Notes for Quiz #1 - Print - Radio

1. ADMEDIA QUIZ # 1
Media - a communication channel through
which information, news, or entertainment is
disseminated
Messages - news, information, and
entertainment
ADVERTISING AGENCIES
➡ Full Service
- Accounts Management
- Strategic Panning
- Creatives
- Media Planing and Buying (80% -
90% of budget goes here)
KEY GROUPS OF MEDIA DEPARTMENT
1. Media Research - analyzes data
2. Media Planning - create strategies
3. Media Buying - negotiates
CHARACTERISTICS OF MEDIA AGENCIES
- Independent from full service agencies
- Own source of profit
- Needs to have multiple efficiencies
- Strategic Planning + Efficient Client
Service
CHARACTERISTICS OF MEDIA PLANNERS
- Effective + efficient
- Accountablility
- Good negotiation skills
- Strong, analytical, strategic + creative
thinking
RENUMERATION
(a) Compensation
(b) Fixed Fee
(c) Retainer’s Fee (agreed fee in the
beginning of the year)
(d) Mark - up (service cost + markup)
(e) Performance Incentives
LOCAL AD AGENCIES
1. Philippines Association of National
Advertising (PANA)
2. Association of Accredited Advertising
Agencies (AAAP)
3. Media Specialist Association of the
Philippines (MSAP)
4. Kapisanan ng mga Brodkaster ng
Pilipinas (KBP)
5. United Print Media Group (UPMG)
6. Outdoor Advertising Association of the
Philippines
7. Internet and Mobile Marketing
Association
8. Advertising Supplies Association of the
Philippines
ADS STANDARD COUNCIL
- Self-regulating body of the advertising
industry
ENSURING CONSUMER PROTECTION
a. A “No. 1” claim without a qualifier
means No. 1 in sales
b. Prescription or ethical drugs may not
be advertised, unless advertised
through publications intended solely for
medication
c. “No approved therapeutic claims”
applies to food supplements
d. “New,” “improved,” and “introducing,”
may be used for 12 months
e. “Breaking news” may not be used in
advertisements
f. Direct comparison advertising is
allowed in mobile phones
g. Advertisements for alcoholic beverages
should not depict the act of drinking
PRINT MEDIA
- Above the Line Advertising
- Unlimited exposure
- non-intrusive
- flexible
- target market
- more engaging
- loyal readership
ELEMENTS OF A PRINT AD
1. Headline, tagline, slogan
2. Visual illustration
3. Sub-headline
4. Logo
5. Copy
LIMITATIONS
1. Limited readership
2. Limited life
3. unchangeable
4. No sound or Motion
AAAP MSAP
PANA UPMG
KBP IMMA

2. TOP 3 SUBTYPES
1. Broadsheet
2. Magazine
3. Print Directory
EVLAUATING PRINT ADS
1. Readership - proportion of the
population who are exposed to print
media or a given publication
2. Circulation - average daily number of
copies of a publication that are sold or
distributed to the public
★ Pass - along - readership: people who have
access / are exposed to the publication
without actually buying a copy
EXAMPLES OF NATIONAL DAILY ENGLISH
1. Philippine Inquirer
2. Manila Bulletin
3. Philippine Star
EXAMPLES OF BUSINESS PAPER
1. Business World
2. Business Mirror
EXMAPLES OF TABLIODS
- a shorter and more entertaining form of
news
1. Bulgar
2. Abante
3. People’s Journal Tonight
EXAMPLES OF THE TOP (3) MAGAZINES IN
THE PHILIPPINES
1. FHM
2. Cosmopolitan
3. YES!
CPM (cost efficiency measurement): the
amount of money that an advertiser pages for
every 1000 exposed delivered by a publication
CPM = (Cost of Ad / total readers) x 1000
PRINT POSITIONS
- a page or section of a publication where the
ad is printed makes a lot of difference in
terms of advertising reach + impact
a. premium pages (front + back pages of
sections pages 2 - 7)
b. Early Right Hand Page
c. Run - of - Page (ROP): you can place
the ad anywhere
d. Center spread (have to pay premium)
e. Double spread
f. Gatefold
MAGAZINE RATE STRUCTURE
๏ Size - full page, half page, quarter page
๏ Positioning - OBC, IBC, IFC, OFC, Page
3, Center spread
๏ Volume - 1x, 3x, 6x, 12x
————————————————————
CALCULATING PRINT ADS
rate per column = 360k per col/cm
area = 9 col x 52 cm = 468 col/cm
Total Cost of Print Ad = (area x rate) +
color surcharge
468 col/cm x 360 per col/cm = ($168,480.00 +
$134,784.00) = $ 303,264.00
Color surcharge
+1 color = 30%
+2 color = 60%
+3 color = 80%
Color Surcharge: $168,480.00 x .80=
$134,784.00
————————————————————
ADVANTAGES OF RADIO ADS
- geographic reach (wide audience reach)
- flexible
- transfer of imagery
- less cost
- recency medium (last medium heard before
buying it
NEWSPAPER MAGAZINE
1. Reach
and
Coverage
2. Timelines
s
3. Flexibility
4. Reproduct
ion
Quality
5. Message
Life
6. Selectivity

3. DISADVANTAGES OF RADIO ADS
- no visuals
- no priority (incident medium - people are not
necessarily listening)
- Audience fractionalization
EVALUATING RADIO ADS
1. Listenership - the percentage /
proportion of the target market who
tune in the radio at any given time
2. Penetration - % of all people who listen
to the radio
3. Station Rating - proportion of target
market who tune in to the radio station
at any given time
THINGS TO CONSIDER IN SELECTING THE
STATION FOR A RADIO AD
a. Geographic coverage (spill in, spill-
over, kw powers)
b. Program format/type of music
c. Language / dialect
d. Station rating / affinity
e. Costs
f. Cost efficiency
RADIO PLANNING / BUYING
CONSIDERATIONS
1. Area coverage
2. Target Market
3. Ad message
4. Commercial materials
5. Budget
Cost Efficiency Measurement (CRP) or
(CPRD) - cost per rating point
- the amount of money that an advertiser
pays for every 1% of target audience that
the medium delivers
- for every 1% of listener is the amount you
are paying
CRP = Cost / rating point
RADIO BUYS
1. Spots
2. AOB spills
3. Casual Plugs
4. Program sponsorship
5. News / features
6. Song sponsorship
7. Tips
8. Time tags