Business Magazine Analysis

BusinessWeek magazine targets the middle and older age group demographics. They look to target the business savvy person who is interested in growing technologies. BusinessWeek magazine has an advertisement on nearly every other page throughout the entire magazine. It has roughly 45% advertising and 55% editorial information. BusinessWeek is a successful magazine, which leads to more clutter. I don't believe the clutter is a problem. The advertisements are on every other page. They cover the entire page and are separate from the editorial information.


There are many types of business related advertising in the magazine. There are bank advertisements, insurance advertisements, investment advertisements, cell phone advertisements, college advertisements, and airline advertisements throughout the magazine. These advertisements fit the person who would likely read a BusinessWeek magazine. The business savvy, middle to higher income person is targeted with these advertisements. The advertisers are attracted to BusinessWeek because they know they can target this demographic.

There is a certain editorial climate and mood created by the publication. It creates a "high-end" mood. It targets businessman and those who have the money to invest. The editorial climate and mood creates a sense of new technology and what's ahead in the future of business. The editorial climate of the magazine will cause the reader to process the advertisements in order to see the upcoming trends and new business offerings out there.

BusinessWeek does an excellent job of positioning itself as a media vehicle to potential advertisers. Advertisers understand what type of person reads BusinessWeek. This attracts advertisers to the possible potential an advertisement in BusinessWeek may have for their company. The prestige that comes along with the BusinssWeek name is all that needs to be said for advertisers in this industry.

Commercial Advertising

ESPN has many popular programs which include: Sportscenter, NFL Live, Jim Rome is Burning, Around the Horn, Pardon the Interruption, Outside the lines, professional sports, college sports, and even high school sports.

Commercials on ESPN:


Nationwide Insurance- This commercial promotes the different discount options that the company offers.


Tax Savings of America- Tax relief company that uses the slogan "Take the first step to get your life on track"


Audi A4- High end vehicle that uses the slogan "Bigger yet faster, more powerful yet more fuel efficient."


Lectric Smooth- Company that promotes its shaving cream with the catch "Lectric Smooth" slogan.


Icy Hot- Advertising a new Icy Hot role using Shaq as there spokesperson. They used to slogan,"With the roll you pain is under control."


Papa John's- Advertising geared toward the upcoming Super Bowl. Papa John's is the official pizza of the Super Bowl and they are using the slogan, "It's 1st and 10 at Papa John's."


Identity Guard- Identity theft prevention, using the slogan, "Making it OK to trust again."


Racette Ford- Local dealership promoting their pre-owned vehicle sale. There slogan is, "Race to Racette, Racette Ford."


Bud Light- Promoting the beer by saying that it is not too light, or too heavy.


Taco Bell- Promoting their so called, "Drive thru diet."


Prudential Retirement- Commercial targeting older demographic about retirement options.


Menards- Local company, with the slogan, "Save big money at Menards."


These commercials on ESPN target a variety of audiences. However, if you analyze these commercials further the commercials seem to be targeting the male demographic. This makes sense since the male gender primarily watches ESPN the most.ESPN commercials differ from those found on the major networks. The major networks like ABC and CBS need to focus on all demographics not just the primary male audience that ESPN targets. It is difficult to pinpoint certain demographics when you are advertising on such a large scale.

Marketing Sales Objectives

This is an extremely clever advertisement that Chevy has come up with. Chevy is targeting the women in the market. The are also advertising an experience of a man, a woman, and the truck. This is communicating directly to women and couples. Chevy is saying who says women can't drive trucks.

This Nike advertisement of Maria Sharapova in the "JUST DO IT" is targeting the younger female audience. The marketer has used communication objectives in this advertisement. The role of this IMC program is to communicate with the female youth of the world.

Why Sales Objectives are appropriate for some ads:

-To gain rapid growth in the market in a short period of time.

-They make the individuals in the promotion campaign think in terms of how the promotion will effect final sales.

Why Communication Objectives are appropriate for some ads:

-To establish brand knowledge, interest, favorable attitudes, and purchase intentions.

- They create favorable predispositions toward the brand before the purchase occurs.

External Influences on Consumer Behavior

Culture- Cultural norms and values differ in many ways. People learn differently depending on the culture they were brought up in. Marketers must stay in touch with culture to ensure they don't market a product or service in a manor that could be prejudice. Marketers must adapt.Ernst and Young is targeting the Asian culture with this advertisement.

Subcultures- Many subcultures can be found in any single culture. Subcultures could be based on age, geographic, religious, racial, and ethnic differences. African-Americans, Hispanics, and Asian groups are examples of subcultures. Marketers realize that these groups play a major role in purchasing power. US Cellular is looking to target the African American audience with this advertisement.




Social class- People associate with different social classes in society. People with similar lifestyles, values, norms, interests, and behaviors tend to gravitate toward each other. Marketers market products and services differently to each group in certain cases. This example below shows the lady doing her make up in a high fashion matter. Virginia Slim is trying to make there product look high class and if you smoke Virginia Slim cigarettes, you to will be high class.



Reference Groups- Individuals base their judgements on certain perspectives or values that a group imposes. Marketers understand that people want to belong to the popular group. They must portray this image to the potential consumer. The example below shows how you can be part of a group if you join the Marines.



Situational Determinants- A specific situation in which consumers plan to use the product directly affects their perceptions. There are three major types. The specific usage situation, the purchase situation, and the communications situation. Usage looks at how the product will be used. The purchasing situation looks at the environment at the time of the purchase. The communication situation asks the question, "Where does the advertising occur?" The advertisement below shows how the product will be used and portrays the feeling of freedom on the road if you drive Suzuki motorcycles.

Media Strategies

Hello, Media Strategies class. My name is Justin Ebert and I am in my final semester here at Mid-State. I am majoring in Marketing and can't wait to be done!