4/5/2012 1 LOGO Chapter 12 Evaluation of print media Prepared by: Dang Thao Trang Nguyen Van Ha 1 MKT 3362 Instructor: Mr. Nguyen Tien Dung www.themegallery.com Contents Chapter objectives 1 Magazines 2 Newspapers 3 Chapter 12: Evaluation of Print Media 2 www.themegallery.com 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 12: Evaluation of Print Media 3 www.themegallery.com 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. Chapter 12: Evaluation of Print Media 4 www.themegallery.com Main content Print media Chapter 12: Evaluation of Print Media 5 Magazines Newspapers www.themegallery.com MAGAZINES MAGAZINES MAGAZINES MAGAZINES Chapter 12: Evaluation of Print Media 6
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4/5/2012
1
LOGO
Chapter 12 Evaluation of print media
Prepared by:
Dang Thao Trang
Nguyen Van Ha
1
MKT 3362
Instructor: Mr. Nguyen Tien Dung
www.themegallery.com
Contents
Chapter objectives1
Magazines2
Newspapers3
Chapter 12: Evaluation of Print Media
2
www.themegallery.com
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 12: Evaluation of Print Media
3
www.themegallery.com
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.
Chapter 12: Evaluation of Print Media
4
www.themegallery.com
Main content
Print media
Chapter 12: Evaluation of Print Media
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Magazines Newspapers
www.themegallery.com
MAGAZINESMAGAZINESMAGAZINESMAGAZINES
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Diagram
Consumer magazine
Farm magazine
Business magazine
Magazines
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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
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Farm publication
� Farm publication
• Directs to farmers or
their families. For example: Farm journal,
hog farming, or beef
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Business publication
1
Magazines direct at specific professional
groupFor example,National law,
Architecture forum.
2
Industrial magazines direct at business people in manufacturing and production industry
3
Trade magazinesFor example,drug store news, women’s wear daily
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Business publication
4
General business magazinesFor example,
Forbes, Fortune
5
Heal care publication targeted to various areas including dental, medical, surgical
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Advantages of magazines
� Selectivity
Demographic selectivity
Geographic seclectivity
� Reproduction quality
Beautiful color pages, and covers
� Creative flexibility
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Creative flexibility
�Gatefold
The bigger pages in the
middle of the magazines
�Bleedpage
� Permance
� Prestige
� Consumer receptivity and involvement
� Service
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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
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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
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Daily
Weekly
Publication
Frequency
National
Special-audience
Supplements
Type
Publication Frequency
Type
Types of Newspapers
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Daily Newspapers
Publish each weekday, are found in cities and larger towns across the country
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Weekly Newspapers
�Originate in small
towns or suburbs
where the volume
of news and
advertising cannot
support a daily
newspapers
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National Newspapers
� The newspaper that circulates throughoutthe whole country, as contrasted with alocal newspaper serving a city or region.
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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.
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Newspapers Supplements
� Although not a category of newspapers perse, many papers include magazines-typesupplements, primarily in their Sundayedition.
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Display Ads
Classified Ads
Special Ads & Inserts
Type
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Display Advertising
� Is found throughout the newspaper and
generally uses illustrations, headlines, white
space, and other visual devices in addition to
the copy text
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Local Advertising
National or general Advertising
Display Advertising
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Display Advertising
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Classified Advertising
� These ads are arranged under subheads
according to the product, service, or offering
being advertised
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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.
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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
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Newspaper inserts are used to reach target markets