ADVERTISING
MEDIA – MAGAZINES
BY
SMART
LEARNING WAY
CONTENTS
·
Introduction to
Advertising
·
Importance of
Advertising in Marketing
·
5 M’ of
Advertising
·
Different types
of Advertising Media
·
Magazines as
Advertising Media
·
Classification of
Magazines
·
Few Well-known
Magazines
·
Advantages of
Magazines
·
Disadvantages of
Magazines
·
Strengths of
Magazines
·
Weakness of
Magazines
·
Conclusion
·
Bibliography
Introduction to Advertising
Advertising is any paid form of non personal
presentation and promotion of ideas, goods or services by an identified
sponsor. Advertising is the cost effective way to disseminate messages, weather
to build brand preference.
Advertising is bringing a product or service
to the attention of potential and current customers. Advertising is focused on
one particular product or service. Thus, an advertising plan for one product
might be very difficult than that for another product.
Advertising
is typically done with signs, commercials, direct mails or e-mail messages,
personal contacts etc. Advertising is a public promotion of some product or
service. Advertising is the business of drawing public attention to the product
or service.
Advertising is a form of communication intended
to persuade an audience ( viewers, listeners, readers ) to take some action .
Advertising is one of the modes of promotion mix as well as communication mix.
Importance of Advertising in Marketing
Advertising management is a
branch of marketing management which plays an important role in realization of
the organization’s objectives.
Through advertising one can
attain short term objectives such as increase in the sales of product as well
as long term objectives such as bringing behavioral changes in the attitude of
the present and prospective customers.
Nothing except the mint
can make money without Advertising.
Advertising is the backbone of modern national and international marketing.
The wheels of industry
and commerce cannot move with desirable speed without this propelling power of
promotion mix as well as communication mix.
5 M’ of Advertising
Mission
– Mission of advertisement is to attain sales goals and advertisement
objectives.
Money –
Amount available to spend. This depends on
the firm weather its investment is small or large.
Message
–Message to be sent by the advertiser through advertisement to the customer.
Media
– Media to be used for advertisement depends on money available for
advertisement.
Different types of Advertising Media
Print
Media
Newspapers,
Magazines, Trade Journals, Technical
Journals, Periodicals.
Outdoor or Mural Media
Posters, Hoardings, Sky Advertising, Electrical Displays, Boards,
Electric Signs.
Direct
Mail Media
Circulars, Sales Letters, Leaflets, Pamphlets, Catalogues, etc....,Other
Direct Mails.
Broadcast Media
Radio, Television, Film, Screen slides.
Transit Media
Railways, Buses, Aeroplanes, Car cards.
Other Forms
Exhibitions, Directories, Ad agencies,
Materials, Window displays
Magazines as Advertising Media
Magazines are the
best means of press publicity or print media. Magazines are
truly a way of life to most of the literate people. Magazines have a general
and wide appeal. Magazines are best source of Market information.
Magazines are published on
weekly or fortnightly or monthly basis. Magazines are read carefully during
time. Magazines are best for coloured and attractive advertisement in print
media.
Magazines are very
common method of publicity. Magazines are flexible and timely. Magazines are
one way communication. Magazines are the colorful silent form of advertisement.
Magazines make geographical target possible.
Through magazines one can also target certain types of readers by paying for
specific sections of magazines, such as business or sports page for men, or
entertainment or food or cooking sections for women.
Magazines are the more
suitable medium for long and complex messages. Magazines have longer life,
greater retentive value as well as reference value. Also, magazines can
approach particular market segment only.
Some magazines are
actually bought by some people because the advertisement provide information
about home decoration, fashion, instrumentation, technology or some other
specialized area of interest.
Magazines often
guarantee a certain circulation level and will refund part of the payment if
the circulation does not achieve the guaranteed level. Advertisings in
magazines may seem expensive.
A wide range of
magazines are available to advertisers while some high circulation magazines
appeal to broad groups of people, most titles are specialized in terms of their
concept and targeting. New technologies have enabled magazines to distinguish
themselves from one another.
For example, a tour
operator seeking to promote a holiday offer may first gain the confidence and
support of travel agents through such magazines as Travel, Trade Gazette,
Tourism Bulletin , etc….
Magazines represent
good value to advertisers in terms of
the large number of readers per copy and the highly segmented nature of
their audiences. Magazines have higher unit per contact. Magazines have limited
circulation. Magazines informs, guides, educates, as well as protect buyers so
that they can buy intelligently.
Digital
Magazines
Digital Magazines
are also known as Digizines. With names like “Trouble and Attitude” , “Word
and Launch” , the latest magazines are not on the news stand but are available
to the internet. Digizines are much
cheaper to start and operate than print magazines.
Classification of Magazines
Audience
The 3 main types of audiences
that magazines target are Consumer, Business, Farm audiences. Consumer
magazines target consumers. Business magazines target business readers. Farm
magazines target farmers.
Geography
Magazines cover certain sections or
regions of the country. The area covered may be small as a city or large as
several contiguous states.
Demographics
Demographic editions group subscribers according to age, income, occupation, and
other classifications. For example, Newsweek offers a college edition specially
for students.
Editorial Content
Various magazines emphasize certain types of editorial content.
The most Widely used categories are general editorial, women’s service,
shelter, business and special interest.
Few Well-known Magazines
·
Aircraft
Maintenance Technology Magazine
·
Alternative Power
Construction Magazine
·
Apartment Finance
Today Magazine
·
Biophotonics International Magazine
·
Custom Home
Magazine
Advantages of Magazines
Target audiences
The ability of magazines
such as men’s health, fast company, and sassy to
reach specialized audiences has become a primary advantage of magazines. Eg :-
A set of magazines published by the Hearest Corporation is called the Seven
Sisters and is clearly targeted to Contemporary American Women
Audience receptivity
Magazines have a high
level of audience receptivity. The editorial environment of a magazine lends authority and credibility
to the advertising.
Long Life Span
Magazines have the longest
life span of all the media. Other publication , such TV Guide, are used
frequently during a given period of the time. Magazines have very high reach
potential because of a large pass –
along of secondary , audiences of family , friends, customers and colleagues.
Format
The Magazines format also
allows more creative variety through multiple pages, inserts and other
features.
Visual Quality
The visual quality of
magazines tends to be excellent because they are printed on high quality papers
that provides superior photo reproduction in both black and white colour.
Sales Promotion
Advertisers can distribute
various sales promotion devices, such as coupons, product samples, and
information cards through magazines.
Disadvantages of Magazines
Limited
flexibility
Although magazines offer advertisers many
benefits, long lead time and limited flexibility and drawbacks. Ads must be
submitted well in advance of the publication date.
Lack of immediacy
Some readers do not look at an
issue of a magazine until long after it has reached their homes, so the ad’s
effect may take a long time to affect the reader.
High Cost
The third disadvantage of
magazine advertising is its high cost. For a general audience magazine such as
Newsweek, the cost per thousand is quite high, and magazines of this type do
not compare favorably with other media on this score.
Distribution
The final disadvantage of magazines is their limited distribution. With the exception of
some magazines many different magazines
that exist typically are not distributed to a broad spectrum of potential
members.
Strengths of magazines
·
Ability to target
audiences
·
Positive attitude
of readers
·
Long life span
·
Ability to be
more creative and use detailed copy
·
High visual
quality and reproduction capability
·
Ability to carry
supplements and other types of sales promotions
Weakness of
magazines
·
Limited
Flexibility
·
Lack of immediacy
·
High absolute
cost
Limited
distribution
Conclusion
Magazines are a
more focused, albeit more expensive, alternative to newspaper advertising. This
medium allows you to reach highly targeted audiences. Talking about the
benefits of magazine advertising comprise the ability to reach particular
audiences, viewer's interest, long life duration, layout, image quality, and
the division of sales promotion devices.
Magazines have a
high rank of audience's accessibility. The environment of a magazine lends
ability and creditability to the advertising many magazines claim that
advertising in their periodical gives a product reputation. Clearly, an ad in
chance would make an impact on business audiences, just as an ad in roll would
make an impact on teenagers.
Bibliography
1)
ADVERTISING PRINCIPLES & PRACTICE
William Wells
John Burnet
William Wells
John Burnet
Sandra Moriarty
Prentice Hall Pvt. Ltd., New Delhi.
2)MARKETING MANAGEMENT
S A Sherlekar
Himalaya Publishing House
3)ADVERTISING MANAGEMENT
Rajeev Batra
David A Aaker
John G Myers
Prentice Hall Pvt. Ltd., New Delhi.
4)
SERVICE MARKETING
Vasanti Venugopal
Himalaya Publishing House
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