Marketing Advertising Glamour

Introduction

I choose to study the magazine Glamour of December 2011. I decide this for few reasons. First of all, I take the handbag edition because I read magazine in bus or when I wait at the university for the most part, so it is better to have the most convenient edition to carry with me all the time. I use to read Glamour in France, and I like this magazine because it talks about social problem and not just make-up or clothes, even if I like reading articles about it. For example this one deals with the 50 best companies for women. That is a big question for us because we know the discrimination and to find the best job as we can do is an essential part of question about future. Moreover, I buy this magazine because it was a nail polish in it, and all of that just for only £2.
As it is written in the media kit, Glamour is “stylish, award-winning editorial consistently reflects our reader 's interest in the world around her while fueling her aspiration, yet accessible lifestyle.”
Founded in 1939, Glamour made a success by being the First national magazine to feature an African-American on the cover (Aug ’68). The total circulation of the magazine is now about 2, 3 millions people, with 80% of subscriptions. 80% of the readers are between 18 and 49 years old, and 95% of them are woman. 63% of them are employed and most of the half is married with baby. This analyzes shows that Glamour touches a wide range of people with different ages because it proposes different topic for every generation.
As I said before, Glamour proposes several paper editions: the handbag edition and the larger edition. The first one is very practical for people like me who just read magazine in public transport. If you prefer to do not have paper, you can receive the digital edition. To follow actuality of the magazine, you can go on the internet and find different website for each country in which Glamour is sold ( the United states, the United Kingdom, Germany, France, Spain, Greece, Italy, Hungary, Poland, Russia, Mexico, the Netherlands and South Africa) or going on social network( Twitter and Facebook). Finally, you can just subscribe to the newsletter. Glamour is present on each media available with different contents. You will naturally find a lot of advertisement on each media and the print media is the main medium of advertising for the brands of cosmetics and perfume.
These luxuries are present mainly in some magazines: women 's magazines. This communication medium is very powerful among the feminine magazines as Glamour is.

Summary Introduction 2 I. Advertising content 4 a. Colors 4 b. People in advertisement 5 c. Sample 5 d. Cardboard pages 5 II. Advertorial 6 a. How does it works ? 7 b. How does it affect consumer behavior ? 7 c. The end of blind faith 7 III. Website 7 Conclusion 8

I. Advertising content
Advertisement represents 141 pages on 344, about 40% of the magazine. The main products represented are perfume, clothes, make-up and jewelry. When you open the magazine, you have to see two double page of advertising for Lancôme and Chanel before arriving at begins of the summary. It is on the right, in front of an ad for Candy, the new perfume from Prada. When you turn again to have the end of the summary, you find another double page of ad for clothes from Emporio Armani. Finally, you turn the page again and you find the end just in front of an ad for Michael Kors. After that, again two double page of ad for Dior and Dolce Gabbana. I write all of this for showing that begins of the magazine is made by a main part of adverstisement. To support my argument, I counted the number of ad in the 20th first page: you have 17 pages of adverstisement. It is huge but not unpleasant to look at. In fact, all of these ads are made for women; they play with different color and provide different feelings. a. Colors
We can separate a lot of advertisement in this magazine by the panel of color used. These colors can run the senses of sight and we put in a special atmosphere. We find * Pink and violet: shy and romantic, it suggests softness, femininity, affection and intimacy. It appears in Lancôme, Jean-Paul Gautier and L’Oreal ads for example. * Black and white : it creates a contrast that attracts our attention on the colored part * Yellow and orange are hot color; it creates joy and fun but can also create intimate like in the Gucci ads for the perfume Guilty. * Red are not very often used, I think it is because it is a violent color. We see Red in DKNY ads but are makes for me an impression of “too much”.
We always find the brand in the bottom right of the picture. So when you turn pages you always fall on the brands, this makes me want to watch the whole image. It arouses the attention

b. People in advertisement
Emma Watson for Lancôme, Audrey Tautou for Chanel, Natalie Portman for Dior, Scarlet Johansson for Dolce & Gabbana or even Christina Aguilera and Beyonce for their own perfume, all these women are here to represent perfume or make-up. They look very nice and very feminine like a lot of women would like to be. When I look at these ads, I just would like to have the same sex-appeal, the same femininity. To have that, I just feel that if I buy the product, I will feel and look likes them. They are model for a lot of women and to buy the same perfume we take part in their prestige. Moreover, when I see a people in advertisement, it has like fascinated by the typical example of social success. Celebrities
Are indeed rich, beautiful and of course known. Thus, the presence of one of them on behalf of a registered inevitably attracts consumer by this power of fascination. When I see a star in advertising, it is tempting to look and focus more heavily on advertising and therefore the message. It is therefore more easily and effectively perceived and remembered. c. Sample
We can also find samples associated with advertising in magazines. To promote a product as part of an advertising campaign, luxury brands offer samples of their products. Those fragrances are the most widespread, are found both in Glamour: one for and one for Boss Narcisso Rodriguez. We can add more polish comes with the magazine Nail Inc. It 's a way to communicate with a particular target. The objectives are mostly free samples retain customers or attract them. Indeed, by testing the product can be appreciated, not being able to do without it and then decide to buy it. That has never died...? Here, the sample of Narcisso Rodriguez for woman, which is quite the target of the magazine. In general, the red nail polish for women is the same. However, the sample of perfume Boss for men, the target (the woman) has the role of prescribing to the male sex or buyer for a gift. The sample creates an atmosphere with using the olfactive sense. d. Cardboard pages
When you open the magazine in the middle, it inevitably falls on a publicity page hardback is. Some also contains sample. It is also good for touching. e. Internal pages
Glamour contents some advertisement with model and without visible large brand. It gives us some idea about today’s fashion because we do not imagine that it is real ads, but just fashion. When you look at these perfect girl wearing perfect clothes, you just imagine that it can be you and you can be so perfect if you have same clothes. Moreover, you have nothing else on the picture, just white that make the ad pure and the model on who the eye arise. f. My favorite advertising
If I have to choose advertising in the magazine, I will take the one of Lancôme with the actress Emma Watson. Why? Because I identify myself with the women, we are about the same age and she plays in the saga of “Harry Potter”, movies with which I grew up. Moreover, the advertising tells a story about love and I want to discover the end of the story. So, if we follow the AIDA model (Attention, Interest, Desire, Action), this advertising works very well on me. I would like to go to a perfume shop to smell it.

II. Advertorial

The advertising by the brands are not the only method used in magazines to promote products. That has never been tempted to buy a perfume or a foundation whose qualities are praised in the pages beauty?
All women 's magazines have their beauties items every month or every week advertise products in a roundabout way of leading brands.
In addition to a single image, these items are arguments that present to readers and potential consumer benefits of products, enhanced advice.
See our products in these pages, is a real opportunity for brands, hence the need to maintain good press relations to push journalists to talk about their products.
Advertorial are, in Glamour magazine, easily identifiable. It begins with “What’s on glamour” which present dresses celebrities which you can find at affordable prices. Pages about Glamour promotion are also part of advertorial with “4 new ways to sparkle”. It gives advice about jewelry to be like a top model. Finally, the main part of advertorial is in the “fast glamour”, about 17 pages of advice. Now it is about perfects things to buy for Christmas. Clothes, shoes, jewel and other accessorize. a. How does it work?
By giving advice about product, Glamour helps the consumer to choose the best clothes. It gives answer to unasked question about fashion, smell of perfume, make-up and other possible combination. Consumers do not want to be treated as a target just advertising, they want clear and specific advice on products. They are informed and try to decode the speech of each advertisement. The advertorial help in this process and we are more confidence because we do not think its hidden advertising. Advertorials work well for products and services where information sells better than images. b. How does it affect consumer behavior?
When I read the entire article, it creates a need. In fact, how did I do before without these products? Really, sometimes I discover some products that I didn’t know before, like gift pack for example. It gives me idea for Christmas and I can read advice in the same time. I will not say that I will buy everything now, but I think these articles are made to help me to do the best choice, even if I know that it is a part of advertising for brand, I trust my magazine. c. The end of blind faith
After reading some articles about advertorial on internet (like on http://www.momcomm.com/2011/02/guest-post-editorial-vs-advertorial-whats-the-difference ) I realize that advertorial are just another way to promote product. Companies control messages or write article themselves and my magazine has nothing to deal with that. After this clarification, readers may feel betrayed or disillusioned by the magazine but it does not always. Most of the time, we read without thinking about the content of the article. III. Website
Glamour is present on internet on http://us.glamour.com/. Website is very functional and there are major categories of the magazine like the “Dos & don’ts”. You also find how to subscribe and how to join Glamour on social network: Facebook and Twitter. They propose, as we said in the introduction, different apps for Smartphone: * Inside Glamour: Virtual tour of working at Glamour! Go behind the scenes at photo shoots, look inside the fashion cupboard and meet the team. * Take me to the hairdresser: 500 quick-flick cuts, colors and styles to browse and be inspired bu. Then simply take it to the hairdresser * Fast beauty: Your complete how-to make up app, direct from the Glamour beauty desk. Easy-to-follow videos, get-the-look updates and our essential kit to buy online
About 3 millions of unique visitors a month and 38 millions of page views a month, the website work very well and is available in a lot of language. Websites in other countries look generally like the one of United States. You can find a lot of exclusive article on internet and you can subscribe to the newsletters which contents ads too.
Conclusion
Advertising is very present in the glamorous magazine in December 2011 but this is not particularly a problem. Consumerism appreciates the beauty of the image and the ads are well targeted: they affect the woman as a consumer, but both the buyer and specified. The magazine has a good balance between making and advertisings advertorial and it provides a general overview of what the world of fashion and beauty store. However, the reader may feel overwhelmed by all this publicity, whether in digital format, paper, applications, social networks and the internet. The editorial content is sometimes not very thick in this magazine and as a reader; we quickly get tired of being treated as a target more than a reader drive by lack of information.

Bibliography http://www.glamourmagazine.co.uk/ http://us.glamour.com/ http://www.condenastmediakit.com/gla/dotcom_metrics.cfm http://www.momcomm.com/2011/02/guest-post-editorial-vs-advertorial-whats-the-difference/ http://www.e-marketing.fr/Dossiers-Thematiques-Marketing/Le-comportement-des-consommateurs-7/Sommaire.htm http://marketing.thus.ch/loader.php?page=Piton-V#V_A2 http://www.lettres.ac-versailles.fr/spip.php?article404 KOTLER (Philip), Atmospherics as a Marketing tool, 1973-1974

Annex

Advertising | Double page | 1 page | Brand | Perfume | 6 | 33 | Lancôme | Dior | Bulgari | Pulse | Narcisso Rodriguez | | | | Naughty Alice | Carolina Herrera | Juicy Couture | Paul Smith parfums | House of thara | | | | David Beckham | Chanel | Prada candy | D&G | Stella McCartney | | | | Gucci | Calvin Klein | Valentina | DKNY | Fendi | | | | Boss | Christina Aguilera | Givenchy | Versace | Elie saab | | | | Lacoste | Womanity | Pacorabanne | Marc Jacobs | Jean-Paul Gautier | | | | Swarovski | Nina Ricci | Vera Wang | | Clothes | 6 | 10 | Emporio armani | Franklin Marshall | Ebay Fashion | Very clearance | Very.co.uk | | | | Timberland | The north face | Merrell | Freya | Triumph | | | | Miss Sixty | NEXT (page intérieure) | The Kooples | | Make Up | 4 | 11 | Dior | Rimmel | Boots | Unilever | Clarins | | | | MaxFactor | Maubelline | Dr Lewinns | Coach | L 'Oréal | Hair product | | 13 | Wella | Herbal essence | Charles Worthington | Head&Shoulder | Paul Mitchell | | | | Toni&Guy | L 'Oréal | Pantene pro-V | | Jewelry | 1 | 10 | Guess | Bulova | Accessorize | AX Time | BabY-G | | | | Folli follie | Swarrovski | Trollbeads | Thomas Sabo | Ernest Jones | | | | Chanel | Pandora | | Skin cream | | 5 | L 'Oréal | Nivea | E45 | Palmer 's | | Handbag | | 3 | Michael Kors | River Island | | Shoes | | 3 | Clarks | Deichmann | UGG | | Computer / Phone | | 2 | Asus | HTC | | Hairdresser | | 2 | Scarett | Toni&Guy | | Car | 1 | 1 | Peugeot | New Yaris | | Meal | | 2 | Lea & Perrins | Blossom hill | | Books | | 1 | | Baby | | 1 | Pampers | | Application | | 1 | Vogue | | Health (teeth, eye, ..) | | 6 | Murine | Lil-Lets | Oral-B | Cymex | Always | Job | | 1 | Emirates | | Classified ads : Gap guide (1), Recruitment(1), Education in beauty (8), Education (2); Beauty nationwide (2), hair additions ( 1), Clairvoyancy & tarot (12), Legal service (4) | Sample | Boss | narcisso rodriguez | | | | | | Hardback page | Boss | narcisso rodriguez | 8 pages of DKNY Watch and clothes | | | |

Annex Circulation/Demographics | | | | Paid/Verified Subscriptions: | 1,850,439 | Single Copy: | 453,707 | | Total Circulation: | 2,304,146 | | 2011 Ratebase: | 2,250,000 | | Source: ABC, June 30, 2011 | | TOTAL AUDIENCE: | 12,340,000 | Age 18-49: | 80% | Median HHI: | $76,998 | Gender: | 94% Female / 6% Male | Education: | Any College 64% | Employment Status: | Employed 63% | Employment Status: | Professional/Managerial 25% | Marital Status: | Married 44% / Single 56%
Any Children in Household 54% | | Source: MRI Spring 2011 | | | | | |

Bibliography: http://www.lettres.ac-versailles.fr/spip.php?article404 KOTLER (Philip), Atmospherics as a Marketing tool, 1973-1974   | Source: ABC, June 30, 2011 |