Module 1 4. Magazine advertisement 20


To advertise in printed media (newspapers and magazines), has always been a popular choice. Tere are many reasons for this. One is that printed media provide a written record which is more permanent than the Internet, radio or television – you can’t delete it and you can’t switch it off! Magazines are more expensive than newspapers because they are printed on better quality paper. Magazine advertisements, therefore, have a much longer shelf life. Also, readers of magazines are very loyal to their favourite publication and advertisers benefit from this loyalty. Most readers enjoy a well presented, out-the-box advertisement. Nowadays many magazines include a free giſt in their plastic wrapping and advertisers oſten attach a product sample to a full page advertisement.


An example of a magazine advertisement


Did you know?


Te purpose of magazine advertisements is to


persuade someone to buy a product (e.g. a second hand laptop) or to use a service (e.g. dry cleaners).


How to compile a magazine advertisement 1. Give the advertisement a clear and interesting heading – asking a question is oſten effective.


2. Use eye-catching layout. 3. Use colourful, interesting font and size. 4. Use a visual or design element, e.g. illustrations and/or photographs. 5. Use a slogan or a logo (or both). 6. Write in full sentences and not in telegram style. 7. Use a border around the advertisement. 8. Use persuasive language that suits your target audience. 9. Use facts as well as emotion. 10. Use the AIDA principle.


4 FutureManagers


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