This document discusses magazines as an advertising medium. It begins with introductions to advertising and the importance of advertising in marketing. It then covers the 5 M's of advertising and different advertising media types. A major section discusses magazines as an advertising media, including their classification, advantages, disadvantages, strengths, and weaknesses. It concludes that magazines allow for targeted advertising but have limitations like cost and flexibility.

1. ADVERTISING MEDIA –
MAGAZINES
BY
SMART LEARNING WAY

2. FLOW OF PRESENTATION
•Introduction to Advertising
•Importance of Advertising in
Marketing
•5 M’ of Advertising
•Different types of Advertising
Media
•Magazines as Advertising Media
•Classification of Magazines
•

3. Continue….
•Advantages of Magazines
•Disadvantages of Magazines
•Strengths of Magazines
•Weakness of Magazines
•Conclusion
•Review of the topic
•Bibliography

4. Introduction to Advertising
Advertising is any paid form of non
personal presentation and promotion of ideas, goods or
services by an identified sponsor. Advertising is the cost
effective way to disseminate messages, weather to build
brand preference.
Advertising is bringing a product
or service to the attention of potential and current
customers. Advertising is focused on one particular
product or service. Thus, an advertising plan for one
product might be very difficult than that for another
product.

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Advertising is tipically done with signs,
commercials, direct mails or e-mail messages, personal
contacts etc. Advertising is a public promotion of some
product or service. Advertising is the business of
drawing public attention to the product or service.
Advertising is a form of communication
intended to persuade an audience ( viewers, listeners,
readers ) to take some action . Advertising is one of the
modes of promotion mix as well as communication mix.

6. Importance of Advertising in Marketing
Advertising management is a branch of
marketing management which plays an important
role in realization of the organization’s objectives.
Through advertising one can attain short
term objectives such as increase in the sales of
product as well as long term objectives such as
bringing behavioral changes in the attitude of the
present and prospective customers.

7. Continue….
Nothing except the mint can make money
without Advertising. Advertising is the backbone of modern
national and international marketing.
The wheels of industry and commerce cannot
move with desirable speed without this propelling power of
promotion mix as well as communication mix.

8. 5 M’ of Advertising
 MISSION – Mission of advertisement is to attain
sales goals and advertisement objectives.
Money – Amount available to spend. This depends
on the firm weather its investment is small or large.
Message –Message to be sent by the advertiser
through advertisement to the customer.
Media – Media to be used for advertisement depends
on money available for advertisement.
Measurement – Measurement depends on the
sales impact and communication impact on customers.

9. Different types of Advertising Media
Print Media
Newspapers, Magazines, Trade Journals,
Technical Journals, Periodicals.
Outdoor or Mural Media
Posters, Hoardings, Sky Advertising,
Electrical Displays, Boards, Electric Signs.
Direct Mail Media
Circulars, Sales Letters, Leaflets, Pamphlets,
Catalogues, etc....,Other Direct Mails.

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Broadcast Media
Radio, Television, Film, Screen slides.
Transit Media
Railways, Buses, Aeroplanes, Car cards.
Other Forms
Exhibitions, Directories, Ad agencies, Materials,
Window displays

11. Magazines as Advertising Media
Magazines are the best means of press
publicity or print media. Magazines are truly a way of
life to most of the literate people. Magazines have a
general and wide appeal. Magazines are best source of
Market information.
Magazines are published on weekly or
fortnightly or monthly basis. Magazines are read
carefully during time. Magazines are best for coloured
and attractive advertisement in print media.

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Magazines are very common method
of publicity. Magazines are flexible and timely.
Magazines are one way communication. Magazines are
the colourful silent form of advertisement.
Magazines make geographical target
possible. Through magazines one can also target certain
types of readers by paying for specific sections of
magazines, such as business or sports page for men, or
entertainment or food or cooking sections for women.

13. Continue….
Magazines are the more suitable
medium for long and complex messages. Magazines
have longer life, greater retentive value as well as
reference value. Also, magazines can approach
particular market segment only.
Some magazines are actually bought by
some people because the advertisement provide
information about home decoration, fashion,
instrumentation, technology or some other specialized
area of interest.

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Magazines often guarantee a certain
circulation level and will refund part of the payment if
the circulation does not achieve the guaranteed level.
Advertisings in magazines may seem expensive.
A wide range of magazines are available
to advertisers while some high circulation magazines
appeal to broad groups of people, most titles are
specialized in terms of their concept and targeting. New
technologies have enabled magazines to distinguish
themselves from one another.

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For example, a tour operator seeking to
promote a holiday offer may first gain the confidence
and support of travel agents through such magazines as
Travel, Trade Gazette, Tourism Bulletin , etc….
Magazines represent good value to
advertisers in terms of the large number of readers per
copy and the highly segmented nature of their
audiences. Magazines have higher unit per contact.
Magazines have limited circulation. Magazines informs,
guides, educates, as well as protect buyers so that they
can buy intelligently.

16. Continue….
Digital Magazines
Digital Magazines are also known as
Digizines. With names like “Trouble and Attitude” ,
“Word and Launch” , the latest magazines are not on the
news stand but are available to the internet. Digizines
are much cheaper to start and operate than print
magazines.

17. Classification of Magazines
Audience
The 3 main types of audiences that
magazines target are Consumer, Business, Farm
audiences. Consumer magazines target consumers.
Business magazines target business readers. Farm
magazines target farmers.
Geography
Magazines cover certain sections or regions
of the country. The area covered may be small as a city
or large as several contiguous states.

18. Continue….
Demographics
Demographic editions group subscribers
according to age, income, occupation, and other
classifications. For example, Newsweek offers a
college edition specially for students.
Editorial Content
Various magazines emphasize certain
types of editorial content. The most Widely used
categories are general editorial, women’s service,
shelter, business and special interest.

19. Few Well-known Magazines
Aircraft
Maintenance
Technology
Magazine

20. Alternative
Power
Construction
Magazine

21. American
Agent &
Broker
Magazine
American
Laboratory
Magazine

22. Apartment
Finance
Today
Magazine
Appliance
Design
Magazine

23. Architectural
Products
Magazine
Association
Meetings
Magazine

24. Biophotonics
International
Magazine
Custom
Home
Magazine

25. Advantages of Magazines
Target audiences
The ability of magazines such as men’s
health, fast company, and sassy to reach
specialized audiences has become a primary
advantage of magazines. Eg :- A set of magazines
published by the Hearest Corporation is called the
Seven Sisters and is clearly targeted to Contemporary
American Women

26. Continue….
Audience receptivity
Magazines have a high level of audience
receptivity. The editorial environment of a magazine
lends authority and credibility to the advertising.
Long Life Span
Magazines have the longest life span of
all the media. Other publication , such TV Guide, are
used frequently during a given period of the time.
Magazines have very high reach potential because of
a large pass – along of secondary , audiences of
family , friends, customers and colleagues.

27. Continue….
Format
The Magazines format also allows more
creative variety through multiple pages, inserts and
other features.
Visual Quality
The visual quality of magazines tends to be
excellent because they are printed on high quality
papers that provides superior photo reproduction in
both black and white colour.
Sales Promotion
Advertisers can distribute various sales
promotion devices, such as coupons, product
samples, and information cards through magazines.

28. Disadvantages of Magazines
Limited flexibility
Although magazines offer advertisers many
benefits, long lead time and limited flexibility and
drawbacks. Ads must be submitted well in advance of
the publication date.
Lack of immediacy
Some readers do not look at an issue of a
magazine until long after it has reached their homes,
so the ad’s effect may take a long time to affect the
reader.

29. Continue….
High Cost
The third disadvantage of magazine
advertising is its high cost. For a general audience
magazine such as Newsweek, the cost per thousand
is quite high, and magazines of this type do not
compare favorably with other media on this score.
Distribution
The final disadvantage of magazines is
their limited distribution. With the exception of some
magazines many different magazines that exist
typically are not distributed to a broad spectrum of
potential members.

30. Strengths of magazines
• Ability to target audiences
• Positive attitude of readers
• Long life span
• Ability to be more creative and use detailed copy
• High visual quality and reproduction capability
• Ability to carry supplements and other types of sales
promotions

31. Weakness of magazines
• Limited Flexibility
• Lack of immediacy
• High absolute cost
• Limited distribution

32. Conclusion
Magazines are a more focused, albeit more
expensive, alternative to newspaper advertising. This
medium allows you to reach highly targeted audiences.
Talking about the benefits of magazine advertising
comprise the ability to reach particular audiences,
viewer's interest, long life duration, layout, image quality,
and the division of sales promotion devices.
Magazines have a high rank of
audience's accessibility. The environment of a magazine
lends ability and creditability to the advertising many
magazines claim that advertising in their periodical gives
a product reputation. Clearly, an ad in chance would
make an impact on business audiences, just as an ad in
roll would make an impact on teenagers.

33. Review of the topic
•Introduction to Advertising
•Importance of Advertising in
Marketing
•5 M’ of Advertising
•Different types of Advertising Media
•Magazines as Advertising Media
•Classification of Magazines
•Few Well-known Magazines

34. Continue….
•Advantages of Magazines
•Disadvantages of Magazines
•Strengths of Magazines
•Weakness of Magazines
•Conclusion
•Review of the topic
•Bibliography

35. Bibliography
1) ADVERTISING PRINCIPLES & PRACTICE
William Wells
John Burnett
Sandra Moriarty
Prentice Hall Pvt. Ltd., New Delhi.
2)MARKETING MANAGEMENT
S A Sherlekar
Himalaya Publishing House

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3)ADVERTISING MANAGEMENT
Rajeev Batra
David A Aaker
John G Myers
Prentice Hall Pvt. Ltd., New Delhi.
4)SERVICE MARKETING
Vasanti Venugopal
Himalaya Publishing House