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Print and Out-of-Home
Media
Part 3: Effective Advertising
Media
Chapter 8
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
1
Key Points
 Identify the strengths and weaknesses of newspapers
 Describe the key factors that advertisers should know to
make effective decisions about advertising in magazines
 Analyze why packaging is such an important advertising
opportunity
 Discuss factors that advertisers should consider in
making out-of-home media decisions
 Outline the factors that advertisers use to make
decisions about using directory advertising
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Print Media
Wells, Moriarty, Burnett & Lwin - Xth Edition
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Print Media
 Print advertising includes printed
advertisements in newspapers, magazines,
brochures, posters, and outdoor boards
 Print provides more detailed information, rich
imagery, and a longer message life
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Newspapers
 Used by advertisers trying to reach a local &
national market
 Primary function is to carry news
 Target selectivity allows newspapers to
target specific consumer groups
Frequency of Publication: daily or weekly
Format & Size: broadsheet or tabloid
 Measurement for Readership
Circulation=numbers of copies sold (reach)
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Types of Newspaper Advertising
 Classified: ad by individual or business co. to
sell their personal goods e.g. “Real Estate”
“Car”
 Display:1) Run-of-paper(ROP): ad can be
appeared anywhere except the editorial page
2) Preferred-position rate: select the
position
 Supplements: 1) Free-standing insert (FSI)
set of ad inserted into the newspaper more
attention, greater control over quality e.g.
grocery ads)
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Newspaper Advertising
Advantages
 Range of market
coverage
 Comparison shopping
 Positive consumer
attitudes
 Flexibility
 Interaction of national
and local
Wells, Moriarty, Burnett & Lwin - Xth Edition
Disadvantages
 Short life span
 Clutter
 Poor reproduction
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Use Newspapers If…
You are a local business
Desire extensive market coverage
No need to demonstrate the product
Moderate to large budget
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Magazines
Most magazines today are special
interest publications aimed at
narrower target markets
Upscale magazines provide an ideal
place for the image advertising of
luxury products
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Types of Magazines
Audience focus
 Consumer magazines
-Directed at the end consumer
e.g. Praew, Dee-chan
 Business magazines
-Trade paper: retail,
wholesaler
- Industrial magazine:
manufacturer
- Professional magazine:
physician, lawyer
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Other classifications
Geography
Demographics
Editorial content
Physical characteristics
Ownership
 Farm magazines
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Distribution
Traditional delivery
 Through newsstand purchases or home
delivery
Nontraditional delivery
 Inserting magazines in newspapers
 Delivering through professionals
 Direct delivery
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Magazine Advertising
Format
 Double-page spread: - two pages face each
other (largest space sold)
 Gutter: - the white space running bet the inside
edge of the pages
 Bleed page: w/o outside margins the color
extends to the edge of the page
 Gatefold: two connecting pages tt fold in/ on
themselves
 Photo essay ad: special ad page w/ the word
“Advertising”
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Magazine Advertising
Technology
 Has enabled magazines to distinguish
themselves from one another
 Binding and ink-jet process
 Personalize issue for ind. subscribers
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Magazine Advertising
Advantages
 Target audience
 Audience receptivity
 Long life span
 Format
 Visual quality
 Sales promotions
Wells, Moriarty, Burnett & Lwin - Xth Edition
Disadvantages
 Limited flexibility
 Lack of immediacy
 High cost
 Distribution
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Use Magazines If…
Well-defined target audience
Want to reinforce or remind audience
Product must be shown accurately and
beautifully (image)
Need to relate moderate to extensive
information
Moderate to large budget
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Out-of-Home Advertising
 Outdoor advertising
 Billboards and posters in public locations
 Size & Format: Printed Posters VS
Painted Bulletin
Consider buying: location, target, traffic
count
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Out-of-Home Advertising
 On-Premise Signs
 Retail signs that
identify stores
 Kiosks
 Designed for public
posting of notices and
advertising posters
 Posters
 Used on the sides of
buildings and vehicles,
as well as on bulletin
boards and kiosks
 Transit advertising
 Places ad in vehicles
e.g. bus, train, taxis
and subway stations
e.g. BTS
 Exterior transit ad
 Interior transit ad
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Out-of-Home Advertising
Advantages
 High impact medium
 Larger-than-life
visuals
 Hard to ignore
structure
 Least expensive
Wells, Moriarty, Burnett & Lwin - Xth Edition
Disadvantages
 Message could fail to
be seen or have
impact
 Passive medium
 Extensive regulation
ADVERTISING Principles and Effective IMC Practice
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Using Print Advertising
Use Out-of-Home If…
 Local business that wants to sell locally
 Regional or national business that wants to
remind or reinforce
 Product requires little information and little
demonstration
 Small to moderate budget
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Packaging
 Both a container and a communication vehicle
 The last ad a customer sees before making the
decision to buy
 Constant brand reminder once on the shelf at home
or in the office
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Directory Advertising
Books that list names, phone numbers,
and addresses of people or companies
Tells people where to go to get the product
or service they want
Reaching an audience already in need of
something
 Yellow Pages
 Other Directories
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In-Class Exercise
Each group reviews the advertisements in
the magazine
List the product category and the brands
Analyze the target audience:
Demographics
Psychograpics
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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Assignment 4 (5%)
 Form a group of 3-4 members
CHOOSE ONE product
CHOOSE TWO media to advertise the
product & specify the media vehicle for
each
CREATE your own new/interactive media
(out-of-home) advertising for the chosen
product
DUE DATE:14 or 16 September 2010
(class time only)
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End of the Lesson
Wells, Moriarty, Burnett & Lwin - Xth Edition
ADVERTISING Principles and Effective IMC Practice
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