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ADVERTISING MEDIA – 
MAGAZINES 
BY 
SMART LEARNING WAY
FLOW OF PRESENTATION 
•Introduction to Advertising 
•Importance of Advertising in 
Marketing 
•5 M’ of Advertising 
•Different types of Advertising 
Media 
•Magazines as Advertising Media 
•Classification of Magazines 
•
Continue…. 
•Advantages of Magazines 
•Disadvantages of Magazines 
•Strengths of Magazines 
•Weakness of Magazines 
•Conclusion 
•Review of the topic 
•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.
Continue…. 
Advertising is tipically 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.
Continue…. 
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.
Continue…. 
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.
Continue…. 
Magazines are very common method 
of publicity. Magazines are flexible and timely. 
Magazines are one way communication. Magazines are 
the colourful 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.
Continue…. 
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.
Continue…. 
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.
Continue…. 
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.
Continue…. 
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.
Continue…. 
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
American 
Agent & 
Broker 
Magazine 
American 
Laboratory 
Magazine
Apartment 
Finance 
Today 
Magazine 
Appliance 
Design 
Magazine
Architectural 
Products 
Magazine 
Association 
Meetings 
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
Continue…. 
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.
Continue…. 
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.
Continue…. 
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.
Review of the topic 
•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
Continue…. 
•Advantages of Magazines 
•Disadvantages of Magazines 
•Strengths of Magazines 
•Weakness of Magazines 
•Conclusion 
•Review of the topic 
•Bibliography
Bibliography 
1) ADVERTISING PRINCIPLES & PRACTICE 
William Wells 
John Burnett 
Sandra Moriarty 
Prentice Hall Pvt. Ltd., New Delhi. 
2)MARKETING MANAGEMENT 
S A Sherlekar 
Himalaya Publishing House
Continue…. 
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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Advertising media – magazines

  • 1. ADVERTISING MEDIA – MAGAZINES BY SMART LEARNING WAY
  • 2. FLOW OF PRESENTATION •Introduction to Advertising •Importance of Advertising in Marketing •5 M’ of Advertising •Different types of Advertising Media •Magazines as Advertising Media •Classification of Magazines •
  • 3. Continue…. •Advantages of Magazines •Disadvantages of Magazines •Strengths of Magazines •Weakness of Magazines •Conclusion •Review of the topic •Bibliography
  • 4. 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.
  • 5. Continue…. Advertising is tipically 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.
  • 6. 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.
  • 7. Continue…. 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.
  • 8. 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.
  • 9. 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.
  • 10. Continue…. Broadcast Media Radio, Television, Film, Screen slides. Transit Media Railways, Buses, Aeroplanes, Car cards. Other Forms Exhibitions, Directories, Ad agencies, Materials, Window displays
  • 11. 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.
  • 12. Continue…. Magazines are very common method of publicity. Magazines are flexible and timely. Magazines are one way communication. Magazines are the colourful 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.
  • 13. Continue…. 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.
  • 14. Continue…. 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.
  • 15. Continue…. 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.
  • 16. Continue…. 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.
  • 17. 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.
  • 18. Continue…. 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.
  • 19. Few Well-known Magazines Aircraft Maintenance Technology Magazine
  • 21. American Agent & Broker Magazine American Laboratory Magazine
  • 22. Apartment Finance Today Magazine Appliance Design Magazine
  • 23. Architectural Products Magazine Association Meetings Magazine
  • 24. Biophotonics International Magazine Custom Home Magazine
  • 25. 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
  • 26. Continue…. 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.
  • 27. Continue…. 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.
  • 28. 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.
  • 29. Continue…. 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.
  • 30. 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
  • 31. Weakness of magazines • Limited Flexibility • Lack of immediacy • High absolute cost • Limited distribution
  • 32. 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.
  • 33. Review of the topic •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
  • 34. Continue…. •Advantages of Magazines •Disadvantages of Magazines •Strengths of Magazines •Weakness of Magazines •Conclusion •Review of the topic •Bibliography
  • 35. Bibliography 1) ADVERTISING PRINCIPLES & PRACTICE William Wells John Burnett Sandra Moriarty Prentice Hall Pvt. Ltd., New Delhi. 2)MARKETING MANAGEMENT S A Sherlekar Himalaya Publishing House
  • 36. Continue…. 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