Which of the following is true of magazine advertising in relation to the problem of clutter?

The effectiveness of magazine advertising depends on your advertising and promotion objectives, as well as the budget you have for advertising. Magazine advertising has strengths and weaknesses relative to other ad media. In general, you want to use media that reach your target audience and allow you to present effective messages affordably.

Message Impact

1. A key advantage of magazines over newspapers as a print medium is the potential for high-impact messages. Full-page magazine ads rich with color and visual imagery can attract attention and enhance the visual presentation of your products. Magazines commonly use glossy finish and allow for full-color spreads. You can use "bleed" images or color backgrounds -- meaning have them extend all the way to the page edges, without a border -- to present a product image that really stands out.

Audience Interest

1. A major factor of magazine ad effectiveness relative to many other media is the interest of the audience. Magazine readers typically have strong interest in the theme or topic of a given magazine. There are hundreds of magazines often targeting niche interests. If you advertise computer software, for instance, you can finds several magazines related to technology generally and computer software specifically. If you advertise a product or service closely tied to the magazine's theme, you likely reach readers who have natural interest in products or services like yours. Finding this close link between readers and your brand is critical to effectiveness.

Repeated Exposure

1. Also contributing to the effectiveness of magazine ads is the potential for ongoing, repeated exposure. Homeowners and businesses commonly have magazine racks or other spaces where they keep magazines for other readers or repeat use. This gives you the potential to reach a large number of people with one copy and the same reader multiple times. Plus, since magazines are a static medium, readers can analyze or look at your message indefinitely.

Value

1. A limiting factor to magazine effectiveness in the cost. Ads in national magazines commonly cost several thousand dollars per issue. You can opt for smaller, quarter-page or half-page ads to save money, but those often get lost in the clutter of a large magazine with lots of advertisements. Publications sometimes offer discounts for early submissions and for ads arranged through an advertising agency.

Abstract

Rising levels of advertising competition have made it increasingly difficult to attract and hold consumers' attention and to establish strong memory traces for the advertised brand. A common communication strategy to break through this competitive clutter is to increase ad originality. However, ad originality may have detrimental effects when consumers pay more attention to the ad at the expense of the advertised brand. Moreover, the positive effects of originality may quickly wane when the ad becomes familiar. Surprisingly, no research to date has examined such brand attention and memory effects of ad originality and familiarity. The current study aims to fill this void. We use a stochastic model of the influence that ad originality and familiarity have on consumers' eye fixations to the key elements of advertisements-brand, text, and pictorial-and how the information extracted during eye fixations promotes memory for the advertised brand. The model explicitly accounts for heterogeneity due to consumers and advertisements. Infrared eye tracking was applied to collect eye fixation data from 119 consumers who paged through two general-audience magazines containing 58 full-page advertisements. Memory for the advertised brands was assessed with an indirect memory task. The model was estimated using Markov Chain Monte Carlo (MCMC) methods. In support of our hypotheses, original advertisements drew more attention to the advertised brand. More importantly however, advertisements that were both original and familiar attracted the largest amount of attention to the advertised brand, which improved subsequent brand memory. In addition, original and familiar ads were found to promote brand memory directly. Implications of these findings for communication and media planning strategy are discussed.

Journal Information

Management Science is a cross-functional, multidisciplinary examination of advances and solutions supporting enhanced strategic planning and management science. Includes relevant contributions from diverse fields: Accounting and finance Business strategy Decision analysis Information systems Manufacturing and distribution Marketing Mathematical programming and networks Organization performance Public sector applications R&D;/innovation Stochastic models and simulation Strategy and design Supply chain management

Publisher Information

With over 12,500 members from around the globe, INFORMS is the leading international association for professionals in operations research and analytics. INFORMS promotes best practices and advances in operations research, management science, and analytics to improve operational processes, decision-making, and outcomes through an array of highly-cited publications, conferences, competitions, networking communities, and professional development services.

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