Term
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Definition
declining readership
increasing production and distribution costs (postage, printing)
o thin advertising base
• downturns in economy shrink readership
o High CPM
o Long lead time- complexity for trying to plan media |
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Term
| - Magazine’s solution and strength |
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Definition
o Segmentation
• Define narrower and narrower audiences
• Few other media so clearly focused and good at segmenting markets
• Greater loyalty to publication and activity- People who buy magazines are very into that topic of the magazine. The more people are loyal to a magazine the more they will read every page.
o Resulting audience more valuable for advertisers because they are more attentive to the advertising. |
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Term
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Definition
o How believable or dependable the media is
• Magazines have very high credibility
• Then comes newspapers and then TV and lastly radio
• Magazines are seen as most effective medium in providing knowledge and usable ideas
• High credibility carries over into how ads are viewed
• ½ of readers see ads as more credible than stories
• almost 2/3 bought the product as advertised. |
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Term
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Definition
| Provide complete information about product or service |
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Term
| Strenths: synergy for national campagins |
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Definition
o Reader affluence
• Higher the income: magazine readers is more and tv is less
• Lower the income: magazine readers are low and tv is more
o Magazines/ TV provide synergy for national campaigns |
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Term
| - Strengths: creative flexibility |
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Definition
o Layout
• Nintendo – “play with someone on the other side” has the ad on either side of magazine
o Paper choice
• Olay “don’t you just hate stepping out of the shower with a film on your skin” has a paper overlay of a waxy paper and you can kind of see through but not really and then you turn the page and see the image w/o the film.
o Color
• Bain and soleil tanning – “leave your jewelry at home” the ink its metallic gold color and so you actually get the feel of gold in the actual ad..
o Deliver product samples
• Soft-soap scratch and sniff |
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Term
| - Strengths: lower total media costs |
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Definition
o Cross-media buy
• Making multiple media buys within the same company
• Some company’s have multiple magazines and TV and online etc and you can make media purchases within single company and can save money by making all purchases just within them.
o Cost breaks |
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Term
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Definition
o Partial-runs
• Test or use different ads- have a publisher print and bind a certain ad for one location and a different one for a different location.
• Useful for media planners b/c it lets you test or run different ads
• Car ads- scene behind car might be different depending where it is going.
• Geographically tailor your ad depending on sets of readers |
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Term
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Definition
o Placement
• Front and covers- premium spots
• Primacy and recency- belief that the first thing people see is what the remember the most is primacy. Belief that the last thing people see is what the remember the most is recency effect.
o Color vs. b&w- everything else equal then color will cost more
o Multipage ads and inserts-
• Very expensive but also very effective
• No competition there is no clutter by other ads |
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Term
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Definition
o Advantages of print
• Trusted and influential (boost effectiveness) trusted sources of information – more credible
• Can reach all local target markets (newspapers) ; able to target narrow national markets (magazines)
o Disadvantages of print
• Both are comparatively expensive high CPM
• Clutter- the attention of the reader is being competed for by many other ads and stories and pictures.
• National, mass markets unreachable
o CPM, weighted CPM most typical measures of cost-effectiveness |
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Term
| display advertising: best uses |
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Definition
o Newspaper
• Local
• “where and how much”
• targeted variety of audiences
• combination with radio potent local media mix
o Magazine
• National
• Informational, brand
• Targeted audiences
• Combination with TV potent national media mix |
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Term
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Definition
1.oppourtunity to reach narrowly targeted audiences
2.strong visuals
3. regional/ demographic editions
4. portable, long life (passed along to several readers) |
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Term
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Definition
1. audience growth has not kept up with increases in advertising rates.
2. Clutter
3. Long deadlines = lack of immediacy
4. Rarely reaches majority of market segment |
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Term
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Definition
| multimedia companies are replacing single magazine companies with interests in all traditional media as well as internet, interactive media and direct response. Benefit from advertisers perspective because of cross-media buy. Extends reach and provides diversity of themes and executions. |
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Term
| partial run magazine editions |
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Definition
| Involves purchasing less than the entire circulation of a publication. Geographic edition |
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Term
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Definition
| form of the partial run. intended for testing purposes |
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Term
| magazines and the internet |
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Definition
| one of the earliest media to utilize the internet. Online version of print publications. Also advertiser supported, used as value added for advertisers. E- commerce business. |
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Term
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Definition
The one time, full page rate is called basic open rate. Most publications present discounts on a per-page basis with rates varying according to frequency of inserstion in a 12 month period. Volume discount, however, givbes larger percentage discount based on the total dollar volume spend during a year.
cross media discounts |
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Term
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Definition
| Most magazines sign contract at begining of the year and make adjustments at the end of the year if the space usage estimates are incorrect. refund or bill to advertiser. |
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Term
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Definition
make it possible for an advertiser to purchase several publications simultaneously with one insertion order, one bill, and often significant savings compared to buying the same magazines individually. Fall into two categories:
single publisher networks- single publisher owns several magazines.
independent networks- different publishers that market magazines with similar audience appeals. |
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Term
| business to business advertising |
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Definition
| contains technical product specifications and details about equipment. clear objectives. read as part of the job. The internet allows buyers and sellers to make a deal through a direct marketing channel and sell around the world. price, not advertising and promotion sells. |
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