Another Thursday, another write up on our training session last night. (Sumitra here again) So last night was good, very good. There were two presentations, one on Magazines and another on Outdoor media. Despite the known pitfalls of having two presentations in one night – overrunning, the last one being boring in comparison, etc; - last night, both presentations were good. The first presentation on Magazines, involved two speakers, two different styles of speaking but they coordinated well. First we were told about the intimate relationship that a magazine can have with its reader. The idea is that the reader chooses to engage with a magazine, quite unlike any other media, they trust what they read, view the magazine as a friend. But what does this mean when it comes to how a reader will view a magazine ad? Well, the reader views the ad first and then can either choose to ignore it or investigate further. This means that there is a definite moment that an advertiser can have with a reader. Very different to a TV ad where the watcher immediately turns the channel when the adverts begin. So in this definite moment, this tiny time, the advertiser can really make an impact on the reader. So it gradually becomes clear how important a creative can be to an ad and I will pick up this idea later when it comes to Outdoor advertising. Once we had established why Magazines can be an effective medium within which to advertise, we went on to look at the history of the Magazine. Particularly interesting for a history student and also effective at consolidating the notion that Magazines hold a special place in the general public’s heart. Further to this, the speakers flashed through a do’s and don’ts list on selling, planning and buying space in magazines. Although much of the advice was common sense, it is always good to hammer such disciplines home!

So Outdoor…
The magazine speakers had relied on the intimate relationship a reader has with a magazine as the linchpin to their argument on why to use magazines. Consequently, the Outdoor speakers had to find a way to explain why Outdoor media, so remote to the individual, can be an effective medium. They did so well. Outdoor Media, exists out of the home; for instance, on the tube, at a bus stop, on the huge billboards at major road junctions and so forth. In a way it is so in your face, it is difficult to avoid. However, one can look away or not take it in. So here we are, back again to the importance of a good creative. If an outdoor ad has a stand out creative, people will take notice and it will not be forgotten. For instance, the Easyjet ads or the O2 ads are instantly recognisable and portray a simple message. What I liked best about the outdoor presentation was the willingness of the speakers to recognise their weaknesses, the fact that there is no intimacy with the audience, or that it is very difficult to use Outdoor for Direct Response Campaigns, given the difficulty in responding to certain outdoor ads. By this, I mean if a driver sees a huge ad for O2 on a roadside billboard, they can’t call instantly. Whilst they may well call when they get home, it remains difficult to measure the response achieved as you can’t be sure of where the ad was seen originally. Nevertheless, whilst outdoor media might not be good for Direct Response campaigns, it can be excellent at building a brand. Think of the massive FCUK campaign – now that relied massively on Outdoor media.

All in all, a good evening, won a prize to see a tv show! Finally I won, this is the first time I have ever won anything in my whole life. It’s a big deal to me. Anyway, must get back to work! Hope everyone is well, chat soon. X