A study of premium promotion in female fashion magazines

• Main Authors: Li,Yen-I, 李妍儀
• Other Authors: Fu, Szu-Hua
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/19747869974156688966

碩士 === 嶺東科技大學 === 流行設計研究所 === 99 === For female fashion magazines sales advancement, complimentary premium addition is usually one of the commonest methods. Due to the female fashion magazines are usually placed on showcases in either convenience store or bookshops and the magazines are always sealed in package, the diversity and unique of premium characteristic place an important role to catch customers attention, preceding consumer’s purchase intention. In the past, the studies which related to female fashion magazines were focused on the context, and the study for complimentary premium promotion is limited. However, we think in addition to the abundant context of magazines, promotion should also put into serious consideration due to it always attract customers’ attention significantly and directly. Moreover, by interested in the complimentary premium, the customers may increase motivation in purchasing the magazines. Our study focused on the relationship between the complimentary premium promotion and the amount of female fashion magazines sales. We found that the difference of characteristics between premium and magazines influence the total sales amount. When the features between premium and magazines are significantly similar, the total sales amount is greater than which has low correlation. The value of premium itself also correlates with the purchase motivation of the customers. The higher value promotes more customers’ attention. We conclude that complimentary premium promotion do play a key point in female fashion magazine sales. Related characteristics of premium to magazine and high premium value make the most significant effect in more sales amount.