Analysis of Editorial and Advertising Content for Glamour Magazine

quite a littlerect UNIVERSITY OF ULSTER *FACULTY OF *BUSINESS AND counseling leadcustom-shape COURSEWORK SUBMISSION SHEET This st adapted gear must be completed in full and attached to the attend of from each one item of mind Before endurance to the School Office. Student Name m ar Lynch Registration No B00351233 political platform Title CONSUMER BEHAVIOUR Module reckon/Title BMG378 Lecturer Donald Mc Fetridge escort Due April 16th 2010 (NB Latest hand-in prison term is on the due date unless other than advised) Submitted work is subject to the following assessment policies 1 Coursework must be submitted by dates as specified by the posit committee. Students whitethorn seek prior agree from the Course/Subject Director to submit coursework after the prescribed deadline such(prenominal) requests must be accomp some(prenominal) by a satisfactory history and in the case of illness by a medical certificate. 3 Coursework submitted with come out accept after the deadline forget not usu entirelyy be accepted and provide then receive a mark of zero. limit Introduction 3 analytic thinking of publicize gist 3 Analysis of column suffice 4 mags nates merchandise 5 merchandise and promotional surfeit 6 Product strategy 7 The greatness of consumer deportment 7-8 succeeding(a) trends 8-9 remainder 10 Bibliography 11 Appendix 12 Introduction I receive been asked by my lecturer to analyse the chromatography column and announce subject matter of a life-style time of my choice. The pickup that I study elect is enthr tout ensemble the reason that I chose this mag, is because it is Britains upshot one womens powder clipping and has been in circulation for over seventy years. transport is a prestigious formulate cartridge first printed in 1939 by Conde Nast desexualize who atomic number 18 responsible for numerous fashions and lifestyle snips including Vogue, Mens Vogue, Allure, GQ and many to a greater extent. Topics addres s by the magazine complicate Love, Fashion, Sex, Beauty, health and lifestyle and Celebrity gossip. magnetise is prize as a world manakin fashion magazine and it is instantly make in the US, UK and numerous countries across Europe. Analysis of advertising contentThe advertising film director for enamor is Grace Dawson, and the fashion partner is Kerryn Grady, the crossroads advertised atomic number 18 each insurance premium grimes alike Dior, Yves Saint Laurent, DKNY, D&G and many more(prenominal). The come of rogues used in the magazine to advertise results greatly exceeds the number of rascals with newspaper column content. The front cover of the magazine is dominated by Danni Minogue, a mellowly influencing style icon for more than both decades and the main topics addressed in the contact 2010 issue.The magazine is printed on high eccentric glossy authorship sending out a message of being luxurious, or so of the advertising companies have attached sam ples of the products they are advertising and there is also a free gift offer from utility make up with every subscription to the magazine. The tail cover is a celebrity endorsed by Charlie Theron for Jadore Dior perfume, a high woo to any merchandiseing department, and on the inside of the back page is Cheryl scratch endorsing LOreal Hair products, inside of the front cover is a double deal advertising Lancome.These are the most high-priced advertising spaces that a company provoke bargain for in a magazine as they are the first and stand firm pages the indorser looks at making them more memorable. There are a number of advertisements for mens products such as aftershaves end-to-end, which are more likely a tactic by merchandiseers to object women to buy these products as gifts as it is solely say towards a male lecturer.There is a secure presence of sex in the advertising content many of the images are provocative images to advertise the clothing ranges mostly, i mages that would not have been acceptable to print in the editions in the early 1940s, deal of at formerly are becoming desensitised towards these images as they are more familiar with them. fawncustom-shape playframe Analysis of editorial content The editorial content starts on page 74, all pages before this are in general advertisements and some acknowledgements and details of all editors, directors and managers.The editorial content starts with the topic of sex, which is then followed by a conservative political see and an exclusive interview with David Cameron although there is not much depth to the editorial content the writer takes a more easygoing hearted approach researching Camerons personal life, his show and daily regime than into political views and issues skirt the conservative party. The front cover has all the main issues addressed in the magazine in a bold rubor and black font with the largest most central being 723+ styles fixes.Inside about tush of the way in is a page devoted to reviewers letters and how much they have appreciated articles from previous issues and how they have helped the reader in their personal situations, with the winning letter receiving a camera to the value of ? 150. drawline drawline drawline drawline drawcustom-shape drawframe Magazines target market Glamour magazine is marketed towards career oriented heterosexual women, who are fashion sensible with targeted reader age of between 19 and 50.The socio economic class of the women that read this magazine would be typically either dismay midsection class or nub class, professional or junior management, educated and possibly with a political interests and a high level of disposable income as the goods advertised are designer brands such as D &G, Calvin Klein and premium brand make up like Lancome and Dior. In the 70s VALS Value and lifestyle segmentation was developed for commercial purposes in California in an attempt by SRI Inter issue to have a pau se agreement of consumer lifestyle.Created to identify and group people fitly so that they could signal consumer set and motivations to that they could target to the correct customers and make selling attempts more efficient. Table 9. 4 page 400 Consumer Behaviour, Ray Wright By use the VALS table I would group the target reader of Glamour as achievers. Marketing and promotional content Glamour magazine has been procurable to buy as a paper copy since 1939 and in more recent years has become available digitally. The cost of buying a paper copy of Glamour is a fit(p) price of ? hebdomadal, and is available in any large supermarket or disc store, once a paper copy has been bought the reader can use the promotional certificate inside to get six copies at half(a) price and get a free gift also. By accessing the Glamour website customers can avail of accounts based market, Glamour allow their readers to subscribe online which offers them business to customer savings and free gifts with their subscription, the process is simple, the reader only has to click on the subscription connecter and follow the direct debit instructions. Glamour is Britains No. womens magazine, with circulatory figures for Glamour year ending 2009 were 515,281 according to Audit Bureau of Circulation Glamours promotional presence online is that on all the Conde Nast Publications, there is a footer throughout the websites which gives the user links to all Conde Nast publications and all of their brands, for example the footer is placed on all Conde Nast websites making Glamour Magazine accessible from other websites such as Vogue and GQ. The footer also offers the reader the option of contacting the magazine in numerous languages including Polish, Spanish, French and German.Product strategy It is all important(p) that all elements of the product strategy equilibrate each other, by ensuring the right go of product, pricing strategy, promotion and place, go forth resolve the s uccess of the good/service. Identifying the need for the product is the basis, the pricing strategy must be realistic and meet the needs of the target market, Glamour has a set weekly price of ? 2 for their magazine, and the average cost of a magazine is between 50p and ? 4 making Glamour priced at middle of the range.The promotional element of Glamours magazine is done with the use of A list celebrities on the front cover, fashion icons and idols, selling provocative images and the colours that make the magazine stand out amongst others, alongside the online promotion that Conde Nast Publications offer to all their brands exploitation the medium of each brands individual website. The product must be placed where the targeted consumer allow be able to access it advantageously Glamour is sold through Newsagents, book stores, supermarkets and through pre paid subscriptions. The importance of consumer deportmentIt is important that a company understands consumer behaviour, it coul d be the difference between the success or failure of a marketing strategy, if the prostitute customers are targeted the efforts will be unproductive and a waste of resources. By appreciating the importance of consumer behaviour marketers will be able to predict better the trends of the consumers and change their products or services to meet the ever ever-changing customer wants and demands. One way of understanding better consumer behaviour is using loyalty cards to track what the consumer is buying and when they buy.Consumer behaviour theories are crucially important to companies as they help understand Psychology of consumers like Abraham Maslows hierarchy of needs of individuals helps system the basics of psychological need, which therefore helps to market products better and adapt marketing campaigns appropriately. Issues that may influence consumer behaviour may include ethical, or social changes, like the uncovering of child labour issues or skin versus fake fur, are c onsumers as impulsive to buy if they know issues such as this.According to Dragon external (1991), and the cone cell and Roper study (Simon, 1995) consumers are kindle in ethical behaviour beyond those issues that directly impact on them, and would be more discriminating in their purchases if they were minded(p) more information about ethically and socially responsible activities. Future trends Future trends that I would predict for the magazine attention is that the decline in circulatory figures will continue, with the presence of the internet becoming stronger and the people trying to become more environmentally friendly.According to ONS, 70% of homes in the UK now have internet access which is a rise of 28% since 2006. I predict that many of Glamours readers will switch from their knockout copy and execute onto reading their favourite articles online, whilst on the go from mobile devices, although I dont believe that the digital copy will be the only copy available, hard copies may become fewer and more expensive, as some readers will motionless enjoy the smell and touch of a paper magazine. Internet Access 0% of households had access in 2009 Office of national statistics drawframe Conclusion In conclusion, having analysed Glamour magazine I have found that the reader is being targeted with an fantastic amount of advertising content, over half the magazine is adverts for premium products which appear in all Glamour issues only changing moderately, eventually leaving these advertisements unnoticeable. Throughout the magazine there is very little editorial content of which has very little content or depth, the reader is mostly buying advertisements.This magazine already has a strong online presence of which I believe will only get stronger following their downswing in psychical sales. Bibliography Books Foxall, Gordon R. Consumer psychology for marketing / Gordon Foxall, Ronald Goldsmith, Stephen. 2nd ed . . . . capital of the United Kingdom Inte rnational Thomson Business Press, 1998 . Wright, Ray, 1942- Consumer behaviour / Ray Wright. London Thomson Learning, 2006 Antonides, Gerrit, 1951- Consumer behaviour a European prospect / Gerrit Antonides and W. Fred v. Chichester Wiley, 1998 Electronic resources http//www. glamourmagazine. co. uk/default. asp viperx? gclid=cjxurovo3qacfsu8laodm0r9fg accessed via www. glamour. com accessed 29/03/2010 https//www. magazineboutique. co. uk/secureonline/quicksubs_tpl. asp? m=469&src=2214 accessed via www. glamour. com 29/03/2010 http//www. condenast. co. uk/ accessed via www. glamour. com accessed 05/04/2010 http//www. abc. org. uk/SearchResults. aspx? SearchInput=glamour&WhereToSearch=Data accessed via http//www. abc. org. k/ accessed 05/04/2010 http//loft965. files. wordpress. com/2010/02/430danniiglamourcover. jpg accessed via www. google. com 05/04/2010 http//media. onsugar. com/files/2010/02/07/1/485/4852708/61f6142ea24cbac7_Dannii_Minogue. jpg accessed via www. google. com a ccessed 05/04/2010 http//www. gq-magazine. co. uk/ accessed via www. glamour. com accessed 11th/April/2010 http//www. vogue. co. uk/ accessed via www. glamour. comaccessed 11th/April/2010 http//www. statistics. gov. uk/cci/nugget. asp? ID=8 accessed via