MAGAZINES
Target audience
Magazine advertising was chosen as a medium to attract the interest of potential visitors that would be keen on attending the healthy lifestyle expo. Our research revealed that a large percentage of the population that were health conscious and active, purchased health and lifestyle magazines to keep them updated on different and new ways in which they can maintain such a lifestyle.
These individuals are very likely to be interested in attending such an expo and are most likely to take part of such an event, so we decided to advertise in a selected group of four specific magazines that are not only popular amongst such a targeted audience but may also be interested in promoting their magazine’s name at our expo as one of our stall holders.
The advertisements will reveal only small details of the expo in the first monthly release, and progress into a higher detailed advertisement revealing a few interesting stall holders, dates and times in the second ( and final) monthly release. This will hopefully gain the audiences attention and excitement for the final event.
Timing and frequency
The majority of the magazines are released on a monthly basis so we have decided to release our advertisements two months prior to the expo. The better homes and gardens magazine is released weekly and will therefore feature the advertisement each week for the two-month period.
The first monthly release of the healthy lifestyle expo will feature a half page, full colour advertisement located towards the centre of the magazine, the second monthly release will feature a full page, colour advertisement that will be a larger version of the first advertisement, with a few added details.
Cost effectiveness
The follo ...