Question

note: i need a good answer for this one please! and dont forget to include effect on target market and cost in your response. Thank you!!!

Explain the advantages and disadvantages of magazine advertising. Make sure to include effect on Target Market and cost in your response.

Answer 1

MAGAZINE ADVERTISING

Magazines can be grouped as weekly, monthly, bi-monthly, . they include general interest magazines, trade publications & special interest magazines. Business India, India Today, sports star, star dust etc. are some popular magazines.

Advantages of advertisement in magazine:

• Easily availability:-

It can be easily available. This provides an opportunity to the advertisers to reach the narrowly defined readers segments.

• Long life:-

Advertisements placed in the magazines have a long life & is often passed along to several readers.

• More attractive & batter positioning:-

Advertisement for products or services positioned on life style variable can be placed well in the magazines as compared to newspapers.

• Prestigious media:-

Magazine advertising lends prestige to the product, especially when the magazine has high credibility & visibility.

Disadvantage of advertisement in magazines:

• Not so flexible:-

Most magazines have relatively long advertising deadlines, reducing the flexibility & the ability of advertisers to react to fast changing market conditions.

• Less impact in repetition:-

Repetitive advertisements in the magazines do not have the same impact as that in the newspapers.

• Small coverage:-

It rarely reaches the majority of a market segment. Therefore, for an effective exposure, either several magazines must be used or some alternative media must supplement the magazine schedule.

The effectiveness of magazine advertising depends on your advertising and promotion objectives, as well as the budget you have for advertising. Magazine advertising has strengths and weaknesses relative to other ad media. In general, you want to use media that reach your target audience and allow you to present effective messages affordably.

Message Impact

A key advantage of magazines over newspapers as a print medium is the potential for high-impact messages. Full-page magazine ads rich with color and visual imagery can attract attention and enhance the visual presentation of your products. Magazines commonly use glossy finish and allow for full-color spreads. You can use "bleed" images or color backgrounds -- meaning have them extend all the way to the page edges, without a border -- to present a product image that really stands out.

Audience Interest

A major factor of magazine ad effectiveness relative to many other media is the interest of the audience. Magazine readers typically have strong interest in the theme or topic of a given magazine. There are hundreds of magazines often targeting niche interests. If you advertise computer software, for instance, you can finds several magazines related to technology generally and computer software specifically. If you advertise a product or service closely tied to the magazine's theme, you likely reach readers who have natural interest in products or services like yours. Finding this close link between readers and your brand is critical to effectiveness.

Repeated Exposure

Also contributing to the effectiveness of magazine ads is the potential for ongoing, repeated exposure. Homeowners and businesses commonly have magazine racks or other spaces where they keep magazines for other readers or repeat use. This gives you the potential to reach a large number of people with one copy and the same reader multiple times. Plus, since magazines are a static medium, readers can analyze or look at your message indefinitely.

Value

A limiting factor to magazine effectiveness in the cost. Ads in national magazines commonly cost several thousand dollars per issue. You can opt for smaller, quarter-page or half-page ads to save money, but those often get lost in the clutter of a large magazine with lots of advertisements. Publications sometimes offer discounts for early submissions and for ads arranged through an advertising agency.