Using magazines

Advantages:

• Can have colourful advertisements, which have a great visual effect on the consumer.
• It might be more comfortable for some people to buy a magazine, because it’s easier to read and it is smaller in size than the newspapers, so you can take it with you all the time.
• Certain magazines are specialized target particular people. E.g. those people who read ‘Forbes’ magazine are more likely to buy some particular products, like: ‘Breitling’ watch, or a new BMW being advertised in the magazine.
• There can be specialist magazines, like ‘Spectator’, which is mainly about politics and ‘Man’s Health’, which is about fashion, health, sport and many other general things.
• It’s cheaper advertising in the magazines than advertising on TV or in the cinema.
• Advertising can be linked to features of the product.
• The reader can refer back to the article or an advert he was interested in.

Disadvantages:

• Advertising in the magazines is more expansive than advertising in the newspapers.
• By using different articles can target different socio-economic groups of people.
• Magazines are usually issued once a month, so it takes a long time to put your advertisement in the magazine. Also, there are not as many places for adverts in the magazine as in the newspaper. Because there may be many businesses who want to advertise their product, there’s a competition for getting a place for advertising your product in the magazine. Therefore, if the business wants to advertise its products in the magazine, it might need to reserve a place in the magazine in advance, which is expansive. In addition to this, there are different places in the magazines, which have stronger or weaker effect on the reader. For example, it would cost more money to advertise the product on the front cover of the magazine, than somewhere in the middle or the end of the magazine.
• Competitor’s products can be advertised. Sometimes next your products.
• There’s no movement or sound. However, some magazines include a CD or DVD, which has promotional videos, trial programs and sound tracks.

This method of promotion seems to be the most appropriate, because it is times cheaper than advertising on a TV, Radio or big newspapers, which can help to save my budget and minimize the costs of introduction and promotion of my cakes for my business. This is method is also more useful, because it encourages a group of audience/readers who are specifically interested in either buying a particular product.

Examples of magazine adverts with a further description are given below:

The advert shown above is very memorable and attracts consumers’ attention, because it’s funny but, at the same time, it shows the sportive ness of the BMW’s M5 car, emphasizing that it’s so fast that it can squeeze into the back of the seat, which works quite effectively.

The Rolls-Royce advert shown above not only has a logo and makes this car more recognisable, on this advert there two cars shown the very first model of Rolls-Royce on the left and the very new one on the right. It is aimed to show that, Rolls-Royce continues with its traditions from the very early years of car production, and it has always been an outstanding high quality car. It also informs the consumer that the Rolls-Royce saloon is located on the Red Square in Moscow. The Government’s “Kremlin” building is also located on the Red Square, which also shows the group or a class of the customers targeted.

BMW’s magazine advert shown on the left demonstrates the label of the BMW, which makes it more recognizable. Also it shows a fast moving roadster, which also creates for BMW an image of the fast car producer. This advert was found in one of the car magazines. It doesn’t tell much the customer about the price and performance of the car, but provides contact details. Although this advert is not very informative, it encourages the customer to go onto the BMW website, come to their saloon or contact them by phone in order to find out more details about the car shown or even find out about any other cars produced by BMW, which provides BMW with a potential customer, who is actually interested in the product, which will make it easier for them to target this customer, as they will know what he/she wants.

The Benetton advert shown on the left is a very typical advert for Benetton which emphasizes ethical image of the company, as they make clothes for all people no matter what their nationalities, races and colours are. Benetton adverts are also very memorable due to their unusual design and people of different nationalities together, which is unusual today’s society.

Examples of Linked Promotion are described below:

Дата добавления: 2015-07-26