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...