The sales effect of print.

Adrian Weser

Advertising is generally seen to play an informative, image-shaping role. Advertisers, however, are increasingly demanding proof of what their investment brings them in the sense of 'more sales'.

The Sales Effect Of Print

A case study for Germany

Adrian Weser Head of Media Marketing Department, Heinrich Bauer Verlag Anzeigen & Marketing KG, Germany.

INTRODUCTION

It is generally recognised that magazines are a suitable medium for generating awareness and building up an image. On the other hand, if the objective of advertising is to generate sales, TV is then the medium that first comes to mind. In other words, for many advertisers magazines are responsible for the soft factors and TV for the hard factor of sales.

This is a preconception that the following case study proves false....

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