As discussed in the chapter, context is a critical part of the media planning equation. To better understand context effects, obtain recent copies of the following magazines: Sports Illustrated, InStyle, and The New Yorker.

1. For each magazine, what are the primary types of brands, products, and services advertised?

2. What similarities do you find between brands and their ad messages?

3. What social meaning does the magazine itself lend to the advertisers?

4. Also list five examples of brands, products, or services you would least expect to advertise in each magazine and explain why.

5. Finally, look at the rate card for Sports Illustrated (print publication): https://images.saymedia-content.com/.image/cs_srgb/MTc1NDcxNTQ4MTU2NDIxMzE0/si_media-kit_91720.pdf. Determine the CPM for a FULL PAGE ad buy in 1 issue of the Sports Illustrated Swim Suit Edition. Hint: the "total audience" in this case is the number of readers for the issue. Show how you got your answer. Yes, this is a math question!

Note: you may need to go to your local free library to obtain copies. If this is not possible, find three different magazines around your house or borrow from friends/family. Try to find three very different magazine titles (e.g. Martha Stewart Living, Outdoor Magazine, and Food & Wine).