Advertising chapter 11-15
How Magazines Are Categorized
Content: consumer, farm, business magazines.•Geography: local city, regional, national.•Size: large, flat, standard, digest.
Reading Rate Cards
Cover date: date printed on cover.• On-sale date: date magazine actually issued.• Closing date: all ad materials must be to publisher.
Special Possibilities with Magazines
Cover position.• Junior unit.• Island halves.• Inserts.• Gatefold.• Custom magazine. •Native advertising.
The Production Phase: Creating the Artwork
Creating the visual:Illustration or photography.Stock photography saves money.Commissioning illustrator most expensive.
•Cume estimates.
Cume persons: total number of different people who listen to a radio station for at least five minutes in a quarter-hour within a reported daypart .Cume rating.
Considerations in Buying TV Time
Dayparts (in EST):Daytime: 9 a.m. to 4 p.m. Early fringe: 4 to 5:30 p.m. Early news: 5 or 5:30 to 7:30 p.m. Prime access: 7:30 to 8 p.m. Prime: 8 to 11 p.m. Late news: 11 to 11:30 p.m .Late fringe: 11:30 p.m. to 1 a.m.
Formats for Radio and TV Commercials
Demonstration.• Musical or jingles. Buy the right to use, use a public domain melody, or compose.• Slice of life or problem-solution. •Lifestyle.• Animation.
Understanding Magazine Circulation
Guaranteed versus delivered circulation: Rate base.Guaranteed circulation.Audited by the Alliance for Audited Media (AAM).Circulation audit.
Television rated as most influential, persuasive, and exciting medium
Heaviest users: middle-income, high school-educated• Average American watches two hours a day •Older women watch the most•. Those ages 18-29 watch the least amount of TV
Creating Effective Layouts: Tools and Formats
Highest scoring ads use poster-style format.• Headlines should stop the reader.• Copy blocks should be less than 20% of ad.• Company logos should occupy no more than 5 to 10% of ad.
Headlines in Digital Ads
Include keywords. •Solve the prospect's problem.• Limit to 25 characters.
Cable TV
Initially developed to give areas with poor reception access to TV •Extraordinary growth in last three decades •Since 2010, customers looking for less expensive options •Most stations are privately owned and commercially operated
Insertion Orders and Tearsheets
Insertion order: states dates when ad is to run, its size, desired position, rate, and type of artwork.•Proof copy: given to advertiser to check.•Most advertising arrives camera ready.•Most tearsheets handled through private central office.
Straight announcement.
Integrated commercial: woven into a show or tailored to the style of a given program. May deliver message on camera or as a voice-over.
International Ads
Language most important consideration.• Translate one campaign into each language.• Create ads in various language that reflect needs of the group. .•Create a special campaign for each market.
Formatting body copy:
Lead-in paragraph .Interior paragraphs. Trial close.Close.
Subheads
Less common in contemporary advertising.• Longer, constructed like a sentence.• Set smaller than headline, larger than body copy.Generally appears in boldface, italic, or different color.• Importance: most people only read headline and subhead; subheads support interest step.
action step.
Logo, slogan, signature block
The Preproduction Phase: Planning the Project
Planning the job:Color palette.Printing process.Type of paper.Typeface and art.•Camera-ready art.
Phases to Producing Print Ads
Preproduction2)Production3)Duplication and Distribution
Understanding Magazine Circulation (continued)•
Primary and secondary readership. Primary: number of people who buy publication. Secondary: estimate of how many read a single issue.•Also called pass-along readership.
The Production Phase: Creating the Artwork
Printing in color.Process colors.PANTONE Matching System (PNS).
Direct-Response Television
Program-length advertisement (PLA) or informercial. •Originally not respected, but today used by many. •Fast-growing market.
Radio Programming and Audiences
Programming influenced by AM or FM band. •More than a dozen programming formats.Country music most popular. •Stations opting for syndicated and network offerings .•Radio advertising accounts for only about 4% of ad spending.
Body Copy
Proof of claims made by headline.• Typically read by a fraction of readers.• Focus on one big idea or one clear benefit.
The Use of Visuals in Print
Purpose of the visual.• Determining the chief focus for visuals.•. Selecting the visual.
Preproduction.
Radio producer assigned .Studio and talent selected .Costs estimated, budget prepared.
Understanding Readership and Circulation
Rate cards.•Local versus national rates.•Flat rates and discount rates.Flat: no discounts.Open and contract rates.Bulk and frequency discounts.Earned rates.
Reading Rate Cards
Rates: cost per thousand.• Discounts: frequency and volume.• Premium rates: Color and bleeds.Inside covers. Geographic and demographic editions.
Approval:
Required at each step. Don't want to compromise style of the ad.
Spot Announcements
Run in clusters between programs.• Less expensive than participations.• More flexible than network advertising.•10, 15, 30, or 60 seconds sold nationally or locally.• More difficult to buy.
Software for Buying Print Media
STRATA Marketing, Inc. software:Tracks orders, clients, and rate information.Copy insertion orders to multiple publications easily.
Syndication
Sale of programs on a station-by-station, market-by-market basis.• Gives advertisers access to inventory they might not get on network programs. •Three forms: off-network, first-run, barter.
Radio Terminology
Satellite radio.Audience member pays a monthly subscription fee.Larger number of program choices.Variety of commercial-free music formats.Exclusive programming.
Writing Television Copy
Script: left side titled "video" and the right side "audio."• Must be believable and relevant.
Writing Radio Copy
Script: speaker's names arranged vertically on left with corresponding dialogue on the right.• Must be catchy, interesting, and unforgettable. •Must be intrusive.• Must be clearer than other kinds of copy.
Who Uses Newspapers?
Total circulation of 31 million each weekday; 34 million on Sundays.•Median age of daily print reader is 58; online is 41.•More likely to be college graduates and have six-figure incomes than nonreaders.
Broadcast TV
Transmits electromagnetic waves through the air across some geographic territory•. Currently 1,761 commercial TV stations in U.S. •UHF and VHF•I ndependent and affiliate stations •Uses public airwaves
Logos and signature cuts
special designs of the advertiser's company or product name.
Desktop publishing
used for prepress work. Design elements saved and reused with style sheets through cascading style sheets.
Electronic Media Buying Software
•Arbitron's SmartPlus media-buying suite. •Nielsen's PAL software. •Nielsen's Clear Decisions and Reach and Frequency.
Radio Terminology
•Dayparts: day divided into five parts .•Average quarter-hour audience .Average quarter-hour rating .Average quarter-hour share .Gross rating points.
Seven Steps in Preparing a Radio Schedule
•Identify stations with greatest concentration .•Identify those formats with highest concentrations of potential buyers .•Determine time periods .•Use station's rate cards as a guideline .•Assess reach and frequency .•Determine cost for each 1,000 target people .•Negotiate and place the buy.
Requesting Avails
•Media buyers ask station's sales reps which time slots are available.
Selecting Programs for Buys
•Most efficient programs in relation to target audience using CPP and CPM for each program .•Substitutes stronger programs for less efficient ones
Types of Radio Advertising
•Networks .•Spot radio. •Local radio.
Negotiating Prices and Contracts
•Package deal .•Accept run-of-positioning schedule. •Preemption rates. •Affidavit of performance .•Makegoods.
Product Placement
•Paying a fee to have product written into movie or program. •Product associated with popular actors
Producing Radio and Podcast Spots
•Quick, simple, easy to produce .•Script should run 130 to 150 words per minute. •Disadvantages: inconsistent announcers, limited sound effects.
The Use of Radio in IMC
•Radio actively involves the listener .•Advertisers can tie into local market .•Use of imagery transfer stretches ad dollars
Audience Measures/Metrics
•TV Households (TVHH). •Households using TV (HUT).• Program rating. •Audience share. •Ratings.
Gross Rating Points
•The total rating points a particular media schedule achieves over a specific period. •Reach (average rating) times Frequency equals GRPs .•Other measures used: CPP and CPM
Creating Effective Layouts: Tools and Formats (continued)
A design must be in balance. •Space should be distributed in pleasing proportions. •Directional pattern should be evident.• Some force should give the ad unity. •One element should dominate all others.
The Pros and Cons of Newspaper Advertising
Advantages: timeliness, geographic targeting, broad range of markets, reasonable cost.•Disadvantages: lack of selectivity, poor production quality, clutter, lack of depth.
The Pros and Cons of Magazine Advertising
Advantages:Flexible design, prestige, authority, believability, long shelf life.• Disadvantages:Expensive, difficult to build frequency quickly.
Geographic Regions
Advertisers benefit from selecting regional print editions similar to the nine geographic regions shown on the map. With regional binding and mailing, advertisers can buy ad space for only the amount of distribution they need.
the copy approval process
Agency > Account planning > copywriter > senior writer and creative director > account management team and legal department > client > product manager, brand manager and marketing staff > senior executives
Legal Restraints on International Marketers
All advertising subject to governmental regulations and cultures
Production: Cutting the spot.
All elements recorded at a session. •The sound studio .•The control room
Slogans
Also called themelines or taglines.• Provide continuity to a series of ads.• Reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement.
Ad Positions
An ad's position on the page influences its effectiveness. The size and shape of the ad often determine where it will fall on the page. These eight two-page spreads show most of the positions an ad can take.
The Preproduction Phase: Planning the Project
Answer basic questions to manage job efficiently:What equipment and human resources are needed?Any special expenses necessary? •Work backward from closing date to determine when each step must be completed.
Role of headlines
Attract attention. Engage audience. Explain visual. Lead audience into body of ad .Introduce brand .Present selling message .Engage the reader.
Translating Copy
Basic rules when using translators :Translator must be effective copywriter.T ranslator must understand the product .Translators should translate into their native tongue. Give the translator easily translatable English copy.
Types of headlines:
Benefit.News/information. Provocative. .Question. Command.
credibility and desire steps
Body copy:
Types of Newspaper Advertising
Display advertising.One common variation is reading notice.•Classified advertising.•Public notices.•Preprinted inserts.
The Growth of Streaming Video
Early 2000s brought greater bandwidth and sophisticated algorithms for compressing content.• YouTube founded in 2005•Most is ad-free• Many people cancelling cable subscriptions
TV Network and Syndication Distribution
Exhibit 13-6
Animatic: The video comp:
Film strip of sketches in storyboard accompanies by audio
The Production Phase: Creating the Artwork
Four-color separations.Four plates: cyan, yellow, magenta, black.Process color inks are translucent.
How Newspapers Are Categorized
Frequency of delivery:daily, weekly.•Physical size: standard, tabloid. Standard advertising unit (SAU) system.•Type of audience: special-interest, ethnic markets.•Other: Sunday supplement, independent shopping guide, national newspapers.
Presenter.
May use a radio or podcast personality.
Understanding Magazine Circulation
Merchandising services: added value.Free promotions to stores.Marketing services.Response cards.Advance editions.Research.
The Media Buyer's Role
Most advertising dollars spent on actual placement of ads.• Today, media buyers offer cross-platform opportunities .•Role varies dependent on size of agency .•Need to understand:How media is categorized.How to buy ad space.
The Use of Typography
Most important considerations: Readability. Appropriateness. Harmony or appearance. Emphasis.
Local TV Advertising
Mostly spot announcements. •Rating services measure audiences for advertisers.Nielsen Media Research.DVRs affect these measurements
Art Direction for International Markets
Must be familiar with each country's artistic preferences and peculiarities.• Some consider color to indicate emotion. •Icon: cuts across national borders.
The Use of Television in IMC
Narrowcasting makes TV a highly selective niche medium.• Still most cost-effective way to reach large, well-defined audiences.• Speaks to many kinds of stakeholders at same time
Network Advertising
National networks: ABC, CBS, NBC, Fox .•Gives advertisers convenience and efficiency.• Sponsorship.• Advertising sold on a participation basis.• Disadvantages: lacks flexibility, long lead times, restrictions, forced adherence to network standards
Co-ops and Networks
Newspaper Co-op Network (NCN).•News Media Alliance (NMA).One-order, one-bill system.
Translating Copy
Numerous examples of mistranslations and faulty word choices. •Poor translation undercuts credibility.
Writing for E-fluentials
Online opinion leaders.• Studies show e-fluentials don't find many corporate websites credible.. •Research: People using the internet focus on text first.Tend to scan rather than read content.Websites should offer interactivity .•Use of social media.
The Use of Layouts
Overall orderly arrangement of the format elements.• Helps agency and client see how ad will look and feel.• Helps creative team develop message's psychological elements.• Acts as a blueprint for size and placement of ad elements.
Storyboard design:
Series of 8 to 20 blank windows in the shape of TV screens.Room to place text below each window.Works similar to a cartoon strip.
Understanding Readership and Circulation
Short rate.•Combination rates.•Run of paper versus preferred position.•Color advertising.•Split runs.
Developing the Artistic Concept for Commercials
Start with the big idea.• Create a series of storyboard roughs. •Good casting is crucial.• Casting brief defines characters personalities
Body copy styles:
Straight-sell.Institutional. Narrative.Dialogue/monologue. Picture-caption. Device.
interest step.
Subhead, first paragraph
The Duplication and Distribution Phase: Printing, Binding, and Shipping
The press run.•Finishing.
Design and Production: The Creative and Approval Process
Thumbnail sketches: small, rough, rapidly drawn. •Rough layout: actual size, headlines in place, photos sketched in, copy simulated with lines.• Comprehensive (comp): highly refined facsimile of finished ad.• Dummy: presents look and feel of final product
Buying Magazine Space
Understanding Magazine Circulation (continued)•Subscription and vendor sales .Subscriptions account for majority of sales. Single-copy sales account for 34 percent of total revenues of leading magazines.
Understanding Magazine Circulation
Vertical and horizontal publications. Vertical: covers specific industry. Horizontal: deal with a particular job function.
attention step.
Visual, headline, subhead
Who Uses Radio?
Weekly average: 93 percent of U.S. population listens.• Daily average: 72 percent listens .•Cost-effective for advertisers.
Typography
art of selecting and setting type.
Using the Creative Pyramid
attention step. interest step. credibility and desire steps. action step.
Seals
awarded when product meets established standards
The copy approval process
begins within the agency and ends with approval by key executives of the client company. Each review usually requires some rewrite and a presentation to the next level of approvers. When the agency and the advertiser are large companies, the process can require long lead times.
