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Essay Details:
Essay text:
Research has shown US Weekly's female readers have median income in excess of $80K – higher than that of Vanity Fair/In Style. This has attracted top tier advertisers such as Mercedes Benz
In addition, 23% of teen girls surveyed they had read US Weekly in last six months – with more girls reading such magazines it would make sense for marketers of products and services to teenagers to advertise more in them.
2.Advantages
Selectivity – ability to reach specific target audience, target demographic and geographic targeting
excellent reproduction quality – printed on high quality paper with illustrations as part of strong visual medium
creative flexibility – through the use of gatefolds, bleed pages, scented ads, stickers, cd-roms, heavy card stock, pop-ups, singing ads, creative space buys
permanence – retained in home longer and for future reference, more opportunity to examine ads in more detail and on multiple occasions through the passing along to other readers
prestige – associated with publication in a well known magazine like GQ/Esquire – can help create favorable image and increase confidence in brand
readers receptivity and involvement – consumers more ok with ads in magazines than in other mediums...
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