乔治·E·贝尔奇-广告与促销：整合营销传播视角（第8版）Chapter12a.pptVIP

Evaluation of Print Media The Role of Magazines and Newspapers Magazine Target Markets Classifications of Magazines Consumer Magazines Target Specific Interests Top Magazines Example of a Farm Publication Business Publications Using College Magazines to Reach Students Advantages of Magazines City Magazines Provide Geographic Targeting Media Kits and Rate Cards Creative Flexibility Test Your Knowledge Smaller Ads Can Extend a Media Budget Gaining Prestige Consumer Engagement Special Services Disadvantages of Magazines Magazine Circulation Readership and Total Audience Media Research Guides Advertisers Cost Elements of Advertising Space Magazine Costs and Networks The Future for Magazines Magazines Move Online Characteristics of Newspapers Types of Newspapers Test Your Knowledge Types of Newspaper Advertising Parade is a Popular Sunday Supplement Newspaper Advantages and Limitations Island Ads Break Through Clutter Newspaper Circulation Figures Purchasing Newspaper Space General rates Advertisers are outside the newspaper’s designated market area Includes national advertisers Are up to 75% higher than local rates Retail or local rates Advertisers conduct business within the designated market The Newspaper National Network Newspaper Advertising Rates Rate Structures and Terminology Test Your Knowledge The Future of Newspapers Attracting and Retaining Readers Attracting and Retaining Readers Attracting and Retaining Readers Relation to text This slide relates to material on pp. 402-403 of the text. Summary Overview This slide shows a list of common magazine terms used in measuring circulation and readership. Media buyers evaluate magazines on the basis of their ability to deliver the advertiser’s message to as many people as possible in the target audience. To do this, they must consider the circulation of the publication as well as its total readership. Key circulation concepts include: Primary circulation – number of individuals who receive a publication through