The sales effect of print.

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...