Chapter 12 - Chapter 12 T H E ROLE OF MAGAZ I NES AND...

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Chapter 12 THE ROLE OF MAGAZINES AND NEWSPAPERS MAGAZINES CLASSIFICATIONS OF MAGAZINES o Consumer Magazines o Farm Publications o Business Publications 1. Magazines directed at specific professional groups 2. Industrial magazines directed at businesspeople 3. Trade magazines targeted at wholesalers 4. General business magazines aimed at executives 5. Health care publications ADVANTAGES OF MAGAZINES o Selectivity -Selectivity- main advantages of using magazines as advertising medium is there selectivity, or ability to reach a specific target audience o Reproduction Quality o Creative Flexibility -Gatefolds- enables advertisers to make a striking presentation by using a third page that folds out and gives the ad an extra-large spread -Bleed pages- those where the advertisement extends all the way to the end of the page, with no margin of white space around the ad.
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o Permanence o Prestige o Consumer Receptivity and Engagement o Services -split runs- two or more versions of an ad are printed in alternate copies of a particular issue of a magazine. -Ink-jet Imaging- reproduces a message by projecting ink onto paper rather than using mechanical plates DISADVANTAGES OF MAGAZINE o Costs o
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