Page 222 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes particularly suited to advertisers who want to reach general consumers of products and
services and are also very suitable to reach specific target audiences.
Business magazines include publications such as trade journals meant for specific businesses,
industries, or occupations. They are different from consumer publications and are
distinguished by the editorial focus.
Circulation figures of magazines indicate the number of individuals who get the magazine
either through subscription or purchase from stores. Primary circulation of a magazine
refers to the total number of copies sold to subscribers and bought by others from magazine
vendors. Primary circulation is the basis for rate structure of a magazine.
Outdoor medium combines high levels of reach and frequency at low CPM costs, and a
colorful presentation of products to audiences already in the marketplace. It offers the
advertisers the last opportunity to remind and influence the consumer prior to purchase.

12.4 Keywords

Bleed Pages: Ads that extend to the edge of the page without any margins
Classifieds: Advertisements arranged as per product or service class

Coarse Newsprint: Paper quality of newspapers, not suited for apt color reproduction
Gatefolds: Use of 3rd page in magazine ads which is folded and can spread out
Open rates: Highest quoted and rates for single insertion in newspapers

Primary Circulation: Total magazines copies sold, to subscribers and by vendors
Run of Paper Rates: Basic rates for newspaper space
Special Audience Newspapers: Caters to special editorial needs; economic times etc.

12.5 Self Assessment

State whether the following statements are true or false:
1. Magazines can be more effective than television while targeting premium class.
2. Hindustan Times City is a special audience newspaper.
3. Newspaper advertisements have a shorter lifespan than any other media.

4. ABC electronics want to print one advertisement daily in a local newspaper for one
month. Rates most suited to them will be flat rates.
5. Out-of-home media can generate more reach and frequency than any other media form.
6. Everyone who is walking past a billboard is a part of target audience of the advertiser.
Fill in the blanks:

7. Economic Survey of India is a kind of …………………………….
8. Products like perfumes, cars, insurance, watches are …………………………… products
which can use a long copy ad to communicate with audiences.
9. Size of a Filmfare magazine page is roughly about…………………
10. Times Ascent comes under the category of…………………….newspapers.

11. ……………………….publications are the best way to communicate the product to the
industry men and executives.

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