Chapter 12 Flashcards
(30 cards)
selectivity
ability to reach a specific target audience
gatefolds
enable an advertiser to make a striking presentation by using a third page that folds out and gives the ad an extra-large spread
bleed pages
where the advertisement extends all the way to the end of the page, with no margin of white space around the ad
split runs
where two or more versions of an ad are printed in alternate copies of a particular issue of magazine
selective binding
a computerized production process that allows the creation of hundreds of copies of a magazine in one continuous sequence – allows magazines to select and target specific groups
ink-jet imaging
reproduces a message by projecting ink onto paper rather than using mechanical plates
controlled-circulation basis
copies are sent (usually free) to individuals the publisher believes can influence the company’s purchases
pass-along readership
occurs when the primary subscriber or purchaser gives a magazine to another person or when the publication is read in the doctors’ waiting rooms/beauty salons/airplanes
total audience/ readership
(multiply the readers per copy) * (and the circulation of the average issue)
magazine networks
offer the advertiser the opportunity to buy space in a group of publications as a package deal
display advertising
found throughout the newspaper and generally uses illustrations, headlines, white space, and other visual devices in addition to the copy text – 70% of ad revenue on newspapers
classified advertising
provides newspapers with a substantial amount of revenue – arranged under subheads according to the product, service, or offering being advertised
preprinted inserts
another type of advertising distributed through newspapers – no not appear in the paper itself, they are printed by the advertiser, then taken to the newspaper to be inserted before delivery
city zones
a market composed of the city where the paper is published and contiguous areas similar in character to the city
retail trading zone
is the market outside the city zone whose residents regularly trade with merchants within the city zone
general advertising rates
apply to display advertisers outside the newspaper’s designated market area (DMA) and to any classification deemed by the publisher to be “general” in nature
Retail/local advertising rates
apply to advertisers that conduct business or sell goods or services within the designated market area (DMA)
standard advertising units (SAUs)
standardized measurement for advertisement space used in newspapers – all newspapers under this system use column widths 2-1/6 inches wide, with 5 columns on tabloid-sized papers, or 6 columns on broadcast-sized papers
flat rates
many newspapers do not offer discounts for quantity or repeated space buys
open-rate structure
other types of newspapers have various discounts available
run of paper (ROP)
means paper can place the ad on any page or in any position it desires – the basic rate for most advertisement spots
preferred position rate
the rate an advertiser must pay to ensure a specific section and/or position on a page an advertisement be placed
combination rates
discount for advertisers for using several newspapers as a group – IE: buying a combination spot in the morning and evening paper
Classification of magazines (3)
(1) consumer magazines: general public and entertainment
(2) farm publications: agriculture and farming
(3) business publications: business industries and occupations
