Magazine Advertising

Costs.

The cost of all advertising closely matches its effectiveness at reaching the general population in proportion to their spending power. Adverts directed at up-market demographics - such as executives - may be more expensive.

Persuasive or manipulative?

Potentially persuasive. Cannot be manipulative like a telemarketer. All printed matter must with stand scrutiny over a long period of time.

Comment....

Advertising can be persuasive and communicate the positive benefits of new product - services. TV and radio can never contain "fine print" details - but printed ads can be both persuasive and informative.

Time/space and other restrictions.

Consumers choose when to peruse the contents of their letterbox, newspapers and magazines, so they see the material when they feel like reading it.

How many people respond positively?

Hard to generalise about this. Most people rely on advertising to tell them about products and services. They expect to be able to find things in their letter box and printed publications which tell them what services are available. In general, people respond positively to constructive advertising about useful products, but not all at once.

Comment....

This long-term positive effect of good advertising is what companies should be interested in.

How objectionable is it for those who don't like it?

Depends on the style, and content

Comment....

Advertising is not objectionable per-se, but disrespectful, manipulative, uninformative or boring ads cause consumer to think negatively about the advertiser.

Can consumers defend themselves?

Print media advertising is extremely easy to skip - even a double page ad takes only a second or two of the reader's time.

Comment....

Advertising is part of life. People expect to hear about a company products and prices through general advertising.

How informative can it be?

Can be extremely informative. Text, graphics, pictures, forms etc. A large amount of information can be put in consumer's letterboxes or mass circulation printed publications.

Comment....

All adverts can alert a consumer to an offer and include a toll-free number to enable them to enquire further.

Can the consumer keep material for future reference?

Yes.Parts of adverts can be cut out and saved, or shown to others and perhaps photocopied.

Comment....

Print advertising can have a long-lasting effect, because it can so easily be kept for when a strong interest in the product develops.

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