Integrated Marketing Communication Chapter 9

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Chapter - 9

EVALUATION OF PRINT MEDIA


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Magazines and newspapers have been advertising media for more than

two centuries; for many years, they were the only major media available to

advertisers. With the growth of the broadcast media, particularly

television, reading habits declined. More consumers turned to TV viewingnot only as their primary source of entertainment but also for news and

information. But despite the competition from the broadcast media,

newspapers and magazines have remained important media vehicles to

both consumers and advertisers.

EVALUATION OF PRINT MEDIA


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MAGAZINES


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MAGAZINES


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To gain some perspective on the various types of magazines available and

the advertisers that use them, consider the way magazines are generally

classified.

1. Consumer Magazines

2. FarmMagazines

3. Business Magazines

CLASSIFICATION OF MAGAZINES


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Magazines have a number of characteristics that make them attractive as

an advertising medium. Strengths of magazines include their selectivity,

excellent reproduction quality, creative flexibility, permanence, prestige,

readers high receptivity and involvement, and services they offer toadvertisers.

1. Selectivity

2. Reproduction Quality

3. Creative Flexibility

4. Permanence

5. Prestige

6. Consumer Receptivity and Involvement

ADVANTAGES OF MAGAZINES


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Although the advantages offered by magazines are considerable, they have

certain drawbacks too. These include the costs of advertising, their limited

reach and frequency, the long lead time required in placing an ad, and the

problem of clutter and heavy advertising competition.

1. Costs

2. Limited Reach and Frequency

3. Long Lead Time

4. Clutter and Competition

DISADVANTAGES OF MAGAZINES


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NEWSPAPERS


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The traditional role of newspapers has been to deliver prompt, detailed

coverage of news as well as to supply other information and features that

appeal to readers. The vast majority of newspapers are daily publications

serving a local community. However, weekly, national, and special-audience newspapers have special characteristics that can be valuable to

advertisers.

1. Daily Newspapers

2. Weekly Newspapers

3. National Newspapers

TYPES OF NEWSPAPERS


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Newspapers have a number of characteristics that make them popular

among both local and national advertisers. These include their extensive

penetration of local markets, flexibility, geographic selectivity, reader

involvement, and special services.

1. Extensive Penetration

2. Flexibility

3. Geographical Selectivity

4. Reader Involvement and Acceptance

ADVANTAGES OF NEWSPAPERS


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While newspapers have many advantages, like all media they also have

disadvantages that media planners must consider.

1. Poor Reproduction

2. Short Life Span

3. Lack of Selectivity

4. Clutter

LIMITATIONS OF NEWSPAPERS

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Integrated Marketing Communication Chapter 9