To understand why print advertising is so effective, we have to understand what is happening in a reader's brain as they read.
Brain activity is, almost by definition, extremely complex. It is understandable that much advertising research has not traditionally focused on understanding how the brain consumes different forms of advertising messages. However 'how' the brain engages in a particular task and how hard or taxing that particular task is, does have a number of effects on behavior - affecting, for instance, how easily or well something is remembered.
Advertising in magazines is a very powerful tool to the marketer. The style of advertising is uniquely different to any other advertising medium.. Magazines deliver a cost-effective return on monies invested.
There are many reason why creativity is important in advertising. With good visual effects it will attract the target audience attention that creates interest by establishing feelings of desire to bring about an action to purchase.
How to choose the correct magazine to advertise in
There are well over 1300 business to business publications published in South Africa. The choice narrows down significantly to what industry you are in and what your target audience is. Your advertising expenditure should be based on rand per reader and who receives the magazine. CEO's, managers and opinion leaders are normally targeted with the magazine circulated around the firm and staying at the reception for further reading by visitors.