The influence of advertising in glossy magazines on consumer behavior. The influence of advertising in glossy magazines on consumer behavior Advertising placed on the pages of glossy magazines

Introduction

Many newsrooms are now faced with a choice: learn how to make money or put the publication in danger of being shut down. And there was an understanding that advertising is one of the main areas that in the new market conditions must be developed in the first place so that the editorial staff can not only survive, but also successfully develop.

Advertising is the main and most promising source of media income. Although, depending on the type and nature of publications, they can receive income from distribution of circulation, from the sale of information, from state benefits and direct subsidies, from the sale of a brand for use by other organizations and partners, from local and foreign donors and grantmakers, for lobbying political and corporate interests , from the transfer of knowledge and skills in various forms, for the provision of professional services to third parties from publishing to research and telemarketing, can receive remuneration from the general population for participating in solving various problems of society and temporary communities.

It is difficult to find such a controversial area, where some have huge profits from the work of the media, while others work at a loss, where employees of departments can receive meager salaries, and advertising agents huge incomes and vice versa. Undoubtedly, the difference between the first and second is due to many reasons. But in any situation, in any political and economic environment, you can increase income and remuneration.

Advertising is the commercial success of the publication or its absence, it is money, which, as you know, does not happen much. The volume of internal and external investments in new media projects depends on advertising. In socio-political publications, advertising is also independence, objectivity in covering current events and informing the public.

Every day all these definitions and concepts become more and more relevant. The situation is inexorably pushing publications to look for solutions in the field of increasing advertising revenue, and if it is insufficient, funds from third parties to cover budget deficits.

General statement of the problem:

At the moment, women's glossy magazines are in very high demand, which implies a large number of advertising information posted on their pages. However, there is already a tendency to reduce the effectiveness of advertisements in glossy print, which necessitates the development of new forms and marketing methodologies.

Goals of the work:

Demonstrate the relevance of the topic, identify the most commonly used forms and technologies for placing advertising information in glossy publications, analyze the market conditions for advertisers, advertising producers and advertising distributors, and identify problems specific to the advertising market.

1. Analytical part: analysis of the advertising market in the Russian media

The purpose of this chapter is to explore the main forms of advertising in glossy magazines, to identify their features, to identify trends in the development of the advertising market.

1.1. Forms and technologies for placing advertising information in glossy publications

One of the advantages of magazines is the quality of advertising. Especially in glossy magazines, where almost any drawings and photographs are reproduced without distortion. Magazines are printed on a more sophisticated technique that allows you to make special advertising inserts: stitching, envelopes, layouts, multi-page inserts, holography, sound pages. Modern technologies make it possible to place samples in magazines: perfumes, shampoos, chewing gum, etc.

Module - The most common form of advertising in the magazine. The advertising idea is clearly expressed by visual means, and the accompanying advertising text and slogan show the advantages of the advertised products. An advertising module is an illustrated advertisement that contains: a short list of goods and services, prices, an address block and a company logo. The original module on the background of the articles makes a vivid impression and thus allows you to draw the attention of consumers to the advertising of the customer company, and therefore dramatically enhances the effect of its perception and memorization. The optimal formats of modules are 1/1, ½, ¼ of the printed field of the magazine strip.

A promotional article is an extremely effective form of advertising. The article, depending on the content and type of product, is placed in the appropriate thematic section magazine. Article - informal and effective way large-scale presentation of the company or equipment on the pages of the magazine.

Specialist interview - an article-interview is prepared based on the materials of a “live” conversation between a magazine correspondent and a company specialist, which allows you to tell the readers of the magazine, potential clients of the customer, about the company, the goods and services offered, in more detail and from the first hand. An informal and effective way of presenting the company on the pages of the magazine.

Promotion "Product of the Year" - The most prestigious and effective form of large-scale presentation of goods on the pages of the magazine. Significantly increases the image component of products. The Expert Council selects companies that are nominated for participation in the "Product of the Year" campaign. The action participant receives a diploma and has the opportunity to position their products as one of the best on the Russian market. The magazine informs potential consumers about the company and product, both on the front cover and on the inside pages. The editors develop an exclusive advertising module of the company for the first cover with an indication of the nomination, an article about the winning product is placed on the inside pages and 300 copies of this issue of the magazine are provided.

1st fold-out cover 5 pages - Exclusive advertising space, occupies 5 pages. Due to the large area and non-standard size, it allows you to show objects on a larger scale, place a larger amount of information and become a kind of showcase for the customer company. This is exactly the case when size matters. The five-page cover is the most sensible and effective form of magazine advertising for large companies offering a wide range of products and services.

An exclusive advertising poster (calendar) occupying 2 pages equal to A3 or 4 pages equal to A2 is embedded in the magazine and distributed along with the magazine through the mailing list. Additionally, the customer company is provided with 1000 copies of posters (calendars). Advertising posters (calendars) “settle” for a long time in the premises of installation centers.

Women's glossy magazines are bought and then kept for a long time. They give them to see girlfriends. This is a feature of glossy magazines in general and women's magazines in particular. Therefore, the audience coverage of almost all women's gloss is quite high.

Some magazines write about fashion as a fact of culture, as a phenomenon of the spiritual life of society. Reveal the philosophy of style. They find common meanings in the new ballet and the latest collections of great couturiers. Despite the fact that this is just light reading - women's glossy magazines. True, this does not apply to all women's magazines, but only to life style magazines. There are only three signs by which the publication can be attributed to this group.

The first is contained in the word "female". If the majority of the publication's audience is women, then this is a necessary, but by no means sufficient condition for considering a magazine for women. It is also necessary that he write about the problems of this particular part of society. To reflect her specific interests that men do not have; appealed to its realities, mastered its language, etc.

Second in the word "glossy". These magazines usually come out once a month and are much thicker than the weekly ones. This means that they are read for a long time, often pass from hand to hand. Therefore, even for purely practical reasons, they are printed on thicker paper and have a durable glossy cover, which, by the way, significantly affects their price.

The third concerns the concept of life style. It's simple: by reading a life style magazine, I get a more or less complete picture of the lifestyle of the social group to which I belong or want to belong. That is, I find out: what do I need to wear for this; what perfume and cosmetics to use; what books to read, what music to listen to, what films and ballets to watch; where to rest; how to build my relationship with my beloved, mom, boss, colleagues, etc. From these magazines, I get information about dress codes, about the system of those signs, thanks to which I will be marked as “one of my own” in the get-together in which I want to be. Moreover, while receiving this information concerning the most diverse aspects of my relationship with the world, between the lines I absorb the philosophy, way of thinking, methods of communication and, in general, the language (in the broadest sense of the word) that are inherent in this social group. It is also important that the magazine gives me all this not just in the form of a vinaigrette, i.e. a simple sum of headings, but in the form of a holistic image. This is, in fact, what life style is.

Among Russian magazines, which are on free sale and monitored by TNS Gallup Media, there are now ten publications that meet all these criteria (see Table 1). They are feminine, glossy and life style.

Table 1

glossy magazines

	audience coverage (in % of all residents of Moscow)







Magic Cosmo

Six out of ten magazines we are talking about are Western brands that have entered the Russian market in one way or another. These are Cosmopolitan, Elle, Harper's Bazaar, L'Officiel, Marie Claire and Vogue (listed in order of appearance in Russia). Some of these publications are powerful transnational projects.

The rest of the magazines (Apriori, Beauty, "Magiya Cosmo" and "She") are "local": born, developed and launched here. The magazine "Magiya Cosmo", although published under the "umbrella" of Cosmo, is nevertheless a purely Russian phenomenon.

All Western brands have undergone to varying degrees of adaptation to the conditions Russian market. Based on the original positioning of Western brands, many of them are not competitors in other countries. In Russia, in the conditions of a still very young market (the first women's magazine - Cosmopolitan - appeared in our country 10 years ago), these magazines turn out to be players in almost the same competitive field.

It is normal when the positioning of a magazine for some audience with a certain level of income leads to the fact that it is this audience that reads it. It's not quite like that for us. Readers of glossy magazines, especially premium ones, have a high degree of what is called aspiration. Even if the reader does not belong to that very narrow stratum of the population that can really afford everything that is written in glossy magazines, he still reads them. Gloss in this sense is a classic tool for identifying oneself with social success. This is not so much a source of information and a shopping guide, but a mirror into which the reader looks to see himself as different, belonging to the desired "glossy" reference group.

The topics of publications strongly depend on how they position themselves and who they are focused on. Just as advertising, in the first approximation, is divided into image and consumer advertising, so glossy magazines can be conditionally divided into two categories. Some attach more importance to the reproduction of the current image, style (and this is manifested in the style of texts, layout and photographs). For readers of these publications, the status of using this or that thing is not an empty phrase. Others pay more attention to the practical side of life (these magazines are primarily trying to be useful, their texts are written mainly in the genre of advice). That is, some magazines focus on the word style, while others focus on the word life.

Moreover, there is such a pattern: the more solvent the audience for which the publication is positioned, the more “image” character it has. And vice versa. This correlates with the mass market and premium categories. "Useful" magazines have more text than "pictures". About such publications, their authors usually say - "we have something to read." In the "image" - on the contrary: there is less text, and it is much more artified.

If this paradigm (“image” / “premium” and “practical” / “mass market”) is presented as a straight line, then at one end of it will be Harper’s Bazaar, L’Officiel and Vogue; on the other (directly opposite) - Cosmopolitan; and between them - the other six women's glossy magazines that combine both of these tasks. Closer to the "practical" format are "Magic Cosmo", Beauty and "She".

Regarding Elle: in terms of the choice of topics and brands, in terms of the level of fashion pretensions, the publication approaches premium magazines. But in terms of tone, in terms of the number of materials that are related to psychology, in terms of democratic intonation, it gravitates towards the “middle market” category.

Approximately in the same market segment (“middle market”), Marie Claire magazine is positioned, which, in principle, is on the verge of leaving the life style format. Determining the positioning of this magazine is a big problem. Its format has changed several times, even during the short period during which the magazine has been present on the Russian market. The publication has alternately been social, practical, smart and fashionable. Veronika Dolmatova, advertising director of Marie Claire: “Yes, indeed, the magazine has changed, but it has always been in the niche of fashion publications. At the same time, with the change of the publisher for the past three years, the problem of the magazine's positioning has not arisen: Marie Claire is in the niche of fashion magazines. We just don't limit ourselves to this topic."

Cosmopolitan is not only an unconditional "mass market" (which is proved by the lowest CPT and the largest circulation), but also a magazine that has a very American in its essence, democratic message: you are the mistress of your own destiny; To do this, everything must be done according to plan. Ten steps to success: do one, do two, do three... Perhaps that is why Cosmopolitan gathers a very democratic audience and, according to research by TNS Gallup Media, is the leader in AIR in Russia.

1. Media planners most often use TNS Gallup Media's audience media measurement data (NRS study);

2. The representative sample of the NRS study for Moscow is 17,864 people;

3. If the coverage of the audience* by a certain publication for half a year is, let's say, 1%, then this means that approximately 179 respondents have read this publication at least once in the last six months. According to these people, the media planner will judge the socio-demographic characteristics of the publication's audience;

4. There is a generally accepted value of the minimum sample size, below which the sample cannot be considered representative of a certain target group. This number is 75 respondents (western researchers, however, believe that there should be at least 100, but we, so be it, "agree on a medal"). So, if the publication has a coverage of less than 1% (i.e., its audience is represented in the study by less than 200 people), then its audience can be divided into no more than two parts, for example, into men and women or into working and non-working people. But it is no longer possible to single out the target group "working women" and be sure that the sample has remained representative - among the respondents representing the publication, there may not be 75 working women. What does this mean in practice? And the fact that you are not immune from a very serious mistake when determining the size of the target group - say, 2-3 times.

Obviously, the higher the audience coverage of the publication (see Table 1), the more accurately it is possible to determine the size of the target group of this publication. If you want to target advertising to a very narrow target audience (say, working single women aged 22 to 29 with a high income), then for most publications you will have to be guided mainly by intuition (either your own or a media planner), since the TNS database Gallup Media is powerless in this case.

There is the quality of the publication, and there is its positioning for one or another level of the audience's solvency. These things need to be shared. It is an illusion that it is possible to save money on the production of a product aimed at a more democratic audience.

Premium life style magazines require even more scrupulous attention to detail, which ultimately creates the overall impression of a product with high level quality in everything. Such an aesthetic level in this magazine segment becomes the main value, which, in fact, forms the brand.

The small bag format of the magazine was first used by the Italian Glamor in 1998. In the Russian market, 5 years later, Cosmopolitan was the first to do this. This precise marketing ploy led to an increase in circulation by almost one and a half times. In half a year, by March 2004, it had grown to a record figure of 610,000 copies.

Sometimes a situation may arise when the positioning of the publication seems to be hanging in the air, not receiving confirmation in terms of media measurements. For example, Apriori magazine, by all indications, positions itself as a premium publication for a wealthy audience. In principle, this conclusion could be drawn on the basis of the fact that the publication has the highest CPT in Moscow - it is 2 times higher than Harper's Bazaar (see table). But the problem is that the low audience coverage does not make it possible to confirm this positioning with the help of these media measurements, nor to justify such a high CPT indicator. What should an advertiser do in this case?

According to TNS Gallup Media measurements (data from the NRS-Moscow-2004/I project (September 2003 - February 2004), most of the readers of all women's glossy life style magazines are working women aged 18 to 36. The magazine has the highest percentage of readers Magic Cosmo (91%) Apriori magazine has the most unisex format (almost 31% of men).

Magic Cosmo has the youngest audience: this magazine leads in terms of the number of readers under 18 (15%). And in terms of the number of readers with higher education, Elle, Harper's Bazaar, Marie Claire and L'Officiel magazines are leading (ascending). Only three magazines have the majority of readers with a family (these are Cosmopolitan, Harper's Bazaar and She). The rest of the publications are read mostly by unmarried and unmarried people.

For most publications, the percentage of high-income readers makes up the majority of the audience. The exceptions are Beauty, Cosmopolitan and She magazines, whose readers are for the most part average-income.

Nearly 45% of all glossy publications go to the regions. According to publishing houses, this empirical percentage reflects the percentage distribution of income between Moscow and the rest of Russia.

In addition to regional distribution, some publications find it worthwhile to invest in regional supplements to the main journal. Applications are printed in a separate booklet and have local content with local news, their places of worship, names, interviews, etc.

Ekaterina Kabakchi, publisher of regional projects Cosmopolitan says: “We have four supplements with 52 pages each: in St. Petersburg, the Urals, Siberia and Kazakhstan. The point is to adapt the content of the magazine to the realities of the local market and readership.”

The system of advertising sales separately for the regions, not in small applications, but directly to the main publications (as it happens, say, in the American Cosmopolitan), implies a fairly strong development of local advertisers, which is not yet the case in Russia. In America, they simply take out, say, northern advertising from the layout and insert southern advertising in its place. But there the advertising market is much better developed and is in approximately the same state throughout the country, which allows it to be done. Our regional market of advertisers is developing, but so far the rates and prices are not the same. It won't be long before a situation arises here when it will be possible to replace Moscow advertising with Vladivostok advertising absolutely adequately.

The publishing house "Conde Nast" in Kazakhstan has a joint project with the company Central Asia Media - an application to Vogue called Elite Women, in which advertisements are placed by Central Asia Media's own advertising service.

Stimulation of sales in the regions occurs due to the fact that two magazines are sold for the price of one. It is believed that the application acts as a bonus. Sales react both to the price and to the very fact of the local application: the circulation immediately grows by about 40%. Then, after the first euphoria, it drops a little, but, of course, in the end it becomes 20-25% higher compared to what it was before the application.

If a client advertises in several publications of the same publishing house at once, he can expect to receive cross discounts. The existing bonus system is designed to encourage package placements. Usually for large corporate clients ID form special corporate departments.

In addition to special items (cover, first spread, etc.), the function of highlighting an advertising module from a clutter is performed by various non-standard placement formats: tabs, sachets, infers, various inserts on thick paper, etc. It can be a probe (a sample of cream, powder, eau de toilette) glued to the strip. In addition, there are many printing methods to highlight advertising: for example, partial varnishing of individual sections of the advertising image. Prices for non-standard accommodation are negotiated separately.

As reported in advertising departments Publishing House, more and more clients (about 70% on average) now prefer to buy placement through media buying agencies, as they see it as a more civilized way of business communications. However, you need to keep in mind: an extended chain of advertising services can lead to the fact that in some difficult moments decision-making will not take place as quickly as we would like. This and, in addition, the existing queues for placement dictate the laying of a certain backlash in time - you should always have one or two months in reserve just in case. This is especially true during the top sale periods - spring and New Year holidays. To get into such issues of magazines, you need to take care of two or three months. This is especially true for publications with a low CPT.

In September 2003, the Conde Nast publishing house, which already produces women's glossy magazine in Russia in the premium category (Vogue), launched its new project in the "middle market" category - monthly magazine Glamour. This is an international brand, published in 10 countries, existing since 1939 and historically originating in America. In Russia, the magazine will target the 18-35 age group. In terms of content, it will contain all the topics inherent in life style publications (fashion, beauty, celebrities, psychology, travel, cooking, social reporting). The publication was originally designed and will be published only in mini-format. Initial circulation - 300 thousand. 45-50% of the circulation will be distributed in the regions. The price for 1 advertising page is $11,000.

The client can also become a kind of partner of the publishing house. It is possible to release special applications that are made with the support of large advertisers. These apps provide more detailed coverage of specific topics, allowing advertisers to more clearly position their products. Examples include regular seasonal applications with reviews of new collections (March and September), as well as one-time projects: an application about watches, for example.

1.2. Market conditions for advertisers, advertising producers and advertising distributors

According to federal agency on Press and Mass Communications, as of September 1, 2003, over 41,000 publications were published in Russia. periodicals, including 23.7 thousand newspapers, 14.3 thousand magazines and almost 3 thousand almanacs, collections, bulletins and magnetic media.

Compared to 2000, the total number of print media increased by 15,000 titles (a 58% increase). True, the quantitative growth of periodicals is not accompanied by a significant increase in its total circulation - for last years he practically did not change. In 2002, the total circulation of newspapers amounted to about 8 billion copies, magazines - 520 million copies.

In the total circulation of newspapers, a third is accounted for by national publications, a third - by district and city publications, a third - by all the rest. Of the newspapers registered in 2003, three quarters are regional projects.

Among the magazines, the central publications of general demand are confidently leading (600 titles in total), the share of which in the total annual circulation exceeds 80%. Weeklies account for about 60% of the total annual circulation and a third of the annual volume (number of pages). The monthly circulation is approximately 35%, the volume is over 60% of the entire magazine market.

True, here we must remember that, as a rule, the declared circulation does not correspond to the real one, and even more so the sold one. As acknowledged not only by market participants, but also by officials of the Federal Agency for Press and Mass Communications, there is no effective circulation audit system in the country.

table 2

Growth in the number of Russian print media

Table 37

The structure of the Russian magazine market

	Share in the total annual circulation, in %	Share in the total annual volume, in %	Number of publications
Crossword
TV guides

Entertainment
Youth

Automotive
Business and economic
Interior, design, construction

The capacity of the printed press market (hereinafter referred to as the press) in 2003 is estimated at $745 million. Of these, $445 million went to the newspaper sector, which includes specialized advertising publications, and the remaining $300 million went to the magazine sector. The overall increase compared to 2002 was 24%.

At the same time, the share of periodicals in the entire media advertising market in 2003 did not exceed 28% - for the once "most reading country in the world" figure, perhaps, is very modest. In particular, the newspaper sector looks underestimated in comparison with other countries: Russian 17% against the global average of 30%.

Against the background of newspapers, the domestic magazine sector looks pretty good. Its 11 percent share of the media advertising market in 2003 is quite in line with the global average of 12 percent. However, the following fact is much more important here: according to the forecasts of the analytical center Video International, in the near future the share of magazines will grow at least slowly, but still, while the attractiveness of newspapers for advertisers will, on the contrary, decrease.

Market volume, $mln	Growth, %
all press	all press	all press

The advertising market continued to grow in 2004. This, of course, affected the increase in prices for advertising. In accordance with the laws of the market, when demand grows and supply remains at the same level, prices for advertising will inevitably increase.

In table. Figure 5 presents the data obtained in the course of a survey of specialists from media agencies, heads of commercial services of the largest publishing houses, heads of sales departments of leading outdoor advertising operators, heads of commercial services of major radio stations.

Last year, the press market grew, perhaps primarily due to the attraction of new and activation of old advertisers. Such a generalized conclusion can be drawn on the basis of a survey of heads of advertising and marketing departments of Moscow publishing houses. Although, of course, each edition lived its own way for a year, and each specialist has his own view on the development of the market.

We can note a general decline in advertisers' interest in newspapers: they lose in competition with television, magazines and other media. The rather high growth of 36% in the magazine sector can be attributed primarily to the appearance of new titles on the market.

According to the Federal Agency for Press and Mass Communications, in 2003 the number of magazines in Russia increased by 10% compared to 2002, while the number of newspapers increased by only 8%. And, since the magazine business is less politicized and, as a rule, focused on attracting advertising, it is quite logical that the magazine sector in terms of growth was twice as fast as the newspaper one.

Nevertheless, the activation of advertisers in the press is an objective fact. Over the past year, real estate companies, medical centers, retailers, banks, manufacturers and distributors of computer equipment have significantly increased their presence in periodicals (see Fig. 1).

At the same time, perhaps, we can talk about the stratification of advertisers by interests, caused by a clearer segmentation of the audience.

In recent years, the circulation of "yellow" publications has grown, and, consequently, they have become more in demand by companies involved in retail sales. There is now a rapid growth, competition is intensifying, advertising budgets are growing, and they go just to high-circulation publications. At the same time, advertising in the quality press is changing. The so-called elite advertising now dominates there: if real estate, then certainly elite new buildings, if cars, then high-class foreign cars, if services, then expensive boutiques, airlines, etc. In the quality press, advertisers are only interested in a narrow layer of people who can afford such a lifestyle.

The increased attractiveness of newspapers for advertisers in 2003 was also due to the general improvement of the advertising placement system in the regions. In 2003 almost all publications offered this service. Moreover, in million-plus cities, high-quality press has its own applications.

Individual publications based on the results of the last year can boast not just new advertisers, but also a whole product category. Cosmetics and perfumery began to be advertised in Komsomolskaya Pravda. Previously, these clients did not advertise in newspapers at all.

In terms of its attractiveness to professional intermediaries, the press is, on the whole, inferior to television, but it is quite comparable to radio and outdoor advertising: purchases of media agencies in periodicals last year averaged about half of the publishing house's advertising revenue.

With the growth of incomes of the population and, as a result, the increase in the audience of print media, especially image media, interest in them is increasing.

The main difficulties in purchasing advertising space include the high demand for top publications and the lack of premium positions in them, as well as the difficulties in implementing non-standard projects. Different printing base limits the possibilities of creative placement. Sometimes an agency has to think over several options for placement in different groups of publications - depending on their capabilities.

Publishers, of course, are aware of the difficulties that agencies and direct clients face. In this regard, the question of a coordinated policy in relations with advertisers becomes relevant. In principle, of course, we need to develop common rules of the game, at least agree on common technical requirements for advertising modules.

However, it must be admitted: publishers can agree on some general issues, but at the same time pricing policy each will still conduct independently.

In general, in conclusion, it is worth noting that the forecasts of Video International analysts promise a serious restructuring of the press market: growth rates are expected to be the lowest compared to other media, and a “black mark” has been presented to the newspaper sector. For example, its extremely modest 4% growth in 2005 means that some publishing houses will continue to grow their advertising revenue by 10-20%, while others will go into a deep loss. Therefore, closures, mergers and resales are indispensable.

In the past 2003, one can note not so much events as key trends that largely determined today's processes in the market:

Statement by Russian President Vladimir Putin and former Press Minister Mikhail Lesin on moving towards self-regulation of the media industry;

Experts call the trend of 2003 the enlargement of the market. There is a gradual capture of large market shares by large players and the displacement of small publishers. The most important last year was that the leading publications proved that they are getting ahead more and more.

Indirectly, these words are confirmed by the growth in 2003 compared to 2002 of the total volume of advertising pages of large Moscow publishing houses (see Fig. 2). Of course, these data cannot be considered as a 100% indicator of the success of a particular publisher, and besides, the number of titles produced must be taken into account - nevertheless, even such information gives an idea of who can be considered market leaders. Moreover, there is no need for special evidence that the leading publishing houses are engaged exclusively in business and therefore their products are in demand by the audience. Publications that live according to the laws of the market are aware of what they offer the market. They are constantly “synchronizing watches” with the audience, spend a lot of effort and money to promote their brands and products, and are active in organizing the distribution and sale of advertising.

On the whole, the press market, according to its participants, is still full of unclaimed publications. On the one hand, there is nothing reprehensible in this phenomenon: in a democratic country, everyone has the right to try himself in the publishing business, moreover, newspapers and magazines that are not in demand by readers practically do not participate in the advertising market. On the other hand, such publications, with their minimal audience coverage, still discredit the press as an advertising medium. However, if compared with Western countries, the domestic press market is far from being saturated.

Rice. 2. TOP - 10 publishing houses in terms of advertising space.

The year 2003 also marked the problems of the industry, the first of which experts recognize the shortage of personnel. With all the seemingly rich choice on the market, there is a catastrophic lack of both competent managers and journalists. Today the image of newspapers is much better than their actual content. The profession of a journalist is no longer considered prestigious, and the most qualified personnel have gone to higher-paid positions in various PR services. The professional level of journalism graduates has noticeably decreased. If we consider the quality press, then it is more likely to be engaged in a kind of scientism than a real understanding of the problems. In the "yellow" press, depoliticization and de-ideologization are clearly visible. There some serious things can be found only in custom articles.

Representatives of the mass media also complain about the decline in the professional skills of journalists.

It is unlikely that the personnel issue will be resolved in the near future. The most effective means so far, perhaps, remains a simple repurchase of specialists. Although it is possible to give examples of a more systematic approach to solving this, of course, a topical issue: in particular, in 2003 InterMediaGroup CJSC (the main brand is the TV guide Antenna-Telesem, in 2004 InterMediaGroup finally merged with the Publishing House AFS ”) introduced nominal scholarships for students of regional universities.

The scourge for publishers also remains the domestic printing base, which is far from the needs of the time. According to the Federal Agency for Press and Mass Communications, the vast majority of journals in 2003 were printed in Russian printing houses. The foreign printing base (primarily Finnish, Slovak, German and Lithuanian) was used by only 250 publications, but they account for 55% of the total annual circulation and more than 50% of the total volume.

In 2003, this problem remained unresolved, but positive developments nevertheless emerged: Prof-Media Publishing House announced the construction of its own printing house in the Moscow region. Builds its own printing house and Publishing House "Extra M Media". It is planned that they will be put into operation this summer.

In the meantime, due to the imperfection of the printing base of the newspaper, there are not enough advertisers focused on color media. These include real estate clients, banks and various financial institutions, car distributors.

This explains the rate of individual publications on color thematic supplements. They have been practiced by newspapers for more than a year and, perhaps, have proved their worth. The monotony of such tabs reduces their effectiveness: different newspapers all have the same face. At the same time, their A2 format remains a controversial issue. It is more justified to make not a simple thematic tab, but a permanent application like Kommersant-Weekend.

It is noteworthy that in 2003, Kommersant Publishing House launched another weekly supplement to its title newspaper, Kommersant-Sport. Moreover, according to Valeria Lyubimova, thematic colored tabs are still "profitable and successful."

One of the most painful problems for glossy magazines and business weeklies is strong alcohol advertising. In 2003, for the first time, publishers made an attempt to unite to amend the Law on Advertising.

Finally, there remains one more extremely painful issue - distribution, "the most corrupt", according to the unanimous definition of publishers, business. The fact that distribution seriously hinders the development of the press market is recognized by all its participants. Even those who managed to establish their own distribution network.

Despite calls for order from distributors, the Press Guild and other associations, chaos remains. The advertiser needs guarantees that the publication in which he is placed will be available to his target group. Most publications cannot give such a guarantee. The behavior of distributors sometimes nullifies the huge efforts of publishers.

Moreover, despite the various initiatives of publishers to resolve this issue, it is probably not necessary to expect any cardinal changes in the near future. President of the Union of Publishers and Distributors of Printed Products (SIRPP) Olga Nikulina believes that there are no objective prerequisites for this. “Until the publishers' mentality changes, until they adopt Western technologies and start making serious investments in distribution, there will be no restructuring of the distribution market,” says the head of SIRPP. - Are publishers ready to invest in distribution, as in the West, 30% of their income? They cannot change the market only by their desire. Today everyone says: distributors need to change. Why? Everything suits them just today.”

The situation can be reversed only by the active expansion of large Western publishing houses, which will come with their own capital, famous products and, most importantly, well-established technologies. In this regard, the opening of the Russian representative office of the German concern Axel Springer AG can be called a landmark event in 2003.

However, the leaders of the world publishing business have already come to Russia. Although their presence will increase in the future, today Russia, along with Southeast Asia, promises rapid returns on investment. Will Western publishers be able to dictate their rules of the game to distributors? The question is still open.

Most of the Russian advertising market is currently still occupied by four advertising groups, which control more than half of the advertising on national television and other media. These are (in alphabetical order): ADV Group, BBDO Group, Starcom MediaVest Group and Video International group of companies. The basis of a strong market position is primarily provided by international clients, most of which are part of the network's client list. An important success factor is the high professionalism of Russian top managers of these companies. This allows, on the one hand, to competently manage a business, and on the other hand, to organize the training of new specialists within their own agencies, both in creative disciplines and in the media. Of course, this affects the quality of work with Russian advertisers and increases the demand for such agencies from non-global clients, which in turn strengthens their position in the market from this side.

Global advertising holdings have established themselves in our market for a long time and quite firmly. Now almost all world leaders in the advertising and communication industry are present here - Interpublic, Omnicom, Publicis, WPP and others. It is characteristic that in Russia different agencies from the same world holding are included in different local advertising groups.

If we talk about changes in the representative offices of holdings in Russia, then last year they affected the Havas holding in Russia. In addition, at the beginning of 2004, one of the advertising agencies in Russia changed its name - United Campaigns Publicis became known as Publicis United, having given the majority of its shares to the largest French advertising corporation in Europe, Publicis Groupe.

As far as local agencies with Russian capital are concerned, with the exception of the appearance of Rodnaya Speech and the formal transfer of Sales Up under the wing of Havas, no fundamental changes have taken place. There are still few Russian agencies among the market leaders (we are not talking about affiliated structures), and they do not play a fundamental role. Although in the last year there has been a tendency to strengthen local agencies and more clearly organize their work, which creates the basis for their growth.

Among the trends inherent in the market of creative services, experts name the following.

The quality of creativity is generally growing, albeit at a slow pace. There continues to be a clear gap with the leading Western markets when it comes to the quality of ideas. This is caused by a number of factors. Firstly, relatively low prices for placement on TV. Advertisers, especially large ones, are still afraid to take risks and are steadily gaining the necessary marketing indicators due to media weight. Secondly, unlike the West, commodity markets in Russia as a whole are not yet sufficiently filled, the competition is relatively low, and aggressive and well-thought-out marketing using bright ideas is not required to occupy key positions. This also explains the still embryonic state of such a discipline as strategic planning.

The level of creativity in all media, except for TV, remains extremely low - in print, in outdoor advertising, on the radio. The reason is that television is relatively cheap, and therefore the demand for this medium is high. TV campaigns receive a lot of attention from both the customer and agencies. As a rule, everything else is done on a residual basis. Payment for creative services is increasingly shifting towards a fee-based scheme. According to the heads of leading creative agencies, the fee/commission ratio is currently around 60/40 in terms of value. The trend reflects the ongoing diversification of services in the market. It can also be explained by economic reasons - the growth of media budgets, high media inflation.

Prices for creative, unfortunately, practically did not increase, although the intensity of work increased significantly. The terms for which the creative must be invented and produced have been greatly reduced. Everything was needed faster, more urgently, more and better. Because if before, in order to increase sales, it was enough to surprise the consumer with a beautifully shot video about the brand in general, but now you need to restart the packaging, release a new variety of something, and earlier than competitors, etc.”

Also, low salaries in the industry and the process of total buying of specialists by mid-level agencies are putting great pressure on the economy of agencies, which turns into a serious problem, since market leaders actually become donors for the entire industry.

Let's clarify what we mean by advertising agencies. These are companies that provide services in the field of marketing communications. In these tables, only the segment by ATL service is presented. The companies are grouped into three types: creative, media and full cycle agencies.

The tables list the agencies that serve the largest clients in terms of advertising placement in Russia (TOP-100 according to TNS Gallup AdFact, period - 2003, all media).

Agency		Group in Russia
B&P/chemistri Moscow	Publicis Groupe S.A.
	Omnicom Group Inc.
	Omnicom Group Inc.
	Omnicom Group Inc.
Leo Burnett Moscow	Publicis Groupe S.A.
	Interpublic Group
McCann-Erickson Russia	Interpublic Group
Young & Rubicam Moscow
Native speech

Agency		Group in Russia
B&P/chemistri Moscow	Publicis Groupe S.A.
	Omnicom Group Inc.
	Omnicom Group Inc.
	Omnicom Group Inc.
Leo Burnett Moscow	Publicis Groupe S.A.
	Interpublic Group
McCann-Erickson Russia	Interpublic Group
Young & Rubicam Moscow
Native speech
Agency		Group in Russia
B&P/chemistri Moscow	Publicis Groupe S.A.
	Omnicom Group Inc.
	Omnicom Group Inc.
	Omnicom Group Inc.
Leo Burnett Moscow	Publicis Groupe S.A.
	Interpublic Group
McCann-Erickson Russia	Interpublic Group

Agency		Group in Russia



Bates VIAG Saatchi&Saatchi Advertising	Cordiant Group / Publicis Groupe S.A.	Video International
Euro RSCG Maxima		Maxim Communications Group
Gray Worldwide: Russia	Gray Worldwide: International	Gray Group Russia
	Interpublic Group	Media Arts Group

Rapp Collins Ltd. Moscow branch	Omnicom Group Inc.

	Omnicom Group Inc.
	Omnicom Group Inc.
TBWA\WorldHealth	Omnicom Group Inc.

United Campaigns Publicis	Publicis Groupe S.A.


		Video International

2. Main part: Directions for improving the effectiveness of advertising technologies in glossy magazines

2.1. Increasing the relevance of advertising in print media

Relevance - the importance, significance of something at the present time, modernity, topicality. Relevant advertising, in my opinion, is advertising that meets the needs of the consumer at the moment.

From my point of view, no one looks at advertising in a magazine. This simple truth was long and stubbornly ignored by many advertisers, carried away by unprecedented printing opportunities. Of course, after the blind monochromatic printing of free advertising newspapers, the glossy full-color glamor publications are mesmerizing. But the result of the invested funds is still not the aesthetic pleasure of the customer himself, but the growth of brand recognition and the growth of trust in it.

And here it turns out that many advertisers underestimate the huge opportunities that a good magazine holds. After all, he is a good, high-quality magazine - they read it. And if Moscow has switched to the so-called New York style of consumption - when the main thing is to flip through, not to read - then other Russian cities are still reading.

The very essence of any magazine is a qualified interlocutor. If the magazine is about fashion, then the interlocutor is strong in matters of style, if the magazine is about drilling rigs, then the interlocutor knows a lot about drilling and engineering.

Involuntarily imbued with respect, you begin to read more carefully, listen to the opinion.

That is why, for example, in a journal it is expedient to constantly introduce new headings. They are designed to ensure that the partner-advertiser can bring to his potential buyer maximum information about the merits, advantages, and new products. And at the same time to do it unobtrusively, softly, interestingly. The most effective advertising is the one in the process of consumption of which its addressee receives maximum pleasure.

Here are some simple examples.

allows you to show how the restaurant develops and strives to surprise visitors;

shows the level of professionalism of the chef;

allows you to unobtrusively remind yourself and about the features of your kitchen.

Rubric "Man and his machine". For the reader this interesting information, which allows you to compare the personal qualities of a famous person in the city and the technical characteristics of his car. Fortunately, folk wisdom claims that one will definitely be similar to the other. And Stephen King even in one novel suggested that the car chooses its driver, and not vice versa. For sellers of modern cars, the article is a great opportunity to talk about the model not in the language of dry numbers, but to create its image. For the image, as you know, and buy most modern cars.

The section "What to give" is a great opportunity to save the reader from eternal torment, how to be original and at the same time practical, giving a gift. And still spend as little as possible. Agree, the mass of goods and services, even today, can be in demand much more widely if they move into the category of generally accepted gifts, displacing traditional flowers, brandy flasks, photo albums and jewelry on a pedestal. So the benefit of the advertiser is obvious.

Headings "What to give yourself", "How to celebrate ...". "What to celebrate in January" and "Where to go (drink beer) (meet classmates), (celebrate a deal) - this is an entertaining read and at the same time an ideal platform for discreet, latent and therefore even more effective advertising for restaurants, bars, expensive drinks and products and services.

There are platforms for even more subtle advertising. For example, the heading "The most expensive in the city" (we can talk about the most prestigious houses, the most fashionable cottage settlements, the most unusual cars, boutiques, tourist routes). The advertiser's interest is understandable - it is both direct and image advertising, and simply placing ads next to the most readable material.

In the next paragraph, I will offer methodological approaches to improve the effectiveness of magazine advertising.

2.2. Improving the effectiveness of advertising in the magazine

It is desirable that advertising texts convey feelings of delight and enthusiasm to the reader, but try to avoid excessive pressure on the client. Your goal is to get the reader into a state of joyful excitement so that they are ready to gladly give away their money.

It is necessary to write the text in the same style as if you wrote a letter to a friend - you must contact the buyer directly. It is necessary to present your product as necessary, desired - to emphasize that "everything is fair."

The title of the advertising text should be informative and effective. An attention-grabbing headline draws attention to the benefits of the product. Do not use two or three calls in one line. It is necessary to choose the most successful one, and save the rest for the following paragraphs.

In the description, it is important to emphasize WHY the product is needed. It is advisable to draw the reader's attention to the value of this acquisition for him, the client. It is necessary to create an atmosphere of trust. Will the product make me better, richer, give me a sense of security? Is it possible to get rid of anxiety, illness with it? Why would anyone want to buy it?

You also need to acknowledge what the product cannot provide, and then remember to describe the benefits.

In the end, you can once again formulate the main benefits of purchasing a product. If a special prize is offered for an immediate order, you must write about it. You need to find a convincing reason why you can not postpone the purchase of goods, but you need to ORDER RIGHT NOW.

Headlines like "Do this and get that" are very attractive, but they are more like book titles. “Who else wants what the product or service provides” is an alternative approach to writing a message to the reader. The existing psychological factor of wanting to belong to a group, to do and have the same, creates a sense of prestige and increases the motivation to buy.

In the title and in the text itself, the words “you, you” should be used more often. After all, you're talking to one person in your ad, and the reader wants to feel like they're talking to them.

Text formatting and styling can also draw attention. To arouse the interest of the reader, you can use unusual combinations of colors or, on the contrary, simplify the text so much that it will stand out precisely because of its “ordinary”. It is important not to get too carried away with graphic and artistic details. Graphics should help to create an atmosphere, and not be an independent work of art. Any illustration for a product should promote the sale and show the salient features of the item. Once the reader's attention is captured, the only way to keep it is to communicate the benefits of the offer as quickly as possible.

It is necessary to mentally imagine your client, describe his main needs and desires. Put yourself in his place, ask: “Would I like to read the ad? What attracts me to it? Make an outline of the text in the form of an appeal to the desires and emotions of the reader, to the aspirations of his ego.

“Wish” should be a part of the text that presents the characteristics of your product and convinces the buyer of the need to take an “action”, i.e. in purchase.

It is necessary to provide the client with facts proving the benefits of the product - research shows that at least 80% of people who read ads are interested in the reliability of the information they offer.

Thus, the more facts will be given, the higher will be the credibility of the ad and the higher the likelihood of a sale. People use facts to convince themselves and others that they did not fall for the bait of a cunning huckster, but really got a real thing.

You can add your own feelings from contact with the product to the description. Heavy, light, soft, fragrant... Does the color vary when viewed from different angles? What does the item look like? How much does it weigh? What smells? What does it feel like? Big or not?

Consumer characteristics of goods - this is the information that interests the buyer most of all. Ultimately, relying on this data, the visitor decides to place an order. You can increase sales by appealing to the imagination of the client. Experienced traders know that it is effective to remind the buyer about the happy moments of his life or dreams that have not yet come true. Does the product remind you of any place and time? Does it touch any strings of the soul? Did you purchase this item under unusual or mysterious circumstances? Have you ever seen something like this?

It is necessary to professionally express your thoughts and maintain the desired tone of letters. The "voice" should be friendly, but not too chatty, charming, but at the same time professional. It is better to avoid excessive frivolity, arrogance or familiarity.

2.3. Market Development Forecast

As the market develops, it will become more and more fragmented, the leading advertisers are gradually losing their share, and therefore the share of large agencies is gradually decreasing. But this is in theory, but in reality it is too early to talk about significant changes in the Russian media market - Video International, ADV Group, media agencies BBDO and Starcom MediaVest occupy almost 60% of the media market, and there were no big changes in their positions last year.

The coming years will be a period of active development of the advertising industry in the regions. More and more advertisers from the regions will come to agencies, and this is already happening. From the point of view of the effectiveness of the advertising business, it makes no sense to open representative offices in other cities. After all, all the best resources are concentrated mainly in the head agency, respectively, quality can only be guaranteed if resources are not scattered.

Another market trend will be the allocation in advertising groups of divisions dealing with certain areas of advertising and marketing activities(event marketing, direct marketing, internet marketing, product placement, etc.).

According to experts, over the past 4 years, along with the rapid growth of the advertising market, types of marketing communications have also grown (an increase in this segment was 30-40% per year). Now, when the marketing part of the industry is being formed, its natural segmentation is taking place. This is due to the fact that the market is growing, more orders, respectively, need to specialize. You can't be an expert in everything. This trend takes place within advertising networks. In each agency, specialists are allocated in a certain direction, and thus a new direction of activity is formed.

This is obviously due to the fact that advertising groups are striving to diversify their business, as well as the growing demand from advertisers for certain types of communication activities. A unit that specializes only in a particular area of activity can provide a better service in this area, in contrast to a full-service agency.

Conclusion

The advertising market in our country as an economic concept was formed in our country only in 1992 and, therefore, has a short biography. Despite the fact that advertising existed in Russia before the revolution, during the NEP period, and on a limited scale in Soviet time, the advertising market began to develop rapidly only in the 90s of the XX century. Moreover, the development of the advertising process is constrained by the underdevelopment of the Russian market for goods and services, as well as the low purchasing power of the population. In addition, not all Russian manufacturers have realized that it is not enough to create a product. To sell it, the product must be advertised.

One of the advantages of magazines is the quality of advertising. Especially in glossy magazines, where almost any drawings and photographs are reproduced without distortion.

9. Together with printed publications, you can run special promotions, contests, place coupons and establish feedback with the buyer.

The main trends in the market development are as follows:

Statement by Russian President Vladimir Putin and former Press Minister Mikhail Lesin on moving towards self-regulation of the media industry;

Consolidation/merger of publishing houses;

Growing conflict between publishers and distributors;

Activation of publishers and public associations.

The main problems of the domestic press market, perhaps, include:

Opacity of the industry (lack of statistics and circulation audit);

Outdated, non-working legal framework;

Lack of self-regulation mechanisms (agreed rules for working in the market, control and responsibility);

Insufficient strength of public associations;

Distribution system that does not meet the requirements of today's market - both wholesale and retail sales and subscription;

Lack of modern industry standards;

Lack of professional staff (especially in the regions), lack of professional educational programs and advanced training methods.

In my opinion, the prospects for the development of the glossy magazine market are associated with a period of active development of the advertising industry in the regions. product placement, etc.).

As measures to improve the effectiveness of advertising in glossy magazines, it is recommended to constantly introduce new headings. They are designed to ensure that the partner-advertiser can bring to his potential buyer maximum information about the merits, advantages, and new products. And at the same time to do it unobtrusively, softly, interestingly. The most effective advertising is the one in the process of consumption of which its addressee receives maximum pleasure.

Bibliography

Degtyarev Yu.A., Kornilov A.V. - “Trade advertising, economics, art, Moscow, 1989.

Zavyalov P.S., Demidov V.E., Formula for success: marketing, M .: International relationships, 1991

Audience coverage depends on the actual circulation and on how many readers one copy of the magazine has.

People by nature tend to trust advertisements. If we talk about cosmetics advertising, then almost 70% of girls and women who use cosmetics say that they buy this or that product, partly guided by advertising. That is why cosmetics manufacturers take advertising very seriously. It is very important not to disappoint the consumer with advertising, but, on the contrary, to acquire more and more regular customers.

The word cosmetics comes from Greece, and means - "the doctrine of the means and methods of improving the appearance of a person." Many cosmetics were produced in Greece.

Cosmetics are also called means and methods of skin, hair and nail care, used to improve the appearance of a person, as well as substances used to give freshness and beauty to the face and body.

IN modern world The list of cosmetics includes a wide variety of products:

Creams, emulsions, lotions, gels and oils for the skin (hands, face, feet);

Face masks;

Powders, hygienic powders;

Toilet soap, scented soap, etc.

Deodorants and sweat products;

Perfume, toilet water, cologne;

Hair care products (shampoos, conditioners);

Nail care products, nail polishes,

Lipstick, lip care products;

Personal care products;

Tanning products;

Hair styling products (varnishes, foams, sprays);

Toothpastes and dental care products;

Shaving products (foams, creams, lotions).

Very often cosmetics ads can be found on the pages of glossy magazines, it is worth scrolling through the magazine, the pages are replete with ads. cosmetic products with the participation of models: women and men. Consider the features of advertising in the press, in glossy magazines, what kind of advertising it is, its advantages and disadvantages, as well as the audience targeted by advertising in the press.

Features of advertising in the press. Advertising in glossy magazines

Print advertising is the most common form of advertising worldwide. This is due to the fact that such advertising appeared somewhat earlier than all other types of advertising and is one of the easiest ways to convey information about the product to the consumer. Since its inception, many varieties of print advertising have appeared.

The most common print ads are newspaper and magazine ads. Their big circulations provide low cost of one advertising contact. The duration of the impact of a newspaper advertisement is approximately one to two days, a magazine advertisement is from one week to one to two months (however, this period can be much longer if the magazine is, for example, in the lobby of a beauty salon or hotel).

Magazines - like weekly or monthly mass publications, are one of the most effective (effectiveness - effective achievement of goals) advertising channels. Glossy magazines have a special place because they shape the lifestyle of their readers, including the need for products.

The history of gloss is long and thorny. The first magazines with "fashionable pictures" appeared in the 18th century in Europe.

In pre-revolutionary times, rebels read underground newspapers, and ladies who care about their beauty read fashion magazines.

Such publications became “glossy” later, when the paper industry and printing technologies made it possible to replace rough, yellowish paper with smooth, as if varnished, glossy pages with photographs - first colored and then colored.

Initially, glossy magazines were predominantly for women, but now there are also men's, children's and specialized magazines. Specialized magazines are devoted to a particular industry or activity. Their peculiarity is that they contain advertisements that are directly related to the issues raised in the magazine. For example (referring to the topic of the study, relevant examples will be given), in a women's magazine, which is dedicated to women's issues: fashion, self-care - about the skin of the face, body, hair. In such a magazine that publishes articles on these topics, gives various advice and comments on these aspects, it would be appropriate to place advertisements for clothing stores, cosmetics (cosmetics for face, body, etc.) and brands on the pages of the magazine.

The audience for which the magazine is oriented is specialists in a particular field of knowledge. Advertising must be addressed to a particular audience, otherwise advertising will be useless. The effectiveness of advertising in specialized magazines is higher due to its more accurate positioning. The message is received by a specific circle of readers. Thus, advertisements in women's magazines such as Glamour, Vogue, Cosmopolitan viewed by women who may be interested in topics, articles on fashion, makeup, etc., as well as advertising of fashionable clothes and cosmetics.

In a special group of glossy magazines, one can single out the so-called magazines lifestyle(Lifestyle). The magazines of this group do not have a clear focus on any group; in general, they promote a certain lifestyle that seems ideal to their readers. Basically, these magazines write about fashion trends at one level or another. happening in the world). and the world of luxury. The most authoritative of them are able to write about fashion, about luxury as a certain aspect of cultural life, revealing the philosophy of style, talking about fashion brands, their meaning in life.

Reading magazines lifestyle, the reader gets an idea of the lifestyle of a certain social group to which he wants to belong or already belongs. This category includes the journal "Liza", which is not aimed at any particular group of consumers. "Liza" promotes a certain way of life in various aspects, the published articles are articles for housewives who are given advice on how to keep the house clean, tidy, how to wash dishes properly, there are also articles for business women who are given instructions on how to properly plan the day, articles for mothers and carefree young girls who, taking care of themselves, are interested in new products from the world of cosmetics and fashion for their beauty. These are articles for cat lovers and dog lovers, as well as for travel lovers and those who are going to change the interior of their home. In addition, the journal includes articles on psychology, articles on legal issues.

To the group's journals lifestyle can also include a magazine Shape, also includes a variety of articles: about health, fitness, psychology, beauty, leisure.

Advertising in glossy magazines is a world of luxury. And each reader is given the opportunity to join this world, or at least look at it. Each reader is also given the opportunity to figure out what is fashionable, stylish, prestigious, how to behave, how to look, and of course - without knowing what facts from the biographies of stars, one cannot be considered a cultured, knowledgeable person in life. How to dress, how to smell, what cosmetics to use. The main heroine of any "gloss" is always Fashion. It can change - capricious, stellar - only the interest of consumers in it always remains unchanged.

However, directly advertising cosmetics in glossy magazines is divided into types depending on the consumer segment. Each type of advertising depends on the characteristics and needs of a particular segment. Specialists classify the following types:

Cosmetics advertisement class mass market. Mass Market- These are cosmetic products intended for the mass consumer. As a rule, these cosmetics are used for skin care, hair care, and nails. Representatives of such cosmetics are brands Nivea, Garnier. Class cosmetics advertisement mass market can be seen both in expensive glossy magazines and in cheaper ones.

Cosmetics advertisement deluxe class. Luxe cosmetics include products of the world's largest brands - Biotherm, Lancome, Chanel, Estee Lauder etc. The history of these cosmetics goes back decades, the names of the brands are on everyone's lips. Advertising of this class is mainly distributed in expensive glossy magazines. This happens for the most part because these publications are bought by an already interested the target audience, and there are not so many consumers of cosmetics of this class.

The benefits of advertising in magazines - in the "gloss" include the fact that there are quite a lot of them, their long life cycle, high quality images and wide opportunities for promotion of goods. Firstly, magazines are published once a month (most magazines, some of the magazines once a week or two), are read for quite a long time, and, as a rule, not by one person, but often pass from hand to hand - between colleagues, relatives, friends .

Glossy magazines are printed on thicker and higher quality paper, with captivating light texts and high-quality pictures that preach a certain lifestyle that is ideal in the understanding of magazine readers. Magazines have a more durable cover (glossy). The fact that the publication focuses on a certain lifestyle, telling what clothes to wear, what cosmetics to use, what colors and means in general, what performances and events to go to, what perfume to choose, what to smell - this gives more opportunities to create the desired image of the product and brands, the brand as a whole.

Advertising in glossy magazines is not so much informational as image character. It is more profitable to order graphic blocks or articles in magazines than advertisements, because in the graphic blocks you can show, represent the way of life, its correspondence with the product, with the brand, with the brand. Under the articles (it will be appropriate), you can advertise a product, a product that matches the topic of the article.

The disadvantage of advertising in glossy magazines is the lack of mobility, since most magazines (mostly expensive glossy magazines) come out once a month. Because of this, it is appropriate to place advertisements in expensive glossy magazines that come out once a month. expensive goods- expensive perfumes, cosmetics, clothing accessories. In magazines that are published more often, such as "Lisa", "Worker", it is possible to advertise less expensive products, create less luxurious images, more everyday ones. This fact can be explained by the fact that magazines that come out once or twice a week are cheaper than magazines that are bought once a month. Most likely, lower priced magazines are popular with people who want to spend less money on the magazine, on the images in it, on the lifestyle that the magazine offers. There is no point in advertising super-expensive products in it.

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1.1 Features of advertising in the press. Advertising in glossy magazines

The history of gloss is long and thorny. The first magazines with "fashionable pictures" appeared in the 18th century in Europe.

In pre-revolutionary times, rebels read underground newspapers, and ladies who care about their beauty read fashion magazines.

The audience for which the magazine is oriented is specialists in a particular field of knowledge. Advertising must be addressed to a particular audience, otherwise advertising will be useless. The effectiveness of advertising in specialized magazines is higher due to its more accurate positioning. The message is received by a specific circle of readers. Thus, advertisements in women's magazines such as Glamour, Vogue, Cosmopolitan will be viewed by women who may be interested in topics, articles on fashion, makeup, etc., as well as advertisements for fashionable clothes and cosmetics.

The so-called lifestyle magazines can be singled out as a special group of glossy magazines. The magazines of this group do not have a clear focus on any group; in general, they promote a certain lifestyle that seems ideal to their readers. Basically, these magazines write about fashion trends at one level or another. happening in the world). and the world of luxury. The most authoritative of them are able to write about fashion, about luxury as a certain aspect of cultural life, revealing the philosophy of style, talking about fashion brands, their meaning in life.

By reading lifestyle magazines, the reader gets an idea of the lifestyle of a certain social group to which he wants to belong or already belongs. The magazines of this category include the magazine "Liza", which is not aimed at any particular group of consumers. "Lisa" promotes a certain lifestyle in various aspects, the published articles are articles for housewives who are given advice on how to keep the house clean, tidy, how to wash the dishes, there are articles for business women who are given instructions on how to properly plan the day , articles for mothers and carefree young girls who, taking care of themselves, are interested in new products from the world of cosmetics and fashion for their beauty. These are articles for cat lovers and dog lovers, as well as for travel lovers and those who are going to change the interior of their home. In addition, the journal includes articles on psychology, articles on legal issues.

The magazines of the lifestyle group include the Shape magazine, which also includes a variety of articles: about health, fitness, psychology, beauty, and leisure.

Advertisement for Mass Market class cosmetics. Mass Market - these are cosmetics intended for the mass consumer. As a rule, these cosmetics are used for skin care, hair care, and nails. Representatives of such cosmetics are the brands Nivea, Garnier. Mass Market cosmetics ads can be seen both in expensive glossy magazines and in cheaper ones.

Advertisement for luxury cosmetics. Luxe cosmetics include products of the world's largest brands - Biotherm, Lancome, Chanel, Estee Lauder, etc. The history of these cosmetics goes back decades, the names of the brands are on everyone's lips. Advertising of this class is mainly distributed in expensive glossy magazines. This happens for the most part because these publications are bought by an already interested target audience, and there are not so many consumers of cosmetics of this class.

The benefits of advertising in magazines - in the "gloss" include the fact that there are quite a lot of them, their long life cycle, high quality images and wide opportunities for promoting goods. Firstly, magazines are published once a month (most magazines, some of the magazines once a week or two), are read for quite a long time, and, as a rule, not by one person, but often pass from hand to hand - between colleagues, relatives, friends .

Advertising in glossy magazines is not so much informational as image character. In magazines, it is more profitable to order graphic blocks or articles than advertisements, since in graphic blocks you can show, present a lifestyle, its correspondence with a product, with a brand, with a brand. Under the articles (it will be appropriate), you can advertise a product, a product that matches the topic of the article.

The disadvantage of advertising in glossy magazines is the lack of mobility, since most magazines (mostly expensive glossy magazines) come out once a month. Because of this, it is appropriate in expensive glossy magazines that come out once a month to place advertisements for expensive goods - expensive perfumes, cosmetics, clothing accessories. In magazines that come out more often, such as "Lisa", "Rabotnitsa", it is possible to place advertisements for less expensive goods, create less luxurious images, more everyday ones. This fact can be explained by the fact that magazines that come out once or twice a week are cheaper than magazines that are bought once a month. Most likely, lower priced magazines are popular with people who want to spend less money on the magazine, on the images in it, on the lifestyle that the magazine offers. There is no point in advertising super-expensive products in it.

One of the most effective channels advertisements are mass monthly publications, that is, magazines. Among them, a special place is occupied by glossy ones, because they do not just advertise any product or brand, they form the lifestyle of their readers, including the need for your products.
Initially, glossy magazines were predominantly for women, but now there are also men's, children's, and specialized magazines. The so-called life style can be distinguished into a special group. Recent editions do not have a clear focus on any particular age or gender group. They contain mostly easy-to-read entertainment material, but in general they promote a certain lifestyle that their readers find ideal.
Basically, all these magazines at one level or another write about fashion trends and the world of luxury. The most authoritative of them are able to write about fashion as a certain aspect of cultural life, revealing the philosophy of style, talking about the collections of famous couturiers as works of art.
By reading lifestile magazines, the reader gets an idea of the lifestyle of a certain social group to which he wants to belong or already belongs. A rather interesting phenomenon is characteristic of the CIS countries. The reader of domestic premium glossy magazines is more likely to strive for a promoted lifestyle than belonging to a rather narrow social stratum that can really afford it. This means that a glossy magazine for such readers becomes a tool for self-identification with a successful personality, and not a shopping guide, as is the case with Western glossy magazines. Based on this, you should build your advertising company in such publications.
As for the advantages of advertising in the "gloss", there are quite a few of them. Firstly, such publications come out once a month, are read for quite a long time, and, as a rule, not by one person, but often pass from hand to hand - between colleagues, relatives, friends, which is explained by the high cost of publication.
These magazines are printed on thicker and higher quality paper, and have a more durable cover (really glossy). This gives more technical options for graphic advertising. And the fact that the publication focuses on a certain lifestyle, telling what clothes to wear, what movie performances to go to, what perfume to choose to smell, etc. - gives more opportunities to create the desired image of your product and your company as a whole.
Advertising in glossy magazines is not so much informational as image character. Here it is more profitable to order graphic blocks or articles than advertisements.
The only disadvantage of this type of advertising is the lack of mobility, since the magazine comes out once a month. Therefore, this option is more interesting for expensive goods - cars, premium-class cosmetics and perfumes, jewelry, designer clothes, furniture, interior items. It is also the best channel for expensive spas, restaurants, fitness centers.

The influence of advertising in glossy magazines on consumer behavior. The influence of advertising in glossy magazines on consumer behavior Advertising placed on the pages of glossy magazines

Introduction

1. Analytical part: analysis of the advertising market in the Russian media

1.1. Forms and technologies for placing advertising information in glossy publications

1.2. Market conditions for advertisers, advertising producers and advertising distributors

2. Main part: Directions for improving the effectiveness of advertising technologies in glossy magazines

2.1. Increasing the relevance of advertising in print media

2.2. Improving the effectiveness of advertising in the magazine

2.3. Market Development Forecast

Conclusion

Bibliography

Features of advertising in the press. Advertising in glossy magazines

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1.1 Features of advertising in the press. Advertising in glossy magazines