Dossier: Direct Marketing Launches a New Advertising Medium

Argentina's advertising magazine Dossier wanted to sell ad space on the envelope the magazine was mailed in.

Dossier: Direct Marketing Launches a New Advertising Medium

CP Comunicación Proximity

ENTRY INFORMATION

Category: Publishing/EntertainmentCountry where program ran: ArgentinaDate program started/ended: October - December 2007

Product Description: Dossier is a popular trade publication in the Argentine advertising sector and comes in 2 formats: a weekly news magazine and monthly supplements on BTL, Print, TV, Outdoor, Radio, etc. Dossier is like the Argentine equivalent of ADVERTISING AGE.

Advertiser/Client Name: Editorial DossierMedia Channels: Print

STRATEGY

Marketplace Challenge:

The challenge was to increase Dossier's ad revenues by LAUNCHING A NEW ADVERTISING MEDIUM: THE ENVELOPE...

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