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Navigable Slide Index

1. Introduction
2. Esther Braspenning - background
3. Talk's outline
4. Creativity in print poses a bigger challenge
5. Challenges in magazine advertising
6. The power of the "magazine moment"
7. Advantages - relevance and control
8. Print engagement study
9. Advertisement should be attuned to the magazine
10. Ads are considered as part of the total experience
11. Energizer ad
12. Magazine advertising characteristics
13. Magazine advertising engage all senses
14. Attracting attention (1)
15. Attracting attention (2)
16. Magazine advertising requires stopping power
17. Various aspects in stopping power
18. Stop/watch
19. The importance of size product or brand name
20. Stop/watch by category
21. Size of the ad and positioning
22. Smaller ads using repetition - Nescafe example
23. The use of unusual shapes
24. Repetition - Ariel example
25. Tips for creating a successful ad
26. The best ads for 2008 - Estee Lauder
27. The best ads for 2008 - Cartier
28. Specific creative work
29. Orange juice brand for mothers with children
30. Orange juice brand for women 25-39 yrs
31. Orange juice brand for parents
32. Example - Sony Bravia for Playboy
33. Creative formats
34. Scented adds and samples
35. The use of samples - Dutch tea brand
36. Integration of samples in the editorial page
37. Creative formats lead to purchase
38. Glued-on cards - TNT
39. Glued-on brochures - L'Oreal
40. Cover straps - Viktor and Rolf
41. The Mini Germany example - web cam and ad
42. Different use of paper (1)
43. Different use of paper (2)
44. Create a special effect
45. Use of the magazine cover - Discovery
46. Use of the magazine cover - L'Oreal
47. Use of the magazine cover - Alpha Romeo
48. Create movement - Nivea
49. Men and women react differently to ads
50. Men and women think differently
51. Women look and feel, men look and read
52. How women look at ads
53. How men look at ads
54. Characteristics for ads for men vs. ads for women
55. Magazine creativity from around the world
56. Example - BMW
57. Example - Volkswagen Golf
58. A Clio award winners
59. Example - MacDonald's
60. Example - Harvey Nichols winter sale
61. Example - 2008 China Olympics
62. Use of strong intriguing images
63. For further reading
64. Magazine advertising power
65. Acknowledgements
66. Clio awards 2008 - credits

Topics Covered

• Creativity in print has always been a bigger challenge than on TV and more recently digital
• Relevance and control
• Print engagement study
• Attracting attention
• Size of the ad and positioning
• Creative formats
• Female and male reaction to magazine advertising

Links

Series:

• Magazine and Newspaper Advertising

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on August 30, 2009
• Archived on November 27, 2022