Integrated marketing communications chapter 8Word

　　Chapter 8Print and Support Media

　　content Newspaper Magazine Yellow Page and Directory Out of home ads Packaging POP

　　NewspaperStrength Audience in appropriate mental frame to process messages Mass audience coverage Flexibility Ability to use detailed copy Timeliness High credibility and authority Limitations Clutter Not a highly selective medium Higher rates for occasional advertisers Modest reproduction quality Complicated buying for national advertisers Changing composition of readers

　　MagazineStrength Some magazines reach large audiences(Times) Selectivity Long life High reproduction quality Ability to present detailed information Ability to convey information authoritatively High involvement potential

　　LimitationsNot intrusive Long lead times Clutter Somewhat limited geographic options Variability of circulation patterns by market

　　2015 (1--6) 媒体广告花费同比变化

　　Market analysis Newspaper/Magazine: How to keep reader’s stickiness? Outdoor media: the emergence of digital outdoor media

　　Paper media News Authenticity News Originality The Value of Thought Content Emergence with New Media

　　Yellow pages and directory ads Customers actively seek out ads in the Yellow Page The advertiser largely determines the quality of ad placement Increased use graphics have positive effects in attracting attention Can not be changed either in purchase amount or creative layout

　　Out of home advertisingStrengths Broad reach and high frequency levels Low cost per thousand Prominent brand identification Opportune purchase reminder Limitations Non-selectivity Short exposure time Difficult to measure audience size Environment problems

　　Out of home ads Billboard ads Transit ads-interior/exterior Aerial advertising Blow-ups or blimps Mobile billboards

　　Packaging The use of color in packaging Design and shape cues in packaging Packaging size Physical materials in packaging Evaluating the package- VIEW Model V-visibility I-information E-emotional appeal W-workability

　　Why is POP (Point-of-Purchase) vital? A high proportion of all purchases are unplanned, especially in supermarkets and mass merchandise outlets. POP plays perhaps the major role in influencing unplanned purchasing and in increasing sales.

　　Point-of-Purchase ads POP materials include: signs, banners, shelf ads, lights, mirrors, checkout units, full-line merchandisers The spectrum of POP materials Permanent POP displays: 6 months or more Semi-permanent POP displays: less than 6 but more than 2 months Temporary POP materials: fewer than 2 months In-store media: in store radio, shelf talkers, shopping trolley

　　Point-of-Purchase adsFunctions informing reminding encouraging

　　merchandising