Marketing Communications

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Marketing Communications
Advertising Media

PROPER USE OF NEwSPAPER IN MARKETING

1. Newspapers are excellent for new-product introductions or when products are still at the
   introductory stage of the product life cycle.


2. Print advertising in newspapers lends itself more readily to merchandising than broadcast
   advertising. Retailers and wholesalers usually like joint advertising in newspapers with the
   products manufacturer.


3. Advertising in local newspaper gives the wholesalers and retailers the confidence that they
   are truly supported by the manufacturer.

MAGAZINES: are paperback periodical publications printed with heavily illustrated materials containing
articles, stories and advertisements.

Magazines are commonly categorized into three types, based upon the target audience the magazines
serve. These categorizations are:

•    Consumer magazines

•    Farm publications

•    Business magazines

FEATURES AND ADVANTAGES OF MAGAZINE

1. REACHING TOP CLASS MARKET SEGMENTS:
   Magazines can reach all market segments that is above average prospects for almost every
   nationally advertised product. Usually these are socially well placed families with better jobs,
   income, educational attainments.


2. HIGH DEGREE OF BELIEVABILITY:
   Magazines have a high degree of believability, acceptance and authority in their respective
   fields; this will appeal to people with specific interests.


3. AUDIENCE SELECTIVITY:
   Magazines provide a high degree of audience selectivity because it represents a target market
   whose demographic and psychographic characteristics can be identified – such as age, income,
   occupations, others.


4. BENEFIT FROM MEDIA VEHICLE CREDIBILITY:
   A properly placed advertisement in a magazine usually gets influenced by the prestige and
   authority of the magazine.