Abstract In recent years, a wealth of literature has increased our understanding of cross-cultural differences in advertising content. Abernethy and Franke (1996) point out a gap in literature stating that "no study has examined the advertising information in any African nation, any part of the Middle East other than Saudi Arabia, or any of the economies in transition associated with the former USSR." The current study, therefore, investigates differences in content of magazine advertisements from the United States and the Arab world comprising twelve Middle Eastern countries and ten African countries. Differences in the depiction of men and women, the extent of comparative advertising, the extent of information content, and the extent of price information are hypothesized, based on the role of religion in forming values (Luqmani, Yavas and Quraeshi 1987), the level of individualism (Hofstede 1980), and whether the culture is high-context or low-context (Hall 1976), as well as economic differences. One thousand sixty-four ads from Egyptian, Lebanese and United Arab Emirates, as well as pan-Arabic general interest, family, and women's magazines, together with 540 ads from three U.S. general interest, family and women's magazines, were content analyzed. It was found that people are depicted less frequently in Arabic magazine ads. However, in ads in which people are shown, there are no differences in the extent to which women are depicted. In ads in which women are shown, they are depicted wearing long dresses, and tend to be pictured in ads when their presence relates to the advertised product. Also, in ads showing people, there are no differences in the extent to which male models are depicted. U.S. ads have more information content, provide more price information, and use more comparative advertising than Arabic ads. Implications for international marketers wanting to advertise in Arab magazines are offered. Limitations and extensions are also discussed. Show Journal Information As the premier journal devoted to the development of advertising theory and its relationship to practice, The Journal of Advertising serves as a public forum where ideas about advertising can be expressed and debated. The journal covers all research related to the various types of advertising, giving special attention to research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research. Other topics of interest recently covered include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising. Publisher Information Building on two centuries' experience, Taylor & Francis has grown rapidlyover the last two decades to become a leading international academic publisher.The Group publishes over 800 journals and over 1,800 new books each year, coveringa wide variety of subject areas and incorporating the journal imprints of Routledge,Carfax, Spon Press, Psychology Press, Martin Dunitz, and Taylor & Francis.Taylor & Francis is fully committed to the publication and dissemination of scholarly information of the highest quality, and today this remains the primary goal. Rights & Usage This item is part of a JSTOR Collection. Purchase a PDFPurchase this article for $30.00 USD. How does it work?
journal article Targeted Advertising in Magazine Markets and the Advent of the InternetManagement Science Vol. 60, No. 7 (July 2014) , pp. 1829-1843 (15 pages) Published By: INFORMS https://www.jstor.org/stable/42919636 Read and download Log in through your school or library Purchase article $30.00 - Download now and later Abstract This paper examines how the ability of traditional media firms to engage in targeted advertising has changed with the advent of the Internet. We find that the premium for reaching a homogeneous audience increases for magazines that have a companion website, as well as for those whose readers are more likely to be online. This indicates a complementarity between offline and online channels with respect to targeted advertising. We hypothesize that this result is driven by multihoming consumers who enhance the value of targeted advertising, in contrast to the usual assumption that multiple advertising messages are redundant. Journal Information Management Science is a cross-functional, multidisciplinary examination of advances and solutions supporting enhanced strategic planning and management science. Includes relevant contributions from diverse fields: Accounting and finance Business strategy Decision analysis Information systems Manufacturing and distribution Marketing Mathematical programming and networks Organization performance Public sector applications R&D;/innovation Stochastic models and simulation Strategy and design Supply chain management Publisher Information With over 12,500 members from around the globe, INFORMS is the leading international association for professionals in operations research and analytics. INFORMS promotes best practices and advances in operations research, management science, and analytics to improve operational processes, decision-making, and outcomes through an array of highly-cited publications, conferences, competitions, networking communities, and professional development services. Rights & Usage This item is part of a JSTOR Collection. What are the advantages of magazine advertising?Top 10 Benefits of Magazine Advertising. This is your target market. ... . What people take on in their time out. ... . Being noticed. ... . Reader confidence. ... . Opportunities to be seen. ... . Spin-off brand benefits. ... . Staying power. ... . Extra opportunities.. What is meant by magazine advertising?Magazine advertising refers to print ads which appear in magazines. Magazine advertising utilizes print to convey your business' product, service, or message in local- or national-scale magazines.
Which of the following is an advantage of using newspapers as an advertising media?Newspaper advertising is more affordable.
Newspaper advertising typically costs less per thousand readers than television, radio, and direct mail advertising. In addition, newspaper staff members will work directly with advertisers to create ads at no additional costs.
Which media of advertising is most effective?Social media marketing is one of the most effective ways to connect with your ideal customers online. Why? It all comes down to attention. And the fact of the matter is that basically everyone today is on social media and has their eyes glued to their screen.
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Recent studies comparing advertising in different media suggest that magazine advertising
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