MKTG 330 Study Guide - Final Guide: Heavy Competition
12 Dec 2016
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The printed page: in mags or newspapers= provides unique flexible medium for advertising creativity. When selecting mags for advertising media buyer must consider a publication"s circulation, its readership, its cost and its mechanical requirements. Number of copies guaranteed vs. those actually delivered. => magazine rate cards follow a standard format so advertisers can readily compare advertising costs. They list black and white and color rates, discounts, issue and closing dates, and mechanical requirements. Printed message lasts longer than ads in electronic media. Rates vary for local and nation national advertisers print= world wide medium. International advertiser may have to choose between local and international media. Political changes in eastern europe started the intro of many trade business publications in the local language. Newspapers and mags are making alliances with cable, telephone and online computer companies to enter the interactive info market.
