Chapter 10

The Old Spice ad shown at the end of the video features a colored background that extends to the edge of the page. This is referred to as

Bleed

Bryce says, "The client wants to be sure that, for her money, the ad reaches at least 600,000 teenaged women." Hip claims to only have a circulation of 500,000 copies. "How does this make sense?" How would Keshia likely respond?

Circulation is not the same as readership. With secondary readership we will easily reach our goal.

The L.L. Bean ad that was shown first in the video was in a newspaper and it included copy, headlines, and other visual components that made the ad stand out. In newspaper advertising, what type of advertising would this be called?

Display advertising

The last example featured in the video, the Old Spice sport coat, was so large that the ad had to be folded into the center in order to align with the other pages in the magazine. This is called a(n)

Gatefold

Bryce asks about the cost efficiency of the ad in Hip. Keisha tells him the ad will circulate to 500,000 teens and costs $10,000. Bryce wonders why Keisha did not choose a competing magazine, Teen Girl, which would have only cost $1,500 and has a circulation of 50,000. To defend her decision on the basis of cost efficiency, Keisha should point out that

Hip's CPM is $20, while Teen Girl's is $30.

Bryce is concerned that even the 500,000 circulation figure is inaccurate. "How do we know that is correct?" he wonders. Which of the following would likely be Keisha's response?

Magazine circulation is reported by each magazine, but is audited.

Bryce is concerned about just how involved readers of Hip are with the magazine. "Can we be sure that teens really read this publication?" he asks. Keisha could provide strong evidence that readers are involved by pointing out that

Most readers of Hip buy it at stores or newsstands.

Bryce knows that back-to-school sales are very important for the client and that most teens make their back-to-school choices in August. He notices from Keisha's insertion order that she has picked a cover date of October. "We'll miss back-to-school!" he exclaims. Keisha should point out that

The on-sale date for the magazine is August.

This activity is important because it helps you identify and see the value of different ways magazine ads can be laid out to attract attention and persuade readers. The goal of this activity is to demonstrate your familiarity with some common ways of placing magazine ads.

Vertical halves across the gutter with the same objective: Ad flow is not horizontal Staggered horizontal half-pages: Ad covers half of facing pages but not the same half Facing horizontal half-pages: Ad emphasizes left to right low across facing pages Outside back cover: Take the full page-- and a very visible page at that Island spread: Ad is surrounded by a sea of content Staircase units and double staircases on facing pages: Ad layout is similar to how people climb to different levels

The Nivea advertisement which featured a band parents could place on their children, while an innovative ad, could only be torn out and used by one person or reader. This would detract from which of the following strengths of magazine advertising?

secondary or pass-along readership