Chapter 13 Advertising

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the role of the print media buyer
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negotiates and contracts with media, understands print media and technology, creatively integrates print media into the mix, and knows how to buy media space
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special possibilities with magazines
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bleeds, cover positions, inserts, gatefolds, and custom mags
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buying magazine space
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guaranteed vs delivered, primary and secondary readership, vertical v horizontal, subscriptions and vendor sales, paid and controlled circulation, merchandising services
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how newspapers are categorized
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frequency of delivery, physical size, or type of audience
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how advertisers buy newspapers space
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rate cards, local versus national rates, flat rates and discount rates, short rate, combination rates, run of paper versus preferred position, color advertising and split runs
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pros of magazine advertising
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color, authority and believability, permanence, prestige, audience selectivity, extensive pass along readership
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pros of newspaper advertising
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Mass Medium Local Medium Comprehensive Geographic Selectivity Timeliness Credibility
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guaranteed circulation
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number of copies the publisher expects to circulate
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circulation audit
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thorough analysis of the circulation procedures, outlets of distribution, readers, and other factors by companies such as ABC.
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primary circulation
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represents the number of people who buy the publication, either by subscription or at the newsstand
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secondary readership
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estimate determined by market research of how many people read a single issue of a publication, is very important to magazines
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vertical publication
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covers a specific industry in all its aspects
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horizontal publications
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deal with a particular job function across a variety of industries
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controlled circulation
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publisher mails the magazine free to individuals who the publisher thinks can influence the purchase of advertised products
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rate card
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lists advertising rates, mechanical and copy requirements, deadlines and other information
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national rate
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averages 75 percent higher, but some papers charge as much as 254 percent more
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flat rates
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allow no discounts
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open rates
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offer volume discounts (their highest rate for a one time insertion)
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contract rates
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local advertisers can obtain discounts of up to 70 percent by singing a contract for frequent or bulk space purchases
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short rate
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difference between the contracted rate and the earned rate for the actual inches run.
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run of paper advertising rates
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entitle a newspaper to place a given ad on any newspaper page or in any position it desires
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cons of magazine advertising
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Lack of Immediacy Lack of Distribution High Cost Low Frequency Long Lead Time Advertising Clutter
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cons of newspaper advertising
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Lack of Selectivity Short Life-Span Poor Production Quality Clutter Lack of Control over Placement

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