Magazine Advertising

Magazine Advertising - A Safe Strategy !
Executive Summary by Mike Zhmudikov

Magazine advertising has always been an area where billions of dollars are annually spent and that is not in vain. People like buying magazines as they love glossy and informative sources that can be read absolutely everywhere and anytime. What is so peculiar about magazines?

Colorful spotlights and flashy headlines are always more eye-catching in comparison to the dull black newspaper headlines that definitely look pale and lifeless. The range of topics covered in magazines as well as the niches magazines are attributed to is enormously large. Practically there has not been any human life sphere left that was not mentioned in magazines.

Fishermen have special magazines that are dedicated to fishing tactics, bodybuilders have a wide range of magazines to choose from, scientists have a huge amount of different magazines that are strictly limited to their areas and, of course, fashion and style magazines occupy the top of the pyramid. With the help of professionally created magazine advertisements your business will eventually grow and that is for sure especially if you sell goods and not just provide services. The latter is definitely useful in newspaper advertising. Magazines remain one of the most attractive means of advertising and one should not neglect it.

Magazine Advertising - Tips for Getting the Most For Your Advertising Dollar

Executive Summary by Traci Vanover
Many of the same "print" principles which apply to newspaper advertising also apply to magazine advertising. * Magazines are usually weekly or monthly publications instead of daily.
* Advertising messages are more image-oriented and less price-oriented.
* Advertisements in magazines involve color more often.

The general rule that you can run the same ad 3-5 times within a campaign period before its appeal lessens applies to magazine advertising as well, even with a monthly publication. Because ads in magazines are not immediate, they take more planning. Since the quality of the magazines are superior, the advertising that you generate must be superior as well. There are two categories of magazines: trade magazines and consumer magazines.

Trade magazines are publications that go to certain types of businesses, services, and industries.

Working With An Ad Agency

If you would prefer to purchase space yourself, contact the magazine's advertising department, and request their Media Kit. Sites like Media Bids (http://www.mediabids.com) have recently emerged, and offer small business owners an unprecedented opportunity to obtain space in national, mainstream magazines at a significant savings. The Media Bids site allows users to browse current publication offerings, and also to create auctions, in which publications will "bid" for their business.

Saving Money With Discounted Space
Although most magazines are national in nature, many have regional advertising sections that allow your business to focus on a smaller target area, at a discounted price. Some sophisticated magazines even have demographic editions available, which might also be advantageous.

A little known fact is that all magazine advertising rates are negotiable. Inquire as to special pricing for multiple insertions, advertorial considerations with paid display ads, and remnant space. Remnant space is unsold advertising space that the magazine has leftover as they approach deadline. * Reader Response Cards. Readers fill out a small survey card in the back of the magazine to obtain more information from advertisers. *Special Placement.

Television Advertising

Television Advertising
Executive Summary by Steven Chabotte & Alice Ambroce


Broadcasting was originally developed as a means for companies to sell radios. By the late 20's radio advertising had advanced in a dramatic way. The Era of the Single Sponsor

At that time, the number of television sets reached the critical mass necessary to be considered a medium that could reach the masses. As television was a totally new phenomenon - i.e. offering both sound and moving pictures, the advertising industry moved into this arena cautiously as they were not sure what methods would work best to promote their clients products on television. After study and many surveys, the advertising agencies determined that the most effective way to reach consumers with a strong message would be by creating shows that featured a single product or a line of products from a single company.

From this concept arised the typical television shows of the 1950's including such titles as Kraft Television Theater, Colgate Comedy Hour, and Coke Time. As with radio, these television programs were produced by advertising agencies for their clients rather than the studios as is common practice currently.

A solution had to be found if this very powerful advertising medium was to continue to be cost effective for the sponsors.

Enter the Era of Magazine Concept Advertising

By 1960, the magazine concept dominated television advertising, as it has ever since. This evolution of magazine concept advertising is truly the birth of most modern television advertising. The one exception is the infomercial which is really a throwback to the sponsored show model used in the early days of television advertising.

New Wave in Television Advertising

Imagine a brave new world where buying some television time could appeal to different consumer needs by using one ad that is tweaked. By changing voice-overs, scripts, graphic elements or other images, for instance, advertisers could make an ad appeal to teens in one instance and seniors in another. Many marketing executives agree that direct response marketing is the future wave of television advertising.

It is imperative that you track and measure your ad, whether advertising on television, radio or online." Other ads will get customers familiarized with your image which is long term process.

Radio Advertising

The Fundamentals of Direct Response Radio Advertising

Executive Summary by Jeff Small

Whether you own a direct-to-consumer model business, a retail business, a web business, or some combination thereof, direct response radio advertising can help you grow. Throw out all you think you know about advertising, radio advertising, and especially direct response advertising. Concept One: Radio as A Highway From Your Business to Your Potential Customers

Radio Advertising is a Profit-Driver, Not a Cost Center

Direct response radio advertising - by its very definition - is a profit-driver. Profitability is a fundamental aspect of direct response radio advertising.
This fundamental question applies whether your business is a direct response advertising business (which includes radio advertising, print advertising, DRTV, catalog, or internet) or a traditional retailer. 1. Increase price without increasing cost. 2. Increase response rate. Great direct response radio ads significantly enhance the responsiveness of the media dollars spent. Your radio agency's ability to create radio ads that elicit response from your potential customers is a crucial element in direct response radio advertising success.

As a result, testing is a never-ending element in direct response radio advertising efforts. Done correctly, direct response radio advertising is not a cost center, it's a profit center.

Direct response radio advertising does not stand alone in creating a business. Once you understand the fundamentals of radio advertising, you're ready to embark on the process of building a direct response radio advertising campaign. That process involves developing a radio advertising strategy, creating radio ads that drive response, and implementing a radio media plan that delivers your message to the right people for the right cost.

Are You Ready for Direct Response Radio Advertising?


Direct response radio advertising is an amazingly under recognized way to grow a business quickly and profitably. Direct response radio advertising is truly a powerful engine for profitable growth.

Most of the time, radio advertising is not done right. Because the definition of success in direct response radio advertising is acquiring a new customer at a cost that allows for a profitable relationship with that new customer. You can only evaluate advertising performance within the context of your customer lifetime value.

Here's the problem with that statement: Developing a profitable direct response radio advertising campaign isn't something that is accomplished with a "trial". To properly assess the potential for direct response radio advertising to generate profitable new customers for your business, you must approach direct response radio advertising with a testing mindset. Don't go into direct response radio advertising with a "dabble" mindset. Is your business infrastructure set up to support direct response advertising?

That requirement is excellent data collection and transmission to the radio media buying department at your radio agency. You have to test radio.

Newspaper Advertising

Executive Summary by Sam Miller

One of the most effective ways of advertising is via newspaper. Advertising using the newspaper is when a company uses the classifieds section of a newspaper to list details about their business. Newspaper advertising is not very expensive and in some cases, the ads may be printed for free.
Many business owners may think that because of this reason, newspaper advertising may not be the best way to market their services. In addition to local business owners, many national and international companies advertise in newspapers all across the United States and the rest of the world. Many large companies purchase banners in papers to somewhat remind citizens of their services. Many local and major business owners believe that newspaper advertising will never become old fashion.

Implementing the Newspaper Advertising Scorecard

Newspaper advertising has long been quite effective in its purpose of providing the latest in terms of news events and classified ads of all sorts. The newspaper advertising scorecard then becomes the tool that provides balance when it comes to the KPIs being used to monitor the overall performance of newspaper advertising. As expected, the metrics used in the industry would differ from one newspaper company to another. This is because the metrics used would be in line with the corporate goals and objectives that each newspaper company has. However, here are some of the common metrics used by many companies worldwide when it comes to newspaper advertising.

The first is the size of the ad itself. There have been a number of studies done in determining the relationship between ad size and the responses of the ad's target market. The general results show that the bigger size of the ad, the more number of responses it gets from its target market. On the average, the full-page ad entices roughly 75 responses. However, the half-page ad that costs also half the price entices roughly 55 responses. The quarter-page ad that can be bought at quarter of a price of a full-page ad entices roughly 50 responses. The ad size can then be one of the metrics to be implemented on the newspaper advertising scorecard.
When you take the second metric into account, you will see just how productive the quarter-page ad is. This ad can entice a third of the responses that the full-page ad can entice.

Newspaper in Indonesia : As the other countries, Indonesia had a lot of newspapers. There’re two English Newspaper in Indonesia : Jakarta Post and Jakarta Globe. How about newspaper in Indonesia language or Chinese language ? Yeah, there’re lots of Indonesian Newspapers such as : Kompas, Seputar Indonesia, Koran Tempo, Bisnis Indonesia, Republika, Jawa Pos, etc. Chinese Newspapers : Harian Indonesia, Guo Ji Ri Bao, Shangbao, etc.

If you’re interested in promoting your product or services in Indonesia’s newspaper, please kindly visit : http://www.doremindo.com or mail to chrisdi@doremindo.com or call the hotline +62 813 9980 8066

Secrets To Advertising Strategies

The Top Five Secrets To Advertising Strategies –

Starting With Your First Ad

Summary about Secrets To Advertising Strategies by Linda DiMarco

Today, most advertising strategies focus on achieving three general goals, as the Small Business Administration indicated in Advertising Your Business: promote awareness of a business and its product or services;

An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. STAGES OF ADVERTISING STRATEGY

As a business begins, one of the major goals of advertising must be to generate awareness of the business and its products. Once the business' reputation is established and its products are positioned within the market, the amount of resources used for advertising will decrease as the consumer develops a kind of loyalty to the product. Ideally, this established and ever-growing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market, both through its purchasing actions and its testimonials on behalf of the product or service.

This platform delineates the images, copy, and art work that the business owner believes will sell the product. With these concrete objectives, the following elements of the advertising strategy need to be considered: target audience, product concept, communication media, and advertising message. A rigid advertising strategy often leads to a loss of market share. Therefore, the core elements of the advertising strategy need to mix in a way that allows the message to envelope the target consumer, providing ample opportunity for this consumer to become acquainted with the advertising message.

1. TARGET CONSUMER : The target consumer is a complex combination of persons. 3. Needs and Desires-here an advertiser must determine the consumer needs-both in practical terms and in terms of self-image, etc.-and the kind of pitch/message that will convince the consumer that the advertiser's services or products can fulfill those needs.

2. PRODUCT CONCEPT : The product concept grows out of the guidelines established in the "positioning statement." How the product is positioned within the market will dictate the kind of values the product represents, and thus how the target consumer will receive that product.

3. COMMUNICATION MEDIA : The communication media is the means by which the advertising message is transmitted to the consumer. o Outdoor advertising-Billboards, advertisements on public transportation (cabs, buses).

4. ADVERTISING MESSAGE : An advertising message is guided by the "advertising or copy platform," which is a combination of the marketing objectives, copy, art, and production values. What are the product's unique features? How do consumers evaluate the product? Most business consultants recommend employing an advertising agency to create the art work and write the copy.

5. COPY : When composing advertising copy it is crucial to remember that the primary aim is to communicate information about the business and its products and services. The "selling proposal" can act as a blueprint here, ensuring that the advertising fits the overall marketing objectives.

Executive Summary about Much Ado About Advertisements by Marsha Maung

The advertisement need not be a full-page advertisement. The point is to advertise...to get the word out - be it small or big. Small advertisements rarely work because the location is ill-fitted, the size of the advertisement is too small to be read and there's not enough information in the advertisements to encourage others to 'act.

The whole point of advertising is to get people to respond. Many of the important factors of successful marketing and advertising tactics are lost when the advertisement is insignificant.

THE SHOCK, SURPRISE FACTOR : There must be an emotion attached to the advertisement. Don't be surprised but even small advertisements with enough emotion attached to it can elicit a reaction.

THE INFORMATION FACTOR : Imagine you're looking at an advertisement of your competitor. It's a small advertisement beside the 'classifieds' section with small print, black and white and literally devoid of information except for a telephone number and website. Would you even remember the phone number or website address from the advertisement? If your advertisement is too small or too plain, it's not going to be enough to entice your audience.

If you want to know about how to advertise and win the market in Indonesia, you can visit http://www.doremindo.com