|
Daily newspapers:
The unit of measurement used is the form and it is different
in each newspaper. This media can be used as driving instrument
of an advertising plan or as a good support of a multimedia
campaign. The impact and the reading of the advertising
depend on the amount of these forms and the position in
this means.
Flexibility and immediacy are the most important advantages
of this media.
- flexibility allows to reach the entire Italian territory
or a single region or province.
- immediacy is due to the short delivery time; this allows
to adapt advertising to the last communication requirements.
The main target is an adult public of opinion leaders, it
means people able to anticipate and influence buying decisions
and to steer consumption.
We can plan newspaper campaigns everywhere in Italy.
Magazines:
The unit of measurement used is the column and the page;
in some magazines half a page and half a column as well.
Another way to advertise in magazines is the editorial.
- In the last years an increasing trend has been recorded
for those who advertise in specialist magazines with specific
market niches;
- There is a widespread distribution all around Italy;
- Magazine potential (magazine supplements). The advertising
message in this media has the same importance of an advertising
in the magazine because it absorbs the image and the credibility
of the magazine. The reader can understand better the message
because it is considered customized;
- It is read many times during a week or a month and often
some magazine are kept fostering a good memorization of
the advertising message.
Weekly magazines have more general contents and for this
reason have a larger reading public, while monthly magazines,
being specialist magazines, are for a specific reader.
|
