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Section I Development


Introduction to section І


This book is organized in the same way that the advertising media planning and buying process is organized: start with evaluation, then plans, then selection, and then complete the media buying. This type of logical organization should help the reader follow and understand the media process.

One warning,... however: do not attempt to read only the first section or two of the book, and then complete that much of the media planning process, and later go on to other sections of the book. You should read the entire book, understand the entire process thoroughly, and only then attempt to apply the information and the process to the actual media situation. Better still, try to work with the problems and illustrations and examples that you will find throughout the book, and then put them together in an integrated approach to the advertising media process.

Before you can understand the details of the media process as it is used in advertising, you will need some sort of overview to help you comprehend the "bigger picture" of how the process functions and how the various parts fit together. That is what this first section of the book does: it provides a look at the development of advertising media planning with an introduction, an overview, and an understanding of how the parts of the process work and fit together.



Introduction and Overview


Advertising media planning, as an significant part of the advertising process, has only within the last ten years come into its own. For a long time, the media function in advertising received less than its share of attention. The creative function, as copywriting and artwork and layout are termed, received most of the emphasis. The advertisement itself is what sells a product or service or idea (and also may likely sell an advertising campaign idea to a potential advertiser), so the processes involved in creating that advertisement were given most of the attention and emphasis. When making presentations of prospective campaigns, advertising agency executives would devote most of their time to the copy and art and layout of the advertisements, with relatively little time for research, media, budgeting, or postcampaign effectiveness.



IMPORTANCE OF THE MEDIA FUNCTION

There may be more natural inherent interest in the advertisements themselves than there is in the evaluation and selection of the media in which those advertisements are to appear. Research and media and budgeting and follow-up evaluations involve, by necessity, great amounts of hard work with data and facts and figures and numbers, and there is less evidence of creative genius than in copywriting or in art.

In recent years, however, advertising media operations have earned more attention. In times of economic difficulties, saving money became important. Rising inflationary spirals created even more pressures on advertisers, their agencies, and the advertising media, to avoid squandering resources, especially financial resources, and to become more frugal. Stretching advertising budgets suddenly became an important goal, and deriving every possible benefit from a set amount of money evolved into an important objective of advertising practice.

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Boyd Harper W. Jr., Levy Sidney J. Promotion: A Behavioral View. – Englewood Cliffs, N J : Prentice-Hall Inc., 1967. – 115 p.

Burnett L. Communications of an Advertising Man. – Chicago : Privately printed, 1961. – 351 p.

Cultivation analysis: New Directions in Media Effects Research / N. Signorielli, M. Morgan (Eds.). – Newbury Park, CA : Sage, 1990. – 266 p.

East R. The Effect of Advertising and Display. – Boston/Dortrecht/New York/London : Kluwer Academic Publishers, 2003. – 111 p.

Field S. Screenplay: The Foundations of Screenwriting. – New York: Delta, 2005. – 320 p.

Franzen G., Bouwman M. The Mental Power of Brands. – London: NTC Publications, 2001. – 488 p.

Chin Harry. Newspaper Advertising Sales. – Redmond, Washington: Newspaper Research Press, 1994.

Goodrum C., Dalrymple H. Advertising in America. – N. Y. : Harry N. Abrams Inc. Publishers, 1990. – 288 р.

Gragg Mabel T., Borden Neil H. Merchandise Testing as a Guide to Consumer Buying. – Cambridge, Mass. : Harvard University Press, 1939. – 84 p.

Jones K. Cable Advertising – New Jersey : Prenice-Hall, Englewood Cliffs, 1986. – 148 p.

Jugenheimer D. Advertising Media – Columbus, Ohio : Grid Publishing Inc., 1980. – 220 p.

Katz H. TheMedia Handbook – Mahwah, New Jersey, London : Lawrence Erlbaum Associates Publishers, 2003. – 183 p.

Kelvin R.P. Advertising and Human Memory. – London : Business Publications Limited, 1962. – 55 p.

Kroeber-Riel W. Konsumentenverhalten. – Muenchen : Vahlen, 1992. – 216 p.

06/06/2022

This interrogation seem to go on forever. The manager was just doing his job, but at the time I felt his sole purpose was to humiliate me. That experience made me realize that to find a job, I had to first learn more about the newspaper industry, specific publications, and interviewing techniques. After that disastrous interview, I spent the final six months of my senior year researching many of the strategies and ideas featured in this book – and what a difference it made! Later, fully prepared, I interviewed successfully and received five job offers from publications owned by the Washington Post Company, Newhouse Newspapers, Knight Ridder, Inc., and regional newspapers.

When I began interviewing new job applicants as an advertising sales manager, the benefits of careful preparation for a job hunt became even clearer. I interviewed candidate after candidate in the same predicament as I had been nine years earlier: intelligent and presumably competent, but completely incompetent in an interview.

One candidate didn't even know if my newspaper was a morning or evening publication. Another prospective advertising salesperson, who had been sailing smoothly through the interview, revealed he had been fired from his last position because of a stormy altercation at the office. Many of the candidates kept shooting themselves in the foot – they didn't know how to respond appropriately to various interview questions.

My dual perspective of interviewee/interviewer makes this book uniquely tailored to people pursuing careers in Newspaper Advertising Sales. I've presented workshops based on this material to Newspaper Advertising Sales and management personnel from colleges and universities around the United States. Now, I'll share it with you. Good luck, and happy job-hunting…»

06/06/2022

03/06/2022

This book concentrates on local newspaper advertising because it has proven to be the most practical way for a retailer to reach his public, the public that must be persuaded to deal with a business place before it can achieve a profitable operation. The local paper covers precisely the market you are interested in, concentrated in your own community and in the adjacent territory and giving maximum coverage among the people who are most interested in hearing your message.

Newspaper advertising is welcomed by the reader. The paper that conveys your advertising is a familiar visitor in your customer's home. The editorial matter the newspaper carries–news, features, comics, and editorials–has high readership that makes sure the maximum number of people are exposed to your advertising. Given that exposure, your ads can then do their job under favorable circumstances. As a matter of fact, many people welcome the newspaper particularly because your advertising does appear in it. Countless readership surveys show that Americans are eager to read advertising if it is balanced with news and feature material.

Newspaper advertising is economical. Not even a government postal card can provide guaranteed delivery of a written message as inexpensively as a newspaper ad of the same size can do.

And the fact that an advertising message is written–or printed–is a major advantage to the retailer. A newspaper ad has no fixed working hours. An ad that is not yet read at 6 o'clock when the paper is delivered has not vanished like a fleeting commercial on the air; it is just as effective at 8 o'clock that evening. Newspaper advertisements .are often clipped and saved for future reference, as many a merchant can testify from his own experience.

Newspaper advertising is effective. The most successful businesses in your own community, and in the United States, demonstrate that. In both cases you will find that these organizations are consistent and wise users of newspaper space.

02/06/2022

What is advertising?

Advertisement is a marketing tool used to raise public awareness of a certain object. The main purpose of advertisement is to gain an interest of a prospective client in a product

02/06/2022