The Exploration into the “MAGALOGUE” Market in Taiwan
Date Issued
2009
Date
2009
Author(s)
Chen, Yi
Abstract
The media landscape is undergoing tremendous change. This study is an exploration into the “Magalogue” market in Taiwan. Through the method of case-study, this thesis tries to probe into the motives of publishing a magalogue, the capital management, the content strategy and the marketing strategy. Product placement is a very common practice in every kind of media including magazine. Some of the advertisers consider it may be easier to create their own media for product placement or marketing purpose. The benefit of print media is last longer and easy to be preserved. The most common way to present sales catalogue is also by printing. As a new type of printing media, “Magalogue” combines the feature of magazine and catalogue and creates a new market. The more resources the advertisers possess, the more chances they have to create a powerful magalogue. A magalogue may also be created by media itself to test the response of market about this type of product by cooperating with famous brands to secure the retail sales. There are many aspects to evaluate the advantage of publishing a magalogue. It could be the revenue of retail sales or related advertisement, could be the saving of marketing budget, or to create brand awareness, even be part of the future business development. In Greater China region, Taiwan plays the role of content-provider now in the “Magalogue” market. More opportunities may be explored in the future if Greater China market could be unified into one.
Subjects
product placement
media economics
branding
consumer culture
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