Submitted by: Submitted by quratulain
Views: 346
Words: 485
Pages: 2
Category: Business and Industry
Date Submitted: 04/27/2011 12:48 PM
Evaluation of Print Media
Advantages of Magazines
Selectivity
Reproduction quality
Creative flexibility
Permanence
Prestige
Consumer receptivity and involvement
Services
Disadvantages of Magazines
Costs
Limited reach and frequency
Long lead time
Clutter and competition
Improving the Position of Magazines
Stronger editorial platforms
Circulation management
Cross-magazine and media deals
Database marketing
Advances in technology
Electronic delivery methods
Advantages of Newspapers
Extensive penetration
Flexibility
Geographic selectivity
Reader involvement and acceptance
Services offered
Limitations of Newspapers
Poor reproduction
Short life span
Lack of selectivity
Clutter
Challenges Facing Newspapers
Competition from other media
Circulation management
Attracting and retaining readers
the ways that magazines and newspapers differ from broadcast media. Specifically, they: Present detailed information that can be processed at the reader’s own pace Are not intrusive like radio and TV; they require some effort on the part of the reader for the advertising message to have an impact. (high-involvement media) Have high readership. Despite the growth of new media options, 84% of adults read magazines, and they read an average of 11 issues per month. Reach a selective audience, both in types of consumers and market segments.
advantages and disadvantages as an advertising medium. The advantages include: Selectivity.. the ability to reach a specific target audience. Reproduction quality… high-quality paper stock and printing. Creative flexibility… huge flexibility in terms of the type, size, and placement of advertising material. Permanence… magazines remain in the home longer than any other medium. Prestige… products gain prestige when advertised in publications with a favorable image. Receptivity, engagement… studies show that consumers become involved with magazines when they...