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The Most Bang for your Buck! Part 2 |
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MAGAZINES
The Good:
* Magazines offer a wide variety of subject matter and editorial focuses to
reach readers when they have a state of mind you are looking for. Thus,
you can tailor your message to a high degree of specificity.
* Magazines have glossy, polished paper that makes color photographs and
other graphic elements look like works of art. You ad will look superb.
(That doesn't mean it will sell, however!)
* Can reach very specific target markets without having to waste time or
money on markets you do not care about.
* Like newspaper, you can have long copy. Full or even multiple page ages
let you make a pretty long and detailed pitch. Do people really read all
that fine print? Yes! If you have their attention and interest.
* You can insert your catalog, card, flyer or whatever into the magazine.
* Like newspapers, they allow you to include reader response materials,
such as coupons, entry or order forms, and more.
* They are not disappearing ink. In fact, magazine are even better on this
count that newspapers because people are much more likley to re-read or go
over a magazine a second time. Many people even collect magazines or go
through them for research in the library, giving your ad the chance to be
seen again and again.
* Can reach a huge audience, easily in the millions with the bigger zines.
* Magazines allow for a breathtaking array of creative options: pop-ups,
special inks, holograms, unusual space configurations, personalizing
elements for each reader of the publication, etc.
* They have national, regional and local reach.
* Magazine ads can reach specific demographic segments within the total
readership of the magazine. That's because most magazines have departments
and areas of specific topic or subject matter, helping you to target your
customers.
* Magazine ads can reach possible nonreaders who might be part of an
advertiser's secondary target audience.
* Because they are more highly focused and need less repetition, as in
radio, they can actually be more cost effective than any other media form.
* Frequency of exposure is high, as we said, because magazines are often
read more than once and by more than one person. Also, they may read other
similar magazines you have targeted for your ads.
* May reach people that other media do not. Many people prefer to read
magazines to newspapers, for example.
* Magazines can accommodate your listings.
The Bad:
* One of the biggest drawbacks is the long period before you buy the ad and
when it appears. A magazine ad may take three to four months before it
appears. If you need fast cash and customers, this is no help. Also, a
reader may not get to his or her magazine right away upon receiving it.
* Tend to be expensive for one-time runs.
* Do not offer sound of movement, although some cutting edge ads, such as
pop-ups or those with micro-chip intsertions are breaching this drawback.
These are mega-expensive, however.
* Because they are more highly focused, they have less reach, which many do
not consider a drawback.
* You must submit your final copy and ad prep many months before deadline.
Some magazines have a fast close, and other will call up repeat advertisers
with last minute deals, often because they have space to fill or when
others back out at the last minute.
* Although once they start printing, you cannot backout. Generally, once
you buy a magazine ad, you are locked in no matter what. Refunds are rare.
* You do not get high frequency unless you buy an entire year's worth, but
then readers will see them about once a month for most magazines.
* You only get exposure to one person at a time, as opposed to a whole room
or call-full as in radio or TV.
SUNDAY MAGAZINE SUPPLEMENTS
The Good:
* You get superior quality color on high quality paper, allowing for
effective product presentation, if you are willing to pay top dollar.
* Great for insertions. You know the way it is with all Sunday papers and
magazines -- lots of extras which many readers actually buy the publication
for in the first place. Many people live to scan and clip coupons.
* You get ample opportunity for long copy. Sunday magazines are among the
best place to make a long, detailed ptich.
* As we said, people love to clip coupons, and this is the place people
will most likley use any kind of special insertion, from coupons to
sweepstakes, contests or surveys.
* Have better chance of repeat exposure to your ad than newspapers or
magazines. People tend to hang onto the Sunday paper longer and also give
it a better read because they are more relaxed and have more time on Sunday
to linger over the paper.
* Can reach large numbers of people in a short time.
* You can get very creative, as you can with magazines. This means
pop-ups, specials inks, scratch-and-sniff -- even insertion of product
samples.
* Distribution of the advertisement to possible nonreaders who might be
part of an advertiser's secondary target audience.
* Because of high readership and better repetition factor, can be a good
deal for the your scarce advertising dollar.
* Production costs for your ad will be less than all other media, except
for newspaper.
* Can reach people who do not ordinarily read newspapers or pay attention
to other media. Many consider the Sunday papre "special."
* You get immediate delicery to entire audience -- even millions of people
-- in just oen day.
* They can have national, regionaly, or local distribution, although
national is less likely with mst Sundays, except the real biggies, such as
the New York Times.
* Sunday publications have higher penetration and greater readership
locally than do competing publications or other media.
* You can use dealer listings.
The Bad:
* Ads do not force themselves on reader as in radio or TV. In other words,
they are nonintrusive.
* No sound or movement in general.
* Usually require advertising materials well in advance of issue date.
Some even have longer lead time time than magazines.
* Relatively inflexible for accommodating last minute changes. Most Sunday
ads are set in stone after you issue a check. You won't get a refund.
* Frequency is lacking because they only come out on Sundays, and people
don't make connections from one Sunday to the next, in most cases.
* Are extremely expensive if you want national or regional coverage.
* Large space ads are very expensive and they are here today and gone
tomorrow most of the time.
* Again, they are relatively short-lived, and quickly end up lining a bird
cage or wrapping a fish.
* Are not good for delivering ad messages to young people: teens, young
adults and children.
* Most often only expose ad to one person at a time, unlike radio or TV,
which can deliver a message to a roomful of people all at once.
There you have it. Based on what you have learned above, you should now be
in a better position to decide which medium is best for your business,
product or service.
Of course, the only perfect way to make a final decision is through test
marketing with each medium. You can do that by starting out with small,
inexpensive adds in each medium. Those that bring the best results deserve
to get your future business and a larger share of your advertising dollar.
Good Luck!
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