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4 Not all magazines will have random ads splashed across their pages, especially those
with big names in the business. It is a well-planned strategy of assigning only certain kinds of issues with the right sponsors. For example, youth magazines will have
affordable services products from brand houses; fashion magazines will have expensive jewelry and clothes from well-known designers around the world, and so
on. 5
It is true that a lot of people collect magazines therefore lengthening the lifespan of an ad, which is one of the many objectives of advertising. It gives it the benefit to be
looked upon again and again.
2.9.2 The Disadvantage of Advertisement
Magazine advertising should be a small part of the overall marketing strategy. Advertising in a consumer magazine allows targeting a specific audience for the products or
services. For example, a fashion magazine geared towards women tends to be a good place to sell products or services that women will purchase. Magazine advertising should not be the
only source of advertising that use for the product and service. Focusing all of attention on magazines can cause to miss other segments of target audience. The disadvantages are
described as follows:
1 Advertising in consumer magazines can be costly. The cost for prime space in
a magazine with a high readership can be too costly for start-up businesses and those with small advertising budgets.
2 In magazines, it is necessary to plan and prepare advertisements months in
advance of publication. The longer lead time means that the target audience
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will not see the advertisement for months after we have committed the time and money to the advertisement.
3 When advertising in magazines, we will not have control of the placement of
our advertisement in relation to features and stories contained in the publication. This lack of flexibility can affect the way readers of the
publication view our advertisement.
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CHAPTER III RESEARCH METHODOLOGY
3.1 Research Method
There are two ways of making a scientific study: Library research and field research. The former means that one collects the data from book, journal, magazine or other written
sources from libraries. While the latter is done by asking such designed- question to a certain group of people in collecting the data with a questionnaire, doing one or more experiments,
or taking direct observation to the object being analyzed. In this analysis, the writer will use the descriptive analysis, in which it used to identify and classify the elements or
characteristics of the object, as it is considered the most applicable one for this kind of research.
In addition to this, the writer will use textual approach, by which is meant that the writer will first read the text and the references which support the thesis and then makes the
study from her understanding of those readings. Besides, the writer will also prefer the qualitative and quantitative approach. Quantitative approach is techniques are most often
used to collect, analyze, summarize and also percentage of the data.
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