Ikea

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...