Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 14

Find a copy of a business journal, such as Business- Week or Fortune , or a trade journal. Also locate a copy of a consumer periodical such as Glamour , Time , Sports Illustrated , or a specialty magazine. Look through an entire issue. What differences between the advertisements in the business journal and consumer journals are readily noticeable For each of the concepts that follow, discuss specific differences you noted between the two types of magazines. Explain why the differences exist.
a. Message strategies
b. Executional frameworks
c. Sources and spokespersons