PRINT MEDIA

Key Terms

Advertising:
A paid-for form of communication.

Media:
The agencies, means or instruments used to convey
advertising messages.

Print Media:
Includes advertising in newspapers, magazines, transit and
billboards.

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 Classification

Print Media

Print Place

Newspapers Billboards

Magazines Transit

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Print- Newspaper
Local Newspapers

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 Print- Newspaper
Types of Newspapers advertisements

Classified Ads

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 Print- Newspaper
Types of Newspapers advertisements

Circular Ads

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 Print- Newspaper
Types of Newspapers advertisements

Display Ads

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 Print- Newspaper

Advantages
•Geographic targeting
•High credibility
•High information potential

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 Print- Newspaper

Disadvantages
•Limited color
•Poor reproduction quality
•One day life span
•Unattractive layouts
•Hard to measure actual exposure

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 Print- Newspaper

Strategic Use
•Coverage medium
•Geographic targeting
•Local retail ads
•High involvement consumers/products

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 Print-Magazine
Specialized Magazines

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 Print- Magazine
General circulation magazines

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 Print- Magazine

Advantages
•High color reproduction quality
•High credibility
•High information potential

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 Print- Magazine

Disadvantages
•Hard to measure actual exposure
•Long lead times
•Expensive

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 Print- Magazine

Strategic Use
•Highly specialized target marketing
•Geographic targeting
•High involvement consumers
•emotional appeals

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Print- Billboards

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 Print- Billboards

Advantages
•High frequency
•Geographic flexibility
•Low cost

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 Print- Billboards

Disadvantages
•Fleeting message
•Limited information
•Long lead times
•Location unavailability
•Visual pollution

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 Print- Billboards

Strategic Use
•Good coverage medium
•Localized support medium
•Low involvement products

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Print- Transit

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 Print- Transit

Advantages
•Captive audience
•Low cost
•Supports mass transit systems

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 Print- Transit

Disadvantages
•Lack of status
•Cluttered environment
•Limited information potential

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Thanks