If I re-allocate part of my TV budget to print, will I get a better return?

This paper details the arguments for and against transferring part of a television advertising budget to printed media.

If I re-allocate part of my TV budget to print, will I get a better return?

Andrew GreenZenithOptimedia

According to ZenithOptimedia1 36% of global advertising expenditure across major media was spent on television in 2005. The largest advertisers tend to be more reliant on TV than this average suggests. In the UK, for example, some 45% of 2004 budgets were devoted to TV by the country's top 100 advertisers. In the US, the comparable share was 57% (12 months to Sept 2005).

Against this background of television's dominance amongst the biggest advertisers, non-TV media have long tried...

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