(similar in style to editorial content that emphasizes a brand/product) Clutter: The amount of advertising in a particular medium MAGAZINES Readership remains stable for now with magazines despite the rise in online magazines Paid Circulation: The circulation of a newspaper or magazine that is generated by subscription sales and newsstand sales
MARKETING COMMUNICATIONS CHAPTER 5 Controlled Circulation: The circulation of a publication that is distributed free to individuals in a specific demographic segment or geographic area Rifle strategies or profile-matching strategies are incredibly useful with magazines There are also broader, sweeping magazines for shotgun strategies, but these are rarer OUT-OF-HOME ADVERTISING Outdoor advertising and transit advertising are the 2 major classifications Outdoor advertising: Poster (Billboard): A common form of outdoor advertising; usually a picture dominant advertisement with a minimum of copy Backlit Poster: A luminous outdoor sign printed on polyvinyl material Superboard (Spectacular): Outdoor advertising that is larger than a normal poster and more expensive to produce; can include extensions beyond borders, and electronic messaging Mural Advertisement: A hand-painted outdoor ad seen on the side of a building Digital Video Boards: Outdoor advertising boards capable of displaying video content Street Level Posters: A rear-illuminated unit consisting of two- or four-sided advertising faces, such as transit shelters or columns with advertising faces Mall posters: A form of advertising located inside shopping malls; relies on pedestrian traffic only Transit advertising: Transit Posters: A transit ad in the rack above the window or near the door of a bus or subway car Door Cards: A vertically oriented poster usually found beside the doors of subway cards and light rapid transit (LRT) commuter trains Station Poster: An advertisement located on the platform or at the entrance or exit of subways and LRT systems Station Domination: When one advertiser purchases all advertising inventory available in a subway station King Poster: An oversized poster attached to the side of a bus Seventy Poster: A small poster usually affixed to the side or back of a bus Full Wrap: An advertisement in the form of a vinyl covering that covers both sides and the back of the vehicle Bus Mural: An advertisement in the form of a vinyl covering that appears on one side of the vehicle Bus Back: A vinyl wrap advertisement that appears on the back end of a vehicle Other forms of out-of-home advertising: Washroom Advertising: A mini-poster ad located in a washroom, usually above a urinal or on the stall doors Elevator Advertising: Advertising in display frames on elevator walls or on mounted televisions Arena and Stadium Advertising: Advertising within arenas and stadiums, from the door to the court, rink, etc. Cinema Advertising: Print advertising inside film theatres and broadcast advertising on screens; options include television-style ads on screen, slides, posters, and ads printed on tickets
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- Fall '13
- Advertising, media planner, Home Media