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    Fundamentals of Advertisin2

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    Titay Sam
    Newspaper advertisements have different rate structures including discounts for frequency of purchase or bulk space. Discounts include frequency discounts based on purchase patterns and total space, as well as bulk discounts with proportional charges depending on the amount of advertisement purchased. Newspapers also offer run-of-paper rates that allow the publisher to choose ad placement and combination rates for multiple newspaper issues from the same publisher.

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    Fundamentals of Advertisin2

    Uploaded by

    Titay Sam
    15 views1 page
    Newspaper advertisements have different rate structures including discounts for frequency of purchase or bulk space. Discounts include frequency discounts based on purchase patterns and total space, as well as bulk discounts with proportional charges depending on the amount of advertisement purchased. Newspapers also offer run-of-paper rates that allow the publisher to choose ad placement and combination rates for multiple newspaper issues from the same publisher.

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    Newspaper advertisements have different rate structures including discounts for frequency of purchase or bulk space. Discounts include frequency discounts based on purchase patterns and total space, as well as bulk discounts with proportional charges depending on the amount of advertisement purchased. Newspapers also offer run-of-paper rates that allow the publisher to choose ad placement and combination rates for multiple newspaper issues from the same publisher.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    15 views1 page

    Fundamentals of Advertisin2

    Uploaded by

    Titay Sam
    Newspaper advertisements have different rate structures including discounts for frequency of purchase or bulk space. Discounts include frequency discounts based on purchase patterns and total space, as well as bulk discounts with proportional charges depending on the amount of advertisement purchased. Newspapers also offer run-of-paper rates that allow the publisher to choose ad placement and combination rates for multiple newspaper issues from the same publisher.

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    FUNDAMENTALS OF ADVERTISING

    By: Ruby F. Alminar-Mutya, DBA

    The Advertising Media: Print


    The Rate Structure for Newspaper Advertising

    1. Discount rate. Open rate provides some discount structure classified as frequency
    discount or bulk discount. Frequency discount is based on unit or pattern of purchase in
    addition total amount of space. Bulk discount refers to sliding scale wherein the adviser
    is charged proportionately based on the advertisement purchased. Flat rate offers a
    uniform charge for space without regard to the amount of space used or the frequency
    of insertion. No discount is offered.

    2. Run-of-paper (ROP). Includes rate quoted by a newspaper publisher which entitles the
    advertisement to be positioned anywhere in the paper that the publisher chooses to
    place it.

    3. Combination rate. A special rate for newspaper, such as morning paper and an evening
    paper issue, set by the same publisher.

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