Prevention® Magazine

            The consumer magazine I chose was Prevention®. It is directed toward women in their late 20’s early 50’s. The target market is geared toward a healthy lifestyle and, like the title of the magazine, prevention of illnesses and promotion of one’s well being is important to this particular target market, not to mention beauty, weight-loss, and several other topics.

            I want to say that at least 50 percent, if not more, of the magazine’s pages are devoted to advertising versus the actual editorial content. I feel that clutter could be a problem in this particular magazine. As I was flipping through the pages, I swear I could see one, even two, ad(s) on every other page of the magazine. When I was looking for the actual content of the magazine, I couldn’t tell if it was the content or simply an ad on the page.

            The majority of the ads advertised cosmetics, wrinkle-free or removal products, dental hygiene, health and fitness products (like toothpaste, multivitamins, etc.), weight-loss products, pharmaceutical products, and even laundry products. I believe that the advertisers are attracted to this particular publication due to the popularity it has or may have with the target market the advertisers are trying to reach.

            If the editorial staff that creates the magazine is seen as knowledgeable and credible by the particular audience, as is the case, then the target audience is more likely to accept the advertisements and even see the ads as reliable products and services to purchase and use.

            Prevention® has several media vehicles. It is a print vehicle, with a magazine and newsletter in circulation. Prevention® is also broadcast vehicle, as it has two health channels that it airs on. And it even is an Internet vehicle where Prevention® reaches several hundred of its viewers from its Web site.

Cable Network Commercials

The major cable network I watched was TLC, the learning channel. The type of programming this network airs includes science, history, adventure, and even behavioral documentaries and shows. As I watched TLC, I noticed the commercials that would air during each commercial break.

Take for example the “Reveal” fragrance by Halle Berry. It is a thirty second commercial that is geared to the female audience base. It appeals to the female audience by creatively tying in an emotion of love to the fragrance and using a credible and strong celebrity figure like Halle Berry. I see this commercial as classy and genuine.

Then there is the Dole fruit cup commercial. Its objective was to provide women with children with a healthier option from other fruit cup products that does not have sugar, corn syrup, or other artificial sweeteners. This commercial is both informative and has a very specific target audience.

These commercials aired on TLC differ from the ones seen on the major networks. The major networks gear their advertising toward a larger audience base. This can be best demonstrated by the variety of commercials they air. Take for example the iPad commercial, it is geared toward tech savvy consumers.

Then there is the Ricola cough drop commercial. It does not necessarily have a specific target market. The commercial can appeal to parents, college students, or even the general public that may or may not be sick.

Advertising for Sales Objectives Vs. Communications Objectives

This State Farm commercial always makes my dad laugh. There’s a line in the longer running commercial that has one of the barbers say, “Si quiere ahorrar, dejalo pelon” Translation: If your husband wants to save, leave your son bald. You’ll get it once you see it. The commercial takes both an informative and humorous approach, focused primarily for communications-based objectives. The commercial’s focus is in gaining the Hispanic consumer’s trust rather than an immediate action.

This K-Mart ad uses its special event discount to promote the store. This was meant to assist in generating sales for the holiday rather than trying to change the customer’s perception of the store.

Sales objectives are more appropriate for direct action, inducing an immediate buying response to customers. The purpose of sales objective ads is to generate short-term increases in sales.

Communications objectives are more appropriate for image-building campaigns. They are designed to create and improve a favorable perception that the customer may have on the product. Consumers are not expected to respond immediately.