Summer is an extremely important time for magazine and newspaper marketing as the brands fight for a prominent presence on the newstands.
Most magazines are targeting the summer traveller, attempting to be the most desirable choice for their summer read, giving away free items they can use on holiday such as beach clothing and accessories.
The best sales promotions give a clear indication of the value and practicality of what they are offering, giving the consumer a clear incentive to choose their gift.
Here are our top five sales promotions on the newstand this week.
They are offering a free designer vest top by Bella Freud, who has received a lot of press recently since Kate Moss was pictured wearing one of her shirts.
They have advertised the top as ‘designer’ so it appears as high fashion and therefore more desirable than any plain clothing items the competitors are offering.
The issue makes a good link between cover star and free gift.
The cover star in the issue is Nicole Richie, who is often in the press for her choice of accessories, and the free gift is two designer wooden bangles from a popular accessory retailer (Johnny Loves Rosie).
The issue is dubbed as ‘The LA issue’, creating an image of upward mobility for the consumer.
The issue comes with a free novel, clearly targeting the many people who will be travelling on long journeys during the summer season.
The plastic case clearly shows the retail price of the novel, giving the impression the consumer is getting a good deal.
Free DVD ‘The World at War’ is clearly advertised in bold at the top of the page. The subject of the DVD is in keeping with current events and offers an alternative format to view world news.
The issue is offering a free Ella Fitzgerald CD, with a clear picture of the star on the right site of the page with the words ‘Free CD Today’ above and below her, giving a clear impression of the content of the CD and who it may appeal to.
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