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Saturday, October 17, 2009

Magazines

Magazines can be classified into general interest and special interest magazines. The general interest magazines are generally ‘news magazines’ like India Today, The Week Sunday, The Illustrated Weekly of India. Special interest magazines are of several such as film magazines, women’s magazines, children magazines, computer magazines, business magazines, investment magazines, fashion magazines, general knowledge and current affairs magazines, etc. such special interest publications help advertisers to ‘segment’ their readers and thus to plan their advertisers more effectively. Thus, advertising of household items can be inserted in women’s magazines, and toys in household items can be inserted in women’s magazines, and toys in children magazines. Industrial advertisements are more likely to be noticed if they are in business magazines or in trade journals.

The following are the merits of magazine advertising:
• Better selectively compared to newspapers.
• Better reproduction of lifestyle-oriented advertising than is possible is newspapers.
• Magazines are around in homes, offices and reading libraries, for a longer period than newspapers.
• Magazines advertising lend prestige to the product, especially when the magazine has high credibility and visibility.
• Less waste then newspaper publicity.

The limitations of magazines advertising are the following:
• Circulation if often limited.
• Magazines have appeal only to certain classes of readers.
• Repetitive advertising does not have the same impact as in newspapers.
• Advertisements have to be sent weeks or months in advance; hence, changes in the copy cannot be effected quickly.
• New products cannot be brought to the notice of dealers and consumers within a very short time.

Labels: advertisements, Circulation, credibility, Industrial, interest, libraries, magazines, Merits, products

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Saturday, September 12, 2009

The Cinema

While it is comparatively easy to keep a tab on the exposure of ads on television, radio and the press, it is next to impossible to check whether a company’s ads being regularly screened in cinema houses. The Blaze organization is the sole distributor in the field of cinema advertising and advertisers have to take its word that their ads are screened at the shows and theatres contracted for.

A further disadvantage of advertising in cinema theaters is that the movement of prints from one place to another, and from one theater to another, is very slow, and theater-owners are often careless in handling them. The result is that poor quality prints are shown to the public. The expense of producing slides and high-quality film advertisements is thus not compensated.

Yet, cinema remains the most popular medium of entertainment in India. It is also patronized by the rural folk, especially those who live near small towns. Another clear advantage is that in cinema theaters advertisers have ‘captive’ audiences; the distractions of home viewing of video and cable are kept out from the theatres. And unlike the print media, films appeal to the literate an illiterate, children and adults. A further for ‘adults’, general audiences, and PG (Parental guidance; that is, accompaniment of an adult is necessary).

Labels: advertisements, audiences, Cinema, houses, illiterate, Media, patronized

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