Press advertising: equal to TV in building brands

Dr Robert Heath, Bath University School of Management, and Stuart McDonald, head of advertising insight at News International, present some new research that shows that press advertising is as effective as TV advertising.

Press advertising: equal to TV in building brands

Robert Heath and Stuart McDonald

More money is spent on print in the UK than on any other single medium. Yet anyone who has worked in advertising will know that print advertising is rarely regarded as being...

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