase newspaper advertising in standard units from one paper to another
• can purchase space in virtually every major US paper and prepare ad that will be accepted by all 
• Provided by NNN

• CPM has 2 advantages:

1. reflects move to page and fractional page space buys
2. comparisons among media are more easily calculated using a standard benchmark 

• # and range of specialized magazines provide advertisers with an opportunity to reach narrowly targeted audiences that could be hard to reach
• provide strong visuals to enhance brand awareness, and have ability to deliver memorable messages
• most offer a regional and/or demographic edition to provide even greater opportunities
• portable
• have a long life
• often passed along to several readers

Cons of Magazine Advertising

• audience growth has not kept up with increases in ad rates
• among most expensive per prospect
• clutter -- many have 50% ad content. Therefore, time spent with a single ad is minimal
• most have long ad deadlines creating a lack of immediacy in message (long lead time reduces flexibility--especially a problem in the age of internet)
• rarely does a single magazine reach a mass market

• began to market when TV was introduced in 50's
• economic future lies on quality of audience rather than quantity

• mags cover wide array of topics
• success stories usually confined to narrow editorial interests
• selectivity is key in modern ads
• searching for right editorial content in fragmented market
• there are few homogenous groups, but many homogenous segments within more general groups
• valuable teen market hard to reach b/c boys and girls so different and girls read more than boys

• yes, over 50% say they plan to take action based on mag exposure

• here that mags excel
• magazine targeted to any market (for almost every demographic/interest group)
• total readership often secondary considering how mags reach target audiences

• Advertisers benefit from ability to have long exposures
• kept/referred to over time
• portable
• long-term medium
• reference sources
• wide range of flexible formats
• well-suited for long copy

1. Does it work? Yes
2. Audience Selectivity
3. Long Life & Creative Options
4. Availability of Demographic & Geographic Sections
5. Qualitative Factors & Engagement

1. High Cost
2. Long Closing Dates

• usually offer a regional or demographic breakdown of total circulation
• special editions called PARTIAL RUNS are common and important

• when magazines offer less than their entire circulation to advertisers
• include demographic, geographic, and split-run editions

• generally most expensive medium on CPM basis
• refined audience so advertisers must use several publications to to achieve acceptable REACH levels
• as # of magazines in media schedule increase, so does the risk of duplicated audience levels (results in unnacceptable overlap of readership)

• due to printing process, must have ads well ahead of time
• makes magazines inflexible to changing market conditions
• Closing Dates
• Fast Close Advertising no the rise

• date when all material must be submitted to a publication

• some magazines have sought to overcome disadvantage of long closing dates by offering short-notice advertising deadlines, sometimes @ a premium cost
• allows advertisers to submit ads much closer to publication dates

• how to best serve the advertiser's marketing goals and creative message

1. Size of Magazine
2. Position, Color, and Size of Ad
3. Bleed Pages
4. Inserts/Mult. Page Units

• page size is the type area, not the size of the actual page
• must get exact sizes

• optimum combo must be achieved
• space sold by full pages or fractions thereof (except in mag classifieds = sold by the line)
• covers are the most expensive
• 4 color ads are worth the cost, 2 color ads are not
• regard right hand pages @ the front as ideal (FFRHPOE)
• as size of ad increases, growth of audience not proportional
• large spaces = more creative flexibility
• large ads have more recall and better suited for long copy

1st Cover 

seldom sold

far-forward, right-hand page, opposite editorial

considered prime space for ad in magazine

• common technique 
• the ad runs all the way to the edge of the page w/ no border
• leaves no margin
• used to gain attention and use all available space
• doesn't appear to be confined
• usually seen by 10-15% more readers
• no standard premium charge
• many publications offer them free as a value-added incentive for advertisers

• most common = facing, 2 page spread
• automobile advertisers use most frequently
• spread increases impact of message
• eliminated any competition for consumer attention
• cost is main consideration
• work closely w/ creative team
• most effective= interesting product + new story to tell+ interested prospect

1. advertiser putting disproportionate amount of budget toward this medium, the often suffer a loss of reach and frequency
2. when they are all over the place, readers take them for granted

• most expensive CPM of any medium
• smaller mags have higher CPM
• Magazine Networks allow several magazines to compete for advertisers by offering lower CPM's

Responsible for overall strategy of media plan

§  Supervise all areas of the ad campaign as it relates to the media function

§  Added the role of marketing specialist to their other duties

§  Media planner’s job to anticipate future trends in communications and keep agency management and clients aware of major changes

• execute/monitor media schedule developed by planners
• select/negotiate specific media placements
• monitor post placement execution

Critics demanding more creativity from media planners

Innovative uses of non traditional media

Reebok used foreheads of college students to promote @ Adidas sponsored Boston Marathon—“The pain train is coming”

• The delivery of attentive consumers from a media vehicle to the advertising
•  proliferation of new media makes planners more interested in engagement
•  commonly thought to take into account the ability of an advertising vehicle to deliver a receptive audience to the advertising in it
• is turning on a prospect to a brand idea enhanced by surrounding context
• commonality in trends: media execs must be analytical, creative, and strategic in approach to media process

Foundation of media planning is the ID of prime prospect segments within the audience of various media

Aim to find demographic niches and ID consumer needs and product benefits that meet these needs

Approach to cost efficiency requires that media planners maximize delivery of prospects as opposed to people or households

• CPM (Cost per Mille)
• (Ad Cost ×1000) ÷circulation
• Important only as comparisons with those of other media
• Weighted CPM

1. Creative Pre-dispositions of the audience
2. Qualitative environment for message
3. Synergistic Effect—combo of media
4. The Creative Approach

• Probability of exposure to a medium
• Ad exposure weights to equalize the probability of an ad being seen
• Communication weights to equalize the probability of an ad message communication
• Frequency of exposure weights in the same medium

• Potential Rating Index by a ZIP Market
• A method of audience segmentation developed by Claritas, Inc
• Multivariable approach

• Complete analysis and execution of the media component of a campaign
• Encompasses a number of factors in both marketing strategy and advertising tactics
• Media planners must be able to use distinctive attributes of each medium
• Typically includes: Marketing Analysis, Ad Analysis, Media Strategy, Media Scheduling, Justifications & Summary

1. Marketing Analysis
2. Ad Analysis
3. Media Strategy
4. Media Scheduling
5. Justifications & Summary

1. reach

2. frequency

3. continuity

4. budget

aka: Coverage

number of different people exposed to a single medium or the entire media schedule

represents a non duplicated audience

Number of times that each person in the audience is exposed to the media schedule

length of time over which a campaign will run or length of time that reach and frequency will be measured

important that the continuity over which these elements are measured be clearly stated

Major constraint of any ad plan

1. Cost of the vehicle

2. # of target market members or the weighted target market quality of the audience reached by the vehicle

3. Effectiveness of the ad exposures the vehicles deliver

from a practical standpoint, who has control over reach and frequency?

media planner

• Prime time TV (but very $$$)
• Daily newspapers
• Large circulation magazines

• Cable TV: reach same core viewers over and over
• Special Interest Magazines: same audience over several issues
• Radio listeners: tend to listen to same stations

• The detailed plan or calendar showing when ads and commercials will be distributed and is what media vehicles they will appear
• Calendar or blueprint for the media portion of the campaign
• Guide for media buyers to execute the media strategy developed by the planner
• Must offer in specific detail exactly what media will be bought, when they will be purchased, and how much time or space will be used for each advertisement or commercial
• Ad giants spend millions daily on TV
• Concern @ all levels of broadcast buys: time availability (especially among networks and major affiliates)
• Process of broadcast buying has improved w/ introduction of electronic data interchange (EDI—a means of connecting agencies, clients, and media involved in buying process in a paperless system)
• Significantly reduces errors b decreasing the number of people involved in buying and billing process
• Companies now offering brokering services b/w advertisers and stations—list inventories of broadcast spots buy also act as central clear house where media buyers can bid on available time

• Flight= length of time a broadcaster’s campaign runs
• Can be days, weeks, or months—but does not refer to a year
• Flighting schedule alternates periods of activity w/ periods of inactivity

• provide ad exposure to virtually every person in a geographic market w/ very HIGH FREQUENCY @ a LOW COST
• 24 hr exposure--great supplement to other media for product identification or brand building
• use of color and lighting gains immediate attn
• provide reminders at places close to point of purchase
• diversified product categories/losing "beer and cigs" image

Cons of Outdoor Advertising

• can't communicate detailed messages (fast drivers!)
• copy limited to 7-10 words
• difficult to measure--comparisons almost impossible
• attacked as visual pollutant
• legal restrictions--even banned in some states

• Outdoor Advertising Associate of America
• primary trade organization for the industry

• Traffic Audit Bureau for Media Measurement
• organization designed to investigate how many people pass and may see a given sign to est a method of evaluating traffic in a market

1. Specific Marketing Objectives
2. essentially local
3. changes making it more likely to be used by national advertisers
4. supplemental medium in almost every campaign
5. rarely effective as a stand alone medium
6. little audience selectivity and little depth of communication
7. availability issues

• quickly builds awareness for new brands
• reinforces brand ID for established products
• creates continuity for brand or message by extending basic advertising themes beyond trad'l media
• offers localized approach for national advertisers
• available to virtually any ad message or brand w/ multiple formats
• local support by offering directions to retail outlets
• serves as point of purchase reminder to customers in shopping proximity
• can enhance direct response offers by providing web addresses & phone numbers

1. consolidation of ownership
2. research
3. increased/improved creative opportunities
4. terminology

• today, out of home industry dominated by conglomerates
• each controls hundreds of sites throughout country
• position to deal effectively with large national and regional advertisers to gain a larger share of ad budgets

• coordinates both primary and secondary research data and functions as a support to media planners
• gauge and anticipate future media trends
• estimate likely audience for news magazines or TV shows

• qty and quality of out of home options has increased
• back lit, vinyl, building sized, interactive, digital

• used to be unique and jargon made media buyers uncomfortable
• made inter-media comparisons difficult
• adoption of GRP is addressing this issue

• known as "lady bird bill" b/c Mrs. LBJ lobbied for it
• restricts placement of outdoor signs along interstates 
• provides stiff penalties for states that fail to control signs w/in 600 feet of interstates
• federal law that controls signs in non commercial, non industrial areas
• since passage, # of signs reduced from 1.2M to less than 400K
• most of remaining signs in commercially zoned areas

Exclusionary Zones (outdoor)

industry code of conduct that prohibits the advertisement w/in 500 ft of churches, schools, or hospitals of any products than cannot be used legally by children

1. Posters
2. Painted Bulletins

• 30 sheet poster most widely used form of outdoor advertising
• most common type is 2 posters in 1
• typical highway billboard: bleed and 30 sheet posters
• buys can be made for a single location or total national coverage
• primary use is to reach majority of market quickly and cheaply
• can be used for more target audiences with geo-marketing (like in financial districts)

• Standard Poster panel is 12 x 25 ft
• Today, posters printed on vinyl instead of paper
• vinyl = more expensive but better suited @ high traffic location for longer contract periods
• sold on basis of illuminated or non illuminated panels
• usually 30 day contract w/ discounts if use longer
• typical poster = 70-80% illuminated (for 24 hr exposure) 
• major advertisers often request full illuminated posters
• advertiser provided with number of displays 

• measure 5x11 ft
• slightly less than 1/3 the size of 30 sheet posters
• bought by small local businesses as well as national companies
• often placed adjacent to point of sale as last contact before purchase decision
• adds enormous reach + frequency to advertising plans @ modest cost
• rapidly build brand awareness
• announce new products and services
• provide reminder messages about a brand
• costs are much lower than trad'l billboards (smaller and lower prod costs--CPM 1/2 of 30 sheet posters)
• zoning regulations more lenient
• can reach various target audience's w/o expensive waste circulation
• usually bought to support larger campaign
• handled by special poster plants but frequently appear w/ 30 sheet poster in a market

• largest & most prominent type of outdoor ad
• 2 types: both usually illuminated
• rotary bulletin 
• stationary

• standardized poster that is 3 times larger than the standard poster and is placed at high traffic locations for max visibility
• can be moved from site to site
• approx 4x more expensive than posters
• embellished
• usually 1 yr min contract
• offer advertiser greater impact of painted bulletin w/ more coverage and penetration than a single site
• moved every 30, 60, or 90 days so that in 12 months everyone will see it

• large, unique displays designed for maximum attention in urban centers
• may consist of special lighting or other ingenious material and innovations
• building as canvas
• very expensive--negotiated on a 1x basis w/ min 1 yr contract (usually)
• what was once a spectacular may soon become the norm

1. ancient roman paintings gave outdoor adv start
2. wall murals done right can add sense of urban art to area (but not common/practical)

1. Outdoor Design
2. Outdoor Advertising & Digital Technologies

• among most difficult task for creative team but also very enjoyable
• Tokyo Adidas human billboard (max creativity w/o space constraints)
• Copy: no more than 7 words
• no theme development of copy amplification
• conciseness = necessity
• work w/ constraints to provide interesting and motivating messages

• primary advantage 
• must be chosen carefully to ensure readability
• high contrast in both hue & value

• difficult for clients to visualize creative concepts in realistic environment
• other mediums can show how an ad will look, but w/ outdoor you really can't tell until it's actually up
• today can use internet systems that allow advertisers and planners to see how posters will appeal in location by superimposing on board
• computers help w/ imaging and digital technology on billboards offer changing messages
• some execs see a day when most high traffic signs will be digital & programmed from a central location

• builds brand awareness 
• provides reminder to mobile population
• provides extensive reach & high repetition @ fraction of the cost
• audiences demonstrate repetitive travel patterns so transit advertising provides high levels of frequency + reach
• one of the fastest growing segments of outdoor advertising (approx 20% of outdoor revenue)

• provides largest revenue source in transit industry
• carried on outside of buses, trucks, subways
• KING SIZE: curb, streetside
• QUEEN SIZE: just curb
• full bus (zoo) or subway wrap
• printed on vinyl and placed in frames or affixed w/ adhesive
• can choose bus routes to better reach target audience
• reach both pedestrian and vehicular traffic primarily during daylight

• car cards
• come in # of sizes and fitted into racks inside busses, subways, cars, taxis
• ADVANTAGE: can be seen over long period of time
• Ideal for building high levels of frequency because commuters use same route daily
• sometime include cards, tear-off slips (transit + DR)
• some systems experimenting w/ usage in fleets
• Milwaukee bus transit system use location based texting services

• back lit panels, courtesy phones, wall wraps, baggage carousels, baggage carts, airport bus shelters, and kiosks (terminals, gates)
• intended to reach pedestrian traffic in captive environment
• ability to generate significant audience levels and reach upscale audience has resulted in # of advertisers moving into the medium