ADVERTISING MEDIA – MAGAZINES - MARKETING MANAGEMENT



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.

          Measurement – Measurement depends on the sales impact and communication impact on customers.


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
         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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