Journal Advertising

Advertising in journals for health professionals

Lidstone (1989) lists the advantages and disadvantages of journal advertising as follows:

"Advantages

• High coverage and fast access.
• Can have great impact.
• Cost per contact low.
• Can gain awareness rapidly.
• Ideally situated for situation where positive motivation to use a product is high, resistance factors are low, product is new, competitors are few in number.

Disadvantages

• Cannot convey complex messages.
• When choice of best way of communicating message needs research with target audience.
• Needs frequent exposure for efrect.
• Needs message with impact.
• Only one-way communication.
• Not suited for any situation where motivation to use is low or competition strong."