Lecture Slides Print Media
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Print Media
Magazine Categories
General Interest / News
Special interest
Business publications
Magazine Strengths Specific reach Long life Production Quality High involvement Detailed info
Magazine Weaknesses Long lead times No control over timing of message delivery
Clutter
Magazine Reach
Specific opportunities and minimal wasted coverage
Magazine Frequency Difficult to build
Newspaper Strengths Catalog value High reach in local markets
Newspaper Weakness Wasted coverage Poor production quality Short life Clutter
Newspaper Reach
High non-segmented reach in a local market
Newspaper Frequency Easy to build
Newspaper Supplements Magazine inserts distributed with the newspaper
Strengths of Newspaper Supplements Strong local reach Better quality production than newspaper Higher readership
Weaknesses of Newspaper Supplements Geographic segmentation only Short life span Closing dates similar to magazines
Print Cost Variables Circulation Position Size Color Quantity of the purchase Special paper
Long life
High reach
Possible minimal wasted coverage
Limited message
Broad reach Geographic segmentation
Long life and repetitive traffic patterns lead to high frequency
Audience size
Size of board Quantity of purchase Location Duration of purchase
Internet Strengths Target Market Selectivity Low Cost
Tracking Hits Click through rates
Internet Strengths Target Market Selectivity Low Cost Tracking Deliverability Flexibility Interactivity Integration
Internet Weaknesses Low Reach Intrusiveness Low click through rates Clutter
Types of Internet Adv. Banners Sponsorships Pop-up/pop-under E-mail Streaming audio and video Corporate home pages
Internet cost variables CPM Type of ad
Magazine Categories
General Interest / News
Special interest
Business publications
Magazine Strengths Specific reach Long life Production Quality High involvement Detailed info
Magazine Weaknesses Long lead times No control over timing of message delivery
Clutter
Magazine Reach
Specific opportunities and minimal wasted coverage
Magazine Frequency Difficult to build
Newspaper Strengths Catalog value High reach in local markets
Newspaper Weakness Wasted coverage Poor production quality Short life Clutter
Newspaper Reach
High non-segmented reach in a local market
Newspaper Frequency Easy to build
Newspaper Supplements Magazine inserts distributed with the newspaper
Strengths of Newspaper Supplements Strong local reach Better quality production than newspaper Higher readership
Weaknesses of Newspaper Supplements Geographic segmentation only Short life span Closing dates similar to magazines
Print Cost Variables Circulation Position Size Color Quantity of the purchase Special paper
Long life
High reach
Possible minimal wasted coverage
Limited message
Broad reach Geographic segmentation
Long life and repetitive traffic patterns lead to high frequency
Audience size
Size of board Quantity of purchase Location Duration of purchase
Internet Strengths Target Market Selectivity Low Cost
Tracking Hits Click through rates
Internet Strengths Target Market Selectivity Low Cost Tracking Deliverability Flexibility Interactivity Integration
Internet Weaknesses Low Reach Intrusiveness Low click through rates Clutter
Types of Internet Adv. Banners Sponsorships Pop-up/pop-under E-mail Streaming audio and video Corporate home pages
Internet cost variables CPM Type of ad
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