Microsoft PowerPoint - MKT2_ Evaluation of Print Media Presentation

4/5/2012

Chapter 12 Evaluation of print media

Prepared by:

Dang Thao Trang

Nguyen Van Ha

MKT 3362

Instructor: Mr. Nguyen Tien Dung

www.themegallery.com

Contents

Chapter objectives1

Magazines2

Newspapers3

Chapter 12: Evaluation of Print Media

Chapter objectives

� To examine the structure of magazine and newspaper industries and the role of each medium in the advertising program.

� To analyze the advantages and limitations of magazines and newspapers as advertising media

� To examine the various types of magazines and newspapers and the value of each as an advertising medium.

Chapter objectives (con‘t)

� To discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined.

� To consider future developments in magazines and newspapers and how these trends will influence their use as advertising media.

Main content

Print media

Magazines Newspapers

MAGAZINESMAGAZINESMAGAZINESMAGAZINES

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Diagram

Consumer magazine

Farm magazine

Business magazine

Magazines

Consumer magazines

� Consumermagazines

• Various kinds: general

editorial, sport, travel.

• Distribution :subsription ( order in advanced)

such as Time, Newweek

or by store.

• Frequency: sold by monthly or weekly

Farm publication

� Farm publication

• Directs to farmers or

their families. For example: Farm journal,

hog farming, or beef

Business publication

Magazines direct at specific professional

groupFor example,National law,

Architecture forum.

Industrial magazines direct at business people in manufacturing and production industry

Trade magazinesFor example,drug store news, women’s wear daily

Business publication

General business magazinesFor example,

Forbes, Fortune

Heal care publication targeted to various areas including dental, medical, surgical

Advantages of magazines

� Selectivity

Demographic selectivity

Geographic seclectivity

� Reproduction quality

Beautiful color pages, and covers

� Creative flexibility

4/5/2012

Creative flexibility

�Gatefold

The bigger pages in the

middle of the magazines

�Bleedpage

� Permance

� Prestige

� Consumer receptivity and involvement

� Service

Disadvantages of magazines

� Cost

Publishing a magazines in full colors cost million

Vietnam dong.

� Limited reach and frequency

� Long lead time

� Clutter and competition

The solusion for clutter or the chaos between ads

and information is making the balance between

illustration and articles

Future of magazines

� The heath of the economy has major impact on

magazines. In addition, there are other issues magazines need to cop is the increasing price of ink

and paper.

� It requires the publishers change the traditional

ways they edit magazines.

� Stronger editional platform

� Circulation management

� Cross-magazines and media deals

� Advance in technology

� Online delivery method

Weekly

Publication

Frequency

National

Special-audience

Supplements

Publication Frequency

Types of Newspapers

Daily Newspapers

Publish each weekday, are found in cities and larger towns across the country

4/5/2012

Weekly Newspapers

�Originate in small

towns or suburbs

where the volume

of news and

advertising cannot

support a daily

newspapers

National Newspapers

� The newspaper that circulates throughoutthe whole country, as contrasted with alocal newspaper serving a city or region.

Special-Audience Newspapers

� A variety of papers offer specialized editorial

content and are published for particular

groups, including labor unions, professional

organizations, industries, and hobbyists.

Newspapers Supplements

� Although not a category of newspapers perse, many papers include magazines-typesupplements, primarily in their Sundayedition.

Display Ads

Classified Ads

Special Ads & Inserts

Display Advertising

� Is found throughout the newspaper and

generally uses illustrations, headlines, white

space, and other visual devices in addition to

the copy text

Local Advertising

National or general Advertising

Display Advertising

4/5/2012

Display Advertising

Classified Advertising

� These ads are arranged under subheads

according to the product, service, or offering

being advertised

Classified Advertising www.themegallery.com

Special Ads and inserts

�Include a variety of government andfinancial reports and notices and publicnotices of changes in business andpersonal relationship.

�Include political or special-interest adspromoting a particular candidate, issue,or cause.

Special Ads and inserts

�Preprinted inserts:

These ads don’t appear in the paper itself,they are printed by the advertiser areadvertisers and then taken to thenewspaper to be inserted before delivery

Newspaper inserts are used to reach target markets

4/5/2012

Advantages of Newspapers

Extensive penetration Flexibility Geographic selectivity

Reader involvement and acceptance Services offered

Limitations of Newspapers

Poor Reproduction

Short life span

Lack of selectivity

Clutter

The future for Newspapers

Problems

Competition from other

mediaCirculation

Attracting and retaining readers

Cross-media Buy

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