Designing and Employing Print

Chapter 6

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Please Note:

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Opening Vignette

Zoo’s News

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Direct Mail as a Print Medium
 Direct mail is catered to the individual
 Print media such as magazines and
newspapers convey direct response
advertising to groups of individuals in a
“package”

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Direct Mail as a Print Medium
 Continues to be the dominant medium
that is used for direct response
advertising
 Advantages: selectivity & personalization;
flexibility (many formats); most suitable for
testing (near-perfect random sample);
 Disadvantage: the most expensive medium
per prospect reached

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Market Segmentation
of Direct Mail
 Databased mailing lists are often the
distribution vehicle for direct mail
 Prospects and segments can easily be
identified in an efficient manner
 Databases are at the heart of direct
mail as a print medium

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Catalogs
 Vital and productive format
of direct mail
 Today’s catalogs rely on databases to
target specialized product lines to most-
likely-interested market segments
 Catalogs are not confined to consumer
products, are used in business-to-
business distribution
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 Syndication Mailings
 Syndication direct mail, usually arranged by
an intermediary between the producer and
the seller, involves the offering of a product
to an established customer list.
 Common users:
 publishers, oil companies, bank credit cards, department
stores, catalog merchandisers
 Syndication can provide a unusually high rate
of return for nominal investment.

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Couponing
 Coupons convey an offer by a manufacturer
or retailer that includes an incentive for
purchase of a product or service in the form
of specified price reduction
 Objective: To modify buyer behavior
 To induce customers or prospects to try a new
product
 To convert occasional users to regular customers
and to increase sales so as to warrant greater
display of the product by the retailer

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 Cooperative Mailings
 Provides participants opportunities to
reduce mailing costs in reaching
common prospects
 Ride-alongs: a direct marketer might
include one or more non-competing
offers with a catalog or individual
mailing

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Example of Cooperative Mailings:
ValPak

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 Statement/Invoice Stuffers
 Bills and reminder statements mailed to
customers provide an opportunity for
merchandising offers of products and services
 Cost is relatively low
 Deliverability is assured
 Readability is high
 Market segmentation possible

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Package Inserts
 Related to stuffers, offers the
advantage of arriving at a time when
the recipient has just consummated a
purchase
 Cost is same as billing inserts
 Large volume is potentially available

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Take-One
Racks
 Locations:
 supermarkets, restaurants, drug stores,
transportation terminals, or other high traffic
locations
 Advantage is, those who voluntarily take a
promotion piece from the rack are usually
more than casually interested
 redemption rate relatively high

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Magazines as a Print Medium
 Market Segmentation
 Certain magazines are available in
demographic editions describing market
segments
 Demographic editions of magazines are
directed to market segments such as
women, college students, and business
executives, and gardeners

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Example of Targeted Magazine:
Inspirations

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 Categories of Magazines
 General Mass - high circulation and low cost
per thousand readers
 Women’s Service - heavy circulation and low
cost per thousand readers
 Shelter - selected demographics and
increased cost per thousand circulation
 Special Interest - highly selected
demographics and life style definition
 Business - published for specific business
readers

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Magazines
 Advantages
 reach mass or class audiences
 excellent reproduction at relatively low cost
 relatively long life and many readers per copy
 Disadvantages
 less space to tell a story
 closing dates considerable in advance of the issue
date
 varied distribution leads to slower response
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Magazines
 Position
 Front portion is preferable
 Right hand page is better than a left hand page
 Coupons should be on the outside margin
 Timing
 Usually follows normal direct marketing cycle
 Strongest response in Jan-Feb & Sept-Oct
 Poorest response in June-July

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 Newspapers as a Print
Medium
 Market Segmentation
 Not as finely segmented as other mediums
 Opportunities through:
 urban Vs. rural, dailies vs. weeklies, morning vs. evening
editions.
 Placement of direct response advertisements
 such as in the sports, television, comic sections
 can also serve to select specific types of readers

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Example of a Targeted
Newspaper: Kidsville News!

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 Categories of Newspaper
Advertising
 Run-of-paper (ROP)
 Most are small or appear in specific mail-order
sections of newspapers—a.k.a. “space ads”
 Preprinted inserts
 Typically in Sunday editions or Wed. & Thur.
 Preprinted by the direct response advertiser
 Syndicated Sunday supplements
 Large circulation and great deal of flexibility at
relatively low cost
 Variation: comic section

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Newspapers
 Advantages
 short closing dates
 fast response
 wide variety of formats
 broad coverage
 Disadvantages
 Poor print quality
 Limited color
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Newspapers
 Position
 Placement according to like editorial
 Example: Funeral service next to the obituaries
 Timing
 Sunday editions are read more leisurely and
in a family setting
 Morning editions more appropriate for
retailers
 Wed. and Thur. Better for grocery ads
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Case Study

Newport News

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