Magazine Advertising

Magazine
• A magazine is a periodical
publication which is printed in
gloss-coated and matte paper.
• Magazines are generally published
on a regular schedule and contain a
variety of content.
• They are generally financed by
advertising, by a purchase price, by
prepaid subscriptions, or a
combination of the three.
Magazine Advertising

Magazine advertising is the ads that

people see placed throughout
publications.

Magazine advertising is one of the most

powerful marketing tools available, and
an ad placed in a magazine can improve
sales enormously.
Magazine Elements
Page Size
• This is the type area not the actual size
• Standard size: 8x10 inches ; 8.5x11 inches or 10.7x13 inches; or about 4 3/8
0r 6.65 inches

Space in magazine
• This is generally solds in terms of full pages and fractions thereof--half
pages, quarter pages, three columns, two columns, or one column; or total of
per column centimeters
Space buying designations of magazine consists of:
• First cover page: The front of the cover magazine; page 1 of the issue
• Second cover page: The inside of the front cover; page 2 of the issue
• Third cover page: The inside of the back cover; page 49; of magazine
issue has 50 pages
• Fourth cover page: The back cover; page 50, if the magazine issue has
50 pages
Full-bleed advertisement:
• When a magazine ad runs all the
way to the four edges of the page,
leaving no white space margin
Partial -bleed advertisement:
• Leaves white space margin on all or
any of the four sides of the full page
Gatefold
When an advertisement is positioned on
the second cover page where an extra
page spreads out when opening the
page that gives a big spread
Centrefold advertisement
Also called “multiple unit” ad, is
positioned on two middlemost pages of
the magazine issue
Considerations in Buying Magazine Ads Space
In buying the magazine space, the important dates that must be considered are the:
1.Cover date
• This is the date appearing on the cover.

2. On-sale date
• The date on which magazine is issued, wherein this is usually a week advance
from the cover date

3. Closing date
• Is the deadline on which the blueprint or negative must be submitted
Considerations in Buying Magazine Ads Space
One of the best positions to place
advertisements in a magazine is
upfront, close to it as possible or
on right-hand pages.
How Magazine Ad Rates are Computed
Various Ways of Using the Magazine Space
Parts of Print Advertising
Headline Illustration
Parts of Print Advertising

Copy Layout
Parts of Print Advertising
1. Headline
• Is commonly presented at the upper portion of the space, in big fonts and
variety of designs.
• It can be a news headline, taking the form of an announcement about the
new product.
• It may use the words: new, introducing, narito na, ipinakikilala
Parts of Print Advertising
Types of Headline
a. Command Headlines
• Starts with an action word encouraging the reader to take and immediate action
to buy the product

b. Testimonial headline
• Presents a well-known personality, directly associated with product
advertised,and his endorsement signature on the layout

c. Question headline
Starts with an inquiry, where answers can be found on the copy which can be a
result for trying to purchase the item
Parts of Print Advertising
2. Illustration
 The photograph, drawing, orother graphic elements used in an ad. It shouldattract
and hold attention and encourage action.

Clip Art
 takes the form of images, stock drawings, and photographs.
Parts of Print Advertising
2. Illustration
a. Command Headlines
• This is the visual part of of the advertisement.
• This puts the words into pictures.
• Forms of pictures can be :

a. Photograph form using actual picture of rge product, scene, and talents

b. Pen and ink drawing using caricature or cartoonist technique (animation /

photoshopped)

c. Matrix form- combining a photograph with cartoonist/ animation illustration

Parts of Print Advertising
3. Copy
• These are the words of the advertisement
• This explains the features, benefits, and advantages of the item advertised in
simple phrases, series of sentences or long paragraphs.
• This supports the claim of desirability of the product by presentig proofs,
documents or other evidences.

It details how the product or service meets the

customer needs.
Parts of Print Advertising
Types of Copy
This can be:
a. Descriptive type
• Which briefly describes the characteristics of the product or service and the
satisfaction the consumer can experiecnce out of buying the item

b. Narrative type
• This presents series of actions or steps, with individual captions for every step
or action
• Explain how the product is used or operated
• What are the variants available for the item in terms of stle, models, colors.
Parts of Print Advertising
Types of Copy

c. Expository type
• Uses long sentences, series of paragraphs to explain all chracateristics of item
advertised
Copy structure is intended to accomplish and advertising objective. It must
start with

Lead sentence compelling the reader to read the rest of the copy contents.

Product exposition which consists of lines expouding on the product or

service feautures, advantages,benefits

Proof of Verification which presents facts or evidences to support claims.

• This may include valid statistics, laboratory results, product guarantee.
Action line is the clincher, which motivate the reader to “act now”
Parts of Print Advertising
3. Layout
• This integrates the first three parts into one whole print advertisement.
• It is a sketch that shows the general arrangement and appearance of a
finished ad.
• It clearly indicates the position of the:
Headline
Illustration and copy
Signature
Parts of Print Advertising
4. Signature
 The signature, or logotype (logo), is thedistinctive identification symbol
for a business.
 Awell-designed signature gets instant recognition for a business.

Slogan is a catchy phrase or words that identify

product or company.
 Here are some techniques copywriters use when developing slogans:
Alliteration uses repeating initial consonant sounds
A paradox is a seeming contradiction that could be true
Signature

Slogan

Illustration

Illustration

Copy
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