【优质】TraditionalAdvertisingMedia.ppt

Traditional Advertising Media Major Mass Advertising Media Spending in mass advertising media in the United States totaled approximately $190 billion in a recent year. Spending percentages by media type: Newspapers Readership: 53 million U.S. households during week and nearly 55 million on Sundays. Historically leading medium but in constant decline Buying Newspaper Space Standardized Advertising Unit (SAU) system 1 column: 21/16 inches 2 columns: 41/4 inches 3 columns: 67/16 inches 4 columns: 85/8 inches 5 columns: 1013/16 inches 6 columns: 13 inches Space depth: 1 inch to 21 inches Space rates apply to ROP (run of press) Premium rates for preferred space positioning Magazines Special Interest Magazines Consumer-oriented Business-oriented Standard Rate and Data Service (SRDS Media Solutions) Tracks information on standardized ad rates, contact information, reader profiles, and other information, which facilitates media planning and buying. Magazines (cont’d) Buying Magazine Space Selecting magazines that reach the target market Sources for cost considerations Media Kits Demographic composition of magazine’s readership Rate cards CPM (Cost-per-thousand) Information Mediamark Research, Inc. (MRI) Simmons Market Research Bureau (SMRB) Magazines (cont’d) Magazine Audience Measurement Magazine subscriptions and the number of people who read a magazine are not equivalent: Variety of intermediaries collecting subscription makes it difficult to obtain an accurate count of subscribers Single copy purchases and publicly available copies thwart identification of readers Subscribers who share magazines with others Simmons and MRI Reports Specialists in measuring magazine readership and determining audience size. Each uses different research methods Magazines (cont’d) Selecting the Magazine The size of the potential audience that a vehicle might reach The attractiveness of its coverage as revealed by the total product purchasers exposed to that vehicle and compared with ot