Print Media

August, 2013

Print Media

Newspapers

Magazines

National

Regional

General Content

Niche Content

Print Media
High involvement media

Data processing at consumers pace

Non-intrusive

Suitable for providing detailed information

Selective audience reach

In Nepal - limited reach due to low literacy

Newspapers

One of the largest mediums

Most effective mass media option

Types of Newspapers
Target Audience
General Audience newspapers Business newspapers

Sports newspapers
Ethnic newspapers

Geographic Coverage
National, regional

Frequency of publication
Daily, weekly, fortnightly

Types of Newspaper Advertising

Display Inserts/Circular Classified Advertorials

Advantages of Newspapers
Geographic selectivity

Quick turnaround
Opportunity for providing information Credibility Loyal readership Can be preserved

Audience interest
Cost

Disadvantages of Newspapers

Limited segmentation Creative constraints

Uni-dimensional Poor reproduction

Clutter

Short life

Buying newspaper space

CC or Column Inch ROP or special position

Ear panels
Island ads Flexible shapes

 Is the NEWSPAPER on its way out?

magazines

Magazines

Developed in the 1890s Specific interest groups

Innovations such as perfumed inks & product sampling

Types of Magazines

Frequency - weekly, monthly, quarterly Audience - consumer, business, trade

Distribution - paid circulation, controlled circulation

Content - general interest, specific interest

Advantages of Magazines
Audience selectivity Audience interest Creative opportunities Long life

Higher readership (Pass-along readership)

Reproduction quality Prestige Repeated hits

Disadvantages of Magazines

Limited reach Cost Clutter Long lead times

Buying space in Magazines

Page/Half/Quarter page ROP and special position ads

Bleed
Gatefolds Sponsorships

Effective print ads

Advertise in the correct place Clear and focused headline

Shape your sub-head

Build body copy Complementing graphics

Easy flow layout

Be specific Use casual language

Lead to action

Electronic Media

TV
TV was introduced after world war II TV was introduced in Nepal in the early 80s TV has grown from broadcast TV into cable TV, Satellite TV, DTH and now DTR

The first commercial war aired on 1st July, 1941

Types of TV advertising

Commercials Infomercials

Program sponsorships
Product placements

Pros of TV advertising
Reach Low cost per exposure

AV medium
Excellent quality of production High impact Creative opportunities Prestige

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Cons of TV advertising
Long lead time
Cost (production and air-time) Non-interactive

Generally, non-selective
Low product recall

Brevity
Clutter Zipping and zapping

Buying TV ad space

Seconds Programs Breaks

FCTs

Effective TV advertising
Put people in your ads Plan your video

Have a sharp script

Match audio and video Make product the hero Call to action Focus on post-production

Radio

Personal one-to-one medium Mobile National Radio and FM Radio

Largest reach medium in Nepal

Buying Radio time

Seconds
Schedules Timing Breaks Spots vs jingles

Pros of Radio advertising

Reach and frequency Cost Selectivity

Flexibility

Cons of Radio advertising

Limited to sound medium
Limited reach Un-attentive audience Clutter Brevity Non-interactive

Effective radio advertising

Voice, voice and voice
Distinctive content Keep it simple Opening attention grabber Music makes it memorable

Thank You