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Part Five Developing the Integrated Marketing Communications Program
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 12-20 The
Chicago Tribune offers
advertisers combinations of
different circulation area
zones
V. Developing the
Integrated Marketing
Communications Program
12. Evaluation of Print
Media
© The McGraw−Hill
Companies, 2003
sizes, shapes, and formats; they can use color or special inserts to gain the interest of
readers. Ads can be run in Sunday magazines or other supplements, and a variety of
scheduling options are possible, depending on the advertiser’s purpose.
Geographic Selectivity Newspapers generally offer advertisers more geographic
or territorial selectivity than any other medium except direct mail. Advertisers
can vary their coverage by choosing a paper—or combination of papers—that reaches
the areas with the greatest sales potential. National advertisers take advantage of the
geographic selectivity of newspapers to concentrate their advertising in specific areas
they can’t reach with other media or to take advantage of strong sales potential in a
particular area. For example, BMW, Mercedes, and Volvo use heavy newspaper media
schedules in California and New York/New Jersey to capitalize on the high sales
potential for luxury import cars in these markets.
A number of companies, including General Motors, AT&T, and Campbell, use newspapers
in their regional marketing strategies. Newspaper advertising lets them feature
products on a market-by-market basis, respond and adapt campaigns to local market
conditions, and tie into more retailer promotions, fostering more support from the trade.
Local advertisers like retailers are interested in geographic selectivity or flexibility
within a specific market or trade area. Their media goal is to concentrate their advertising
on the areas where most of their customers are. Many newspapers now offer
advertisers various geographic areas or zones for this purpose. For example, the
Chicago Tribune offers advertisers a number of different circulation area zones as
shown in Exhibit 12-20.