Advertising and promotional policy and research on its effectiveness

Author: Basilio Riesco


The subject here is a newspaper, treated not as an advertising medium but as a product to be promoted. The approach is simple and down to earth. The whole cycle is described, from a description of the product and its users to the determination of strategy, the development of advertising and a straightforward (sales) measure of effectiveness.

Basilio Riesco


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Research Papers

Research Papers

Research Papers

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