Imc Radio and Magazine Effectiveness

Summary Report-Week 8, Presenter 3

A company marketing men’s jeans has approached you to assist them in reviving sales. Research shows 60+ were key buyers in 70s and 80s when they were aged 30. The primary goal of the company is to entice 60+ group back to wearing the company’s jeans. Discuss benefits and limitations associated with using magazines to reach the target audience. Would you recommend radio advertising for this age group? Why or why not?

Summary:

Before make advertisement marketer should consider this step:

1.Media Planning: a lot of decisions are made at this stage. Involving delivery messages to audiences

2.Media Objectives: Goals to be attained by media strategy and program such as increase in sales, increase brand awareness

3.Media Strategy: how media objectives should be achieve. Company will consider internal ( size, budget) external factor (economy, technology, media)

4.Media: the various categories of delivering system

5.Media Vehicle: a specific carrier within media strategy. In this case we will specifically use Radio and Magazine

This is an overview to understand 60+ group market characteristic:

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For the most part, advertisers began to pay increased attention to the senior citizen’s market not because of social movements, but because older people began to constitute a larger portion of the population. Furthermore, in Australia senior citizen control 70% of disposable income which is big. This group of people is brand loyal which is they tend to purchase the same brand from their previous buying if they think its good product. Moreover, Senior citizen are more price conscious and attracted with coupon, offer, discount. They still engage in traditional mass marketing as they are not tech savvy and not familiar with current technology. Senior citizen often portray as poor health, staying in nursing or retirement homes, inactive and isolated. However, studies over three decades shows that those stereotype were evident in portrayals of older people in variety of media.

Part one of question: Discuss benefits and limitations associated with using magazines to reach the target audience.

The benefits of magazine’s advertisement:

Selectivity:  advertisement for products or services can be well targeted in the magazines as compared to newspapers. It is because each magazine is designed based on people interest. Such as technology, vehicle, games, lifestyle, and other things.This topic or theme will portray on reader’s characteristic.

As the company target market is people over 60+. Marketer can put on printed advertisement on speciality magazine for senior people such as AARP the Magazine, Reader’s digest, Today’s senior. So, the brand can promote on specific demographic group which is company target segment and made an ad based on their target segment interest.