Final answer:
To convince a company to advertise, an editor-in-chief can offer a discount, a high-visibility ad placement such as a two-page spread or back cover with a special insert, but should avoid sending luxury gift baskets, which can be unethical.
Step-by-step explanation:
In order to convince a company to advertise with them, an editor-in-chief may opt for several persuasive strategies that line up with ethical standards and good business practices. Offering a deep discount on the ad could make it more financially attractive, while developing a two-page color spread at half the price provides both affordability and high visibility. Another enticing option might be to place the ad on the back cover of the magazine which typically has a higher readership visibility and include a special insert, making it stand out even more to potential customers.
However, sending gift baskets with luxury items to a company's top executives, although potentially persuasive, moves into ethically questionable territory and can be construed as bribery rather than a legitimate business practice. Hence, the editor-in-chief should focus on creating advertising packages that deliver value to the company and create a win-win situation for both parties.