The Essence magazine has a great cover photo. I would say the colors and the chosen celebrities make this cover stand out. The colors are summer colors, bright, and eye catching. If you walk past this magazine you would stop and look because of the colors and how it is presented. Kevin Hart is a very funny comedian so he would definitely capture the audience too. They have two professional men and a very popular actress on the cover that many love all over the world. Right now sexy men and women are selling so why not add it to the front of your magazine. The titles of the articles are also positioned to capture very mature audiences. One of the main stories for sure that would appeal would be “How to eat more and weigh less”. So many people during this time of the year (Summer) are trying to figure out ways to be healthy and lose weight. This article itself would attract several people because of the picture and the titles itself.
I would say the comparison and personality symbol would be the execution style used for Essence. The positives would be being bold and offering more than their competition. If they are standing out more than their competition they will be the magazine to have the most sales. The cover will also appear to more people with the same type personality or connections. Using Kevin Hart the comedian is a great personality symbol because people that can relate to him as well as the others on the cover will be interested in the magazine. The negatives of the execution would be not appealing to all audiences. For some people this magazine may just seem too sexist for them and or discussing issues they do not have which can cause them not to be interested because of issues they cannot relate to.
Target market selection would be mid 25-60s in the African American or minority communities. The reason I say this is because there are a variety of men/women displayed throughout Essence magazines of all ages. Emotional appeal would be the appeal for this magazine. The positioning strategies used are attributes/benefits, price/quality, and positioning by product user.
I'm a bit confused - how is this a magazine ad? It's the cover of a magazine and isn't advertising a product. Yes, it is trying to entice people to buy the magazine but it is not a form of advertisement.
ReplyDelete