Schedule Advertisements
Assessment One
Brief: For this assessment produce a typed, numbered document that includes the
following points* and provides detailed responses to each point. Note that most
points have two or more parts that need to be addressed. The ability to meet
deadlines is crucial in the advertising industry. As such, you must meet the deadlines
for your assessments.
* (Please note: ‘following points’ has been taken and copied directly from student
brief. Written in the following document are only the labels of the elements
addressed.)
Scoop Magazine
Grand Palace Restaurant & Reception Advertisement
Nikki-Lee Kregers
0423 520 337
Certificate IV Public Relations 2010
Keith Critchett
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Contents
Confirm Advertising and Media Requirements
1.0
Prepare and Cost the Media Schedule
2.0
Book Advertising Time/Space
3.0
Copy of Facsimile Sent to Scoop Magazine
4.0
Copy of the Grand Palace Restaurant & Reception Advertisement
5.0
Scoop Magazine 2010 Media Kit Rate Card
6.0
Scoop Magazine Artwork Specifications
7.0
Glossary of Terms
8.0
Scoop Magazine Schedules and Deadlines
9.0
Front Cover Page – Central Assessment Cover Sheet & Schedule
Advertisements Assessment One Marking Guide
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1.0 Confirm advertising and media requirements
1.1 Scoop Magazine has printed an advertisement for Grand Palace Restaurant & Reception,
a Cantonese/Szechuan restaurant wishing to advertise their dining services.
1.2 Define: Media, “(media) refers to various means of communication. For example,
television, radio, and the newspaper are different types of media” (Taken directly from
Media, http://www.techterms.com/definition/media, Techterms.com © 2005-2010,
retrieved 27/04/10). The media is used to get across information from one organisation
to as much of their target audience (which is comprised of the public) that is possible, at
the most cost-effective rate. Six types of media include: newspapers and print; radio;
television and cinema; internet and email; mobile communication; and posters and
billboards.
The media vehicle is the specific way the advertising message is sent, or the channel of
communication, for example a broadcast on a radio station, an infomercial on television
or a printed advertisement in a newspaper.
The advertisement for the Grand Palace Restaurant and Reception is a printed media
type, which has been published in a hard-copy magazine.
1.3 This is the current issue of Scoop Magazine, which is the autumn 2010 edition which is
released 10th March 2010 (sourced Scoop Magazine,
http://www.scoop.com.au/userfiles/file/SMMediaKit.pdf, retrieved 27/04/10). It will
only be available for the three autumn months until 26th May 2010 when the new winter
edition will be released (sourced Scoop Magazine,
http://www.scoop.com.au/userfiles/file/SMMediaKit.pdf, retrieved 27/04/10). Being
that the advertisement that I have chosen is to promote a restaurant, I have looked at
what events take place during autumn which may entice the public to dine out. This
includes (but is not limited to)...
- School holidays, approximately from Thursday 1st April until Monday 19th
April (school holidays allow parents more time to spend time with
children, and go out to socialise)
- Easter long weekend, Friday 2nd April until Monday 5th April (long
weekends are an opportunity to relax, and again go out and socialise)
- ANZAC Day long weekend, Saturday 24th April until Monday 26th April
(please see above long weekend reasoning)
- Mothers Day, Sunday 9th May 2010 (people wishing to treat their mothers
to a lunch or dinner at a beautiful restaurant in the heart of the city)
- Personal events (these are not seasonal, but include birthdays;
celebrations of engagements, anniversaries, proposals etc; work
functions; social engagements and so on)
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2.0 Confirm advertising and media requirements
2.1 According to the media kit rate card for Scoop Magazine which is located on 6.0
(sourced Scoop Magazine, http://www.scoop.com.au/userfiles/file/SMMediaKit.pdf,
retrieved 27/04/10) there are six different sizes of advertisements available to be
published. They are double page, full page, half page, third page, quarter page and guide
display (third page). Also offered is the insertion rate, which varies from one (minimum)
to four (maximum). The prices vary from $2,300.00 (guide display, one insertion) to
$8,550.00 (double page, one insertion). For a full description of all advertising costs
please refer to the media kit rate card on 6.0. An option is also given to publish in the
Scoop Guide Listings for four issues, which is four seasons equating to 12 months of the
year. This is costed at $1,560.00 paid in advance, or $130.00 paid monthly.
The size of my advertisement of the Grand Palace is full page. There is no full
colour/black and white option; all advertisements are in full colour.
The size of advertisements needs to be taken into consideration for many reasons.
According to the web page Magazine Ad Effectiveness
(http://www.kristofcreative.com/learning/advertising/magazine-ad-effectivness.shtml,
© 2010 Kristof Creative Inc., retrieved 9th May 2010) the top ten ranked effective ad
sizes and positions are:
1) Three single-page ads following each other on the right side
2) Two single-page ads in different sections of the same magazine on the right side
3) Double-page spread
4) Single-page ads on the right
5) Single-page ads on the left with strip on the right
6) Single-page ads on the left
7) Checkerboard ads on the right
8) Checkerboard ads on the left
9) Half-page ad, upper right
10) Half-page ad, lower right
Clearly seen from the top ten list above, the bigger the advertisement, more frequently
placed within the publication, and advertisements placed on the right side are the most
effective.
Bigger headline text, in comparison to the body text, works – the important items get notice
first by the reader. (16 Powerful Ways to Create Highly Effective Advertisements for Print and Maybe Online Publications Too!,
http://www.internettips.com/departments/advertising-and-persuasion/16-powerful-waysto-create-highly-effective-advertisements-for-print-and-online/, © 1998 - 2010 Brian Austin,
retrieved 9th May 2010).
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Zaki Usman, writing for Target Info Labs, supports the statement ‘the bigger the better...but
this means you spend more’ (What Works in Print Advertising,
http://www.targetinfolabs.com/online-ads/what-works-in-print-advertising/, © 2009 target
Info Labs, retrieved 9th May 2010).
The company wishing to advertise in any print needs to realise that the bigger the ad, the
more eye-catching it will be, and therefore attract a larger audience. However it will cost
more, so this cost needs to be taken into consideration and made sure that it fits
comfortably into the advertising budget.
2.2 The advertisement for the Grand Palace Restaurant and Reception is located on page
193. Its position comes post the TASTE: Food News section of the publication. This is a
brilliant location for this advertisement! The reader’s mind is already on food, eating and
dining from the section that they have just read – advertising a restaurant after the food
section is very wise and encouraging for the reader to want to go to the Grand Palace.
Effective advertisement positioning will make or break the ad (please see above, 2.1, for
a top ten list of the most effective advertising positioning and sizes).
Taken from What Works in Print Advertising (What Works in Print Advertising,
http://www.targetinfolabs.com/online-ads/what-works-in-print-advertising/, © 2009
target Info Labs, 9th May 2010) Zaki Usman writes on the positioning of advertisements:
‘If you can’t afford prime location (front or back) then try to match location with the
editorial content. One thing I’ve noticed is that you need to place the ad at the same
spot consistently each issue. This will hit big with the regular readers.’ Consistency is the
key.
However, in saying this, continuing to publish the advertisement in the same position
issue after issue, the company must make sure it is the correct placement in the first
place. It would be completely pointless, and miss the appropriate target audience
altogether, if (for example, the Grand Palace advertisement) was run alongside a
modelling spread of size zero models. The reader would be less inclined to dine out at a
gourmet restaurant, when the last pages they read were of waif thin models who look
like they do not eat at all – the two clash.
2.3 The cost of this advertisement is determined by these following factors: one full page,
however unsure of how many insertions (may be just this one for the season of autumn,
or all four seasons). Below is a table of the possible fees, from one insertion up to four
insertions, and the discounts applicable.
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One Insertion
0% discount
applicable
$5,850.00
Two Insertions
5% discount
applicable
$5,550.00
Three Insertions
10% discount
applicable
$5,260.00
Four Insertions
15% discount
applicable
$4,970.00
Additional costs: a maximum of 3 changes to artwork are provided; additional time will
be charged at $120 per hour (sourced Scoop Magazine,
http://www.scoop.com.au/userfiles/file/SMMediaKit.pdf, retrieved 27/04/10).
In this instance, presuming that the Grand Palace decided to include one insertion, the
cost would be $5,850.00. If the Grand Palace were to advertise in all four issues of the
year the equation would be four insertions at $4,970.00, including 15% discount, each (4
x 4,970.00) which equals $19,880.00.
2.4 Magazine companies (any, not just Scoop Magazine) may offer their clients discounts or
special rates. This may be due to a couple of different factors.
One is by ‘doing a deal’ between the magazine and the organisation wishing to
advertise. The two could strike up a deal for bulk purchases, and agree that if the
organisation purchases ‘X’ amount of ad-spaces throughout the year, they will receive
‘X’ discount.
Another is if the organisation spends big or is a regular client, the magazine may be
more inclined to offer them a special rate or discount.
If the magazine doesn’t get enough responses and is not able to fill the white space, they
will send out a distress call to organisations offering them a discounted rate at a space in
which to advertise. It is better for the magazine to sell spare advertising space for
cheaper, rather than leave it as blank, totally unused space.
Scoop Magazine offers a discount to clients (which is written on the media kit rate card)
whereby if the organisation requires two insertions, they will receive a 5% discount;
three insertions makes them eligible for a 10% discount; and finally four insertions
allows for a 15% discount (for each advertisement).
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3.0 Book advertising time/space and lodge advertisements
3.1 Printing specifications for any advertisements that are to be published in Scoop
Magazine can be found by clicking of the PDF file Artwork Specifications from the web
page Scoop Publishing Advertising Details (source http://www.scoop.com.au/vwAdvertising.aspx, Scoop © 2010, retrieved 27/04/10). A copy of the Artwork
Specifications is included in 7.0
These specifications include:
- Submissions of advertisements in a PDF file format, with CMYK and fonts
embedded
- Photos to be 300dpi actual size, submitted in formats of either .jpeg, .tiff,
or .eps.
- Colours CMYK of a combined value not exceeding 320%
- Include screen and printer fonts, however they recommend to convert
the text to outline
- Reverse type of minimum of 10pt, 8pt font should be avoided
- Seek all Copyright approvals before submitting to Scoop
- Page sizes:
Ad specs
Double page spread*
Full page
Half page vertical
Half page horizontal
Bleed (3mm)
486 x 308
246 x 308
123.5 x 308
246 x 154.5
Type Area
408 x 265
204 x 265
99.5 x 265
Trim
480 x 302
240 x 302
117.5 x 302
240 x 148.5
204 x 125
Third page vertical
88 x 308
82 x 302
66 x 265
Third page horizontal
Quarter page
n/a
n/a
n/a
208 x 85
99.5 x 130
n/a
Please see 8.0 for Glossary of Terms.
3.2 To book an advertisement within Scoop Magazine, one would need to contact The
Sales Manager. Contact address is Suite 3, 266 Hay St, Subiaco 6008, or email address
sales@scoop.com.au. For any queries, telephone contact (08) 9388 8188 or facsimile
(08) 9388 8199.
3.3 Please see 4.0 for an example of the facsimile to the Sales Manager.
3.4 The deadline requirements for Scoop Magazine can be found on their web page
entitled Scoop Publishing Advertising Details (source http://www.scoop.com.au/vwAdvertising.aspx, Scoop © 2010, retrieved 27/04/10) by clicking on the PDF file
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Schedules and Deadlines. A copy of the Schedules and Deadlines is included on 9.0
Included in the deadline guidelines are:
Deadlines for the Grand Palace Restaurant and Reception to make the autumn issue of
Scoop Magazine would include:
- Booking the advertisement by 29th January 2010
- (If needed) cancel the advertisement by 15th January 2010
- Artwork deadline 5th February 2010
3.5 Steps of Booking an Advertisement
After deciding which product or service the company will promote, before they can print the
advertisement they will need to answer some questions.
- Who is the target audience?
- Which publication(s) is the target audience attracted to?
- When is the most appropriate time of the year/month/season to advertise the product or
service?
- Is the circulation (people who are exposed to the magazine) appropriate?
After answering these questions, and selecting the most suitable publication, the company
will need to source the contact details of the advertising manager (person who is in charge
of booking advertisements). Also, the printing and deadline specifications will need to be
sourced.
Next, the pricing and any extra loading costs (extra costs such as a specific page number)
will need to be considered to make sure that it will fit comfortably into the advertising
budget. It may be possible to strike up a deal with the publication if the company was to
offer extra work, buy in bulk, pay upfront or special discounts for spending over a certain
amount.
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If the pricing can fit into the budget, the advertisement will need to be designed so that it
suits with the printing specifications of the publication. An external or in-house graphic
designer will be able to do this.
When the advertisement is created to the specifications laid out by the publication, the
advertisement has been booked and approved and the cost (including additional charges or
discounts have been applied) the advertisement can then be sent to the publication. Of
course, this will need to be submitted on or before the deadline cut off date (otherwise the
company will find that they no longer have the advertising space) and it is submitted in the
format required by the publication.
Should the company wish to withdraw the advertisement, they will need to do so on or
before the cancelation date set out by the publication.
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