PR Web stated that 53% of magazine readers took follow on action after seeing a specific advertisement- it is beneficial for Gillette to promote the innovative new product to its target consumers through Magazine advertising. I have decided to place the Gillette advertisements in two leading men's magazines- GQ and Mens Health as Gillette is currently classed as both magazines key advertiser.
There will be two advertisments:
- Standard Quality Glossy Single Spread- Men's Health.
- Standard Quality Glossy Double Spread- GQ.
The magazines are both monthly so the advertisement will run for four weeks in print and digital form.
Single Spread:
Men's Health is aimed at men who are:
- Active.
- Successful.
- Professional.
With interests in:
- Technology.
- Health.
- Fitness.
67% of these readers are in full time employment- 28% are in professional or managerial roles.
17% of all Men' Health advertisements promote products in the toiletries and grooming category. In 2012 they where also awarded no.1 performer on the newsstand.
Men's health requires all advertisements to be booked by December- confirmed by January and ready to be sold in February- March issue. The single page print advertisement will be placed within the Men’s Health magazine March issue; which goes on sale in the first week of February. The advertisement is placed in the March issue due to the Jan/Feb issue being merged into one and being released in December; this issue would not be beneficial to Gillette as it would not be on sale in the right time period running up to the launch.
The design will feature:
- Gillette Logo.
- Product.
- Gillette Products.
- Pro- Safety Logo.
- QR Code.
- Website.
- Gillette Slogan.
- New Slogan.
- Description.
I developed this single spread article from the GQ article (below) I initially used the celebrity endorsement:
I decided to take out the celebrity endorsement and focus on the current Gillette product range as well as the Pro- Safety product as the double page spread focused on the celebrity endorsement:
I rearranged the page several times to find the best order for the items- so it would be more eyecatching and effective.
Final Men's Health Single Page Spread Advertisement:
I feel the layout and content is much better with this one as the product was lost amongst the images in the previous design.
Double Spread:
Men's Health is aimed at men who are:
- Modern.
- Professional.
The magazine offers content in relation to:
- Style.
- Health.
- Beauty.
- Cars.
- Women.
- Comedy.
- Advice.
GQ magazine has approximately 131,009 readers on a monthly basis, with the average reader age being 33 and 72% being in full time employment; 73% of readers are in the ABC1 demographic group, 48% living as a part of a couple.
GQ magazine require print copies of the advertisement to be booked, sent and confirmed approximately two months before the issue is due to be released. The double spread article will be placed within the GQ February issue, which in 2014 was on sale from the sixth of January.
The design will include:
- Gillette Logo.
- Product.
- Gillette Products.
- Pro- Safety Logo.
- QR Code.
- Website.
- Gillette Slogan.
- New Slogan.
- Description.
- Celebrity Endorsement.
Development:
I developed the concept to find the best order for the items.
Both advertisements where made using a magazine GUI- Placing the design into the guide pages on a smart object then saving.
The first GUI didn't work as planned, so I searched for a new GUI.
Final Double Page Spread Article:
The QR code will direct users to the website as well as measure how successful the advertisements have been.
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