Magazines, on the other hand, are generally issued weekly or monthly. Brand Recognition and Credibility Many magazines are well-respected among their target audience, so, when you advertise in such a reputable magazine, people can become familiar with your company and a level of trust is elevated. This recognition is then reinforced when they meet you in person, either at your place of business or at a local trade show or charity event.
This not only builds brand recognition but, in time, brand loyalty. Advertisers can greatly benefit from this credibility when their ads are viewed not as ads but as recommendations from a trusted source.
Pass-on Readership Many people pass on magazines to their friends and family members. This most likely increases the reach of your advertisement to more potential customers. Magazine ads often need to be submitted weeks or even months before the issue is scheduled to be published. Therefore, it becomes important to have an effective marketing strategy in place. Testing ads is a crucial part of that process. Many companies spend a fortune on hiring the right designers and advertisers for this purpose.
One trap in this process is that your ad runs the risk of being shoveled into the graveyard of ads that get placed at the end of the magazine unless you pay more for premium positioning. Ads placed on the right-hand page are more expensive than those on the left-hand page. In contrast, readers trust their local magazine as a source of local information, so they are more likely to trust you too.
It might be shared with family and friends. That means your advertisement can be seen over and over again. Your local magazine will have a great reputation for interest and authority. People will trust what they see, and your brand will benefit as a result. In all likelihood your local magazine has been around for a long time, so people recognise its value. Commit to a long-term campaign of advertising and you can build your recognition over time.
Your local magazine will have an excellent distribution network. If you want to complement your advertising with a voucher or flier you know it will arrive safely.
Your extra promotional material is much more likely to be read when it arrives with a trusted local publication. Take the opportunity to create consistency across all your channels, so wherever people come into contact with you they will see the same messages and images. You will reach new audiences in a printed magazine and become a well-recognised local business.
The effectiveness of magazine advertising depends on your advertising and promotion objectives, as well as the budget you have for advertising. Magazine advertising has strengths and weaknesses relative to other ad media.
In general, you want to use media that reach your target audience and allow you to present effective messages affordably. A key advantage of magazines over newspapers as a print medium is the potential for high-impact messages. Full-page magazine ads rich with color and visual imagery can attract attention and enhance the visual presentation of your products. Magazines commonly use glossy finish and allow for full-color spreads.
You can use "bleed" images or color backgrounds -- meaning have them extend all the way to the page edges, without a border -- to present a product image that really stands out. A major factor of magazine ad effectiveness relative to many other media is the interest of the audience.
Magazine readers typically have strong interest in the theme or topic of a given magazine. There are hundreds of magazines often targeting niche interests.
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