Newspaper Advantages and Limitations

Newspaper Advantages and Limitations - Column widths vary...

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Newspaper Advantages and Limitations Extensive penetration Flexibility Geographic selectivity Involvement, acceptance Services offered Advantages Short life span Low production quality Clutter Lack of selectivity Limited use of color Disadvantages 12-1
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Ways To Break Through the Clutter 12-2
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Newspaper Circulation Figures Other Zone Other Zone Other Zone City Zone Retail Trading Zone 12-3
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Purchasing Newspaper Space General rates Advertisers are outside the newspaper’s designated market area Includes national advertisers Are up to 75% higher than local rates Retail or local rates Advertisers conduct business within the designated market 12-4
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The Newspaper National Network 12-5
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Newspaper Advertising Rates One inch by 2 1/16 inches wide Fits in all newspapers that use this format size Simplifies rate quotes Simplifies production process Standard  Advertising Units 1 inch deep by 1 column width Sales by Column Inch
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Unformatted text preview: Column widths vary Column width affects ad size, shape, cost Complicated purchasing and placement process 12-6 Rate Structures and Terminology Flat Rates Open Rates Combination Rates Preferred Position Run-of-Paper [ROP] 12-7 Test Your Knowledge The Washington Post newspaper has been involved in a deal with Newsweek magazine, whereby advertisers can purchase a package that includes ads in both media. This is an example of: A) A cross-magazine deal B) A cross-newspaper deal C) A cross-media buy D) Cooperative advertising E) A standard advertising unit buy 12-8 The Future of Newspapers Problems and issues Competition from other media Declining circulation Attracting and retaining readers Online delivery Cross-media opportunities 12-9 Attracting and Retaining Readers 12-10...
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Newspaper Advantages and Limitations - Column widths vary...

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