MKTG 4100 Lecture Notes - Lecture 9: Holt Renfrew, Liquor Control Board Of Ontario
15 Jul 2019
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Document Summary
Magazines not as effective as other media in offering reach and frequency. Advertisers may need to make media buys in multiple magazines. Paradox for magazines is that successful titles attract more advertisers. When i coded magazines, some of the fashion titles didn"t even start actual content until 50-100 pages in. Some advertisers create their own custom magazines to sidestep advertising clutter and to have control over editorial content. One of the largest advertising media in terms of total dollar volume. Daily: cities with more than one are known as competitive markets. Community: usually published weekly; 1,100 in canada with circulation of 17 million people. National: naturally they appeal to large national advertisers and regional advertisers for specific geographic editions (i. e. , bc edition of globe and mail) Internet: growing audience; can be fee-based or free; Special-audience: can be based on occupation, language and regional. Supplements: report on business is an example.
