Wk12_magOOHmel - Print and Out-of-Home Media Part 3:...

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ADVERTISING Principles and Effective IMC Practice 1 Print and Out-of-Home Media Part 3: Effective Advertising Media Chapter 8 part 2
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ADVERTISING Principles and Effective IMC Practice 2 MAGAZINES
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ADVERTISING Principles and Effective IMC Practice 1-3 Magazines Most magazines today are special interest publications aimed at narrower target markets Specialty magazines seem to have an edge over more general publications in terms of maintaining growth
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ADVERTISING Principles and Effective IMC Practice 1-4 Magazines Upscale magazines provide an ideal place for the image advertising of luxury products
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ADVERTISING Principles and Effective IMC Practice 1-5
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ADVERTISING Principles and Effective IMC Practice 1-6 Types of Magazines Audience focus Consumer magazines Business magazines Trade papers/ industrial mags/ professional mags Farm magazines Other classifications Geography Demographics Editorial content Physical characteristics
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ADVERTISING Principles and Effective IMC Practice 1-7 Distribution and Circulation Traditional delivery Through newsstand purchases or home delivery Nontraditional delivery (controlled circulation) Hanging bagged copies on doorknobs Inserting magazines in newspapers Delivering through professionals Direct delivery
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ADVERTISING Principles and Effective IMC Practice 1-8 Magazine Advertising In evaluating magazines for ads, advertisers must examine technology and format Technology Selective binding and ink-jet imaging allow publishers to construct and personalize issues for individual subscribers Desktop publishing allows magazines to close pages just hours before press time Format Largest typical unit of ad space is a double- page spread, however Some magazines also offer gatefolds and photo spreads QuickTimeª and a TIFF (Uncompressed) decompressor are needed to see this picture.
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This note was uploaded on 01/15/2010 for the course PUBLIC Public rel taught by Professor Za during the Spring '09 term at Loyola Maryland.

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Wk12_magOOHmel - Print and Out-of-Home Media Part 3:...

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