REVIEW

Media Buying & Advertising:

  • Roles of media buyers

  • Magazine types, ad placement, cost structures

  • TV types: broadcast, cable, OTT, streaming

  • Product placements

Pros:

  • Magazines offer a host of features: flexible design options.

  • People can read magazine ad at their leisure

Cons:

  • They are expensive

  • Difficult to build up reach

Ad placement:

  1. Facing horizontal half-pages to dominate a spread

  2. Vertical halves across the gutter with the same objective

  3. Outside halves of a spread

  4. Checkerboard facing half-page ad

  5. Staggered horizontal half pages

  6. Staircase units and double staircase on facing pages

  7. Island spread

Cover position:

  • refers to advertising space on the front inside, back inside and back cover pages of a publication.

Junior unit:

  • is a large ad (60% of the page) placed in the middle of a page and surrounded with editorial matter

Custom magazines:

  • look like regular magazines and are often produced by the same companies that publish traditional magazines.

Native advertising:

  • is defined by the Native Advertising Institute as “paid advertising; where the ad matches the form, feel and function of the content of the media on which it appears.

Public Relations:

  • The primary role of public relations is to manage a company's reputation and help build public consent for its enterprises.

  • we'll define public relations or PR, as the strategic management of relationships and communications that individuals and organizations have with other groups, called publics, for the purpose of creating mutual goodwill.

What's the difference between advertising and public relation?

  • Advertising reaches its audience through paid media, it appears, just as the advertiser designed it, with the advertiser's bias built in.

  • Public relation is earned media

  • PR activities offer greater credibility, advertising offers precision and control of the message.

Publics:

  • Publics are the the people they're trying to reach in the general public.

  • Reputation management is the name of the long term strategic process.

  • The planning and staging events to generate publicity is called press agentry.

One of the most important public relation tasks for any corporations is crisis management.

How magazines are categorized:

  • Content: consumer, farm, business magazines

  • Geography: local city, regional, national

  • Size: large, flat, standard, digest

Buying Space:

  1. Rate base is the circulation figure on which the publisher bases its rates.

  2. The guaranteed circulation is the number of copies the publisher expects to circulate.

  3. The delivered circulation is the actual number of circulations

Magazine Space:

  • A vertical publication covers a specific industry in all its aspects.

  • Horizontal publications deal with a particular job function across a variety of industries.

  • Run-of-paper (ROP) advertising rates entitles a newspaper to place an ad on any newspaper or in any position it desires

  • Combination rates are often available for placing a given ad in morning and evening editions of the same newspaper.

  1. Public Relations (PR):

    • Strategic management of relationships between companies and their publics.

    • Main goals: improve public opinion, build goodwill, manage reputation.

    • Unlike advertising, PR earns credibility but lacks message control.

  2. Differences Between PR & Advertising:

    • Advertising = paid, controlled message → public skepticism.

    • PR = earned media, more trusted → less control, more influence.

    • Some companies blend both via corporate advertising for message clarity.

  • Out-of-Home Advertising:

    • Types, locations, advantages/disadvantages

    • Transit advertising: bus, taxicab, transit shelters, terminals and subway

    • Product packaging

    • Bag (shopping bags)

    • Trade show and booths

🔹 Functions & Tools of PR

  • Functions:

    • Planning and executing PR programs

    • Monitoring public opinion

    • Crisis communication

    • Community involvement

    • Public affairs, lobbying, fundraising, event management, speechwriting

  • Tools:

    • Press releases & media kits

    • Feature stories / soft news

    • Corporate blogs, posters, bulletin boards, video news releases

    • Sponsorships and corporate/institutional ads

🔹 Reputation & Crisis Management

  • PR teams manage responses to unexpected events (e.g., accidents, bad press).

  • Pre-planned communication protocols (e.g., Delta’s CEO response to a crash).

  • Key: accountability, empathy, clarity.

🔹 Community Involvement

  • Builds goodwill with the public.

  • Examples: social campaigns (e.g., Vitamin Angels), local programs.

🔹 Sponsorship

  • Popular in sports (e.g., NASCAR, Gatorade, Rolex).

  • Benefits:

    • Public approval

    • Employee pride

    • Cost-effective branding

    • Converts fan loyalty into sales

🔹 Corporate Advertising

  • Focuses on company image, not products.

  • Types:

    • Institutional Advertising: Enhances overall image.

    • Advocacy Advertising: Expresses stance on social/political issues.

    • Recruitment Advertising: Attracts new employees.

  • Digital Media & E-commerce:

    • ARPANET: The first version of the internet (1969).

    • digital networks (distributed vs. centralized)

      • Centralized Network:

        • One central hub; if it fails, the entire network is affected.

        • Easier to control, but risk of total shutdown.

      • Distributed Network:

        • Many interconnected nodes; no single point of failure.

        • More reliable and resilient (used in the internet today).

        • Click-through rates, keyword strategies, audience targeting

    • Ad formats: display, banner, rich media

    • Microsites vs. corporate sites

    • Influencer and social media marketing

  • Direct Marketing & CRM:

    • Digital coupons work like paper coupons in that they entitle the shopper to a discount, but their method of distribution is entirely different.

    • Cents-off promotions are short-term reductions in price of a product in the form of cents-off packages

    • Rebates are larger cash refunds on items from cars to household appliances

    • RFM formula (recency, frequency and monetary)