Lecture Slides Print Media

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