Posted: June 22nd, 2015

The impact of the advertising in the magazine on the high-end product purchase preferences in women.

 

Contents

1. Introduction and research objectives …………………………………………………………… 2

1.1. Research Objectives ………………………………………………………………………..…… 3

2. Background ………………………………………………………………………………………………. 3
3. Methodology ……………………………………………………………………………………………. 4

3.1.  Secondary Research ……………………………………………………………………. 4

3.2.  Primary Research ……………………………………………………………………….. 5

3.2.1.  Qualitative research – Focus groups …………………………………………… 5

3.2.2.  Quantitative research – Survey ………………………………………………….. 7

4. Limitations ………………………………………………………………………………………………. 8
5. Value of Research …………………………………………………………………………………….. 8
6. Time-scale ……………………………………………………………………………………………….. 9

Reference list ……………………………………………………………………………………………… 10

 

 

 

 

 

 

 

 

 

 

1. Introduction and research objectives

The magazine currently has several important changes. Whether it is an expansion of the magazine, or to modify the model to a more modern style, including the expansion of the international magazine edition (Jourdan, 1999). Considering the content to be presented to the readers that have effect to the thinking, attitudes and values of some readers find in the magazine (Mitchell, 1986). For the visual reading will focus on eye-catching pictures and a brief annotation has increased because of the busy life of the city make no time to read a long story (Aaker and Stayman, 1992). And a variety of magazines that are more and more targeted at the Niche Market is evident from the magazine about the technology, such as computers that have a role in daily life more then the past (Olney et all, 1990).

 

The magazine currently has a variety of content based on the interests of each reader is required. As a result, the magazine is one to excite the consumer purchasing behaviour in a magazine ad. This is evident from women’s magazines that offer fashion dress, fashion views by inserting content to encouraging consumption (MacInnis et all, 1991). But later on, there are spaces for writing articles related to products in the pages attached to the front line. Most of the ads often about health and beauty care products are made as to articles about health coupled with ad page and present it always start with writing a column (Haugtvedt et all, 1992). Through the column of the magazine has also been advertising of those goods also included in the makeover of the magazine cover, especially fashion for or a modern style, flashy colours to stimulate interest from buyers and distinguished when placed on the newsstand. The magazine is regarded as an important tool in creating values (Puto and Wells, 1984).

 

From the history and importance of the issue. Suggests that advertising in women’s magazines such as image ads and articles convince them to buy (Cho and Stout, 1993). Actor, actress or models in a magazine that are dedicated to the product or a magazine cover also convince the consumer influence the buying decisions of women (Edell and Burke, 1987). The researchers are interested in studying advertising in the magazine that influences the buying decisions of readers. The purpose of this research is the following.

 

 

 

 

 

• Research objectives

1. To study the female demographic that influences the decision to buy the product from advertising in women’s magazine readers.
2. To study the behaviour of reading ads, ad content and advertising in the women’s magazine that affect the decision to buy the product from advertising in women’s magazines readers.

 

2. Background

The changing of women’s magazine in the world shows that magazine is a business that provides services to advertisers, to earn money to a company that sells products and make the magazine’s revenue (Shimp, 1981). Thus, the advertising is very important due to the social has stepped into a consumer society which is able to provide access to the ideas and spirit of readers (Clarke and Belk, 1978). The role of the reader and the magazine has changed from the previous focus on the role of the media to provide information and education to a heavy emphasis on entertainment and serving in publishing and advertising (Burton and Lichtenstein, 1988). However, the magazine should try to maintain a balance between encouraging consumerism to provide readers with the knowledge that the information is accurate. It can be seen from the results of advertising in women’s magazines on the presentation of a stimulus to consumption (Bendixen, 1993). Women’s magazines are published to the target directly affect the purchase of the magazine with a trend toward consumer goods than necessary. The magazine should take into account the benefits to society than benefits to organizations that profit from advertising (Anderson and Jolson, 1980).

 

Various media released to the public is media that is accessible to the consumer as much as the media that can be stored for the lifetime of the ad, so it is not quite long enough to allow consumers to easily forget. The important factor is can target consumers than other media (Cacioppo and Petty, 1982). The characteristics of the magazine with a colourful graphic design all feature prominently and meaningful appeal readers as well as clear on what the media want (Mitchell and Olson, 1981). The manufacturer or an advertisement must be realized that at least not as part of an illustration, headlines, body copy, branding and slogan are all elements that are important to the ad (Stayman and Batra, 1991). Especially, headline, advertising content and advertising slogans in front of the magazine. When the visual appeal succeeded. The next step is to attract and allure with words (Krugman, 1967). This kind of language used is linked to the visual aid and will help to convince consumers to buy products that they want in the end. The use of writing strategies to increase reliability, such as the use of psychology and creative principle advertise with AIDA (Attention Interest Desire and Action) to attract the attention of buyers (Batra and Ray, 1986). It may be used to create new metaphors word that easy to remember and make consumers do not feel that this was a forced purchase (Bagozzi et all, 1999).

 

The motivation in advertising is critical to the success of advertising (Gardner, 1985). In all successful ads, it can be used as an incentive to meet the needs or desires of the customers buying decisions. These falls into two major categories of reason incentives and incentives emotionally that results in a purchase decision (Scholten, 1996). Purchase decision is a step that consumers are ready to make a decision for the choice has already given the choice, so what happens at this stage is willingness to commit to buying any products or brand Intention to purchase is required to cause the purchase (Hill and Mazis, 1986). There are other factors to get involved with the decision whether to buy or not including readiness to contribute to making a purchase. Risks that the buyer will have to meet are the quality of advertising, products, or possibly that the quality not worth the price (Childers et all, 1986). Most of consumers are stuck with the product itself that they used to buy as a habit before deciding to buy the product or service because of the media presented the benefits that consumers will get on (Baker and Lutz, 1988). Ads also provide information to the comparisons between products. The presentation side (Two-Sided Message) gives the audience a more informed decisions with advertising, took part in a poke to encouraging the purchase decision (Krugman, 1977).

 

 

 

3. Methodology

 

3.1 Secondary research

Literature Review

A critical review the previous academic literature on the influence of magazine advertising on the women’s purchasing decision on luxury brands will be conducted. With reference to the consumer behaviour, through a number of journal articles, online databases and other sources of information available, the secondary research will provide a basic framework to assist in designing primary research.

 

3.2 Primary research:

Mixed researchs method will be provided in two forms: qualitative and quantitative research design. It will examine women’s behaviour towards selected high-end products (qualitative), which will consequently inform the stage of quantitative data collection. Primary research might involve conducting a survey or running an interview or a focus group and observe behaviour.

 

3.2.1 Qualitative research – Focus groups

Five focus groups are conducted with eight to twelve participants in each focus group. Our interest is to know how the advertising affects and interact with the taste and purchasing behaviour of women on luxury brands. The complex relation between attitudes, opinions, and behaviours related to purchasing decisions were not captured fully by traditional surveys. Therefore, we need to develop a more natural and non-structured manner of focus group discussion to investigate the advertising effect on participants’ preference of luxury brands. The main features of focus groups are described below:

Number of groups:	4
Number of participants:	8-12
Selection of procedure:	Pre-screening criteria, seleciton via invitation
Length of time:	1.0- 1.5 hours
Recording:	Video tapes and observation notes

 

 

The participants will be homogeneous and recruited based on some criteria as follows:

 

Sex:	Female only
Occupation and Age:	Students	18-25
	Professionals	26-64
	Housewives	18-64
	Pensioner	65+
Attitudes and interest:	Participants must have interested in luxury brands/ trendy fashion
Magazine advertising exposure:	Participants must have been exposed to at least 1 magazine advertisement on a luxury brand within the last 6 months.

 

A moderator will lead and develop the focus group discussions along a focus group agenda, a set of broad advertising topics including:

1. The participants’ level of knowledge of luxury brands
2. The main factors affecting the decision making of women when they consider buying high-end products
3. The key attributes of luxury brands, which are considered by participants, as well as their motivation of buying it.
4. The importance of magazine advertising to motivate women in buying more high-end brands.
5. The participants’ level of favourability and their opinions towards luxury brands.

 

Projective techniques are used in assessing the interaction in the discussion. The types of projective techniques employed during the focus groups are shown below.

 

Association techniques	Participants will be presented a list of luxury brands from advertisements and encouraged to think of the first word that comes up to their mind when thinking about high-end products
Expressive techniques	Participants will be presented with 5 sample magazines advertisements and will be asked to relate their beliefs and attitudes of a third person rather than directly express their own feelings.
Construction techniques	Five images of brandname products (Hermes, Chanel, Prada, LV, Dior) will be presented to recall the participants’ memories about their past purchases.

 

3.2.2 Qualitative research – Survey

Survey will conduct by online questionnaires.

 

 

 

 

 

 

 

 

 

 

 

 

4. Limitations

Based on the research results mentioned above. The researchers suggested in the introduction to the findings should be modified in magazine ads that influence the buying decisions of women.

Since advertising in women’s magazines influence the buying decisions of the reader on many levels. Therefore, the operator should use text and image ads presenter item accordingly. Because of the decision to buy the magazine for women is the discriminatory reasons to consider to buying the ad, rather than emotional.

Decision-making should realize the importance of providing clear, concise and complete information on all of the products, clear and beautiful images, ads should provide the reliable presenter on products and appropriate product image. This would be a benefit to the purchase of the reader.

The operator should be added to the promotional incentives such as discounts to attach parts, which can stimulate the purchase of the readers.

 

 

5. Value of research
6. To realize that advertising in women’s magazines has resulted in the decision to buy the product from the consumer.
7. The results of this study can be adapted to the production of the magazine’s advertising needs.
8. It can import data to develop a model for magazine advertisement with social responsibility.

 

 

 

 

 

 

 

6. Time-scale

Stage	Description	Date
1.	Literature review	February 2015
2.	Methodology	March 2015
3.	Focus groups: conduct; transcribe and analyze	Mid April 2015
4.	Conduct 10 semi-structured interviews	Early June 2015
5.	Analysis and create transcripts of interviews	Mid July 2015
6.	Write up results, conclusion	Early August 2015
7.	Final draft made	August 2015
8.	Completion of dissertation	September 2015

 

 

 

 

 

 

 

 

 

 

 

Reference list

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Anderson, R.E. and Jolson, M.A. (1980) “Technical Wording in Advertising: Implications for Market Segmentation,” Journal of Marketing, Vol.44, No.1, pp.57-66

Bagozzi, R.P. and Gopinath, M. and Nyer, P.U. (1999) “The Role of Emotions in Marketing,” Journal of the Academy of Marketing Science, Vol.27, No.2, pp.184-206

Baker, W.E. and Lutz, R.J. (1988) “The Relevance-Accessibility Model of Advertising Effectiveness” in Hecker, S. and Stewart, D.W. (Ed) (1988) Nonverbal Communication in Advertising, Lexington, MA: Heath and Company, pp.59-84.

Batra, R. and Ray, M.L. (1986) “Affective Responses Mediating Acceptance of Advertising,” Journal of Consumer Research, Vol.13, No.2, pp.234-250

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