Effectiveness of Magazine in Communicating New Ideas Among Consumers

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16th Dec 2019 Dissertation Reference this

Tags: MediaConsumer Decisions

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Abstract ‘Magazine’ is a media to communicate different advertisements as well as promotion of variety of products to the consumers. Magazine is usually a periodical publication. We have taken the initiative to conduct a research on females only to investigate the effectiveness of magazine in communicating beauty products. Since, females are more exposed to beauty products than males so they are more able to judge the effectiveness of magazine in terms of promoting the beauty products ads. We have carried out our research on female population. We had a population of 147 females and after the eligibility test we have selected 120 female respondents to continue with our survey. Most of the respondents were chosen randomly, we have conducted mall intercept as well as the students of North South University were surveyed as it was convenient for us. We have set a structured questionnaire in a Likert scale form. The questionnaire adhered mostly to all our preselected variables and composed hypothesis. For the purpose of this research, we have conducted the following tests based on 10 hypotheses based on 11 variables which were selected carefully using proper scaling techniques. To test the validity of our hypothesis we have used SPSS (IBM statistical analytical software). We have done tests like:
  • Frequency distribution or Factor analysis test by Mean, median, mode, standard deviation, variance, skewness and kurtosis.
  • Hypothesis testing using:
  •  Regression analysis
  • ANOVA
  • Correlation
Results: Recommendations: Table of Contents Chapter 1 Introduction Rational Symptom Broad definition Probable problem/ research question Specific definition Chapter 2 Literature review Chapter 3 Methodology Section Variables Hypothesis Questionnaire Chapter 4 Results and Discussion Frequency Distribution: Hypothesis Test Regression analysis Anova test: Coefficients Correlation test Chapter 5 Recommendation and Conclusion Recommendation Conclusion Appendix
Chapter 1

Introduction

Now a day, it becomes an essential element to establish any name, brand or activity. Advertising effectiveness can be defined as the extent to which advertising generates a certain desired outcome. And in that race magazine plays a vital role. To understand the role of magazine to other media in driving consumers, there are many research on the consumer journey is a central consideration utilizing many aspects like awareness, opinion, situation, perception etc. There are mainly three elements of the communication that shows how consumers react to the buying decision. They are the recipients (audience, memory), the media used (impact, coverage, frequency) and the feedback (attitudes, behaviors, opinions) For magazine publishers and the advertisers, it is really important to involve the target market by delivering related advertising messages with the perfect mindset of the consumer. For a consumer, time, perception and choices are crucial elements to control that mindset. Efficient and effective ways are needed to understand how to achieve marketing communication goals through multiple touch points. Research has shown that "When print media are used synergistically, print can lead people to see the other commercial in new ways, encourage more response, reinforce the message, and create a more positive feeling towards the brand" (Cooke, 1997). And like this, magazine advertisement let the consumer to grow a buying behavior as well. The active process element of magazine advertising was evaluated by Millward Brown in 1995. It found that "proven" recall levels tend to be highest for consumer in communicating the buying behavior. In magazine, most of ad category has fallen down for promoting product or service. But there is 3.8% growth in cosmetics and toiletries category (Domm, 2013). Now we are going to measure the effectiveness of magazine in communicating new ideas among consumers. To measure this effectiveness, we are choosing beauty product. We have targeted female or women for our research as they r more exposed to magazine which promotes beauty products in comparison to men. Rational: If we consider from Bangladesh perspective, magazine is not a popular media vehicle. But from our research we are trying to find out the effectiveness of magazine in terms of promoting beauty product. We think that we will get a vast knowledge about magazine and its effectiveness from our research. For promotion specially for beauty product, we think that magazine is a good medium if there are new ideas available those advertisements. Now, there are many factors which will attract women for seeing beauty product advertisement in magazine. From our study, we think that we can identify those factors and make it better for advertisement purpose. Companies have to know the effectiveness point for promotion. We are trying to focus on those points which will help them to know better about the effectiveness for getting maximum benefit from magazine. We are also trying to evaluate which kind of advertisement is effective for customer. Marketers will get sufficient result from our research for from our study to what extent they should focus for promoting new products. For promoting beauty product, women are the most effective one. We are conducting research for the effectiveness of magazine for communicating the beauty products among female consumers. Our main concern will be female consumer as we are focusing beauty products for female. Symptom: Beauty products advertisement in magazine is less effective in terms of commutating with the consumer. Broad definition:  Beauty products advertisement in magazine is less effective in terms of commutating with the consumer because of less marketing effort provide by magazine. Probable problem/ research question:  do we need to improve the marketing strategies of magazine to create effectiveness in terms of commutating with the consumer? Specific definition:  Effectiveness of beauty products advertisement in magazine is based on- Presentation of the advertisement in magazine, size of the advertisement, image of the magazine, visualization, structure of the advertisement, awareness, attention, quality of product, simplicity, recognition and recall.

Chapter 2

Literature review

Magazine is one of the tools to communicate with consumer. It helps to build strong building brands.  Everyday many new ads are publishing in magazine of different company. If we go through all the ads of the magazine we can see that there are more luxury and posh type products ads.  It is applicable for different segments of product. Basically literate women are the reader of these magazines. That’s why in magazine we can see the ads of women based product more.  The study of Using magazines to boost campaign effectiveness PPA, 2005 to describe the importance of magazine to engage the consumers mentioned that Magazines have a unique advantage in this type of community Henley says: magazines dovetail well with the concept of 'MY world', because they enjoy many of the same characteristics as a close friend. They are triggers for conversations between friends - and are crucial to people in generating points of view. On the other hand, the study also mentioned that People look to their magazine as a trusted agent - which is critical to effective advertising as trust is a principal driver for brand development. (Source: Planning For Consumer Change, Henley Centre 2004) Magazine advertising’s major benefit to businesses is its ability to display higher quality images than either newspaper or leaflet. It gives the opportunity to give higher quality glossy images which help the customer to get a better idea about the product and the company. “At the lowest level advertising can simply create a sense of familiarity, a feeling that the brand is ‘around’. This engages neither our intellect nor our emotions, and almost certainly happens below the threshold of conscious perception.” (hedges, 1974). It helps a customer to recall the product easily. In 2013, 60 % consumer are trusting magazine for communicating with advertising which is 4% higher than 2007 (Consumer Trust in Advertising, 2013). From this perspective, we can say that people are communicating with magazine more than previous year. They are thinking it as a effective medium which they can trust. It is good news for adviser that consumer are understanding about their delivery product as a authentic sources. When it comes to measure the power of magazine, it involves magazine brands as well. Magazine brands are important sources of content and it is playing one kind of art on paper. From the beginning it is influencing consumer on many effects. It creates a creative place for promoting product. Malcolm Net burn, Chairman, CDS Global has said that “The top 25 print magazines reach more adults and teens than the top 25 regularly scheduled primetime TV shows. Readership is consistent across generations, seeing less fluctuation among age groups than TV, Internet and radio.” (Net burn, n.d) The study of using magazines to boost campaign effectiveness PPA, 2005 mentioned that Magazines cannot be consumed passively. The mental act of reading necessitates that attention is being paid to the content. Again magazines deliver advertisers the opportunity to embed their brands within the values of their readers.  So, this prove magazine is positively correlated with consumers attention to the magazine. “Magazine advertising also scores very well when consumers consider guides to buying. This is because these are at the heart of why consumers buy magazines and why editors create content which helps them in this process. Advertising in magazines is considered an essential part of the media experience and is expected to be of real value.” (Source: Planning For Consumer Change, Henley Centre 2004, using magazines to boost campaign effectiveness PPA, 2005) Again there are some criteria to measure the effectiveness of magazine. The content, color, theme, position is very important to make a magazine effective. And this is very important to measure are the consumer able to understand the meaning behind the advertisement of a particular product. When you’re competing with other advertisement from magazine to magazine, it is significant for designing the right layout and design elements to maximize the return on your advertising investment. Ashe-Edmunds (n.d) said that for reaching maximum people through advertisement, advertiser must know about their target audience, lead with advertiser benefit, emphasizes right benefits and using text blocks. If we know our target consumer, it will be easy for us to design the content easily. A study of US 2001 proves that Magazines were discovered to generate advertising awareness three times more cost-efficiently than TV. This was due to the relative cost of ratings in the two media and the comparatively similar effect these ratings have on ad awareness. (Source: Planning for Consumer Change, Henley Centre 2004, using magazines to boost campaign effectiveness PPA, 2005). From magazine advertising effectiveness (2000) we have seen that “television and magazine are offering repeat exposure for consumer but magazine advertisement can add additional ideas for their consumer.” For any advertisement achievement is necessary which can be achieved through proper objective. Magazine advertisement can use additional ideas for achieving this object. Female consumers are the mostly targeted consumer for magazine advertising. According to National readership survey 21.5 million adults read consumer women’s monthly magazines across print and digital and 15.5 million adults read consumer women’s weekly magazines across print and digital. From this we can easily assume that most of the magazine reader are female. (Useful charts, 2016) Elaborating the effectives of magazine in brand communication the study of Using magazines to boost campaign effectiveness PPA, 2005 mentioned “In radio and television advertising, the transient nature of the medium makes both the length of the commercial break and the number of different advertisers within it important factors which contribute to the impact of annot affect advertising in magazines.  Both  the  order  in  which advertisements are read and the degree of attention they are given are entirely up to the individual reader who can focus on whatever they like, whenever they like or as long as they like”. The study of Using magazines to boost campaign effectiveness PPA, 2005 shows that “For the launch of a personal care product two media strategies with equal expenditures were tested: some households received 100 per cent television and others received advertising split 68 per cent television and 32 per cent magazines. After the campaign had run for one year the mixed-media strategy had outsold the TV-only strategy by 16 per cent. Most of the increase was due to increased weight of purchasing, rather than the greater penetration of the market - and this in turn was attributed to a more powerful communication of the advertiser's message.”  As we are focusing on beauty product as it’s also a personal care product so this study proves that magazine is equally important as a message delivery media beside the other alternatives. Through magazine and newspaper, it is easy to get close to the maximum people. From Effective Advertising Makes People Remember Your Name. (2012) found that the lowly classifieds are perused by a huge number of people, especially on weekends If you slip a classified ad into the right category and keep it running consistently, you'll probably get a response strong enough to at least pay the cost of the ad From going through all this cases and secondary data we got some variable problem. To judge the effectiveness of the magazine we must have to think that is that magazine could create awareness among the customer to make them purchase the product. The advertisement should be easy to understand so that customer can recall the product easily. Magazine should be efficient in case of promoting personal care product. Most of the ads in the magazine are women based or posh product.  So content is very important of a magazine to attract the customer.

Chapter 3

Methodology Section

Variables: We have selected our variables based on the current trend of purchasing magazine among consumers as well as evaluating the earlier studies done in the similar field that describes the effectiveness of magazine and its overall impact on consumers specially woman, Change in marketing strategies include
  1. Price of the magazine
  2. Content of the magazine
  3. Font size
  4. Font type
  5. Color
  6. Informative and persuasive message
  7. Magazine recall
  8. Image of magazine
  9. Popularity of magazine
  10. Other media reach (newspaper, television)
  11. Growing popularity of social media (Facebook)
  12. Less Social media cost
  13. Readability
  14. placement of magazine advertisement
  15. Recognition and recall of magazine
  16. Recall in shot run
  17. Recall in long run
  18. Create purchase intention
  19. Message delivery
  20. Ability to reach target audience
  21. Awareness
  22. Female are targeted mostly
  23. Costs
  24. Engagement
  25. Boosts sales
  26. Gaining trust of consumers
  27. Efficient in mix media strategy
  28. Clutter of message
Hypothesis: According to our variables we took some hypothesis.
  1. Consumer do not think that magazine is a good media to promote beauty product
  2. Consumer cannot recall the advertisements of magazine while purchasing
  3. Consumer are unable to interpret the meaning of the content in the magazine
  4. Magazine ads cannot increase buying intention of beauty products.
  5. There is no difference between the attitude towards font and color of the magazine.
  6. Magazine ads are not informative to the customers.
  7. Magazine can’t reach high level of target audience.
  8. Consumers are unsure about the quality of products advertised in the magazine
  9. Consumer cannot pay attention towards beauty magazine ad because of other ads in magazine.
  10. Consumer does not consider the placement of magazine ads to recognize beauty products.
Questionnaire: the questionnaire we made to take sample was divided into three sections. Section 1 was for our eligibility testing. We ask our respondents are they familiar with magazine ads on beauty products. The respondents who passed this answer, they could answer the other questions. Section 2 was consisted to know the information about the respondents. In this section we asked them about their age, occupation and educational background. We asked these types of question to know what kinds of consumer are mainly aware of magazine ads on beauty products. As our target audience was only woman that’s why we did not ask for gender. In section 3 we did use five-point likert scale. We took some crucial variables and asked our respondents to rate those variables according to their satisfaction and dissatisfaction. We use 121 variables here. Sample Data: we took 120 respondents to conduct our survey. All of our respondents were women. As in our country women reads magazine more. We selected our respondent in a non-probability way. We focused on literate people who read magazine as our respondent. It took 2 days to finish this survey and data collection process. Most of our respondents were young and the age range was 18 to 25 and our most of the respondents were students. We asked many respondents are they exposed to magazine. Many of them said no. Statistical data: to test our survey data we use SPSS which is statistical software. We did ANOVAs test, regression, frequency test and hypothesis test. We also show our results in pie chart. This SPSS is trustworthy and relevant software that’s why we chose this.

Chapter 4

Results and Discussion

Frequency Distribution:

Variable 1:
Magazine’s is overall a good media to promote beauty products
Frequency Percent Valid Percent Cumulative Percent
Valid strongly disagree 9 7.5 7.5 7.5
disagree 20 16.7 16.7 24.2
Neutral 46 38.3 38.3 62.5
agree 32 26.7 26.7 89.2
strongly agree 13 10.8 10.8 100.0
Total 120 100.0 100.0
Graph: This pie chart represents that Magazine’s is overall a good media to promote beauty products. The research findings show that 7.5% respondent are strongly disagree with the opinion, 16.7% are disagree, 38.3% give a natural review, 26.7% respondent are agree with this and 10.8% respondent are strongly agree  with the opinion that magazine is a good media to promote beauty product. Variable 2:
Recalling tendency while buying beauty products
Frequency Percent Valid Percent Cumulative Percent
Valid strongly disagree 7 5.8 5.8 5.8
disagree 22 18.3 18.3 24.2
Neutral 45 37.5 37.5 61.7
agree 31 25.8 25.8 87.5
strongly agree 15 12.5 12.5 100.0
Total 120 100.0 100.0
Graph: This pie chart represents thatrecalling tendency while buying beauty products. The research findings show that 5.8% respondent are strongly disagree that they can recall the product while buying it, 18.3% are disagree, 37.5% give a natural review, 25.8% respondent are agree with this and 12.5% respondent are strongly agree  with the opinion. Variable 3:
Understandability of the message of magazine’s ads
Frequency Percent Valid Percent Cumulative Percent
Valid strongly disagree 8 6.7 6.7 6.7
disagree 16 13.3 13.3 20.0
Neutral 46 38.3 38.3 58.3
agree 35 29.2 29.2 87.5
strongly agree 15 12.5 12.5 100.0
Total 120 100.0 100.0
Graph: This pie chart represents the understandability of the message of magazines ads. The research findings show that 6.7% respondent are strongly disagree with the opinion, 13.3% are disagree, 38.3% give a natural review, 29.2% respondent are agree with this and 12.5% respondent are strongly agree  with the opinion and they understand the message of magazine ads. Variable 4:
Magazine ads create purchase intention of beauty product
Frequency Percent Valid Percent Cumulative Percent
Valid strongly disagree 9 7.5 7.5 7.5
disagree 25 20.8 20.8 28.3
Neutral 41 34.2 34.2 62.5
agree 31 25.8 25.8 88.3
strongly agree 14 11.7 11.7 100.0
Total 120 100.0 100.0
Graph: This pie chart represents that Magazine ads create purchase intention of beauty product. The finding state  that 7.5% respondent are strongly disagree with the opinion, 20.8% are disagree, 34.2% give a natural review, 25.8% respondent are agree with this and 11.7% respondent are strongly agree  with the opinion and thought magazine ads create purchase intention of beauty product. Variable 5:
Font size of magazine ads is acceptable
Frequency Percent Valid Percent Cumulative Percent
Valid strongly disagree 7 5.8 5.8 5.8
disagree 19 15.8 15.8 21.7
Neutral 34 28.3 28.3 50.0
agree 36 30.0 30.0 80.0
strongly disagree 24 20.0 20.0 100.0
Total 120 100.0 100.0
This pie chart represents that font size of magazine ads is acceptable. The research findings show that 5.8% respondent are strongly disagree with the opinion because they thought font siz are not acceptable, 15.8% are disagree, 28.3% give a natural review, 30% respondent are agree with this and  20% respondent are strongly agree  with the opinion. Variable 6:
Magazine ads are informative
Frequency Percent Valid Percent Cumulative Percent
Valid strongly disagree 6 5.0 5.0 5.0
disagree 16 13.3 13.3 18.3
Neutral 47 39.2 39.2 57.5
agree 38 31.7 31.7 89.2
strongly agree 13 10.8 10.8 100.0
Total 120 100.0 100.0
Graph: This pie chart represents that Magazine ads are informative. The research findings state that  only 5% respondent are strongly disagree with the opinion, 13.3% are disagree, 39.2% respondent give a natural review, 31.7% respondent are agree with this and 10.8% respondent are strongly agree because they believe that magazine ads are informative  . Variable 7:
Magazine is effective in terms of color
Frequency Percent Valid Percent Cumulative Percent
Valid strongly disagree 4 3.3 3.3 3.3
disagree 17 14.2 14.2 17.5
Neutral 28 23.3 23.3 40.8
agree 48 40.0 40.0 80.8
strongly agree 23 19.2 19.2 100.0
Total 120 100.0 100.0
Graph: This pie chart represents that Magazine is effective in terms of color. The research findings show that 3.3% respondent are strongly disagree with the opinion, 14.2% are disagree, 23.3% give a natural review, 40% respondent are agree with this and 19.2% respondent are strongly agree  with the opinion that magazine is effective in terms of color . Variable 8:
  Match with our social status
Frequency Percent Valid Percent Cumulative Percent
Valid stongly disagree 14 11.7 11.7 11.7
disagree 32 26.7 26.7 38.3
Neutral 40 33.3 33.3 71.7
agree 25 20.8 20.8 92.5
strongly agree 9 7.5 7.5 100.0
Total 120 100.0 100.0
Graph: This pie chart represents that Magazine ads are match with social status. The research findings show that 11.7%  respondent are strongly disagree with the opinion, 26.7% are disagree, 33.3% give a natural review, 20.8% respondent are agree with this and  7.5% respondent are strongly agree with that. Variable 9:
Effectiveness of Placement in magazine ads to recognize beauty  products
Frequency Percent Valid Percent Cumulative Percent
Valid strongly disagree 5 4.2 4.2 4.2
disagree 21 17.5 17.5 21.7
Neutral 55 45.8 45.8 67.5
agree 25 20.8 20.8 88.3
strongly agree 14 11.7 11.7 100.0
Total 120 100.0 100.0
Graph: This pie chart represents the effectiveness of placement in magazine ads to recognize beauty products. The research findings show that only 4.2% respondent are strongly disagree with the opinion, 17.5% are disagree, 45.8% give a natural review, 20.8% respondent are agree with this and 11.7% respondent are strongly agree and they believe that because of placement in magazine ads they can recognize beauty products. Variable 10:
Ability to reach target audience
Frequency Percent Valid Percent Cumulative Percent
Valid strongly disagree 11 9.2 9.2 9.2
disagree 27 22.5 22.5 31.7
Neutral 49 40.8 40.8 72.5
agree 24 20.0 20.0 92.5
strongly disagree 9 7.5 7.5 100.0
Total 120 100.0 100.0
Graph: This pie chart represents the ability of magazine to reach target audience. The research findings show that 9.2% respondent are strongly disagree with the opinion, 22.5% are disagree, 40.8% give a natural review, 20% respondent are agree with this and 7.5% respondent are strongly agree that magazine has the ability to reach target audience. Variable 11:
The percentage of creating clutter
Frequency Percent Valid Percent Cumulative Percent
Valid strongly disagree 11 9.2 9.2 9.2
disagree 28 23.3 23.3 32.5
Neutral 51 42.5 42.5 75.0
agree 26 21.7 21.7 96.7
strongly agree 4 3.3 3.3 100.0
Total 120 100.0 100.0
Graph: This pie chart represents the percentage of creating clutter. The research findings show that 9.2% respondent are strongly disagree with the opinion, 23.3% are disagree, 42.5% give a natural review, 21.7% respondent are agree with this and 3.3% respondent are strongly agree  with the opinion. Variable 12:
  Magazine ads are trustworthy
Frequency Percent Valid Percent Cumulative Percent
Valid strongly disagree 14 11.7 11.7 11.7
disagree 24 20.0 20.0 31.7
Neutral 45 37.5 37.5 69.2
agree 26 21.7 21.7 90.8
strongly agree 11 9.2 9.2 100.0
Total 120 100.0 100.0
Graph: This pie chart represents that Magazine ads are trustworthy. The research findings show that 11.7% respondent are strongly disagree with the opinion, 20% are disagree, 37.5% give a natural review, 21.7% respondent are agree with this and 9.2% respondent are strongly agree  that magazine ads are trustworthy. Hypothesis Test: Hypothesis test: Ho 1: Consumers do not think that magazine is a good media to promote beauty products.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Magazine’s is overall a good media to promote beauty products 120 3.1667 1.07166 .09783
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Magazine’s is overall a good media to promote beauty products 32.369 119 .000 3.16667 2.9730 3.3604
Here we used one sample T-Test. And degree of freedom is (n-1) 119 and calculated value is 32.369. The significance value is 95%. Our critical value will be 1.6575 which we get from the t-distribution table. We know that if calculated value is greater that critical value then we have to reject null hypothesis. We have to reject null hypothesis as 32.369>1.6575. That means consumer thinks that magazine is a good media to promote beauty products. Ho 2: Consumer cannot recall the advertisements ads magazine while purchasing.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Recalling tendency while buying beauty products 120 3.2083 1.06823 .09752
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Recalling tendency while buying beauty products 32.901 119 .000 3.20833 3.0152 3.4014
We again use one sample t-test here. The calculated value is 32.901. The critical value is 1.6575 which we get from the t-distribution table. Here calculated vale is greater than critical value which is 32.901>1.6575. So we have to reject null hypothesis. That means consumer can recall the advertisements of magazine while purchasing. Ho 3: Consumers are unable to interpret the meaning of the content in the magazines.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Understandability of the message of magazine’s ads 120 3.2750 1.06086 .09684
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Understandability of the message of magazine’s ads 33.818 119 .000 3.27500 3.0832 3.4668
Again we have performed one sample t test. Here the calculated value is 33.818 and critical value is 1.6575. As the calculated value is greater than critical value which is 33.818>1.6575, we have to reject the null hypothesis. And consumer can interpret the message and content of the magazine ads. Ho 4: Magazine ads cannot increase buying intention of beauty products.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Magazine ads create purchase intention of beauty product 120 3.1333 1.10715 .10107
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Magazine ads create purchase intention of beauty product 31.002 119 .000 3.13333 2.9332 3.3335
Here we take one sample test to test the hypothesis. The calculated value is 31.002 and our critical value is 1.6575, which is 31.002>1.6575. That means magazine can increase buying intention of beauty products. Ho 5: There is no difference between the attitude towards font and color of the magazine
Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 Font size of magazine ads is acceptable 3.4250 120 1.14981 .10496
Magazine is effective in terms of color 3.5750 120 1.05848 .09663
Paired Samples Correlations
N Correlation Sig.
Pair 1 Font size of magazine ads is acceptable & Magazine is effective in terms of color 120 .481 .000
Paired Samples Test
Paired Differences t df Sig. (2-tailed)
Mean Std. Deviation Std. Error Mean 95% Confidence Interval of the Difference
Lower Upper
Pair 1 Font size of magazine ads is acceptable - Magazine is effective in terms of color -.15000 1.12758 .10293 -.35382 .05382 -1.457 119 .148
Here calculated value is -1.457. Our critical value is 1.6575. Here our critical value is greater than calculated value, which means -1.457<1.6575. First of all we have to accept the null hypothesis. That means there is no difference between the attitudes towards font and color of the magazine. Again there is not that much difference between attitudes toward font and attitudes toward color. Still we can say that respondents have better attitudes toward color than font. The means for font is 3.4250 and for color are 3.5750. Ho 6: Magazine ads are not informative to the customers.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Magazine ads are informative 120 3.3000 1.00084 .09136
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Magazine ads are informative 36.119 119 .000 3.30000 3.1191 3.4809
Here the critical value is 1.6575. And we got 36.119 as our calculated value. Here calculated value is greater than critical value, which is 36.119>1.6575. That means we have to reject null hypothesis. Consumers think that magazine ads are informative. Ho 7: Magazine cannot reach high level of target audience.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Ability to reach target audience 120 2.9417 1.04757 .09563
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Ability to reach target audience 30.761 119 .000 2.94167 2.7523 3.1310
We again use one sample t-test. The critical value is 1.6575. We got 30.761 as our calculated value. Here calculated value is greater than critical value, which is 30.761> 1.6575. That means we have to reject the null hypothesis. Magazine can reach high level of target audience. Ho 8: Consumers are unsure about the quality of products advertised in the magazine.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Magazine ads are trustworthy 120 2.9667 1.12222 .10244
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Magazine ads are trustworthy 28.959 119 .000 2.96667 2.7638 3.1695
We use trust issue to test this hypothesis. The calculated value is 28.959. The critical value is 1.6575. The calculated value is greater than critical value which is 28.959>1.6575. That means we have to reject null hypothesis. Consumers are sure about the quality of products advertised in the magazine. Ho 9: Consumer cannot pay attention towards magazine ads of beauty products because of other ads in the magazine.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
The percentage of creating clutter 120 2.8667 .96956 .08851
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
The percentage of creating clutter 32.389 119 .000 2.86667 2.6914 3.0419
To test this hypothesis, we took clutter problem of magazine ads. Our calculated value is 32.389 and critical value is 1.6575. Our calculated value is greater than critical value. That means Consumer can pay attention towards magazine ads of beauty products because of other ads in the magazine. Ho 10: Consumer does not consider the placement of magazine ads to recognize beauty products.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Effectiveness of Placement in magazine ads to recognize beauty  products 120 3.1833 .99565 .09089
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Effectiveness of Placement in magazine ads to recognize beauty  products 35.024 119 .000 3.18333 3.0034 3.3633
Again our calculated value is 35.024 and critical value is 1.6575. The critical value is less than calculated value, which means 35.024>1.6575. So, Consumer does not consider the placement of magazine ads to recognize beauty products. Regression analysis:
Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate Change Statistics
R Square Change F Change df1 df2 Sig. F Change
1 .731a .534 .487 .76791 .534 11.251 11 108 .000
  1. Predictors: (Constant), Magazine ads are trustworthy, Magazine ads are informative, Recalling tendency while buying beauty products, Match with our social status, Ability to reach target audience , Magazine is effective in terms of color, Font size of magazine ads is acceptable, Understandability of the message of magazine’s ads, Effectiveness of Placement in magazine ads to recognize beauty  products, The percentage of creating clutter , Magazine ads create purchase intention of beauty product
Interpretation: From Model Summary table, R square=.534 This means, magazine is 53.4% effective in communicating beauty products to consumers in terms of all the independent variable that we have chosen for the research like: Recalling tendency while buying beauty products, Understandability of the message of magazine’s ads, Magazine ads create purchase intention of beauty product, Font, size of magazine ads is acceptable, Magazine ads are informative, Magazine is effective in terms of color, Match with our social status, Effectiveness of Placement in magazine ads to recognize beauty  products, Ability to reach target audience, The percentage of creating clutter, Magazine ads are trustworthy.

Anova test:

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 72.981 11 6.635 11.251 .000b
Residual 63.685 108 .590
Total 136.667 119
a. Dependent Variable: Magazine’s is overally a good media to promote beauty products
b. Predictors: (Constant), Magazine ads are trustworthy, Magazine ads are informative, Recalling tendency while buying beauty products, Match with our social status, Ability to reach target audience , Magazine is effective in terms of color, Font size of magazine ads is acceptable, Understandability of the message of magazine’s ads, Effectiveness of Placement in magazine ads to recognize beauty  products, The percentage of creating clutter , Magazine ads create purchase intention of beauty product
  Interpretation: From ANOVA table, F (11, 108) = 11.251; significance value or P=.000 we see that P<.05 so we reject and Accept at .05 significance level. That means our regression is successful

Coefficients

Model Unstandardized Coefficients Standardized Coefficients t Sig. 95.0% Confidence Interval for B
B Std. Error Beta Lower Bound Upper Bound
1 (Constant) -.145 .355 -.409 .683 -.849 .558
Recalling tendency while buying beauty products .195 .081 .194 2.398 .018 .034 .356
Understandability of the message of magazine’s ads .154 .093 .152 1.656 .101 -.030 .338
Magazine ads create purchase intention of beauty product .213 .095 .220 2.226 .028 .023 .402
Font size of magazine ads is acceptable -.002 .080 -.002 -.020 .984 -.160 .157
Magazine ads are informative .300 .097 .280 3.102 .002 .108 .492
Magazine is effective in terms of color .062 .086 .062 .728 .468 -.107 .232
Match with our social status .002 .077 .002 .030 .976 -.150 .155
Effectiveness of Placement in magazine ads to recognize beauty products .137 .096 .127 1.424 .157 -.054 .327
Ability to reach target audience .017 .090 .017 .190 .850 -.161 .196
The percentage of creating clutter .047 .107 .042 .434 .665 -.166 .259
Magazine ads are trustworthy -.106 .089 -.111 -1.196 .234 -.283 .070
a. Dependent Variable: Magazine’s is overally a good media to promote beauty products
Let, Y= Magazine’s is overall a good media to promote beauty products 1= Recalling tendency while buying beauty products 2= Understandability of the message of magazine’s ads 3= Magazine ads create purchase intention of beauty product 4= Font size of magazine ads is acceptable 5=Magazine ads are informative 6= Magazine is effective in terms of color 7= Match with our social status 8= Effectiveness of Placement in magazine ads to recognize beauty products 9=Ability to reach target audience 10= The percentage of creating clutter 11= Magazine ads are trustworthy Y= α+β1X12X2+ β3X3+…………………………….+β11X11 Here, Y=dependent variable, β= Coefficient X1.....= independent variables Therefore, Y=-.145 +.194X1+.152X2+.220X3+(-.002)X4 +.280X5+ .062X6+ .002X7+ .127X8+ .017X9+.042X10+(-.111)X11   Summary: The above equation can be summarized as:
  • When recalling tendency while buying beauty products increases the effectiveness of magazine increases by .194 as the sign is positive and the dependent and independent variables are positively related
  • When Understandability of the message of magazine’s adsincreases the effectiveness of magazine increases by .152 as the sign is positive and the dependent and independent variables are positively related
  • When Magazine ads create purchase intention of beauty product ads increases the effectiveness of magazine increases by .220 as the sign is positive and the dependent and independent variables are positively related
  • When Font size of magazine ads is acceptabledecreases the effectiveness of magazine decreases by .002 as the sign is negatively and the dependent and independent variables are inversely related
  • When Magazine ads are informative increases the effectiveness of magazine increases by .280 as the sign is positive and the dependent and independent variables are positively related
  • When Magazine is effective in terms of color increases the effectiveness of magazine increases by .062 as the sign is positive and the dependent and independent variables are positively related
  • When Match with social status the effectiveness of magazine increases by .002 as the sign is positive and the dependent and independent variables are positively related
  • When Effectiveness of Placement in magazine ads to recognize beauty productsthe effectiveness of magazine increases by .127 as the sign is positive and the dependent and independent variables are positively related
  • When Ability to reach target audience products the effectiveness of magazine increases by .017 as the sign is positive and the dependent and independent variables are positively related

Correlation test

Magazine’s is overally a good media to promote beauty products Recalling tendency while buying beauty products Understandability of the message of magazine’s ads Magazine ads create purchase intention of beauty product
Pearson Correlation Magazine’s is overally a good media to promote beauty products 1.000 .454 .565 .597
Recalling tendency while buying beauty products .454 1.000 .424 .467
Understandability of the message of magazine’s ads .565 .424 1.000 .627
Magazine ads create purchase intention of beauty product .597 .467 .627 1.000
Font size of magazine ads is acceptable .440 .276 .434 .496
Magazine ads are informative .580 .255 .499 .502
Magazine is effective in terms of color .441 .332 .472 .414
Match with our social status .324 .294 .233 .289
Effectiveness of Placement in magazine ads to recognize beauty  products .404 .146 .350 .427
Ability to reach target audience .241 .236 .241 .311
The percentage of creating clutter .216 .295 .183 .299
Magazine ads are trustworthy .228 .307 .283 .416
Sig. (1-tailed) Magazine’s is overally a good media to promote beauty products . .000 .000 .000
Recalling tendency while buying beauty products .000 . .000 .000
Understandability of the message of magazine’s ads .000 .000 . .000
Magazine ads create purchase intention of beauty product .000 .000 .000 .
Font size of magazine ads is acceptable .000 .001 .000 .000
Magazine ads are informative .000 .002 .000 .000
Magazine is effective in terms of color .000 .000 .000 .000
Match with our social status .000 .001 .005 .001
Effectiveness of Placement in magazine ads to recognize beauty  products .000 .056 .000 .000
Ability to reach target audience .004 .005 .004 .000
The percentage of creating clutter .009 .001 .023 .000
Magazine ads are trustworthy .006 .000 .001 .000
N Magazine’s is overally a good media to promote beauty products 120 120 120 120
Recalling tendency while buying beauty products 120 120 120 120
Understandability of the message of magazine’s ads 120 120 120 120
Magazine ads create purchase intention of beauty product 120 120 120 120
Font size of magazine ads is acceptable 120 120 120 120
Magazine ads are informative 120 120 120 120
Magazine is effective in terms of color 120 120 120 120
Match with our social status 120 120 120 120
Effectiveness of Placement in magazine ads to recognize beauty  products 120 120 120 120
Ability to reach target audience 120 120 120 120
The percentage of creating clutter 120 120 120 120
Magazine ads are trustworthy 120 120 120 120

Chapter 5

Recommendation and Conclusion

Recommendation:
  1. The target audience of magazine is very low than other media. Magazine should start thinking about this matter. They should increase the area of their target audience.
  2. Magazine is a bit expensive than other media. That’s why many families buy newspaper on a daily basis. They don’t like to buy magazines.
  3. At a time, many ads are posted in a magazine paper. It creates clutter. Many customers get confused.
  4. From the research we found that color is very important than font to make a effective magazine. Consumers like flashy and attractive magazine.
  5. The placement of ads in a magazine is very important. It helps to attract the customers to ads.
  6. Magazine ads should focus more to match our day to day culture. Many of our respondent think that magazine ads are focusing on expensive things more.
  7. Magazine ads should come with variety products. So that they can target more customers.
  8. The message of magazine ads should be more attractive so that customer can easily remember the name of the products and their position.
Conclusion After conducting this research we came to learn most of the variables of magazine ads which makes a magazine ad effective. There are many factors to judge a magazine like color, font, message understandability, and theme and so on. Magazine ads can make purchase intention and recalling about a product.  To make an effective ad these criteria is very important to maintain. We also to find out some recommendation to make an ad efficient.

Appendix

Ho 1: Consumers do not think that magazine is a good media to promote beauty products.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Magazine’s is overall a good media to promote beauty products 120 3.1667 1.07166 .09783
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Magazine’s is overall a good media to promote beauty products 32.369 119 .000 3.16667 2.9730 3.3604
Ho 2: Consumer cannot recall the advertisements ads magazine while purchasing.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Recalling tendency while buying beauty products 120 3.2083 1.06823 .09752
Ho 3: Consumers are unable to interpret the meaning of the content in the magazines.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Understandability of the message of magazine’s ads 120 3.2750 1.06086 .09684
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Understandability of the message of magazine’s ads 33.818 119 .000 3.27500 3.0832 3.4668
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Recalling tendency while buying beauty products 32.901 119 .000 3.20833 3.0152 3.4014
Ho 4: Magazine ads cannot increase buying intention of beauty products.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Magazine ads create purchase intention of beauty product 120 3.1333 1.10715 .10107
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Magazine ads create purchase intention of beauty product 31.002 119 .000 3.13333 2.9332 3.3335
Ho 5: There is no difference between the attitude towards font and color of the magazine
Paired Samples Statistics
Mean N Std. Deviation Std. Error Mean
Pair 1 Font size of magazine ads is acceptable 3.4250 120 1.14981 .10496
Magazine is effective in terms of color 3.5750 120 1.05848 .09663
Paired Samples Correlations
N Correlation Sig.
Pair 1 Font size of magazine ads is acceptable & Magazine is effective in terms of color 120 .481 .000
Paired Samples Test
Paired Differences t df Sig. (2-tailed)
Mean Std. Deviation Std. Error Mean 95% Confidence Interval of the Difference
Lower Upper
Pair 1 Font size of magazine ads is acceptable - Magazine is effective in terms of color -.15000 1.12758 .10293 -.35382 .05382 -1.457 119 .148
Ho 6: Magazine ads are not informative to the customers.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Magazine ads are informative 120 3.3000 1.00084 .09136
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Magazine ads are informative 36.119 119 .000 3.30000 3.1191 3.4809
Ho 7: Magazine cannot reach high level of target audience.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Ability to reach target audience 120 2.9417 1.04757 .09563
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Ability to reach target audience 30.761 119 .000 2.94167 2.7523 3.1310
Ho 8: Consumers are unsure about the quality of products advertised in the magazine.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Magazine ads are trustworthy 120 2.9667 1.12222 .10244
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Magazine ads are trustworthy 28.959 119 .000 2.96667 2.7638 3.1695
Ho 9: Consumer cannot pay attention towards magazine ads of beauty products because of other ads in the magazine.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
The percentage of creating clutter 120 2.8667 .96956 .08851
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
The percentage of creating clutter 32.389 119 .000 2.86667 2.6914 3.0419
Ho 10: Consumer does not consider the placement of magazine ads to recognize beauty products.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
Effectiveness of Placement in magazine ads to recognize beauty  products 120 3.1833 .99565 .09089
One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference
Lower Upper
Effectiveness of Placement in magazine ads to recognize beauty  products 35.024 119 .000 3.18333 3.0034 3.3633
Sample questionnaire Effectiveness of Magazine to Communicate the Beauty products Questionnaire on perception of the female consumers regarding effectiveness of magazine as a media while considering the ads of beauty products. Purpose: We are going to find out whether the magazines are capable to communicate the beauty products with their consumers. This is a survey related with our course MKT 470. We are committing to keep all of your given information confidential. It is only for academic purpose. If you need any further information you can contact with Md. Ameer Ferdous Contact no: 01670351773 who is a member of this research. Section-1:  Eligibility Testing Are you exposed to magazine ads on beauty product?
  1. Yes
  2. No
If yes, than proceed Section-2: About the respondents Age in year:
  1. 18-25
  2. 26-30
  3. 30-avobe
Occupation:
  1. House wife
  2. Job holder
  3. Entrepreneur
  4. Student
Educational Qualification:
  1. H.S.C/ A-level Passed
  2. Graduate
  3. Post graduate
  4. Other_______________
Instruction: your opinion will be captured through a Five-point Likert scale where: 1=strongly disagree, 2= Disagree, 3=neutral, 4= Agree and 5= strongly agree. Section-3: Your opinion about the required magazine’s effectiveness regarding beauty products (Circle one option only)
No. Effectiveness of magazine Strongly Disagree Disagree Neutral Agree Strongly Agree
1. Magazine’s is overally a good media to promote beauty products 1 2 3 4 5
2. Recalling tendency while buying beauty products 1 2 3 4 5
3. Understandability of the message of magazine’s ads 1 2 3 4 5
4. Magazine ads create purchase intention of beauty product 1 2 3 4 5
5. Font size of magazine ads is acceptable 1 2 3 4 5
6. Magazine ads are informative 1 2 3 4 5
7. Magazine is effective in terms of color 1 2 3 4 5
8. Match with our social status 1 2 3 4 5
9. Effectiveness of Placement in magazine ads to recognize beauty  products 1 2 3 4 5
10. Ability to reach target audience 1 2 3 4 5
11. The percentage of creating clutter 1 2 3 4 5
12. Magazine ads are trustworthy 1 2 3 4 5
Reference
  1. Under the Influence: Consumer Trust In Advertising. (2013, September 17). Retrieved November 07, 2016, from http://www.nielsen.com/us/en/insights/news/2013/under-the-influence-consumer-trust-in-advertising.html
  1. Netburn, M. (n.d.). From Disruption to Experimentation: The Power of Magazines. Retrieved November 07, 2016, from http://www.idealliance.org/bulletin/feature-articles-current/7/2/14-power-magazines
  1. Communication Uncovered. (2005). Retrieved from https://robertoigarza.files.wordpress.com/2008/10/rep-using-magazines-to-boost-campaign-effectiveness-ppa-2005.pdf  Using Magazines to Boost Campaign Effectiveness
  1. Ashe-Edmunds, S. (n.d.). How to Grab Attention in Magazine Advertising. Retrieved November 07, 2016, from http://smallbusiness.chron.com/grab-attention-magazine-advertising-63760.html
  1. Magazine Advertising Effectiveness. (2000, May). Retrieved from http://www.consterdine.com/report.asp?articleid=50 Pre-testing and monitoring the effectiveness of magazine advertising
  1. Useful Charts. (2016, August 23). Retrieved November 07, 2016, from http://www.nrs.co.uk/training-2/helpful-tools/useful-chart/
  1. Effective Advertising Makes People Remember Your Name. (2012, May 24). Retrieved November 07, 2016, from http://www.bizfilings.com/toolkit/sbg/marketing/advertising-pr/advertising-benefits.aspx
  1. Domm, K. (2013). Magazines Effect On Society. Retrieved October 28, 2016, from https://prezi.com/htbtfn6tr80n/magazines-effect-on-society/
  2. Cooke, B. (n.d.). Advertising in magazines is different. Retrieved October 29, 2016, from http://www.warc.com/fulltext/esomar/9237

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