Print media, newspapers, television and broadcast media represent the advertisers to reach audiences in the major media of available time. Although we said that the new media advertising is growing, integrated marketing communication more and more popular, there are still the majority of advertising to invest in the traditional print and broadcast media, in addition, most of the creative efforts and funds are spent on print and on radio and television advertising campaign. not every brand must use multi-media advertising, new media advertising, interactive ads, or ads to the database made significant communication and sales effectiveness. Although the new medium has many attractive opportunities, but the print and broadcast media will still be in the future become the basis of most advertising campaigns. of this chapter will explain why these media mean for advertisers, with the transmission so rich.
media
newspaper is a newspaper first appeared in the mass media, although the development of the media as television, newspapers, subject to the influence of a certain impact, but still a very important day One of the advertising media.
(a) the type of media newspaper newspapers
large number of different characteristics can be divided according to different types.
1. according to the different distribution and coverage, newspapers can be divided for the national newspaper and local newspapers.
national newspapers for national distribution, publishes the contents of the national general interest readers, the general circulation of the larger;
mainly for the local newspaper issued a city or region, publishes with the local social life is closely related to the contents of the general circulation is relatively small.
2. in accordance with the publication cycle of the different papers can be divided into the Journal Newspapers, Journal Newspapers Tuesday, Wednesday Journal newspaper on Thursday Journal newspaper and so on.
3. in accordance with the publication of the different time, newspapers can be divided into Morning Post, Daily News, Evening News, weekend edition of the newspaper.
Morning Post, the city is generally local newspaper, the main issue for the local people, published in the morning, published the day before the main news and local content is closely related to people's lives.
Evening major issue for local people. a small amount of a long history, relatively large influence on both subscription and the Evening News in the national retail, Evening in the afternoon publication, published the same day with local news and the content of life of the people close to the family-based readers.
Daily general release in the morning, a local daily newspaper, also has a national daily newspaper. local daily newspaper is generally the main local newspaper. Daily The day before the main news published.
edit a variety of special weekend edition of the newspaper can be in the weekend issue, the content more relaxed and lively, more readable, reading rate is normally higher.
4. in accordance with the contents of the different newspapers can be divided into political newspaper, newspaper economics, life service class newspapers, sports newspapers, trade newspapers.
political newspaper based in political news, and and the economic, cultural and social life and so rich in content the reader a wide range;
economics major newspapers to business people as readers, published economic news, discussion of economic issues, comprehensive economic newspaper covering all aspects of economic life, economic newspapers focus on professional financial, securities, investment, all aspects of business management.
Lifestyle major newspapers published the contents of the service of life, attention at home, food, clothing, fashion, entertainment and various life topics, content, relaxed and lively, with strong guidance of life. With improvement of living standards and the growing concern about the quality of life, life service class newspaper with a gradual increase.
sports newspapers to sports news, sports events and sports arrangements and other content-based results of reviews often have many very loyal readers.
industry newspaper publishes an industry news, trends, policies and other aspects, the reader is generally people in the industry, readers concerned about the high readership is relatively stable.
off and four newspapers generally use On two pages, there are two kinds of black and white and color printing, Living Newspaper general use four open layout, color printing, four other newspapers to use more open layout, some pages black and white printing, color printing some of the space.
as a whole increasing the amount of information society, information needs of the audience continues to increase, demand for improved quality of life, the newspaper appeared in the media following the development of a clear trend:
one layout increased continuously enrich the content. After Since reform and opening times extended version of the newspaper boom, most of the newspapers has reached a dozen version, a small number of service class life has reached dozens of newspaper version, and even the 100 version, published in the content, but also richer.
Second Newspaper increased service class urban life, the content covers almost all aspects of urban life and details.
third volume of newspapers, so the newspaper office is no longer just a medium.
(b) of the newspaper media propagation characteristics of the visual media
newspaper, by printing text on paper in the plane, pictures, colors, layout and other symbols to transmit information, the use of visual for people to read. This is the greatest feature of the newspaper media, compared with other media The most distinct characteristic differences, other features are the basis of this feature.
strong preservation of newspapers, information fixed-lasting, can be retained and repeated reading, widely circulated.
the preservation of strong, durable fixed information, can be repeatedly read, so the newspaper is interpreted medium for conveying depth information.
selective newspaper readers, read the order, time, location, speed, levels of detail by the reader to decide.
regional newspapers fixed, circulation and stability, to ensure that the expected arrival rate of information.
(c) the characteristics of media audiences newspapers
strong regional newspaper audience and the relative concentration of: a media release newspapers, always in a relatively within a fixed area, thus showing a strong regional audience and the relative concentration of the state.
audience to receive information in the driving position: the audience will be free to choose the newspaper reading time and reading sections.
audience in focus receive status: Because the press access to the audience the visual, the audience can not read at the same time in other activities, so in a more relaxed state of focus of the receiver.
to form a stable audience: newspapers and the media each have relatively fixed subscribers and buyers, and because of the relative stability of the positioning of the press, of information of a higher degree of audience will care about the long-term, repeatedly choose the same one newspaper, so the audience of newspapers is relatively stable.
the newspaper With text communication, asking readers to be educated, and limited readership.
newspaper publishing time, it is easy to make the newspaper as part of the law of public life.
(d) of the main types of newspaper ads and layout specifications < br> Just as there are different types of paper, like newspaper ads have different types, such as display ads, inserts ads and classified ads.
display ads.
advertisers rely mainly on display ads, newspaper display ads ( Display Advertising) components using standard print ads - title, text, often have illustrations - make their own news content and the formation of different newspapers. display advertising is an important form of joint advertising, cooperative advertising (Co-op Advertising ), if the local dealer in the ad highlights the manufacturer's brand, then, manufacturers have to pay part of the media costs. joint advertising can also be launched nationwide. Intel annual subsidies to those in their ad performance ; Intel Inside There are two forms of advertising inserts, one is pre-printed inserts (Preprinted Insert), is printed entirely in advance, you can clip right into the newspaper ads; the other is stand-alone insert (Free-standing Insert, referred to as FSI), reduction by a variety of merchandise with coupons, usually issued together with the Sunday supplements.
classified advertising.
classified ads (Classified Advertising) means by category - such as sporting goods, jobs and cars - in the form of text messages newspaper ads. many classified ads published by individuals, but real estate companies, auto dealers and construction companies also publish classified ads.
newspaper media commercials, generally full-page, half-, quarter version, banner, double-pass bar, half-banner, such as several layout specifications. through bar is across the entire width of newspapers, a high altitude is one-fifth of newspapers, newspapers can be divided into five full-page banner, banner for the double two-pass column height, version of a banner was a banner the width of the half. classifieds specifications generally bar / cm or purely cm calculation. In addition, the newspaper still in the seam, to the eye, and other special advertising position. reported eye located in the upper right corner of the front page with the header corresponding to the position, is the most eye-catching ad spaces, specifications generally slightly less than half banner, the price is higher than half banner.
(e) newspaper as an advertising medium of the advantages and disadvantages
newspaper propagation characteristics and determine the characteristics of the audience to receive the newspaper as an advertising medium has some advantages, but also has some disadvantages.
1. the advantages of newspapers as an advertising medium:
geographically targeted.
the United States Daily all towns that advertisers can reach the geographic scope of a clear target audience, some newspapers are trying to release cell version, aimed at the market with a big city. for the narrow geographical range, distribution range for the region's businessmen are usually used Community Edition, while national advertising carriers can also use these papers to the delivery of free samples of these small areas.
timeliness.
in all mainstream media, newspapers are one of the most timely media, due to the production standard newspaper ads and daily the short time required for publishing content, so the newspaper can make the ads in a timely manner to reach their target audience, but this does not mean that we must arrive in days, newspaper ads with the major basis for special events or social special events. < br> Creative opportunities.
Although the scope for creativity as newspapers radio and television media so much, but the newspaper is to give advertisers the opportunity to provide important ideas. Since the layout of the newspaper is relatively large, relatively cheap, so advertisers can use relatively low cost to the target audience to pass a lot of information, for those characteristics of complex, diverse, long and detailed copy needs to be expressed clearly in terms of products and services, it is very important. Many newspapers trying to develop a special version for the advertising targeted approach to improve their goal.
reputation.
So far, newspapers can still use it on the newspaper's view: social image of most newspapers, as advertising has created an enabling environment.
audience interest.
newspaper readers are reading the information of their interest. keep at the newspaper readers are more interested in the faithful readers, many newspaper readers specifically look at the local shop to buy on sale what is commodities, which gives local distributors to create an ideal environment.
costs.
from in terms of both production and layout, newspaper belong to low-cost media, newspapers, contact with the unit cost may be higher than the television and radio, but even relatively small advertising budget, but also enough to pay the cost of publishing the absolute black and white ads.
2. newspapers as an advertising medium disadvantages:
Life is short
as the majority of daily newspapers, issuing frequent, many newspapers the next day readers will no longer be concerned about, it is easy to be discarded, so the media and magazines than read the newspaper ad is less likely to repeatedly to remind the relatively small role.
creative limitations of the lack of magazine ads
fine newspaper, the lack of vivid television advertisements is difficult to fully demonstrate the product's physical characteristics and dynamic, appealing and attractive to small. newspapers to use more newsprint printing, printing effect is not beautiful, it is not suitable for display exquisite luxurious, colorful ads for products.
by readers of the same selectivity as the reader, the reader may choose not to read ads. As readers Culture level and limited distribution channels newspaper, newspaper readership is very limited in rural areas, rural areas are not suitable for the majority of the ads published.
poor reproducibility
often only one of the newspaper published an advertisement in a unified enterprise, and broadcast and than television ads are not effective in one day repeat reminder as radio and television media.
subdivision limitations
While newspapers with better targeted geographically, but it is the ability to target specific audiences stop here , newspaper circulation is too general and includes a variety of economic conditions, social class and demographic characteristics of the audience, can not be separated from specific targets. In some pages of advertising is difficult to target audience, gender, and even made such efforts, there will not be any results. Some of the feature pages of newspapers are being developed to enhance their ability to breakdown.
chaotic environment in the same newspaper often published on the same page multiple ads, so Advertising can be read by the greater impact of other advertising. Moreover, the newspaper rich content, min version of schedule, the full title, subtitle, pictures, and announcements, not to mention the news reported. Advertising is often placed in secondary pages, the reader concerned relatively low degree of advertising easier to ignore. This gives advertisers face a very messy environment, worse, the same type of products, advertisers have always wanted to use the same layout to reach target audiences.
tool list -10: Mainland China's media profile
two newspapers magazines and newspapers media
Media Magazine as the media, but also a long history of mass media.
(a) the type of media magazine magazines media has
different classification criteria:
in accordance with the publication cycle of the different magazines can be divided into weekly, fortnightly, monthly, bimonthly, quarterly.
magazine's publication cycle is shorter, the timeliness of the content of the stronger, the longer publication cycle, timeliness for the worse.
according to the different readers, magazines and general magazines and objects can be divided into journals.
general magazines are defined by their indiscriminate targeting of ordinary readers of magazines; < br> object of the magazine is based on common characteristics with the readers of a magazine for the object. the object of the magazine also covers the general object of the two types of magazines and professional journals. the general object of the magazine focused on gender or age of the readers, women's magazines, old magazines, youth magazines, etc.; professional magazine for the professional or occupation-specific readers, such as Entrepreneur magazine, medical journals and so on. flight magazine is a special object of the magazine, it issued by the airline to the passengers as the main audience. Compared with the general magazines, journals have a more stable target readership.
in accordance with the contents of the different magazines can be divided into news magazines, financial magazines, business magazines, family magazines, sports magazines , travel and leisure magazines, fashion magazines, music magazines, television and magazines.
news magazine - the news and current affairs as its main content;
financial magazine - the economic, commercial, financial, finance as the main content;
Management Magazine - the business as its main content;
family magazines - to family life as the main content;
sports magazine - the sport as the main content;
travel and leisure magazine - Travel leisure as the main content;
fashion magazine - the clothes, makeup, fashion items as the main content;
Music Magazine - The main content of human music and music magazines;
video magazine - the Movie Star as the main content and so on.
issued in accordance with the scope, magazine and can be divided into international magazines, national magazines, regional magazines.
some famous fashion magazine, is an international magazine.
most of the magazine is a national magazine.
some of the magazine decided it can only be issued in a given region, known as regional magazines.
magazine usually color printing, there are 32 open format, open big 32, 16 open, large 16 open, 8 to open and so are several, of which 16 are international popular open format specifications.
with the printing technology, consumption levels increase, the development of information dissemination, development of the media magazine show the following several trends:
First, more and more sophisticated materials, printing more and more beautiful, there has been a large number of full-color printing coated paper, , the general object of the magazine has developed rapidly;
Third, the rapid development of lifestyle magazines, but also cultivate a large number of stable readers.
these new trends, have contributed to the magazine advertisers, media selection and use.
(b) of the propagation characteristics of the media magazine magazines media and newspaper media
same print media, the propagation characteristics have much in common:
magazine is the visual media, by printing text on paper in the plane , pictures, colors, layout and other symbols to transmit information.
magazine to save the mass media in a variety of the strongest, most durable of information, you can keep a long time, repeated reading, widely circulated. Among them, the magazine's publication of the longer period , the longer the preservation magazine.
strong as preservation, information fixed-lasting, can be read and reread, interpreted the magazine is the media for conveying depth information.
selective magazine readers. read the order, time, location, speed, levels of detail by the reader to decide.
regional fixed magazine, circulation and stability, to ensure that information is expected to reach.
(c) the characteristics of media audiences
magazine magazine audience generally have a stable subscription and buying habits, very stable readership.
readers at the time of active status, will be free to choose the reading time and reading sections.
readers are very focused and the audience's visual access to the magazine The audience can not read at the same time in other activities, so the magazine's readers for the information in a more relaxed state of focus of the receiver.
audience on a very high degree of concern the content, the same print media, many newspaper readers browse in reading, but the magazine is very careful readers.
word spread through the magazine, asking readers to be educated, and limited readership.
magazine publishing time, it is easy to read, as readers of the law of life part.
(d) magazine ad slots, layout specifications and purchase
magazines usually provide the inside front cover (the back cover), Inside Back Cover (back cover on the back), back cover, inside pages of advertising slots, Advertising layout specifications, usually full-page, half-, half version, a quarter version, sixth edition, such as several, inside front, inside back cover, back cover is generally published in full-page ad, inside page ad you can include different specifications.
magazine page with a fixed binding order, and can not move, so the magazine's ad spaces are often directly affects the rate advertising attention, but also directly affect the advertised price. In general, the highest price back , the second closure, inside back cover again, the lowest price inside slots.
each magazine has a price list, indicating the full page, half-page, two columns, one column and half the price column, while also marked black and white, color overlay, and the price of color printing, and newspapers, as the magazine is the magazine's price list has been standard pricing method. But in recent years, more and more advertisers, the magazine is willing to consult with the price and quantities to give advertisers a significant discount. In addition to the standard price, the magazine also bleeding Edition (Bleed Page) extra charge. The so-called bleeding version of the background color of the ads has been extended to the edge of the layout to replace the Standard white edge. leaflet advertising (Gatefold Ads) is a wide advertising, these ads have to pay an additional fee, advertisers often use high-end folding inside front cover magazine.
when buying magazine layout Advertisers must make trade-offs in the layout position, if the purchase Press optional position, your ad may appear anywhere in the magazine and let the Press disposal, but advertisers can also buy optional position, such as: Cover (First Cover Page), inside front cover (Second Cover page), Cover (Third Cover page) and back (Fourth Cover Page). If advertisers plan to buy cross-page ad (Double-page Spreads), which spans two pages ads, then advertisers should be noted that the mouth must not set the title or body of the arrangement, because this is the magazine folded seams.
magazine layout requires advertisers to buy a few strict compliance with regulations, and pay attention to several key dates . Layout Contract (Space Contract) provides advertisers in the given period the price of a magazine advertising; layout known as insertion orders notice was commissioned by the magazine advertisers in a magazine advertising the notice of the order usually layout with instructions to the production of advertising. Advertisers should note the following dates:
deadline of (Closing Date): the preparation of advertising material published in the magazine to be delivered to date.
Release Date (On-sale Date) : the magazine of the magazine sent to subscribers or newsstand date, most of the magazine's issue date is significantly earlier than the date of the cover.
cover date (Cover Date): the date of publication of the magazine printed.
( e) magazine as an advertising medium of the strengths and weaknesses
1. Journal of the advantages as an advertising medium
in the four media, magazines seems to be using less of the advertising medium, but its propagation characteristics, audience characteristics of the decision the magazine is a highly effective advertising medium. Many analysts believe that in many ways, magazines and even radio and television media is also advantageous over.
targeted audience.
and other media - print or broadcast television - - compared to a fixed magazine with more editorial direction, read more fixed and certain demographic characteristics, can be for advertisers to provide a clear choice direction, and then targeting the ability of highly segmented audience. This sub-population to sub- statistical characteristics, lifestyle or special interest as the basis. Audience Segmentation can be down to the very narrow range, can also span a variety of broad interest to the group. magazine also has a geographic specific, such as the events occurred in most areas reported focus of the magazine. In addition, large national magazines, so advertisers can also choose different versions, such as the United States, Better Home & Gardens 85 different versions.
audience interest.
perhaps, relative to other media ratio, the magazine is attractive because of their content and audience, while television can also be points of interest to attract audiences, but the magazine's audience, but it will voluntarily read the ads. readers focus on serious, strong persuasive advertising. people who play golf naturally have the kind of propaganda in Golf Digest interested in golf equipment, and automotive enthusiasts will be published in Car and Driver that the ads are very attractive vehicle accessories.
creative opportunities.
magazine to advertisers to provide a broad creative space, the magazine ad size can make the changes happen, you can use colors, use of white space, can maintain the audience's interest, therefore, it offers advertisers an environment conducive to creativity. In addition, because most of the magazine paper quality is very good, and therefore the effect of color reproduction is also very good for high-care goods and fine degree of commercial advertising. This is a magazine and a creative edge. In order to further expand the magazine's creative space, and some advertisers also tried a variety of other creative skills, such as: automatic pop-up ads, advertising friction San taste with perfume ads section, and even with a tiny computer chip that can play music or flashing lights advertising.
long life.
Some magazines Journal readers will preserve a one up, which means, and various newspapers and magazines can be read after a week or a month, some magazine readers will long retained for future reference. magazine In addition to long-life exposure can increase the chance of my readers, but also can increase the number of secondary readers. Many magazines now are better revenue and readership.
magazine layout as small, few arrangements for multiple ads, advertising is not vulnerable to the impact of other advertising.
interpretative media, for advertisements published in the complex information, advertising information and explain the instructions fully.
selective as readers, so comparisons are not as easy as radio and television audience generated on the ads that appear suddenly reverse psychology.
Readers higher level of education, strong purchasing power.
magazines feature focused, clear and suitable for appealing to a very focused ad.
2. magazine as disadvantages of advertising media:
magazine disadvantage with their arrival is too targeted and magazines related to the growth itself.
reach and frequency limitations of the magazine said before
advantage of actually targeted but also to the magazine brings some limitations, by the more detailed sub-groups, magazines reach total audiences less. As the magazine publishing period of one month or two weeks, therefore, difficult to advertisers with a magazines to frequent appearance of the results. To overcome this limitation, advertisers often take advantage of several magazines aimed at the same goal. magazine readers have limited level of education, while higher prices of magazines, as well as restrictions on distribution channels, not for advertising in rural areas.
not like newspapers magazines clutter
crowded so messy, but they are also very poor information transmission environment. general magazine articles on politics and general entertainment content from the composition, generally formed by advertising, but some professional magazine advertising content actually as high as 80%. This will make the advertising component of the natural audience for small groups to face direct competition between brands. In addition to overcrowding in this mess, the magazine recently encountered another form of clutter crowding: Once a new market, soon there will be a number of advertising may be ignored.
advertising effectiveness advertising effects
uneven uneven, the back cover, inside front cover, back cover advertising and special ad inserts easier to draw attention to the other pages of advertising can easily be ignored, Add black and white in color advertising page ads can easily be ignored.
magazine asked for a long time advertisers in the magazine sent 90 days before the ad, if advertisers miss the turnaround period, then the next Advertising may be delayed for a whole month. Moreover, once sent to magazine advertising, in that 90 days would not be able to make any changes, even if there was a major event, communication environment has changed, and advertising material can not be changed.
cost Although the magazine unit
cost is not, as some media exposure (especially direct mail) so high, but higher than most newspapers, but also many times higher than the radio and television. put an insert in the magazine and sometimes the absolute cost people can not afford to be high. And, because of limited magazine, circulation rate, less direct subscribers, in particular a number of professional journals, it is difficult to grasp the reader's case, the relative increase of the advertising cost per thousand.
poor reproducibility
often only the same issue of the magazine published an advertisement in a unified enterprise, compared with radio and television, advertising can not be valid in one day repeat reminder as radio and television media.
(six ) magazine's future
in the past 10-15 years, the magazine has experienced Huqihuluo history. Currently, the magazine has increased revenue and pages, and advertisers, the magazine also found very suitable for their present strengths needs. future of magazines as an advertising medium are mainly two factors:
first, and other media like magazines must decide how to adapt to the new media environment. Journal of the number of forms has several advantages: First, Publishers can access the electronic form to a different sub-groups, namely, a group well known to readers of the network; Secondly, because there is no paper costs, greatly reduce the cost issue, so publishers can achieve low cost; again, some advertisers may will find the digital version does not print the ads so much, and thus more conducive to advertising.
from the perspective of readers, readers can easily through their own personal computer access to digital magazines, then through a standard keyword search means the reader can browse the paper. for environmentalists, the digital magazine without recycling. Finally, for those who have always dealing with the computer or Internet content magazine readers, the digital magazine is the best, the most popular magazine form.
Some analysts believe that online advertising if you want to be successful, must have affinity to be interactive, educational or recreational. In fact proved feasible before publishing online magazine, advertisers will continue to use traditional media forms.
affect the future of the magazine The second factor is the magazine between the mergers and acquisitions. In recent years, the magazine industry happens every year a dozen mergers and takeovers, the buyer tried to get two kinds of benefits from the acquisition: scale traditional print publications and new media outlets.
tool list -11: Mainland China magazine media profile
three broadcast media broadcast by radio or wire transmission time to vast areas of voice, images mass media programs. only broadcast sound, known as said The advertisers, broadcasting has become one of their media plans necessary ingredients. Why all walks of life regard the broadcast as advertisers to reach target audiences by means of which one must have reason, now let us look at What are the different advertisers can use the broadcast media.
(a) of the broadcast media in accordance with the type of
the different modes of transmission, broadcasting can be divided into cable broadcasting and radio broadcasting.
wire or cable through the optical fiber radio The distribution network consisting of wired transmission, the radio signals transmitted directly to the user's regional radio receiving equipment.
radio waves transmitted by radio broadcasts programs.
cable broadcasting, mainly in rural areas and small towns, Communication is limited. advertising medium currently used mainly radio broadcast.
in accordance with the modulation of different ways, can be divided into FM radio and AM radio broadcasting.
according to the wavelength used can be divided into long-wave radio, AM radio, shortwave radio, FM broadcasting.
competition because the mass media, audience interest in the differentiation, Broadcast is a specialized trend. professional radio audience in certain aspects to provide specialized services to a specific range of content . At present there is a professional radio news station, education units, Sports, Arts Desk, music station, transport units, desk and so on. As specific content of programs broadcast, professional radio generally has a stable audience, audience interest is relatively fixed.
(b) the propagation characteristics of the broadcast media is hearing
broadcast media: the use of sound symbols to sound language as the main means of communication, access to human hearing, which is broadcasting the most fundamental features. a human voice telling things, to convey emotion, extremely rich, real and believable. You can also increase the use of music and sound sense of the scene shows that the three-dimensional sense, spatial sense, situational, it has strong appeal.
velocity fast, time-sensitive: the content broadcast by radio transmission, 300,000 kilometers per second, broadcast voice and the audience hear the sound is almost synchronous. production, transport, receive a simple, timely, living first in a variety of mass media.
a wide range of communication: the transmission of radio waves from space distance, geography, weather, traffic, natural disasters and other factors, so the communication range widely over the print media.
broad audience: the public's listening is not the time space, audience and cultural ...
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