Marketing Communications

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Marketing Communications
Advertising Media

TYPES OF RATE DISCOUNTS

1. THE FREQUENCY DISCOUNT: this refers to discounts to lower cost per unit for quantity
   of advertisement runs within the contract year.


2. VOLUME DISCOUNT: the more total space an advertiser uses within a contract year,
   measured in monetary value, the lower the rate.


3. OTHER DISCOUNTS: publishers give special rate to large advertisers such as mail order
   discounts, multiple page discounts and corporate discounts.

CRITERIA FOR SELECTING MAGAZINES

When selecting a magazine for your advertisement, test for gaps in magazine coverage by applying
these criteria:

1. Establish the reach of such magazine readers to determine if your target receivers are covered
   in the magazine reach.


2. Compare the magazine’s distribution or circulation with the firm’s products distribution.
   Check for compatibility.


3. Determine cost of reaching a thousand prospects, not merely the cost per thousand readers.


4. Determine the reader’s image of the magazine through the way readers regard it.


5. Establish if the advertisement will be in acceptable company.


6. Check if the publisher will cooperate in giving a good position in the magazine.


7. Determine the importance of aids, such as merchandising aids and the available type.


8. Compare other magazines with the one selected, using the above criteria to determine their
   competitive advantages.

TYPES OF MAGAZINES

1. CONSUMER MAGAZINES: They are of two types; general editorial and special-interest
   magazines. Special interest magazine is more common. There are various magazines covering
   special interest areas like – gardening, fishing, computers, interior decoration and a host
   of other topics.


2. FARM MAGAZINES: There are three main types. GENERAL FARM MAGAZINES – such
   as farm journals which devote its editorials largely to farm production, management and
   news. REGIONAL FARM MAGAZINES – which are specially aimed at farmers in different
   regions of the country. VOCATIONAL FARM MAGAZINE – these are farm publications
   devoted to certain crops or types of farming.


3. BUSINESS MAGAZINES: These magazines are used as trade papers and for industrial
   audiences. These include distributive trade journals, manufacturer’s journals, professional
   journals and corporate magazines.