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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
12. Evaluation of Print
Media
of being larger and make a more dramatic impact. Many
magazines charge an extra 10 to 20 percent for bleeds.
In addition to gatefolds and bleed pages, creative
options available through magazines include unusual page
sizes and shapes. Some advertisers have grabbed readers’
attention by developing three-dimensional pop-up ads that
jump off the page. Exhibit 12-7 shows a pop-up ad that
Nabisco used in several trade magazines to promote its
Reduced Fat cracker and cookie products.
Various other inserts are used in many magazines.
These include return cards, recipe booklets, coupons,
records, and even product samples. Cosmetic companies
use scratch-and-sniff inserts to introduce new fragrances,
and some companies use them to promote deodorants,
laundry detergents, or other products whose scent is
important. Inserts are also used in conjunction with directresponse
ads and as part of sales promotion strategies.
Scented ads, pop-ups, singing ads, and other techniques are ways to break through
the clutter in magazines and capture consumers’ attention. However, there recently has
been some backlash against various types of printaculars. Critics argue that they alter
the appearance and feel of a magazine and the reader’s relationship to it. Advertisers
do not want to run regular ads that have to compete against heavy inserts, pop-ups,
talking ads, or other distractions. Some advertisers and agencies are even asking publishers
to notify them when they plan to run any spectacular inserts so that they can
decide whether to pull their regular ads from the issue. 5
Creative space buys are another option of magazines. Some magazines let advertisers
purchase space units in certain combinations to increase the impact of their media budget.
For example, WD-40, an all-purpose lubrication product, uses half- or quarter-page
ads on consecutive pages of several magazines, mentioning a different use for the product
on each page, as shown in Exhibit 12-8. This strategy gives the company greater
impact for its media dollars and is helpful in promoting the product’s variety of uses.
© The McGraw−Hill
Companies, 2003
Exhibit 12-7 Nabisco
used a pop-up ad to get the
attention of trade magazine
readers
Exhibit 12-8 WD-40 uses
quarter-page ads to get
greater impact from its
media budget
399
Chapter Twelve Evaluation of Print Media