How do I maximize my print budget?
Magazine advertising can work more cost effectively than TV, and using magazines in the media mix can lead to a media-multiplier effect.
There is a strong correlation between the readers' interest in the product field and print advertising impact. If you work in a low-interest category, you must use creativity to draw the reader into your ad.
Exposure to magazine advertising builds gradually. The pattern of readership builds differently for different types of publications. This needs to be acknowledged in media planning and monitoring.
Print advertising wears out – the ability of a...