ADV305_April%2013_ - 20090415 ADV305 The Fundamentals of...

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2009 04 15 1 Using Print Media Ch13. ADV305 Instructor: Jang Ho “Jay” Moon The Fundamentals of Advertising April 13, 2009 Today’s Ads Today’s Ads ¾ Honda: Let It Shine ¾ Wieden + Kennedy, Amsterdam Newspaper
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2009 04 15 2 Who Uses Newspapers? ¾ Newspapers are the dominant advertising medium in terms of volume ¾ More than half of all American adults read a paper every day, and the 55 million newspapers sold daily are read by an average of 2.3 people each The Pros The Pros and Cons of Newspaper Ad 1. Mass medium penetrating every segment of society. Most consumers read the newspaper. 2. Local medium with broad reach. Covers a specific geographic area that comprises both a market and a community of people sharing common concerns and interest. 3. Geographic selectivity is possible with zoned editions for specific neighborhoods or communities. The Pros The Pros and Cons of Newspaper Ad 4. Timeliness. Newspapers primarily cover today’s news and are read in one day. 5. Credibility. Studies show that newspaper ads rank highest in believability. TV commercials are a distant second. 6. Comprehensive in scope, covering an extraordinary variety of topics and interests. The Cons 1. Lack of selectivity of specific socioeconomic groups. Most newspapers reach broad, diverse groups of readers, which may not match the advertiser’s objectives
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ADV305_April%2013_ - 20090415 ADV305 The Fundamentals of...

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