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Message Strategy and Information Content of Advertising in Women’s Magazines in Poland (Strategia przekazu oraz tresc informacyjna reklam w czasopismach kobiecych w Polsce )

Author

Listed:
  • Marcin Nowakowski

    (Faculty of Management, University of Warsaw)

  • Barbara Nowakowska

    (Faculty of Management, University of Warsaw)

Abstract

The primary purpose of this study is to answer the question of how companies construct their advertising message. Hence, in the article its authors attempt to analyze informative content and message strategies as they appear in advertisements posted in Women’s magazines in Poland. As a framework for the analysis the authors apply Resnik and Stern information content categories, Taylor’s Six–Segment Message Strategy Wheel, and the message strategies of Laskey, Day, and Crask. The study analyzes 311 advertisements across different segments of magazines published in October of 2015. The results show that the information content of advertising is related to the category of advertised product and target audience of the magazine. Similarly, message strategies applied differ depending on the products and are linked to the informative content of the advertisement.

Suggested Citation

  • Marcin Nowakowski & Barbara Nowakowska, 2016. "Message Strategy and Information Content of Advertising in Women’s Magazines in Poland (Strategia przekazu oraz tresc informacyjna reklam w czasopismach kobiecych w Polsce )," Research Reports, University of Warsaw, Faculty of Management, vol. 1(20), pages 123-135.
    • Handle: RePEc:sgm:resrep:v:1:i:20:y:2016:p:123-135
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    File URL: http://www.sim.wz.uw.edu.pl/sites/default/files/artykuly/marcin_nowakowski_barbara_nowakowska.pdf
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    References listed on IDEAS

    as
    1. van Herpen, H.W.I. & Pieters, R. & Fidrmucova, J. & Roosenboom, P.G.J., 2000. "The information content of magazine advertising in market and transition economies," Other publications TiSEM 27d59b33-299e-4177-a0b7-a, Tilburg University, School of Economics and Management.
    2. Brunel, Frédéric F. & Nelson, Michelle R., 2003. "Message Order Effects and Gender Differences in Advertising Persuasion," Journal of Advertising Research, Cambridge University Press, vol. 43(3), pages 330-341, September.
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    5. Stern, Barbara B, 1989. "Literary Criticism and Consumer Research: Overview and Illustrative Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 322-334, December.
    6. Kassarjian, Harold H, 1977. "Content Analysis in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 8-18, June.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    advertising; marketing communication; message strategy; content analysis.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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