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

Marcin Nowakowski () and Barbara Nowakowska ()
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Marcin Nowakowski: Faculty of Management, University of Warsaw
Barbara Nowakowska: Faculty of Management, University of Warsaw

Research Reports, 2016, vol. 1, issue 20, 123-135

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.

Keywords: advertising; marketing communication; message strategy; content analysis. (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2016
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