Term
| role of mag and newspaper characteristics |
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Definition
not intrusive
high inolvement
high readership
selective audience
reader sets the pace |
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Term
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Definition
consumer- bought by general public for info/entertainment
farm- all the mags directed towards farmer and family
farms not perceived as businesses
business- directed at specific professional groups |
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Term
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Definition
Selectivity- ability to reach specific target audience
reproduction quality- high-quality paper stock and printing
permanence- mags remain in home longer than any other medium
prestige- p/s gains prestige when ad is in publications w/ favorable image
receptivity engagement- studies show that consumers becum involved w/ mags when they read them
services- may include such things as sales assistance, research studies, personalized message
Creative flexibility- in term of types,size, and placment of ad material
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Term
| examples of creative flexibility |
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Definition
bleed pages- ad extends to the edge of the paper w/ no margins
inserts- product samples, coupons, return cards
pop-ups- 3d special ads that stand
cover position- special position such a back inside front and inside back
Gatefolds- folds out that gives an extra large spread
Creative space buys- advertisers purchase space units in certain combos to increase impact |
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Term
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Definition
cost
limited reach
limited frequency
long lead time
clutter
competition |
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Term
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Definition
| number of individuals who recieve a publication through subscription/store purchase |
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Term
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Definition
| the number of copies of the mags that the publisher expects to sell. if figure os not reached the publisher maybe given a partial refund |
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Term
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Definition
| mag circulations are audited by a verification service |
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Term
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Definition
| primary subscriber/purchaser gives mag to anouther person |
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Term
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Definition
| copies are sent (free) to individuals who influence purchases |
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Term
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Definition
primary circulation plus pass-along readership
readers per copy x circulation = total audience |
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Term
| purchasing mag ad space : Cost elements |
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Definition
circulation
size of ad
position in publication
editions chosen
production requirements
insertion #/frequency
use of color |
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Term
| Characterisitcs of Newspapers |
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Definition
Dominant for of advertising
accounts for 18% of ad dollars
About 1500 papers in print daily
daily newspapers read bout 54% of adults
main comunity medium |
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Term
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Definition
daily
weekly
national- USA today, WSJ
special audience- mtking news
Supplements- Parade |
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Term
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Definition
found throughout newspaer and generally uses illustrations, headlines, white space, in addition to copy text
local (mostly retail)
general (often national) |
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Term
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Definition
small items arranged by topic
rates based on size/duration |
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Term
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Definition
legal notices- public reports
notices by other ppl, orgs
political ads |
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Term
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Definition
| prepared by seperate advertisers (kroger) |
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Term
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Definition
extensive penetration- high degree of mkt coverage, or penetration, they offer ad advatiser
flexability- in terms of requirements for producing and running the ads
geographic selectivity- nationally and locally
Involvement/Acceptance- typical reader spends each day reading news, more time spent on Sunday
Services offered- may include copy writing and mkt studies |
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Term
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Definition
low production quality
short life span
lack of selectivity- difficult to target specific audience
clutter
limited use of color |
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