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.
Advertising and promotional policy and research on its effectiveness
Catalogue: Seminar 1972: Marketing And Research In The Publishing Industry
Author: Basilio Riesco
June 15, 1972
Making a newspaper more reader-friendly
Catalogue: Seminar 1993: Competition In Publishing
Author: Gaby Bachofner
June 15, 1993
Horse and carriage, moonlight and roses, sun and surf?
Catalogue: ESOMAR/ARF WAM Conference 2003: Print
Authors: Peter Cooper, Neil Sharman, John S. Pawle
Company: QRi Consulting Ltd.
June 19, 2003
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