COMPARISON OF ADVERTISING MEDIA
Broadcast TV
Cable TV
Radio
Magazines
Newsp
Newsp.
Outdoor
Transit
Criteria
National Local
National Local National Local
(National)
Magazines
_______________________________________________________________________________________________________________
Audience
Selectivity
Good
Good
Good
Good
Good
Good
Better
Good
Poor
Poor
Poor
Mass Reach
Potential
High
High
Low
Low
Speed of Aud.
Accumulation
Fast
Fast
Fast
Fast
Fast
Geographic
Flexibility
Poor
Good
Poor
Best
Lead time
needed to buy
Long
Shorter
Long
Shorter
Ad Exposure
Control
Mostly
Yes
Mostly
Yes
Location at
time of
exposure
Mostly Mostly
Yes
Yes
Mostly Mostly Mostly Mostly
at home at home at home at home
Average Average
Direct
Mail
Best
Average
Low
Low
High
Average
High
Fast
Slow
Fast
Fast
Slow
Slow
Fast
Poor
Good
Good
Good
Good
Best
Good
Best
Long
Shorter
Long
Short
Long
Long
Long
None
Yes
Yes
No
No
No
No
No
Yes
Mostly
out of
home
Mostly
out of
home
Primarily
in home;
heavy out
of home
Out of
home
Out of
home
Primarily
in home
in home; Primarily
out of home in home
_____________________________________________________________________________________
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PLANNING/BUYING MEDIA -- NEWSPAPERS
I. CLASSIFICATION (7 Categories)
A. Daily
Total --- _______ in U.S. [about 70% are chains]
Predominantly ________ (in $)
-- Use of dailies (and weeklies) is logistically prohibited for national
advertisers
National (daily) newspapers include:
B. Sunday -- around ______
Do people read Sunday papers differently from dailies? How?
C. Weeklies -- around 8,000
Two types (rural and suburban) and their media implications:
D. Special Interest
Include foreign language, religious, African-American, labor,
financial papers, etc.
Have magazine-like characteristics:
i
Noted for audience selectivity.
E. Supplements or Supps [Sunday magazines]
National -- using
Local [Most] -- using
F. Sunday Comics
National (Metro-Puck)
Local -- Bought thru "_________"
G. Pre-Print Advertising/Inserts -- typically distributed through supplements
Magazine-like color reproduction
Two Color Options (Strengths/Weaknesses)
ROP (Run-of-Paper or Run-of-Press):
Pre-print inserts:
Current examples: multi-page inserts, free-standing inserts (FSI), cards,
envelopes, product sample, etc.
ii
II. WHY USE NEWSPAPERS?
Read the textbook and fill in the space following
iii
III. TACTICS OF BUYING NEWSPAPERS
A. Who provides newspaper information?
[See the "Source of Media and Market Information" ]
Circulation information:
Audience information:
Rates (cost) information:
Also, refer to SB book, p. 338, Exhibit 12-13.
B. What ad sizes are available?
SAU (Standard Advertising Unit) system for determining ad sizes and
rates: [See Handout]
C. Advertising Rates -- Column inch is the basis
1.
One column inch = 1 column (width) by 1 inch (depth)
2. Open Rate vs. Flat Rate Distinction
Flat rate:
Open rate:
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3. Short Rating and Rebating:
_______: advertiser pays for the rate difference when the volume or
space actually purchased is less than that signed for the year; ________:
vehicle pays for the rate when the actual purchase is more than that
singed for.
Examples:
Suppose you contracted for 10,000 inches of buy in Morning edition of
Times for the fiscal year of 1996. If you, however, end up buying 8,000
inches, a) which rate system is applicable to your buy? b) What is the total
rate difference? c) What rate system applies and d) how much is the
difference in rates if you end up buying 12,000 column inches?
4. Color Rates ("extra" charges to be added to the B&W rates: see GS 8)
-- Note the color "add-on" charge shown applies to each ad run
v
D. Costing a Newspaper Buy
Example: (GS 8)
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IV. SOME ADDITIONAL MATTERS/SIGNIFICANT TRENDS
A. Rate Differential: National advertisers pay _______% more than retailers.
B. Newspaper Readership [done yearly by SMRB] -- who reads newspapers?
____% of all adults read a daily newspaper
Readership vary by selected demographics (declining readership over the years):
45 to 64 -- 65% [vs. 18-24 -- 52%]
Graduate college -- 70% [ vs. 40% did not attend H.S.]
$50K+ HH income -- 72% [vs. 41% less than $10K]
Summarizing the pattern of newspaper readership (in your own words):
C. Some Notable Trends
Zone editions [see GS 8]:
TMC by advertisers:
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MAGAZINES
I. CLASSIFICATION -- 3 Categories:
A. Consumer magazines-- over 200 vehicles & over 20 editorial classes
B. Farm (Agricultural) publications
C. Business publications [separate SRDS]
1. Industrial
2. Merchandising (Trade)
3. Professional
II. WHY USE MAGAZINES?
Read the textbook and fill in the space following
Additional Characteristics:
1. Relatively "easy to buy" medium, why?
a.
b.
viii
2. Guaranteed circulation -- Rate base:
III. TACTICS OF BUYING MAGAZINES
A. Who provides magazine information?
1. Circulation:
Consumer magazines:
Farm Publications:
Business Publications:
2. Audiences (extensive audience data is available for consumer magazines):
3. Rates:
Also, refer to SB book, pp. 335-337 for year 2000 data, or VISIT www.mriplus.com
for additional and updated data.
C. Some Important Terms
1. Total Audience = Primary + Secondary (Pass-Along) Audience
Primary Audience:
Secondary (Pass-Along) Audience:
How helpful are they to a media planner?
ix
2. Readers Per Copy =
Example: If Readers Digest has audience of 40 million, and
circulation of 18 million, what is RPC (readers per copy) for Readers
Digest?
D. Costing Magazine Buys
Example:
x