ADV 305 Lecture Notes - Lecture 24: High Color, Media Mix, Lead Time
Document Summary
Advantages: high market segmentation is possible i. e. some mags just for fitness, nature, sports, etc. certain ages/genders prefer certain mags over others, high color quality, long life span. Written text won"t be deleting on its own, ad will stay in mag forever: audience read ads during leisure. Especially if ad is highly related to content of mag: availability of special features i. e. qr codes, perfume samples, etc. Trend less evident in incomes greater than k: long lead times. Lead time: how long in advance you have to give your complete ad message to publisher in order for it to be included in publication of the magazine. Can be a couple of months: high cost. Advantages: high access to local markets, short lead times allow high flexibility for ad changes and featuring promotions. I. e. if you catch a mistake, can ask them to tweak or switch ad. Can promote upcoming sales or ads: high level of credibility.
