【正文】 施而提供靈活的版面； 對(duì)品牌偏好、消費(fèi)者態(tài)度以及市場(chǎng)環(huán)境進(jìn)行調(diào)研； 運(yùn)用雜志的出版、內(nèi)容以及制作方面的知識(shí)幫助廣告主更有效利用版面。 19 解讀價(jià)目表 雜志價(jià)目都遵循一個(gè)標(biāo)準(zhǔn)形式，這有助于廣告主明確成本、折扣、排版要求、截稿期、特刊以及特殊要求（如彩色、插頁(yè)、出血版、分頁(yè)或任選版位等）的額外附加費(fèi)。 千人成本 （ cost of per thousand） 是衡量在某一雜志上投放廣告是否合算的一種方法，即按在某期刊上刊登一次整版廣告的收費(fèi)標(biāo)準(zhǔn)看達(dá)到一千人需要花費(fèi)多少資金。 版面價(jià)目 1000/發(fā)行量＝ CPM 20 折扣 頻率折扣 （ frequency discount） 幅度取決于一年以內(nèi)廣告主刊登廣告版面的多寡。 數(shù)量折扣 （ volume discount） 幅度取決于某一特定時(shí)期內(nèi)廣告主購(gòu)買版面支出的費(fèi)用總和。 大多數(shù)雜志向當(dāng)場(chǎng)付款的廣告主提供 現(xiàn)金折扣 （ cash discount）。 21 特殊收費(fèi) 雜志對(duì)特殊要求收取額外費(fèi)用。 彩色廣告通常比黑白廣告加收 25%—— 60%的費(fèi)用，出血版一般比普通版加收 15%。 封二、封三一般比封底便宜。 雜志還按照不同的發(fā)行區(qū)域人口統(tǒng)計(jì)和地理特征收取不同的費(fèi)用。地理版 (geographic edition)針對(duì)不同的地理市場(chǎng)；人口版 (demographic edition)到達(dá)的讀者具備某一相同的人口統(tǒng)計(jì)學(xué)特質(zhì)。 22 報(bào)紙廣告媒介 Newspaper readership has been declining for years, although it remains a fairly healthy advertising medium. Although newspapers go to a mass audience, they do have market selectivity that allows them to target specific consumer groups using these methods. Examples of market selectivity are specialinterest newspapers, specialinterest sections, and advertising inserts delivered only to particular zip codes or zones. 報(bào)紙的分類 報(bào)紙廣告的優(yōu)勢(shì)和局限 23 優(yōu)勢(shì) 時(shí)效性強(qiáng)。 地方性媒介，具有很強(qiáng)的地理針對(duì)性。 可信度高。 創(chuàng)意靈活性。 單位成本低。 局限性 缺乏針對(duì)性。 壽命短。 復(fù)印質(zhì)量差。 龐雜。 缺少控制。 24 The Advantages and Disadvantages of Advertising in Newspapers. Following is a list of advantages of newspapers: ?Range of market coverage ?Comparison shopping ?Positive consumer attitudes ?Flexibility ?Interaction of national and local 25 Following is a list of problematic issues: ?Short life span ?Clutter ?Limited coverage of certain groups ?Poor reproduction 26 The increased costs of newspaper production have resulted in a general consolidation in the newspaper industry. This consolidation has helped the industry implement new technologies and delivery mechanisms. Advances include online circulation information systems, electronic libraries, and database publishing. The emergence of the Inter as a mechanism for delivering a newspaper has had a tremendous impact. 27 報(bào)紙廣告分類 陳列廣告 （ Display Advertising ） 插頁(yè)廣告 （ Supplements Advertising） 分類廣告 （ Classified Advertising） 常見報(bào)紙廣告規(guī)格：通欄、整版、橫半版、豎半版、 3／ 4版、 1／ 4版、版花（題花、報(bào)腳）、中縫等。 The dominant form of newspaper advertising is display advertising. Display ads can be any size and can be placed anywhere in the newspaper except the editorial page. Display advertising is further divided into two subcategories: local (retail) and national (general). Local businesses, anizations, and individuals that use local display advertising pay a lower, local rate. Display Advertising Supplements are syndicated, which means an independent publisher sells its publications to newspapers throughout a country, or they are local fullcolor advertising inserts that appear throughout the week and especially in the Sunday edition of newspapers. Independent publishers create and distribute syndicated supplements to newspapers throughout the country. Supplements Advertising There are two types of classified ads—advertising by individuals to sell their personal goods and advertising by local businesses. Classified ads represent approximately 40 percent of total newspaper advertising revenue. Many newspapers have taken their own classified ads online. Classified Advertising 31 報(bào)紙版面的購(gòu)買 了解讀者構(gòu)成和發(fā)行量。 廣告價(jià)格。 報(bào)紙廣告每千人成本。 32 電子媒介 電視廣告媒介 無(wú)線電視 (broadcast TV) 有線電視 (cable TV) 33 Television advertising is embedded in television programming, so most of the attention in media buying, as well as in the measurement of television advertising’s effectiveness, is focused on the performance of various shows and how they engage their audiences. 34 電視廣告媒介的優(yōu)勢(shì)和局限 優(yōu)勢(shì) 大眾覆蓋。 低成本。 一定針對(duì)性。 影響力。 創(chuàng)意機(jī)會(huì)。 權(quán)威主流。 35 局限 制作成本高昂。 播出費(fèi)用高昂。 針對(duì)局限。短小。