The Anchor: 6 pointers for luxury advertisers when choosing a magazine

16 Dec,2011

By Mitrajit Bhattacharya

 

#1 Whether the magazine caters to the right TG of the brand, not the TG that the planner/ advertiser belongs to, which may not necessarily be the same.

 

#2 Most luxury brands in this country are consumed by the wealthy, so an income profiling is often better than SEC. The business community scores over the salaried class, who often simply cannot afford luxury (unless they are a rich banker). So, choose your vehicle accordingly.

 

#3 Often a multi-brand distributor/ company has the same magazine list for all their brands. Decide for individual brands and not for the group; consumers finally see them individually.

 

#4 Frequently check how the layout of copy/ edit pages is coordinated with that of advertisements. Many luxury magazines go to the extent of designing facing edit pages with relation to the ads and that really helps noticeability/ engagement.

 

#5 Do not lose sight of sales; maintain the right balance of image-building (which is so critical for a luxe brand) without losing sight of the real impact on sales.

 

#6 Be sure of the strengths of the medium and use it the best possible way, and not necessarily have the ‘same size fits all’ ad strategy across all media.

 

Mitrajit Bhattacharya is the President & Publisher, Chitralekha Group & Vice President, AIM.

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