Advertising is the main resource of revenue for publishing houses. With the increasing number of advertising media and the development of the internet, however, selling advertising space has become a key challenge. Nevertheless, selling processes in the media industry have not yet been thoroughly analyzed. This article explores the determinants of selling advertising space in magazines, by applying a structural equation model theoretically based on the “4Ps” approach. It shows that not only the rate for an ad is decisive for whether media planners choose magazines for advertisements but also other factors as the editorial environment and service quality.

Is it all about the Price? Decision Drivers Affecting Ad Placement of Media Planners in Magazines

Income structures of media companies strongly rely on advertising revenues. To be able to produce content of high quality, many media companies need to be able to maximize revenues on the advertisi...

The Impact of Product Quality on Advertising Media Planners’ Satisfaction

Werbung ist ein einflussreicher und aussagekraftiger Kulturfaktor moderner Gesellschaften. Der Hauptattraktor fur die Auswahl erinnerungswurdiger Werbung war seit dem 19. Jahrhundert und ist bis heute das Label: kunstlerische Werbung. Der Asthetisierungsschub, den die Werbung seit Ende des 19. Jahrhunderts erfahren hat, kann als Reaktion auf eine als krisenhaft wahrgenommene Entwicklung der spatestens zur Jahrhundertwende bereits ubiquitaren Werbung verstanden werden. Bis heute reagiert die Werbung auf solche Krisen mit der asthetischen Aufwertung ihrer Angebote. Kreativitat ist daher einer der zentralen Leitwerte der Werbung. Aktuell nehmen Grenzgange zwischen der Werbung und Informatik, Werbung und Gamedesign, Werbung und Journalismus zu. Im Grenzbereich unterschiedlicher Systemlogiken erhoht sich der medienethische Problemdruck, daher sollte sich werbebezogene Kommunikatorforschung auch medienethischen Fragen zuwenden. Ein wichtiger Bezugspunkt der werbeethischen Analyse ist die einschlagige Werbekritik. Im Kontext digitaler Medien zeichnen sich im Wesentlichen zwei Entwicklungen ab, die die Grundpfeiler der klassischen Werbekritik ins Wanken bringen. An die Stelle einer Entgrenzung der verschiedenen Angebote im Programm der Medien tritt eine neue Form der Entgrenzung neben dem Programm der klassischen Medien. An die Stelle der Ideologie in der Werbung tritt die algorithmengesteuerte Selbstregulation postideologischer Werbung.

Werbung – Gesellschaft – Kultur

Newspaper circulation scandals: Testing a new dimension of media credibility

The Future of Advertising. Joe Cappo. New York: McGraw-Hill, 2003. 260 pp. $24.95 hbk. In a 1994 Journal of Advertising article, Roland T. Rust and Richard W. Oliver noted that "Never had advertising appeared so pale and lifeless." These authors went on to identify contributing factors in the decline of advertising, citing such forces as consumer empowerment and the growth and influence of new media. Rust and Oliver concluded that the industry and advertising academia needed to reinvent themselves in the twenty-first century. Many of these same sentiments are echoed in The Future of Advertising. Written by Joe Cappo, senior vice president for Grain Communications, Inc., and a former publisher of Advertising Age, this book looks at new media and changes in the marketplace and their influence on the field of advertising. Accompanying this analysis is a comprehensive discussion of the changes in agency and client structures and agency compensation, and the importance of coordination of integrated marketing efforts. Also included is a brief overview of demographic and psychographic consumer trends. This book might be more aptly titled The State of Advertising in that it does a better job of giving an overview of the current marketplace than in predicting its future. In fact, nearly all of the first 150 pages of the book can be viewed as background material for the author's main observation, which is that advertising agencies must assume a new role in the marketplace, that of strategic marketing planners. While this is an observation that has been articulated by others and is not news to anyone who follows the industry closely, Cappo does an admirable job of summarizing existing information to build a case for his argument. This is one of the strengths of the book: the ability to synthesize existing material in a single source. To support his claims, issues such as changes in agency compensation and alterations in the way agencies do business, advertising clutter, and transformations in the way consumers interact with media are dissected. For example, Cappo asserts that the traditional form of agency compensation-in which agencies were awarded based on how much media they placeddoes little to facilitate the integration of campaigns since sales promotion and public relations are often not tied to media billings. As such, in the current marketing landscape where a few holding companies (with properties ranging from traditional agencies to public relations and sales promotion firms) account for over half of all global advertising and marketing expenditures, traditional compensation structures have little value. …

The Future of Advertising

The negotiation process for buying advertising space and time is examined through analysis of media buyer interviews. Negotiation is an important, complex, and key element in the media buying process. Previous theory and research suggest a number of influential factors such as power, relationships, and conflict. This research supports and extends these findings suggesting other influences and that the known influences may be more complex than previously thought. Five bundles of potential determinants emerge from the analysis: (1) the economic resources of supply, demand, and time; (2) financial, hierarchical, and informational power; (3) the relationship between buyer and seller; (4) the tangible values such as those inherent in the media objectives and the intangible values as the creativity of the negotiated solution; and (5) the subjective utilities and personal skills such as motivation and bargaining skill. A new model emerges from our qualitative analysis. Managerial implications of the fin...

Exploring the Determinants of the Media Negotiation Process: A Qualitative Study

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Exploring the Determinants of the Media Negotiation Process: A Qualitative Study